What Social Media Can Tell Us About The Patient Journey ExL Digital Pharma West June 2010
A brief story …
Measuring pharma ‘buzz’ can be misleading
Beware of unactionable conclusions Recommendation:  Drive Web  traffic to view Study X
Today’s message: <ul><li>Social media ‘listening’ is about numbers </li></ul><ul><li>Social media ‘hearing’ is about peopl...
Hearing patients on the Web <ul><li>How? </li></ul><ul><ul><li>Qualitative analysis </li></ul></ul><ul><li>What?  </li></u...
The Patient Journey is real <ul><li>I pray for peace, but I am at war. At war with my own body for reasons unknown to me. ...
The Patient Journey is powerful Barriers Milestones Support Achievements
The Patient Journey is powerful <ul><li>How do people feel about their disease? </li></ul><ul><li>What stops people from s...
Where we listened (and heard)
What we did <ul><li>Working with our partner, Alterian, we created a series of  search queries we believed would highlight...
How we did it <ul><li>Category Terms </li></ul><ul><li>“RA”  </li></ul><ul><ul><li>Not effective </li></ul></ul><ul><li>“r...
How we did it <ul><li>Journey Terms </li></ul><ul><li>“ living with” </li></ul><ul><li>“ life with” </li></ul><ul><li>“ di...
From Search Terms to Journey SM2 Random Selection (134) Results (1,334) Search Terms Analysis Frequency  = Emerging Themes...
Analysis Frequency  = Emerging Themes Context  = Emotional Weight,  Barriers/Motivators
Framework for  Education and Action Behavior change model
Health Belief Model   6 sets of beliefs influence a person’s decision to take action I can do this (confidence in abilitie...
Health Belief Model Perceived severity “ RA makes you feel as if your body is covered in a damp, lead-lined comforter ever...
Patient Journey (illuminating the gaps and opportunities)
Far-reaching usefulness for brands Consumer Marketing Program Competitive  Market  Analysis Research Plans Brand  Position...
The Patient Journey for RA
For RA patients,  the Journey begins with more than pain … “ Denial” “ What do I tell these people?” “ Stripped of all my ...
The Diagnosis <ul><li>Health education approaches </li></ul><ul><ul><li>Share stories/inspirations (more passive approache...
The Transition to Engagement “ I also bring a notebook with me to my appts. with notes and observances I make in between a...
Transition to engagement <ul><li>Health education approaches </li></ul><ul><ul><li>Follow health literacy principles (acce...
Making the choice  to start treatment is just the first step “ I am trying so hard to keep my faith” “ Taking my medicatio...
Treatment Initiation <ul><li>Health education approaches </li></ul><ul><ul><li>Easy-to-understand disease and treatment ed...
When managed, it can lead to a “new kind of normal” “ Adapt and conquer” “ Support from my friends and family” “ Early tre...
Moving forward (and through set backs) <ul><li>Health education approaches </li></ul><ul><ul><li>Foster real-life problem-...
From listening …
To hearing … and  understanding
Time for your questions
Thank you Susan Collins, MS, CHES, RD SVP, Health Education Research and Development [email_address]   Jeff Greene Directo...
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ExL Digital Pharma West Presentation June 2010

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  • (Jeff) Why a client stopped their ‘listening’ program– (percent of conversations)
  • (Jeff) Quantitative analysis of online conversations is misleading … April category = 2700 posts Competitor = 14 Brand = 11
  • (Jeff) Study was off-label
  • (Handoff to Susan) Qualitative analysis through an educational framework is how you can hear (not just listen)
  • (Susan)
  • (Susan)
  • (Susan)
  • (Jeff)
  • (Jeff)
  • (Jeff)
  • Looked at the prior 3-month period Results totals are “low” but extremely relevant (because we used quoted search terms) Interesting -&gt; we started with 10% but it turned out to be more than adequate to create the journey .. implication = patients go on social media to share similar challenges and ask similar questions …
  • (Susan) Disclaimer … conversations are just one part of the process …and there is much deeper brand input and agency thinking etc. – but this is the Model
  • (Susan) Journey map created; then we identified some critical motivator/barrier pairs to take action
  • (Jeff, with Susan)
  • (Jeff, with Susan)
  • (Jeff, with Susan)
  • (Jeff) Quantitative analysis of online conversations is misleading … April category = 2700 posts Competitor = 14 Brand = 11
  • (Susan) Journey map created; then we identified some critical motivator/barrier pairs to take action
  • ExL Digital Pharma West Presentation June 2010

    1. 1. What Social Media Can Tell Us About The Patient Journey ExL Digital Pharma West June 2010
    2. 2. A brief story …
    3. 3. Measuring pharma ‘buzz’ can be misleading
    4. 4. Beware of unactionable conclusions Recommendation: Drive Web traffic to view Study X
    5. 5. Today’s message: <ul><li>Social media ‘listening’ is about numbers </li></ul><ul><li>Social media ‘hearing’ is about people </li></ul>
    6. 6. Hearing patients on the Web <ul><li>How? </li></ul><ul><ul><li>Qualitative analysis </li></ul></ul><ul><li>What? </li></ul><ul><ul><li>Patient Journey </li></ul></ul><ul><ul><ul><li>Holistic </li></ul></ul></ul><ul><ul><ul><li>Contextual </li></ul></ul></ul><ul><li>Why? </li></ul><ul><ul><li>Build the foundation for: </li></ul></ul><ul><ul><ul><li>Developing a research plan </li></ul></ul></ul><ul><ul><ul><li>Identifying opportunities for tactical intervention </li></ul></ul></ul><ul><ul><ul><li>Addressing educational gaps and myths </li></ul></ul></ul><ul><ul><ul><li>Communicating to patients in their own language </li></ul></ul></ul>
    7. 7. The Patient Journey is real <ul><li>I pray for peace, but I am at war. At war with my own body for reasons unknown to me. I know that I must take this journey and this is my burden, but I don’t know where to start or where to go. There are no signs or directions, only darkness hiding the path. </li></ul><ul><li>- RA patient blog </li></ul>“”
    8. 8. The Patient Journey is powerful Barriers Milestones Support Achievements
    9. 9. The Patient Journey is powerful <ul><li>How do people feel about their disease? </li></ul><ul><li>What stops people from sticking with their treatment? </li></ul><ul><li>What motivates people to get diagnosed, get treated, get better? </li></ul><ul><li>What don’t people know about their disease? What do they think they know? </li></ul><ul><li>Who helps people make healthcare decisions? </li></ul><ul><li>Where will interventions most likely make an impact? </li></ul>
    10. 10. Where we listened (and heard)
    11. 11. What we did <ul><li>Working with our partner, Alterian, we created a series of search queries we believed would highlight emotions, beliefs, and experiences of people living with RA </li></ul><ul><li>Alterian SM2 social media and analytics solution can collect more than 10 million new results daily </li></ul><ul><li>Over 3.5 billion conversations stored since 2007 </li></ul>
    12. 12. How we did it <ul><li>Category Terms </li></ul><ul><li>“RA” </li></ul><ul><ul><li>Not effective </li></ul></ul><ul><li>“rheumatoid arthritis” </li></ul><ul><li>“RA” AND “rheumatoid” </li></ul><ul><li>“rheumy” </li></ul><ul><ul><li>Better </li></ul></ul>
    13. 13. How we did it <ul><li>Journey Terms </li></ul><ul><li>“ living with” </li></ul><ul><li>“ life with” </li></ul><ul><li>“ diagnosed with” </li></ul><ul><li>“ side effects” AND </li></ul><ul><li>Question Terms </li></ul><ul><li>“ does anybody” </li></ul><ul><li>“ has anyone ever” </li></ul>
    14. 14. From Search Terms to Journey SM2 Random Selection (134) Results (1,334) Search Terms Analysis Frequency = Emerging Themes Context = Emotional Weight, Barriers/Motivators Framework for Education and Action Behavior change model Patient Journey (illuminating the gaps and opportunities)
    15. 15. Analysis Frequency = Emerging Themes Context = Emotional Weight, Barriers/Motivators
    16. 16. Framework for Education and Action Behavior change model
    17. 17. Health Belief Model 6 sets of beliefs influence a person’s decision to take action I can do this (confidence in abilities) Self-efficacy I have support, reminders and “how-to” education that makes me ready to take action Cues to action There are barriers and costs that will get in my way Perceived barriers Taking action will have positive results for me Perceived benefits (motivators) This condition can have consequences to me if I do not take action Perceived threat This condition is serious Perceived severity I believe… Construct
    18. 18. Health Belief Model Perceived severity “ RA makes you feel as if your body is covered in a damp, lead-lined comforter everyday” “ Taking my medication, even if I think there might be side effects, will help me get my life back on track” Perceived benefits “ I am not able to do the projects that I want to do because I simply don’t have the energy to even try” Perceived threat “ My injections were too expensive for me to afford…So I had to stop taking them” Perceived barriers “ My doctor has helped me realize that when we work together, we can manage my RA” Self-efficacy You can help me to keep in touch with the parts of life that I miss and fully intend to undertake again, just as soon as I am able. Cues to action
    19. 19. Patient Journey (illuminating the gaps and opportunities)
    20. 20. Far-reaching usefulness for brands Consumer Marketing Program Competitive Market Analysis Research Plans Brand Positioning White Card Messaging/ Creative Tactical Plan CRM Programming Digital Strategy Patient Journey
    21. 21. The Patient Journey for RA
    22. 22. For RA patients, the Journey begins with more than pain … “ Denial” “ What do I tell these people?” “ Stripped of all my passions” “ Darkness” “ Depressed and very angry.” “ I feel exposed” “ I feel isolated”
    23. 23. The Diagnosis <ul><li>Health education approaches </li></ul><ul><ul><li>Share stories/inspirations (more passive approaches) </li></ul></ul><ul><ul><li>Acknowledge range of emotions; sense of loss </li></ul></ul><ul><ul><li>Correct misconceptions </li></ul></ul><ul><ul><li>Provide framework for understanding treatment options and benefits </li></ul></ul><ul><li>Marketing implications </li></ul><ul><ul><li>Brands need to consider a patient’s entire journey, up to and including interactions with the brand </li></ul></ul><ul><ul><li>Brands should work to “normalize” chronic conditions </li></ul></ul><ul><ul><li>An RM program that guides treatment-naïve patients through Diagnosis and Acceptance may help them achieve Engagement </li></ul></ul>
    24. 24. The Transition to Engagement “ I also bring a notebook with me to my appts. with notes and observances I make in between appts. so I can keep my MD up to date.” “ I know if I can get this under control, that I can live my life again.” “ I made my first appointment this week, I have a hundred questions for my rheumy”
    25. 25. Transition to engagement <ul><li>Health education approaches </li></ul><ul><ul><li>Follow health literacy principles (accessible, accurate, actionable) </li></ul></ul><ul><ul><li>Create opportunities for value clarification (“What’s important to me?”) </li></ul></ul><ul><ul><li>Build knowledge about treatment options </li></ul></ul><ul><ul><li>Build communication and treatment decision-making skills to facilitate HCP/patient interactions </li></ul></ul><ul><li>Marketing implications </li></ul><ul><ul><li>There is a market expansion opportunity </li></ul></ul><ul><ul><li>The opportunity depends on how many people fall into the “isolation” circle and what it will take to move them toward engagement </li></ul></ul><ul><ul><li>Tactics that encourage peer-to-peer support (eg, social media) may spark transition to engagement </li></ul></ul>
    26. 26. Making the choice to start treatment is just the first step “ I am trying so hard to keep my faith” “ Taking my medication, even if I think there might be side effects, will help me get my life back on track” “ What will my life be like?” “ I’m scared to start injections” “ I know if I can get this under control, that I can live my life again.” “ What if this medicine doesn’t work?” “ I have hope”
    27. 27. Treatment Initiation <ul><li>Health education approaches </li></ul><ul><ul><li>Easy-to-understand disease and treatment education (including risk information) </li></ul></ul><ul><ul><li>Realistic expectation setting </li></ul></ul><ul><ul><li>Practical, “how-to” education (including side effect management; self-injection training) </li></ul></ul><ul><ul><li>Care partner support and education </li></ul></ul><ul><ul><li>Tools to measure progress; benchmarks (progressive goal setting) </li></ul></ul><ul><ul><li>Foster connections (peer-peer, HCP-patient, patient-family/friends) </li></ul></ul><ul><li>Marketing Implications </li></ul><ul><ul><li>Disease management programs may be warranted for distributing educational content </li></ul></ul><ul><ul><li>Conversation analysis can help brands tease out which side effects pose greatest threats to treatment </li></ul></ul><ul><ul><li>Patients are using search to find information about side effects and how to cope </li></ul></ul>
    28. 28. When managed, it can lead to a “new kind of normal” “ Adapt and conquer” “ Support from my friends and family” “ Early treatment is so crucial” “ Supermom” “ I want to do everything I can to help myself” “ Another corner turned in the battle” “ Success”
    29. 29. Moving forward (and through set backs) <ul><li>Health education approaches </li></ul><ul><ul><li>Foster real-life problem-solving strategies </li></ul></ul><ul><ul><li>Emphasize support and reassurance; acknowledge trial-and-error aspect of RA management </li></ul></ul><ul><ul><li>Support tools to track treatment progress </li></ul></ul><ul><ul><li>Forum to become an advocate </li></ul></ul><ul><li>Marketing Implications </li></ul><ul><ul><li>Brands need to foster patient-HCP dialogue to avoid mismanagement of disease </li></ul></ul><ul><ul><li>Patient support programs may be warranted for chronic conditions </li></ul></ul><ul><ul><li>Patients may be more receptive to messaging that reflects their desire to be involved in treatment </li></ul></ul>
    30. 30. From listening …
    31. 31. To hearing … and understanding
    32. 32. Time for your questions
    33. 33. Thank you Susan Collins, MS, CHES, RD SVP, Health Education Research and Development [email_address] Jeff Greene Director of Strategic Services, Social Media [email_address] @healtheddigital @sqcollins @Jeff_Greene
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