Kantar Health Personas and journeys

1

About me

Age | 48

Socio-tech profile | Creator

Size/location of company| Large pharma, US HQ)

My role

My team provide strategic advice on health economics and outcomes in women's

health and urology, ensuring optimal patient access and maximizing the visibility of

our brands... showing how we add value by presenting evidence –based knowledge.

I undertake initiatives to influence R&D efforts, support launch efforts and optimize

commercialization efforts /lifecycle management of our drugs and medical devices,

including economic data analysis, econometric modelling, and large database studies

looking at incidence and prevalance , quality of life and patient reported outcomes. I

tend to deal with hospital purchasers, payers on closed panels and Group Policy

Organizations.

Where I find information to do my job

I spend lots of time online as there are not a great deal of information sources on

topics such as gait biometrics. I do literature searches on Google Scholar and I also

look at PubMed, ISPOR, AMCP, the American Medical Association sites and have

looked throughTimely Data Resources Incidence &Prevalence Database. I have

signed up to feeds from the Wall street Journal health section and look at their blog,

PharmaVoice and DIA Daily http://dia.custombriefings.com/. I also subscribe to

Health Policy Weekly which is produced by Xcenda and I will track of blogs such as

http://ahier.blogspot.com/, and http://healthpopuli.com/.

I like enewsletters especially if they are well indexed. I try and fit in relevant webinars

and forums - EPEMED's Market Access for Personalized Medicine in Europe

webinar, for example. I will listen to podcasts while on the move and I go to various

medical conferences to present my findings including those run by ISPOR and

AMCP. I sometimes go to Next Level pharma events too and I attended the Medical

Devices Reimbursement Strategies Conference Summit last year and the CBI's

Medical Device and Diagnostics .

PERSONA - GLOBAL HEALTH OUTCOMES

“I want to work with a health economics powerhouse to help me meet the many challenges we

have in commercializing our products.”

In terms of how I like receiving data, I like to have lots of different sources

managed in one place. I hate long Powerpoint reports – there is nothing worse

than trying to find the point in a 100 page document. It’s good to have a Word

document sometimes to go where PowerPoint can’t go. Resources that would

be useful would be things like patient charts, maps – a dashboard to store it all

would be great. Mobile based info isn’t for me – I am too old!

I also run an online business of my own - http://www.almosthomeohio.org/ -

outside of work so I know how I like information to be presented I like Amazon-

great categorization and search plus the ratings are useful. Some of the worst

websites are not in pharma - http://www.directbuy.com/ has a terrible navigation.

Who do I buy from and why?

I love http://www.xcenda.com/. Their services are outstanding - the models that

they use are great and from them I can get dossiers and formulary kits . Their

offerings are set out so clearly on their website, which I use a lot for information.

They offer a brillliant user interface and a great ‘Now you Know ‘ section. I have

also used United Bio http://unitedbiosource.com/. They have some good

publications but they are a pain to work with. I don’t use Kantar Health for

anything more that the NH&W patient survey. While that is very good and my

account manager is very knowledgeable, I wouldn’t come to you if i wanted an

economic model or a dossier. Kantar Health does not come across as a health

economics powerhouse . The website doesn’t give me any impression of any of

your strengths; I am sure you have great offerings and I know you have good

people but none of that comes across. I would recommend Kantar Health for

the NH&W but don't like this website. It's cold looking.

What issues do I face now and in future?

I always need data on unmet needs, payer perceptions on validity of therapies,

and anything to help us price offerings for local markets. It’s really difficult to get

good data easily – for recent device research, I was looking at chart reviews,

electronic medical reviews but then had to go and do some large database

studies myself . Budgets and time are also worries.

Helga Johnson , Global Franchise Director, Health Economics &

Reimbursement

http://dia.custombriefings.com/

http://dia.custombriefings.com/

http://ahier.blogspot.com/

http://healthpopuli.com/

http://www.almosthomeohio.org/

http://www.almosthomeohio.org/

http://www.directbuy.com/

http://www.xcenda.com/

http://unitedbiosource.com/

http://unitedbiosource.com/

Scenarios for Helga Johnson

Global Franchise Director, Health

Economics & Reimbursement

Task What does Helga want to do online?

Find out

what KH

offers in

her space

Navigate quickly to an area where she can see KH’s strengths in health

economics and its USPs. Wants to see who she would work with and

what they have done before in relevant field. She is looking for

company to do dossiers, economic modelling and information packs –

we don’t do those. She is looking for contacts

Pain based entry

point, search, log in,

clear positioning ,

expert photos,

case studies

Sign up for

regular

info

updates

See all forthcoming online events on home page and also in a client

dashboard area, either as contextual information or a rolling feed on a

carousel. Find out if any downloads are available, e.g. White paper,

podcast, PDF flyer. She can see events but there isn’t much up there

Update

content.

Better search.

Non PDF content.

Looks at

scientific

publications

by KH staff

Find search box on site and be able to do multi-filler searches against

key phrases, e.g, health economics.(nothing currently) Search through

rich media library with associated contextual information at right hand

side so she can dig a bit deeper. (nothing currently) Contact a relevant

person to find out more – limited contacts on site

Multi-filter search;

rich media library

(both in client area

and visible); links to

contacts

Look for

payer and

provider

insights

on KH site

Would like to find about health policy updates, gain insight in to the

payers’ world and how their approach changes per therapy area and

get constant updates on industry trends. Doesn’t find anything of

interest on KH site

Stream on home

page updated with

key facts and

trends- available

poss on app

SEO keywords /alt

tags; clear simple

form structure and

enewsletter design

Functionality/content suggested

Find simple enewsletter/blog/RSS feed sign up on whatever

page she lands on giving her an idea of contents and frequency

of updates if enewsletter is the format chosen. She currently

doesn’t find anything like this on our site

Join a

forum/WebEx

on a relevant

topic

(Local /European personas will have a

similar path but will want to find out who

they would be working with and their local

expertise, then get in touch)

3

About me

Age | 44

Socio-tech profile | Joiner/ Collector

Size/location of company| Large pharma, New York, USA (HQ)

My role

I lead the team that provides strategic global market research support for consumer,

physician and payer marketing campaigns Therapy areas include respiratory,

cardiology, eurology , diabetes and infectious diseases/HIV. I carry out ad hoc

research, segmentation, detailing, look at doctor and patient education. Corporate

Social Responsibility is on my radar too. We are dipping our toe in the water with

online research – MROCs (need legal disclaimers), video diaries, Skype

conferencing, buzz monitoring , bulletin boards.


II only have time to skim paper journals like the NY Times. I follow blogs by Ray

Poynter, Nigel Hollis and Third Tuesday. I subscribe to/have RSS feeds for

Pharmaceutical Executive, Pharma, Daily Research News ,CNN Health ,The

Economist, FirstWord, Healthcare Marketer’s Exchange, Ad Age, Marketing News,

pharmalot,. I look at theheart.org and nejm.org is the best medical site I have seen,

while www.sixuntilme.com and www.hepcboy.com are good on specifics. . I have

Google Alerts for healthcare reform topics, e.g. comparative effectiveness and I use

Yahoo Finance News to keep track of competitors and their share prices. I used to

work at J&J and they had a great internal service monitoring Pink Sheet s, medical

journals and the like for important events relevant to each therapeutic area and

competitors – I miss that now. I find Wikipedia and Medscape very useful for medical

information.

I don't personally attend any events but others in my company do - primarily

EPHMRA, PBIRG, PMRG (I am a member of all of these as well as MREB, APhA,

AMCP, HBA) and eyeforpharma . They also attend therapeutic area conferences

from AAAI, ADA, EASD and marketing /social media focused conferences from the

Advertising Research Association, Advertising Research Foundation and IIR. We

are looking at a couple of shows on Predictive Analysis too -Predictive Analytics

PERSONA – GLOBAL INSIGHTS, US HQ

“I run a global team working on multiple research projects for different stakeholders. I run 20

or more projects concurrently around the world. I am also responsible for internal training.”

Innovation Summit issues. I am part of the Healthcare Businesswomen’s

Association and attend their events. I have to make time for webinars and

online forums . It’s good if I can control when I view online events and if I can

remain anonymous. Podcasts are good because I can listen to them anywhere. I

am a member of LinkedIn but annoyed at the number of irrelevant invitations

that I get. I use Facebook for family stuff but not at work.


I like Quirks Market Research Review ( http://www.quirks.com/) and use it to

select relevant research companies as well as for its though leadership. It has a

great dashboard feature. I like being able to pick and choose what I look at so

dashboards really work for me. We subscribe to Decision Resources

publications for specific disease information and buy Datamonitor, Forrester,

Manhattan Research, Marketing Research Executive Board reports for

benchmarking. I have used Kantar Health’s NH&W survey but I haven’t used

any of the other services. Challenge is I know the offerings from Mattson Jack,

Firefly(sic) etc but can’t tell what it is that Kantar Health is offering me. I haven’t

the relationship history and the website doesn’t make me feel like I know who or

what I would be dealing with. I like Futures Group website and services

http://futuresgroup.com/ – they align their offerings to needs. They also provide

all their reports in Powerpoint and Word, which is great for me as sometimes

Powerpoint doesn’t give me enough detail . I have used IPSOS and Synovate

for ad hoc - they are OK – and I like Vovici for online research.


Budgets cuts and adding value .I want my team to earn a seat at the decision

making table ; we have to rely on external suppliers to help us do that so it is

always a worry that they will deliver results for us. Social media fascinates and

scares me at the same time. Through our buzz monitoring , we see really

negative comments on Twitter and YouTube, and then there is the regulatory

aspect. I worry about moderating MROCs but see that they are really useful.

Also doctors like the online. AZ’s Symbicort SMART eDetailing apparently

engaged 6,500 GPs sufficiently for 71% to say that they would increase their

prescribing of Sybicort SMART. That’s got to be worth something!

Fran Evans, Global Insight Director

http://www.sixuntilme.com/

http://www.hepcboy.com/

http://www.quirks.com/

http://futuresgroup.com/

Scenarios for Fran Evans

Global Insight Director

Task What does Fran want to do online?

Put out an

RFI for an

MROC

study

Wants to go straight to informative area (e.g. doesn’t tell just her what

an MROC is ) where she can see what output will be and understand

company’s achievements and output. The site just has lots of generic

copy that tells her what she already knows.

Personalization;

MROC experts

details;

testimonials/case

studies; podcasts

Find,

organize

& store

content

Find out what KH can do that’s different and meets her needs

quickly. Feel like she is getting to know the team, understand who she

would work with and their expertise . See what a report from them might

look like. Check the buzz - PR coverage, social media streams, blogs,

awards. Check testimonials/case studies

Update

content.

Better search.

Non PDF content.

Get

updates -

research

trends /

techniques

Searches for comparative effectiveness on Google . She thinks Kantar

Health has talked to her about this but they don’t come up in the search

results. She goes to the site and tries to find information on general

trends and innovation. There isn’t any and she leaves disappointed

Get info

for CSR

planning

with HR

This is a new area for Franand she is not sure it is going to be

something that Kantar Health do . She comes to the home page and is

not sure where she would find information on this topic. She searches

around for a while then leaves the site

Key info

on home page ;

ensure it is relevant,

up to date.

Search with filters;

My KH; dashboard;

RSS/sign ups;

offers; stock ticker

Functionality/contentsuggested

Log in to an area on site where she can keep her Powerpoint

and Word documents organized on a dashboard and find

proposals posted to her; set up RSS feeds & alerts. She finds a

password protected area on the site but she can’t get in there.

Devise a

pitch shortlist

for oncology

study

Carousel /ticker on

home page with key

facts; related

content; SEO

p.s. Emerging market /European personas will have

a similar path but will want to find out who they would

be working with and their local expertise, then get in

touch and may want language search in publications

and other areas of the site.

5

PERSONA – MARKET ACCESS

“With large amounts of inconsistent data to sort through and keeping on top of all

the regulatory moves and market trends that impact product success before, during

and after launch, my job is never dull but it’s often challenging ”

I very much like webcasts/webinars, especially those that are free, specific

to a topic and 5-10 minutes long. I realize companies like Kantor Health

have to promote themselves by these vehicles but I don’t like it when they

are too heavy handed on the sell . I will also download a podcast to listen to

on journeys if the subject matter is relevant and unique. I dabble with Twitter

lists, check out other people’s presentations on market access on Slideshare

and think the channel areas of YouTube is interesting. I am on Linked In

groups, but I feel the options there are a bit consulting focused.

I am a member of AHIP (America’s Health Insurance Plans), DIA(drug

information Association) and AMCP (Academy of Managed Care Pharmacy).


The way Synovate positions themselves gives me confidence in their ability

to really help me understand the dynamics of the Asian markets and the

various stakeholders. Likewise Xcendra. I have done business with

companies that have provided useful , targeted webinars, like Avalere Health.

I am on a “super panel” of Gerson Lehrman Group and I am interested in

their health care webcasts too. I have used Bridgehead for work in China. I

buy the odd industry report from companies like Quintiles and Datamonitor.

In terms of Kantar Health, I haven’t used you and wouldn’t really see a

reason to looking at your website. You look big but US focused and

impersonal when I need worldwide reach but true local knowledge . How

many staff do you have in China? What’s your capability? It isn’t clear.


Generally regulations tightening, government agencies controlling drug costs

to reduce budget deficits but then widening patient access at the same time.

And the fact that so much rests on my shoulders when times are so

uncertain. For example, there is speculation that China’s pricing agency, the

National Development and Reform Commission (NDRC), is developing

international reference pricing guidelines to improve transparency and

rationale for pricing decisions, looking at India, South Korea, and the

Philippines . That is not good for us.

About me

Age | 36

Socio-tech profile | Spectator

Size/location of company| small pharma company, New York

My role

I specialize in pharmaceutical pricing, reimbursement and market access

worldwide but right now my focus is on China. To perform my global market

access leadership role, I need to keep completely up to speed with pharma and

healthcare policy, health economics, pricing and market access issues throughout

the world. My department is responsible for developing the P&R strategies for all

compounds in development and for the coordination of pricing submissions and

negotiations with pricing authorities, like the NDRC in China, and other

stakeholders. We always need to consider the implications our products may

have on the wider healthcare market, understand on how healthcare changes or

moves by the pricing authorities to change pricing schemes may impact the value

of our products , and communicate the ‘value’ of our products to stakeholders,

ranging from payers to regulatory bodies and government departments..


I don’t have much time to follow blogs but have set up RSS feeds for

Pharmaceutical Executive, Medical Advertising Age, FirstWord and

PharmaVoice. Scrip World is useful for a more European angle. I follow the Pink

Sheets and their health sections – CNN and Wall Street Journal. It’s good to get

e-newsletters too.- Amerisource Bergen Specialty Group/Xcendra do one that I

really like – Health Policy Weekly In terms of conferences, I attend EPHMRA,

PMRG and I keep an eye on the eye for pharma but I really don’t go to

conferences that often.

I go to the odd event- Comparative Effectiveness, the World HealthCare

Congress , Market Access USA, Academy of Managed Care meetings and have

attended a Next Level event on market access/optimization in China.

Dr James Wang, Market Access, Pricing &Reimbursement Director

Scenarios for Dr James Wang

Pricing & Reimbursement Director

Task What does James want to do online?

Wants to

find out

capability

in regions

James has come to KH via a link from TNS. He isn’t sure where to go

when he lands as all the paths have internal sounding names so he

plumps for commercial development – the offering doesn’t sound very

specific so he leaves as there is no search on the site.

SEOmarket

access China;

search facility;

maps/contact

details

Find case

studies on

Market

Access,

Can’t see any indication on KH home page of upcoming events and not

clear on where he should go to find these. Chooses About us before

noticing news &events area. Takes him four clicks to get to information

then he finds nothing there

Content plan

necessary /PR;

simple, intuitive nav;

carousel with

events etc

Looks for

examples

of dossier

work

Revisits the KH site and searches again in commercial development

area for examples of work . Can’t find anything (Market Access

currently under Treatment Value area)

Entry through need

or pain points, not

internal name of

practice; add

examples of work

Sign up for

enewsletter

Key utilities on each

page, e.g. contact

us, sign up for

enewsletter

Video case studies

;contact details of all

relevant local contacts

in map or similar


Looking at finding help for a new project and searches for case

study material that he can read and forward if he thinks it’s

relevant. Again he draws a blank. He looks for contacts , tries to

call contact, no response and email giveni is general

Find events/

podcasts on

market

access

Looks for way to sign up for updates but can’t find anything.

No telephone numbers either

p.s. Emerging market /European personas

will have a similar path but will want to

find out who they would be working with

and their local expertise, then get in touch

and may want language search in

publications and other areas of the site.

7

About me

Age | 39

Socio-tech profile | Creator

Size/location of company| Large pharma, Switzerland(HQ)

My role

My role spans disease area strategy and commercial and brand strategy, strategic

alliances, eHealth and KOL relationships in neuroscience and ophthalmics. My

areas of focus include ophthalmology, Multiple Sclerosis, and Alzheimer's Disease

and I provide commercial/brand strategy guidance to product development , planning

and management team as well as central and regional marketing teams on early

phase, pre-launch and in-line products. We have a team dedicated to developing

central strategy and communication packages for healthcare professionals like

opticians and pharmacists to make it easier for the markets to focus on activation.

We have also built a global research team with resource for each brand. To be

successful, we also need brand and R&D teams to be more than joined at the hip

and lots of liaison between ourselves and the Market Access and Safety teams. We

also need influencers on our side to keep our ethical profile high so there are lots of

meetings with our Medical Liaison team planning education, round tables and events

that KOLs attend. CSR is also a big deal for us as part of our multiple stakeholder

push. We’ve got programmes in place to benchmark how our brands are doing ...how

effective they are versus the competition , how KOLs think of them . And we are

embracing social media - with over 70 past, ongoing or planned ehealth projects. We

have Facebook pages and clinical trials on YouTube, and patient websites.


I visit the Wall Street Journal, Biocentury and Scrip sites often and I have feeds set

up from them. I also look at MedAd News , PharmaVoice, Pharmalive,

PharmaVoice, Pharmafocus, Medical Marketing & Media, Pharmaceutical Executive ,

Fierce Pharma. I have my own blog so I like to keep up with the trends and hot

topics. Blogs such as www.addadhdblog.com are hugely influential in their

categories.

PERSONA – GLOBAL BRAND MARKETING, EUROPEAN HQ

“R&D and brand teams need to to be joined at the hip nowadays. We are also very involved with

Market Access, and working with Safety and Medical Liaison teams throughout all phases.”

I am also signed up to Yahoo Finance and Google News. I am a big fan of new

media and am signed up to Facebook, LinkedIn and Twitter. I use buzz

monitoring via our research team to keep track of competition. I still have to

go to quite a few events as they are ideal place to talk to opinion leaders and

the media, as well as attending poster sessions and plenaries. To meet

influencers, I go to PBIRG, PMSA, the Pharmaceutical Management Sciences

Association and I am a member of all these organizations. I am also a member

of the AMA. I like to spend our budgets on events where the team can learn

something new not just from those in our sector so we will be also going to

Digital Marketing Europe this year. We issues our own internal Marketing

Excellence enewsletter to keep team up to speed and training is very

important, so any supplier that can help us with webinars and forums on hot

marketing topics will always get brownie points.


It really depends what I am looking at. I know Kantar Health works in the brand

and stakeholder area so I would very much work with them there but the

company doesn’t seem to have many digital services. The website is poor but

then so are your competitors’ websites. Having said that, they are not part of

the largest advertising group in the world. I like websites that think about the

way the user might interact with them. The BBC website is very good and

Amazon – I bet everyone has mentioned those two to you.


Understanding the penetration of various brand messages is always an issue I

have a lot to live up to as my company has a strong record for innovative

tactics and new launches. Emarketing is perfect for communicating with patient

groups so the regulatory restrictions are a little frustrating; a challenge will

always be keeping ahead of the game here, paying the fines to make a point

that the rules have to change sooner or later.

I also pretty much work an 18 hour day liaising with colleagues around the

globe so having enough time and resource is always an issue.

Jeffery Lindor, Global Strategic Marketing Director,

http://www.addadhdblog.com/

Scenarios for Jeffrey Lindor

Global Strategic Marketing Director,

Task What does Jeffrey want to do online?

Wants

information

on KH’s

KOL

panels

Want to find an areas where he can really get to understand what’s

different about KH’s influencer offering. Goes to site, looks at practice

area section but can’t see anything that sells him on KH’s expertise

Personalization;

highlight USPs(e.g.

number of oncology

KOLs); search

Wants to

follow KH

blog,

Is an existing customer and wonders if it is possible to send a more

personal communication to Kantar through logged in area but finds

nothing there for him. Would like to see a My Account area and some

Amazon-like suggestions for reports he might want to look at

Dashboard; forms;

digital surgery area

as per brief

Interested

in KH’s

digital

offerings

Can’t find anything on site, Google and still finds nothing. He can find

offerings he has heard about like Cymfony on the TNS site so he goes

there instead

Add offering to site

against needs;

search; SEO

Looking

for social

media

links on

KH’s site

Can’t see any links on site and when he does find KH on Facebook ,

there isn’t any content so goes to WPP links instead

Social channels to

be set up/revised at

the same time as

new site

Search; blog and

blog sign up; SEO

Functionality/content suggested

Goes to site, can’t see a blog. Searches Kantar Health blog and

gets Pharma Marketing Forum blog. Signs up for that instead

Would like

to talk to KH

- stakeholder

management

9

About me

Age | 36

Socio-tech profile | Joiner/ Collector

Size/location of company| Large pharma, HQ Japan

My role

The main areas of my work are cardiology and oncology(prostrate cancer). My

team have to manage regulatory risk exists all the way through product

development, from lead compound discovery, through pre-clinical studies,

clinical trials and safety/efficacy testing , to launch and beyond . I need to

identify, understand and minimize risk at all stages of the product development

process and provide regulatory, medical and scientific expertise to internal and

external customers with respect to global business needs, interfacing

extensively with local government agencies and industry associations at all

stages the progression of the product through the development process. My

work spans regulatory and development strategy, clinical studies/bridging data

modelling, and compliance, chemistry, manufacturing and controls, and drug

safety and pharmacovigilance, including spontaneous reporting.


I read Drug Safety , the monthly electronic bulletin from the MHRA and

Commission on Human Medicines , http://personalizedmedicineblog.com/ and

Pharma marketing blog. I visit the Center-for-Drug-Evaluation-and-Research’s

website for updates. Events-wise, it’s tricky to get the time but I still attend the

World Drug Safety Congress, the Annual Pharmacovigilance Conference and

ISPOR. I’ll use webinars if I can – there was a good one from

http://www.biowisdom.com/news/ and there is some material on You Tube

which is good , if unedited.

I am on the Scientific Advisory Board of OMOP (Observational Medical

Outcomes Partnership), the FDA, PhRMA and FNIH public-private partnership

designed to help improve the monitoring of drugs for safety

PERSONA - SAFETY

“A lot is at stake in my projects. Patients‘ lives, the relationship we have with stakeholders and

the impact negative findings could have on the company share price.”

I am also a member of eHealthplus (www.ehealthplus.org), a UK-based public-

private sector “think tank” researching the application of digital technologies in

healthcare.


We need to be able to rely on the data gathered being interpreted accurately

and on all the boxes being ticked at every stage. People’s lives are at risk. I

don’t tend to centre on any one supplier although it would be good to do this. I

will use Registrat Mapi for late stage research because they are reliable and

have global reach . Quintiles also has a good offering; but mainly at clinical

stages, particularly in phase two/three trials. I am not really clear on what Kantar

Health can do for me. I know about the Treatment Value offering but it seems to

be broad and I need specific. Yours is a company website with service offerings.

but nothing to offer me and no reason to visit again.


Our challenge can be summarized by looking at this article

http://www.fiercebiotechresearch.com/story/study-industry-backed-clinical-trials-

are-odds-success/2010-08-

03?utm_medium=nl&utm_source=internal#ixzz0vYcsLysi.. Stockholders don't

pay for negative results. When we prove what drugs can do and prove it to the

satisfaction of the scientific and regulatory community, we are showing a

marketable product which permits investors to feel secure in subsidizing further

research . If we also allow people to contribute further to society through

managing cardiology, heart disease and a myriad of other concerns

which would previously remove them from workforce and taxpayer populations

then we have achieved our goals.

I struggle with new media and I am not alone in that. It’s so tough because of

the restrictions. Now the public have a voice and they are determined to be

heard, our job is made so much harder. I’d like to understand how social media

can be used positively but I just can’t see the up side right now.

Dan Briggs, Director of Regulatory and Medical Affairs

http://personalizedmedicineblog.com/

http://www.biowisdom.com/news/

http://www.biowisdom.com/news/

http://www.fiercebiotechresearch.com/story/study-industry-backed-clinical-trials-are-odds-success/2010-08-03?utm_medium=nl&utm_source=internal



















Scenarios for Dan Briggs

Director of Regulatory and Medical Affairs

Task What does Dan want to do online?

Looking for

information

- phase 1-3

safety

Arrives at site, looks for safety, tries practices, can’t see anything. Then

searches around press and events areas, before leaving and Googling

“Kantar Health safety” and finds optimized entry in InPharm directory

Search with filters;

testimonials/case

studies; podcasts;

practice area by

client need; SEO

Looking

for case

studies/pr

of

capability

Can’t find anything on site. Tries searching on Google and comes up

with an ex Kantar Health employee proficient in playing drums. A lower

ranked entry in German appears to describe InDrums

Update

content.

Better search.

Non PDF content.

Checks if

KH

recruiting

clinical

researchers

Goes to About Us but there is no section on recruitment. Searches on

Google instead

Editable job site

area with forms and

contacts in local

language

Looks for

local

safety

contacts

Can only find locations, goes there and can only find practice area. Not

quite sure which practice area safety is in.

Intuitive navigation;

search

Video, up to date

press area, white

paper downloads


Can’t see anything but descriptive text of practice area on site.

Doesn’t look to him like KH offer a full solution for safety so he

goes elsewhere

Has heard

about

InDrums and

wants info

11

PERSONA – EMEA HEALTH OUTCOMES

Chris Jackson, Head of Health Economics - EMEA “I have to interpret large amounts of technical and other data from internal and external

sources, and keep up-to-date on the latest in health economics via academia, industry

bodies and government sources.”

fellow of the Royal College of Medicine, the Royal Society of Public Health

and the Royal Society for the encouragement of Arts, Manufactures and

Commerce.

I will be attending the ISPOR congresses , Clinical Outsourcing World

Europe , NextLevelPharma's Risk-Sharing & Value-Based Pricing and

Reimbursement Schemes Conference , NICE BIO and the Annual

International Conference on Health Economics, Management & Policy . I

will sometimes go to Marcus Evans events – they have a good one on

planning and portfolio management. I am regularly out on the circuit myself;

I present and submit posters to many conferences . I also recently

participated at a workshop at the University of York on how to manage and

interpret hospital episode data and I am a visiting lecturer at at the

University of Surrey, as module leader on Health Economics . In terms of

networking, I use the Healtheconomics.com forum, I am a member of the

Health Outcomes Scientists group on LinkedIn which doesn’t have a lot of

activity and I am an elected member of the PharmaTimes Directors' Club.


As I deal mainly in Europe, I tend to use research agencies that understand

local as well as global issues . I have used Abacus

http://www.abacusint.com/ for quality of life studies and strategic research

and also Aegis http://www.aegisnet.org/. I’ll buy reports from Adis online

http://adisonline.com/home/- I like the way their reports are organized. I.

didn’t realize Kantar Health was in this space. The website looks very

doesn’t really give an impression of any areas of expertise. It’s a bit dull and

there are also no pictures of the people , just an odd picture of drawing pins.


I am passionate about the promotion of cost-effective, evidence-based

medicine. It’s key that I keep costs low while improving quality,

strengthening weak operational areas. Keeping on top of regulatory criteria

and shortening the time needed to bring products to market are key

concerns. Also, I need to keep up to speed with the issues surrounding

personalized medicine and any other current/future trends.

About me

Age | 38

Socio-tech profile | Collector/ Crtic

Name/location of company| large pharma company, HQ UK

My role

I work within cross-functional matrix teams carrying out multiple systematic reviews

and meta analyses, reviewing/developing economic models in many healthcare

settings to show that our products have meaningful patient reported outcomes and

strong value propositions . I also advise on which operational research measures

should be included within clinical studies. I deal with national and regional Health

Technology Assessment bodies and networks, and have formed good working

relationships with academic and professional groups. I’ve worked closely with NICE

http://www.nice.org.uk/ since its inception, and has also been closely involved with

the Scottish Medicines Consortium http://www.scottishmedicines.org.uk , I am the

Health Economics member of the Joint Committee on Vaccines and Immunisations

and act as a consultant health economic evaluation within the NHS Research Design

Service .


I tend to get my information online as it more up to date than it would be in a journal

although I do read physical publications – Pharma Times, The Economist and Future

Science Group’s journals.– especially when travelling. Online , I look at Scrip World,

Pharmaceutical Executive. InPharm for general news . I use Google Scholar and

Healtheconomics.com is a good overall resource. I use http://wonder.cdc.gov/ for

wide ranging epidemeology research, and Knowledge@Wharton, ,. I also use

resources on the ISPOR and the CEA sites plus https://www.htainsite.com/ to review

past NICE decisions.. I’ll look at YouTube and Slideshare to see if there are any good

presentations I am a Professional member of the Institute of Clinical Research, an

honorary Fellow in Health Economics at the University of Warwick and an elected

http://www.abacusint.com/

http://www.aegisnet.org/

http://adisonline.com/home/-

http://adisonline.com/home/-

http://www.nice.org.uk/

http://www.scottishmedicines.org.uk/

http://wonder.cdc.gov/

https://www.htainsite.com/

12

About me

Age | 41

Socio-tech profile | Collector

Size/location of company| Large pharma, Germany (HQ)

My role

There are three core elements to my job which centres on oncology . I spend 70% of

my time actionable solutions to business objectives by conducting international

primary qualitative and quantitative market research studies and analysis , 10%

providing insights into oncology treatment standards, competitor and market trends

and dynamics through business and competitive intelligence, and 20% on

commercial forecasting, contributing to pipeline analysis and conducting launch

oncology product assessments/projections on the basis of a validated epidemiology

database. I tend to do large quant studies across multiple markets. We are

considering social media usage in our research as far as we can for generics ;given

the regulatory environment, anything we are planning is within a closed forum. Our

Knowledge Management Group also keep an eye on what’s going on using buzz

monitoring tools. I have to do training as part of my remit too so any supplier who

helps me with that – traditional research and social media style - gets the thumbs up.


I will make use of webinars if the topics are specific to my role. A company in the US

did a good webinar on strategic competitive analysis recently. I do follow forums but

won’t tend to comment on other people’s opinions as the comments can be traced

back, although I will post questions. I like podcasts because i can listen to them when

i want to. I am a member of the MRA and EPHMRA but my team don’t really go to

any of their events. We will go to the larger oncology conferences like the ASCO

Annual Meeting. In terms of media sites, blogs and publications, I used to be able to

get Pharma Marketing Europe when i was working in the UK but they won’t send me

it now I am back in Germany. I read MRS News , the journal of the MRS and also

read the International Journal of Market Research. I look at Scrip World online,

FirstWord and the HemOnc Today blog. We also get quite a few of German and

European publications – Planung&Analyse, Research&Results, Horizont, Strategies

,.

PERSONA – GLOBAL INSIGHTS, EUROPEAN HQ

“I am constantly trying to keep internal stakeholders happy. It’s important that I have a good

relationship with my research suppliers, that they just get on with it and deliver the goods”

The Journal of Health. I don’t tend to read the US trade press – I just look at

blogs . Although I am on LinkedIn, I don’t use any of the forums or groups on

there. I am not signed up to any other social media networks for work but as I

am away from family, I use Facebook when not at work and I do post pictures

and video online


Although online is part of our jobs nowadays, relationships are key to me so I try

to speak to people to get an idea of what they would be like to work with. I love

The Research Partnership because they don’t just say they will partner with me

– they walk the talk. I love their Therapy Knowledge database and this

dashboard feature – dashboards are so much the way forward

http://www.researchpartnership.com/files/FusionMain.html. I am fdoing a 16

country report through them and they are fantastic. They give me a complete

overview of every project then report on progress every week and answer any

questions I have at the end of it without a fuss. I can see what i am going to get

on their website too which is great- no surprises. And unlike with Kantar Health,

I can choose who I want to work with. I was seriously fed up when I called up

about a project and I had to work with Germany, even though i was told the

oncology centre of excellence was in Spain. The website gives you no idea of

who is who and it is so difficult to get through to that one named person. It also

doesn’t make you look any different from anyone else. It’s not offensive, it’s just

very samey and gives me no real confidence. I like sites like Amazon – so clear,

light and friendly -no images coming at me like the Kantar Health site. Having

lived in the UK, the BBC site is good too.


With more than 20 projects on the go at any given time, I have to juggle

resources and manage all internal stakeholders including the global proposal

teams, strategic marketing groups, new product deployment groups. Keeping up

with trends and keeping our profile strong as an internal supplier is always a

key concern. We also have to strike the right balance between mature markets

and research for the newer , possibly more lucrative but more risky ones.

Shelley Schmidt, Associate Director Global Business Intelligence

http://www.researchpartnership.com/files/FusionMain.html

http://www.researchpartnership.com/files/FusionMain.html

13

About me

Age | 40

Socio-tech profile | Collector/Joiner

Size/location of company| Large pharma, Turkey (Switzerland HQ)

My role

I am a strategic data planner . I work in a very small team , focussing on local

oncology issues. I have to do all types of research – ad hoc, MROCs, video diaries,

KOL studies – but I have to do it on a very small budget. We have a hard time finding

global agencies who are prepared to work with us. I am always looking for innovative

suppliers.


I have a Blackberry and so I am online all the time – filtering through Twitter,

Facebook. I am on Linkedin and have joined any groups that look relevant. It is

important to have a good network when you are in a small region. In terms of

websites. Everyone is on YouTube and I am no exception.

I love it when sites have a good search facility and when they have done their

optimization well so I can find them easily on Google. I have signed up for

PharmaLive , I like the WebMD site and EvaluatePharma is good too. I get

enewsletters from Datamonitor – they are useful but I don’t want to get this sort of

thing too often and it always has to be on my terms because I am busy. Forums and

webinars are part of the job and a good way to get information quickly although there

are not many that are specific enough for me. I am a member of EPHMRA and the

Turkish Association of Marketing and Public Opinion Researchers. My company uses

software to track keywords so that we can keep track of various subjects, so I get a

filtered down daily competitive highlights and trends email, plus we have bi-monthly

reports posted online.

In terms of information formats, I don’t like pdfs because i can’t cut and paste from it

and i always need to send things on to colleagues in another format. I like Word and

online or not.

PERSONA – CEE /EMERGING MARKETS MARKETING INSIGHTS

“I run a local team with small budgets and large workloads. I find it difficult to find innovative

suppliers but I am a small fish in a big sea for them”

PowerPoint is OK . I don’t have time for long proposals of 20 pages or more.

Summaries are always good and being able to organize the data myself is great

as long as it doesn’t take too long. I like to be able to see graphs and charts –

not too many words.


We like to innovate in Turkey but we can’t find many suppliers to innovate with.

None of your suppliers stands out and I am used to working with TNS. I

searched on Google for ‘innovative market research companies’ TNS was the

only one that came up that I recognized. I am a bit confused as I buy from TNS

– what relationship does it have with Kantar Health? I like working with my

account person at your company but i wouldn’t have a clue who else to turn to

from your website. You say also Turkey is in the Middle East on your contact

page? I am not keen on websites with too much text like yours with no links

through to proper contacts in the right geography or business area. You need to

show your difference by showing my output and show that you know how to do

your own market research by segmenting. There are no case studies, no proof.

Show me some engaging content. Also, how can I find anything with no search

button? And are you not on social media – there aren’t any links here or on your

autosignatures.


My biggest challenge is working in a subsidiary. We face all the usual issues

that market researchers have in an organization- a need to constantly deliver

work that makes a difference, keeping on top of research trends and keeping

training up to date - but magnified because we are operating like a small fish in

a big sea. It is quite frustrating. I need to find good local suppliers who have a

good reputation but my budgets are smaller and my team is tiny. I haven’t got

the manpower or time to manage multiple suppliers but then that limits me.

Güliz Gavez, VP Strategic Planning

14

About me

Age | 45

Socio-tech profile | Collector

Size/location of company| Large pharma, USA New Jersey (HQ), operating from

Singapore subsidiary

My role

I have created a fluid market research process for market research projects in the

diabetes, generics, cardiovascular and oncology areas to be conducted across the

Asia Pacific region with HCPs and patients. The brand and positioning work is all

done at a global level in the US. What we do locally is validation and adaptation. To

be honest, a lot of it is about gut feel and having good local relationships. Asia is a

very different market but not a lot of large research suppliers understand this.


Online is always a first base for me. Although Wikipedia is maybe not that reliable, I

get some ideas from it. I also love Google Trends. I mainly sign up for RSS feeds and

will look at Pharmafocus and Pharmaceutical Executive online. I also like the

FiercePharma blog- I tend to look at that on my mobile in between appointments or

travelling on the train. Forums and webinars are good ways to catch up. I am

personally interested in the implications of social media on market research and

would certainly tune in to any online event that was on that topic. I am on LinkedIn

and would use the groups and also follow Twitter but we don’t have any access at

work. We also have some different social media channels in Asia, like Orkut. I love

YouTube and think video is great for research as it gives the patients a voice. There

was a campaign not so long ago when a mother complained about formula milk on

YouTube and the manufacturer was forced to change the product – what power!. I

know the company is looking at MROCs but I am not sure how that will manifest itself

here. So I just try to keep myself up to speed.

In terms of information formats I like summaries and tables, and love to be able to

organize my own information in an account space or dashboard online. I don’t like

big reports.

PERSONA – REGIONAL INSIGHT, EMERGING MARKETS(ASIA PAC)

“I run local projects in the Asia Pacific region. I need to work in true partnership with companies

that have a good depth of understanding scientifically and strong local knowledge.”

I’d like to see that book you do (NH&W) online, possibly on my phone. It would

be much easier to use the information if I could get it online


This is not a homogenous region – it cuts across many cultures and I need to

work with companies that understand the local aspect well as the big picture. I

have worked with IMS but they are not good enough at the local knowledge or

the depth of knowledge, so if I want to know what certain moelcules are used

for, I don’t go to them. I have used Synovate who were quite good. I like

http://www.pharmasols.com. The website is good – easy to find everything and

has interesting news features. They know the Australasian market well which is

useful to me.

I use Kantar Health for primary research; secondary research tends to be done

on the back of corporate level work. You are a pretty tight outfit, having

confidence in your work is not a problem but you are a bit inflexible . If you

recommend something, there is no give and take. The website has little added

value for me. I can’t go on there and get a feel for the people or find out who my

local contact is. I would have no concept of anything but an American company

talking the talk. We are all wise to that. I will make my judgement based on my

personal relationships with your team but if I didn’t have an existing relationship

with you, this website would not inspire me to hire you. I want to see examples,

case studies, something engaging. The pictures should be of people not

drawing pins.


Managing a tough sales pipeline with limited resource is always our biggest

issue. We want to work as true partners with our internal stakeholders including

the global research teams but sometimes they don’t understand local side of

things which can be frustrating.

Senior Manager - Research

http://www.pharmasols.com/

Documents

Kantar Health Personas and journeys