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www.insites-consulting.com
Conversation Research: Leveraging the power of social media in pharmaceutical MR
For MRS Health conference@London
By Robert Dossin
Managing Director UK
Date Mar 7th 2013
@robert_dossin
Patients have stepped forward
to actively participate in the
conversations about their health
Empowered patients
are a FACT today
e-Patient Dave
“Gimme my damn data”
Diagnosed with stage IV kidney cancer 2007
Took an active role in his treatment & survived
Inspiration for Novartis
Current job: healthcare consultant!
Who is this guy?
@ePatientDave
Patients 1st power tool is information
The internet enables them to look for
information themselves.
Dr. Google is their guide in their search.
that is out there
Information is a
popular power
tool
72%
Users
87%
82%
74%
97%
95%
79%
79%
80%
83% already used the internet to look for information on health related topics
Source: Health study by InSites Consulting 2010
70%
69%
engaged patient
=
emotional patient
Sharing = caring
When patients share information, it is not limited to
exchanging rational information (treatments,
products, symptoms…)
They all feel the urge to share emotions,
concerns, issues… It is very reassuring to read
stories in which they recognize themselves
of patients says info found online affects decision about treatments
56% says it changed their overall
approach to maintaining their health
or the health of someone they help
take care of.
53% says it leads to ask a doctor a
new question or to get a second
opinion from another doctor.
Online information is impactful.
Source: http://www.slideshare.net/PewInternet/2012-1-12-12-rise-of-epatients-providence-st-joseph-medical-centerpptx
60%
Patients have changed So need you: You need to observe what they are doing You need to engage With the right patient!
Conversational
Research
Research communities
Social media netnography
Panel pressure Building a community
Only spontaneous feedback Representativeness Informed consent
Giving back
Creating synergies
Social media netnography
= research methodology
that makes use of publicly
available user-generated-
content in order to answer a
research question
16
Observational
research
Business Objectives & Approach
To empower patients and carers to initiate conversations with HCPs, and each other and to raise awareness of the benefits of continuous medication, the research needed to identify what patients discussed, how they discussed it, in what context and what were opportunities for Janssen to start the conversation with patients suffering from Schizophrenia, but also carers and HCPs.
How understanding patients helped Janssen to improve its website using Social Media Netnography Research Outcomes
Healthcare Janssen Pharma – EMEA Schizophrenia 24 x 7
Corinne Pilgrim, EMEA Product Director Psychiatry, Janssen Pharmaceuticals,
• Different landing zones for different patient segments
• In 16 countries/5 languages
• 200K unique visitors • 20% revisit rate
21
Social media netnography: benefits
Access to highly involved patient and difficult topics Many conversations Most on relevant topics Ideal to explore new TAs/topics
22
Social media netnography: limitations
Less of the uninvolved patient No probing Only what is relevant for them Internet has no boundaries
The challenge
Merck Serono plans to develop services for patients in the therapy area of hypertension. To
guarantee the relevance & success of services, Merck Serono wanted to get grip on the patient
lifestyle & behaviour and on the actual needs of this important stakeholder.
Merck Serono: Online Research Community
(RO ROC
with hypertension patients
with hypertension patients
What did we do?
An Insightment Community proved to be the ideal method
for answering these client needs:
• 10 days of patient blog research: individual connection
in diary style to experience the patient life through
pictures & posts.
• 3 days of crowd interpretation where patients
interpreted each others input.
• 1 week of dynamic community interaction to build on
generated ideas & understand drivers and barriers.
PHASE 2
As the GP is a crucial stakeholder in the communication &
recommendation of services, we are in the process of
asking feedback from a selection of physicians about the
patient-generated services through online discussion
groups.
Online Research Community
with hypertension patient Approach
Using the power of the group
Reflective
probing
Shaping
insights
Define
actions
The results
We learned that patients are very enthusiastic about the
research method and that the number of adverse events
encountered is very limited.
What were the outcomes:
Research
• 1717 posts (total of blog/crowd
interpretation/community)
• Interactive health consumer dashboard with over 250
pictures tagged for interactive analysis
Client
• 7 (unmet) needs and frictions across the patient journey
• We came up with 6 NEW service concepts
Merck Serono: Online Research Community
with hypertension patients
Outcomes
Thoughts to hold on to Patients are consumers, “consumers of health” ; their
conversations are a perfect yardstick to what they perceive as the
truth
Netnography is a great method to mine user generated content from
patients
Patients want to be engaged, „cause they are engaged: MROCs!
We should reinvent ourselves, using technology to engage with
them where they are and when they want
Not just send our tradional messages via new channels
Not just by becoming a new channel checklist company
www.insites-consulting.com
Thank you!
Robert Dossin, Managing Director
@robert_dossin
http://uk.linkedin.com/in/robertdossin
+44 7904 288 898
New York I Timisoara I London I Rotterdam I Ghent
Rosebery Avenue 151 - 4th floor I EC1R 4AB London I United Kingdom
Robert’s experience:
Robert is MD and is responsible for the market research and consulting offerings for all clients in the UK
Before joining InSites Consulting, Robert worked at IMS Health, the worlds leading information provider in
the pharmaceutical industry. In the six years that he worked at IMS, as VP Marketing he has been
responsible for raising awareness of IMS high value products & services
Robert started his career at Nissan, at the European HQ of the Japanese car manufacturer as Market
Researcher and has had various marketing roles with increasing levels of responsibility.
Also, he was a marketing director at Forrester Research for 5 yrs, the European HQ of the worlds leading
Internet Technology Research firm and thought-leader in Information Technology advice.
Robert’ expertise and project experience:
Robert is used to partner with commercial teams, business units heads and chief marketing officers on
strategy development and implementation – and is an expert in launching new products, (digital) marketing
and customer understanding. He works with many Pharma & Health companies such as AstraZeneca,
GSK, J&J and is a regular speaker at Healthcare and marketing conferences.
Educational background:
Robert studied Business Economics with a major in Market Analysis and Business Statistics at the Erasmus
University, Netherlands, hold a Masters in Science (MSc) degree in Marketing and a Postgraduate Diploma
in Marketing (DipM) from the Chartered Institute of Marketing in the UK, where he is also a Chartered
Marketer and elected Fellow. In addition, he sits on the medical marketing industry group of the CIM and on
the editorial board of the Journal of Medical Marketing.
Robert Dossin Managing Director UK
Bio
Fact sheet
Spin-off of top-ranked business school
15 years of experience and know-how
Pioneer and innovator in online methods
Covering any marketing domain
Fully independent
Ghent, Rotterdam, London, Timisoara, New York
130 passionate employees
Proprietary research panel in +25 countries
Run research communities in +37 countries and
surveys in 60+
Most awarded agency by ESOMAR
Who we are
We allow participants to ENGAGE
with us anytime, anywhere (online,
mobile, asynchronous methods…).
We make it fun for them to give
more & better answers
(gamification, audio-visual cues,
design…). We empower them to be
co-researchers (crowd
interpretation, co-moderation…).
Online Group Discussions
Consumer-led Ethnography
Research Communities
Social Media Listening & Netnography
1on1 Online Interviews
Digital Surveys
Engage
METHODS