Webinar are we making the most of social networks june 2017

Are we making the most of Social Media in Market Research?

202/06/17

Social Media- Some Background Data

Some Overall statistics on use of social media by the Spanish Population “86% of internet users, handle Social Media daily.”. This gives us a very good idea of how spread social

media / social networks are amongst the Spanish population.

The average age of the internet user in Spain is of 39 years old.

¿Is it relevant for the brands to be present in the Social Media? 83% claim to be fan or to follow a brand through

Social Media, particularly if they are on entertainment, culture, travel, technology, sports, or food. More than half of them said that their purchasing decision has been influenced by Social Media.

302/06/17

Social Media- Use / Visits to Social Media

402/06/17

Social Media- Knowledge use and assessment

• Spontaneously, the highest knowledge is for, Facebook (99%) and Twitter (80%) . They keep being the most frequently mentioned social media, quite ahead of Instagram (63%) or LinkedIn (25%).

• When probing, not too many differences can be seen: Facebook (97%), WhatsApp (93%) y Twitter (91%) are on top of the list

• In terms of assessment by users the three top ones are:

• WhatsApp • YouTube• Spotify

502/06/17

How many people is “hooked” on Social Media In Spain

According to the annual data report published each year, on Social Media, 86% of internet users between 15 and 65 years old, do use social media 1(9,2 million people), as it is shown in the graph below. Spanish population between 15 and 65 years old is of 27,3 Million people

602/06/17

How do we get connected to socia media?

The Smartphone has beaten up this year for the first time the computer as the most widely used device for use of social media (94% smartphones vs 93% computers), with a clear new star in the galaxy: WhatsApp has turned into the most widely used social media from smartphones, while Facebook is still the king in the rest of the devices .

702/06/17

So, what has that to do with healthcare market research?

We have gone a long way since the pen and paper interview days so it was only natural that the new trends amongst general population were incorporated into market research.

Amongst those 19,2 million Spanish peoplebetween 15 and 65 years old, who do use social media, physicians and patients are obviously included, so why not count on them to help us get a clearer, more modern and better picture of what they do and how they do it?

Manufacturing companies, Market Research Institutes and Consultancy firms are not happy enough by knowing that things are happening, they also want to see how they actually happen by themselves, so social media had to come into scene!

802/06/17

How to integrate social media into market research?

There are many ways whereby both physicians and patients can interact by using social media.

PATIENT DIARY WITH VIDEOS /MOBILE APS We have undertaken at IVP Iberica studies in which patients where asked to

keep a diary, for a week, before, during and after, for instance, having an infusion. The only difference now is that we asked them to use their Smartphone to complete a number of tasks during the whole process. These comprised: Video record themselves the day before the infusion, and by means of a

voice note, tell us his impressions, his fears, what was actually going through his mind at that very moment.

The app guided them through the steps and asked them questions which could be texted or sent in voice notes

Then, they uploaded a video done with their Smartphone the day of the infusion, with a photo of themselves, and telling us how they felt (nervous, calm, etc) while making remarks

More tasks could be added into the app, until we got the real impression the patient had before, during and after the procedure

902/06/17

Online Forum and Social Media

Another methodology introducing social media in the research has been to hold onlinecommunities with patients in which, apart from answering the moderator questions, probes, being able to debate amongst themselves, we asked them to upload videos of themselves doing certain tasks (such as getting his medicine ready), or just explaining how they took it in a video clip. This video clips can be seen by the online community moderator, but not amongst participants, they can share opinions, and see each other’s thoughts, but we usually keep the videos private. This is quite a dynamic way of running an online community introducing social media, since against all odds, people do feel comfortable using them.

1002/06/17

WhatsApp Groups…what are they for?

We have noticed by doing patient research on different conditions that, people love WhatsApp: It is quick, easy to handle, allows you to share photos

and videos WhatsApp is one of the most popular social media and in

many conditions, such as Multiple Sclerosis, Epilepsy, Hemophilia, Short Bowel Disease, patients have discovered that it is a great source for them to be connected, share experiences, advice, photos, and feel part of their own small community, they are not alone any more.

These groups incorporate at times, physicians and psychologists who provide advice when asked to do so. It saves phone calls and most important, many visits to the hospital.

That way, we can also ask them to send us photos, videos, or any other stimulus via WhatsApp, since it forms part of their lives

1102/06/17

Doctors filling out patient record form on tablets This is a methodology that again combines use of technology and social media

with market research A number of doctors are handled a tablet by a MR company and they are asked

to register on the tablet details of, let’s say, the next 10 patients coming into their consultation with a certain condition

They would record such data in situ and on real time, on the tablet, including symptoms, drug prescribed, etc.

Later on doctors would hand the MR company the tablet again, containing all the information for those patients (Initials only, of course), and we would have the journey of those patients suffering from a certain condition.

1202/06/17

¿What is the take away of introducing social media into some of our projects?

• Now with the introduction of social media and the early adoption by most population, we can use this trend to get both doctors and patients, to use the new technologies to do what they have always done for many years, that is, to share information with us.

• The difference now is since most people are quite used and also

quite happy to use mobile phones, tablets and social media, they find it more fun and hence, it is much easier to get their collaboration that way, than getting the to fill out paper work.

• We, as market researchers get instant feedback on what’s on patients and doctors minds and, we have a much broader spectrum of possibilities to get also photos, voice testimonies, and videos of what it going on at the time it happens.

• This is a major breakthrough in society and at IVP we try to make the most out of it. It is a non stoppable trend that will keep moving ahead and who knows what the short term future developments will be? It has definitely change the way we look at collecting information! Sky is the limit!

02/06/17 13

• María Jesús Paniagua - Managing Director

• [email protected]@ivp-iberica.com

• Miren Aramburu -Associate Director


• Pilar Sanz- Senior International Research Executive

• [email protected] [email protected]

• Alberto Herreros – Key Account Manager


Chart template 1402/06/17

Thank you for your assistance!

“Inter-View Partners (IVP) is an independent group of fieldwork providers,

specialized in high quality an explorative field research. We Excel through

reliable service, responsive action and regional expertise. From our different

offices we operate worldwide”

www.interviewpartners.com

Healthcare

Webinar are we making the most of social networks june 2017