ExL Digital Pharma West Presentation June 2010

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:
Social media ‘listening’ is about numbers
Social media ‘hearing’ is about people

Hearing patients on the Web
How?
Qualitative analysis
What?
Patient Journey
Holistic
Contextual
Why?
Build the foundation for:
Developing a research plan
Identifying opportunities for tactical intervention
Addressing educational gaps and myths
Communicating to patients in their own language

The Patient Journey is real
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.
- RA patient blog
“”

The Patient Journey is powerful Barriers Milestones Support Achievements

The Patient Journey is powerful
How do people feel about their disease?
What stops people from sticking with their treatment?
What motivates people to get diagnosed, get treated, get better?
What don’t people know about their disease? What do they think they know?
Who helps people make healthcare decisions?
Where will interventions most likely make an impact?

Where we listened (and heard)

What we did
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
Alterian SM2 social media and analytics solution can collect more than 10 million new results daily
Over 3.5 billion conversations stored since 2007

How we did it
Category Terms
“RA”
Not effective
“rheumatoid arthritis”
“RA” AND “rheumatoid”
“rheumy”
Better

How we did it
Journey Terms
“ living with”
“ life with”
“ diagnosed with”
“ side effects” AND
Question Terms
“ does anybody”
“ has anyone ever”

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)

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 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

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

Patient Journey (illuminating the gaps and opportunities)

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

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 passions” “ Darkness” “ Depressed and very angry.” “ I feel exposed” “ I feel isolated”

The Diagnosis
Health education approaches
Share stories/inspirations (more passive approaches)
Acknowledge range of emotions; sense of loss
Correct misconceptions
Provide framework for understanding treatment options and benefits
Marketing implications
Brands need to consider a patient’s entire journey, up to and including interactions with the brand
Brands should work to “normalize” chronic conditions
An RM program that guides treatment-naïve patients through Diagnosis and Acceptance may help them achieve Engagement

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”

Transition to engagement
Follow health literacy principles (accessible, accurate, actionable)
Create opportunities for value clarification (“What’s important to me?”)
Build knowledge about treatment options
Build communication and treatment decision-making skills to facilitate HCP/patient interactions
Marketing implications
There is a market expansion opportunity
The opportunity depends on how many people fall into the “isolation” circle and what it will take to move them toward engagement
Tactics that encourage peer-to-peer support (eg, social media) may spark transition to engagement

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”

Treatment Initiation
Easy-to-understand disease and treatment education (including risk information)
Realistic expectation setting
Practical, “how-to” education (including side effect management; self-injection training)
Care partner support and education
Tools to measure progress; benchmarks (progressive goal setting)
Foster connections (peer-peer, HCP-patient, patient-family/friends)
Marketing Implications
Disease management programs may be warranted for distributing educational content
Conversation analysis can help brands tease out which side effects pose greatest threats to treatment
Patients are using search to find information about side effects and how to cope

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”

Moving forward (and through set backs)
Foster real-life problem-solving strategies
Emphasize support and reassurance; acknowledge trial-and-error aspect of RA management
Support tools to track treatment progress
Forum to become an advocate
Marketing Implications
Brands need to foster patient-HCP dialogue to avoid mismanagement of disease
Patient support programs may be warranted for chronic conditions
Patients may be more receptive to messaging that reflects their desire to be involved in treatment

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 Director of Strategic Services, Social Media [email_address] @healtheddigital @sqcollins @Jeff_Greene

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ExL Digital Pharma West Presentation June 2010

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ExL Digital Pharma West Presentation June 2010 — Presentation Transcript