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Getting answers without asking questions: Using social media netnography with patients (by Robert Dossin), presented at the BHBIA Workshop in London (UK) on Thursday January 17, 2013.

Getting answers without asking questions: Using social media netnography with patients (by Robert Dossin), presented at the BHBIA Workshop in London (UK) on Thursday January 17, 2013.

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Getting answers without asking questions at BHBIA Workshop Presentation Transcript

  • 1. Getting answers without asking questions Using social media netnography with patients January 17th 2013 Robert Dossin – Director Life Sciences & Healthcarewww.insites-consulting.comGhent I Rotterdam I London I Timisoara I New York
  • 2. Today’s session Introduction Social Media Netnography: Methodology Applications Cases (4) FAQ (10) Today’s programme
  • 3. Listening online - helping patientsIn this session InSites Consulting will show howobservational methods can lead to new patientsinsights for pharmaceuticals teams. 3
  • 4. User-generated-content EphMRA Conference Masterclass © InSites Consulting 2011 4
  • 5. Observational research1. Social media netnography2. Multimedia ethography Netnography
  • 6. Where does observing fit in?% Surveys Discussions Observing ≠ clinical observationTraditionally used most in Not yet fully exploitedthe pharmaceutical industry in the pharmaceutical industry 6 6
  • 7. Who has experience withobservational research?
  • 8. 8 3 pillars Observational research
  • 9. Tapping into online conversations Social Media Social Media Nethnography Dashboards / Monitoring exploratory for enhanced quality Observational research 9 EphMRA Conference Masterclass © InSites Consulting 2011
  • 10. Social media netnography= research methodologythat makes use of publiclyavailable user-generated-content in order to answer aresearch question Observational research 10
  • 11. The process Ethnography EphMRA Conference Masterclass © InSites Consulting 2011 11
  • 12. Exercise 3 As with any innovation and new method there are advantages as well as concerns. Please take 5 minutes and write down your concerns, the reasons why, the applications you think of and what you really would want to know CONCERNS APPLICATIONS REASONS WHY I WOULD WANT TO KNOW Observational research
  • 13. Play by the book! Respect key MR principles ESOMAR & BHBIA guidelines PHARMA specific requirements and drug safety/pharmacovigilance Even AGENCY-CLIENT specific processes 13 13
  • 14. Social media netnography Award winning methodologyWhen pioneering novel techniques it is important to relyon a partner who can go along with you, follow you inyour reflections, bring in suggestions and adaptaccordingly.We have appreciated InSites’ flexibility, the stimulatingdiscussions we had, their drive to transform the “goldennugget” into a workable approach, … finally theircommitment to move forward and to deliver.Rudi Van Campenhout, UCB pharma
  • 15. Reversed research processTraditional research Social media nethnography SURVEY/ TOPIC GUIDE SAMPLING DEVELOPMENT UNIVERSE DETECTION SAMPLING PASSIVE RESPONDENTS DATA COLLECTION ACTIVE FRAMEWORK DATA COLLECTION DEVELOPMENT ANALYSIS TOP-DOWN & BOTTOM-UP CONTENT & TEXT ANALYTICS Observational research
  • 16. 1. Universe detection Observational research EphMRA Conference Masterclass © InSites Consulting 2011 16
  • 17. Representativeness‘It’s the end of the world as we know it’ Observational research EphMRA Conference Masterclass © InSites Consulting 2011 17
  • 18. Conversations are the new unit of analysis
  • 19. Selecting the right keywords Keywords for samplingConversations on Conversations on epilespy Epilepsy brands Observational research EphMRA Conference Masterclass © InSites Consulting 2011 19
  • 20. Selecting the right keywordsConversations on Conversations on epilespy Epilepsy brands Analysis Conversations on doctor Observational research EphMRA Conference Masterclass © InSites Consulting 2011 20
  • 21. Good definition of a universe Observational research EphMRA Conference Masterclass © InSites Consulting 2011 21
  • 22. Google keywords ThesaurusKeywords for search engine optimization Observational research EphMRA Conference Masterclass © InSites Consulting 2011 22
  • 23. Sampling is still key Observational research EphMRA Conference Masterclass © InSites Consulting 2011 23
  • 24. Visitors Small # Large influence Medium influence Long tail Specialized in topics # sources Observational research EphMRA Conference Masterclass © InSites Consulting 2011 24
  • 25. Visitors http://www.healthboards.com/ http://www.coping-with-epilepsy.com/ http://bschool.pepperdine.ed http://scott-lwe.blogspot.com/ u/studentblog/index.php/201 0/07/freedom-from-epilepsy- doesnt-come-free/ # sources Observational research EphMRA Conference Masterclass © InSites Consulting 2011 25
  • 26. About profile information Profile information on poster / user level – Internet has no boundaries – Only information available that is spontaneously shared – Representativity: what do we know about profile on social media? Profile information on source level – Type of social media source – Meta data About influentials – On person level – On source Observational research
  • 27. 2. Data collection Observational research EphMRA Conference Masterclass © InSites Consulting 2011 27
  • 28. Observational researchEphMRA Conference Masterclass © InSites Consulting 2011 28
  • 29. All doubles, headers & footers eliminated One post can only appear once! Data restructuring= maximum error reduction Observational research
  • 30. Historical data 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% week week week week week week week week week week week week 1 2 3 4 5 6 7 8 9 10 11 12 brand 1 65% 82% 64% 63% 50% 25% 23% 35% 40% 45% 48% 49% Market 75% 55% 55% 48% 29% 54% 58% 60% 65% 63% 68% 70% Observational research EphMRA Conference Masterclass © InSites Consulting 2011 30
  • 31. Public & fan pages only Becoming friends Observational research EphMRA Conference Masterclass © InSites Consulting 2011 31
  • 32. 3. Framework development Observational research EphMRA Conference Masterclass © InSites Consulting 2011 32
  • 33. Two core principlesTop down analysis Bottom-up analysis Observational research
  • 34. The power of text analytics Text analytics is the process of extracting knowledge and information from textStage 1: Extraction of terms Stage 2: Group terms in higher level What do I want to use? concepts or categories Observational research
  • 35. Analysis process Analyse original verbatims via qualitative3.Qualitative content analysis analysis2.Associative pattern Which terms often co-occur? Which recognition concept are often mentioned bottom- up?1. Descriptive taxonomy detection To what extent do we find our research topics back? Observational research
  • 36. Sentiment analysisSentiment of the Sentiment of a conversation brand / topic Conversation level Sentence levelI had a terrible day. I used I had a terrible day. I used brand x and felt better brand x and felt better 1 positive – 1 negative 1 positive Observational research
  • 37. Happiness Excitement Elated, Excited, Enthusiastic Happy Joyful Cheerful Satisfied Relaxed Contented, Relaxed, Satisfied Proud Social Trust, Love, Respect Surprise Beauty Beautiful, Admired, AttractiveEmotions Amazed Surprised Astonished Fear Afraid Nervous Tense Worried Insecure Anger Violence Angry Furious Aggressive, Abusive, Dominating Mad Irritated Swear words Resentful Sadness Despair Agony, Despair, Ashamed Sad Disappointed Weak Tired , Bored, Weak Regretful Gloomy Pessimistic Loneliness Lonely, Rejected, Alienated Disgust Disgust Contempt Nasty Observational research
  • 38. 4. Analysis Observational research EphMRA Conference Masterclass © InSites Consulting 2011 38
  • 39. Main conversation themes Quartile 1 Quartile 2 & 3 Quartile 4 Methodology – Different clusters of words in the buzz are found that refer to different themes Quartile 4 – For each theme, we determine the size of the cluster and the sentiment of the cluster 2 Interpretation – The themes are divided into different quadrants, based on quartiles in volume and sentimeter. – The different quadrants thus need to be interpreted in a Quartile 2 & 3 relative way, and within a certain language. E.g. themes in quadrant 2 are relatively more positive than themes in quadrant 1 but can still have a negative sentiment. 4 – Meaning of different quadrants • 1: Act: themes that are often mentioned with a negative sentiment • 2: Develop: themes that are often mentioned with a positive sentiment Quartile 1 • 3: Threats: themes with negative sentiment that are currently not often mentioned but that are explicitely negative for certain niches 3 1 • 4: Potential: themes with mixed sentiment that are often mentioned. In the future, we can try to influence the sentiment of those themes positively Observational research
  • 40. Main conversation themes in epilepsy diet Sentimeter surgery family social impact children Success Polytherapy treatment diagnosis Treatment epilepsy (no) control seizures Other treatments budget Molecules stakeholders knowledge medication brands Medication medication unloyalty Frequency and symptoms duration seizures types epilepsy administration Specific triggers medication side effects Alternative generic medication treatment Seizure triggers Volume Observational research
  • 41. What symptoms are most often mentioned inonline conversations? sleep issues and fatigue 21% stress and anxiety 15% emotional and mood 9% dizziness 9% pain 7% other psychological 7% other 6% headache 6% memory issues 6% symptoms 6% cardiovascular 5% confusion 4% weight issues 4% muscles 4% vision 3% respiratory 3% gastro 3% tumor 1% Observational research
  • 42. Product evaluation & branding Observational research EphMRA Conference Masterclass © InSites Consulting 2011 42
  • 43. Share of brands in total amount of conversations Total sample N = 42469Brands for epilepsytreatment are Total sample 100%mentioned in about N = 4246914% of onlineconversations 30% N = 12754 Pharmaceutical treatment Brands 14% 2% (832 conversations) N = 5836 are about generic products Observational research
  • 44. What is the share of voice for the differenttreatments for epilepsy? 10,00% 9,00% The number of conversations about 8,00% Keppra and Vimpat decreased over the last half year. 7,00% 6,00% 5,00% 4,00% 3,00% 2,00% 1,00% 0,00% June July August September October November Keppra 5,74% 4,73% 5,81% 4,92% 4,49% 3,45% Lamictal 4,90% 4,33% 5,02% 3,91% 3,54% 3,40% Topamax 2,23% 1,58% 1,29% 1,45% 0,86% 1,57% Depakote 0,95% 1,10% 1,47% 1,76% 1,72% 0,83% Trileptal 1,96% 1,47% 1,41% 1,45% 0,77% 0,61% Vimpat 1,61% 1,72% 1,01% 0,86% 0,41% 0,31% Observational research
  • 45. Sentimeter Brands for treatment of Epilepsy (top 10 brands with most buzz) Sentiment about Depakote is significantly more positive in comparison with other brands. Comparing the current results with the results of last year (different calculation method), we observe that sentiment on Keppra decreased relatively compared to other brands.Depakote Vimpat Epilim Trileptal Lamictal Topamax Lamotrigine Keppra Diastat Dilantin90 90 90 90 90 90 90 90 90 90 80 80 80 80 80 80 80 80 80 8070 70 70 70 70 70 70 70 70 70 60 60 60 60 60 60 60 60 60 6050 50 50 50 50 50 50 50 50 50 40 40 40 40 40 40 40 40 40 4030 30 30 30 30 30 30 30 30 30 20 20 20 20 20 20 20 20 20 2010 10 10 10 10 10 10 10 10 10 0 0 0 0 0 0 0 0 0 0-10 -10 -10 -10 -10 -10 -10 -10 -10 -10 -20 -20 -20 -20 -20 -20 -20 -20 -20 -20-30 -30 -30 -30 -30 -30 -30 -30 -30 -30 -40 -40 -40 -40 -40 -40 -40 -40 -40 -40-50 -50 -50 -50 -50 -50 -50 -50 -50 -50 0,41 0,38 0,33 0,28 0,25 0,25 0,23 0,21 0,19 0,14 N = 306 N = 281 N = 156 N = 221 N = 1037 N = 341 N = 138 N = 1341 N = 129 N = 192 Comparison with sentiment across brands vs top 10 Significantly higher than average Observational No significant difference with average research Significantly lower than average
  • 46. Patientlanguage Observational researchEphMRA Conference Masterclass © InSites Consulting 2011 46
  • 47. Petit mal Also called ‘absence’ People just stand and stare vacantly My mind was wandering, blank, in a daze When asked to speak, would talk then just go blank and lose my entire train of thought and having no idea what I had implied My eyes would blink rapidly and then I would go blank as if I were daydreaming and my mind would be shot Observational research
  • 48. Applications Observational research EphMRA Conference Masterclass © InSites Consulting 2011 48
  • 49. Typical management objectivesInSites Consulting has performed many Social Media Netnography studies in severaltherapeutic areas: Parkinson’s disease, Restless Leg Syndrome, Epilepsy andRheumatoid Arthritis.The main objectives of these studies were to… 1. …get insights directly from patients based on their spontaneous online discussions 2. …increase the effectiveness of the brand plans
  • 50. Typical research questionsGet insights directly from patients based on their spontaneous online discussions1. Which are the main topics that are discussed by patients and their caregivers?2. Which language do patients use when talking about these themes?3. What is the emotionality of the different topics? How can these emotions be explained?4. What are the main information sources consulted by patients & caregivers?Increase the effectiveness of the brand plans1. How big is the buzz about product brands (you and competitors)? How did this change over time?2. What is the tone of voice of the buzz about product brands ? Which sentiments are used?3. Is this in line with the desired brand positioning?
  • 51. All ApplicationsDigital strategyNetnography study that results in an integrated communication & conversationsstrategy in terms of who to target, with which content, on which platform.(Reporting will be based on our activation model.)Consumer insightmentNetnography study that results in insights and ideas on unmet consumer needs,buying decision processes & product category usage.Campaign evaluation trackerNetnography study that results in an ad-hoc evaluation or tracking of a campaignOnline Brand audit Netnography study that results in a 360° view on your brandand its main competitorsProduct evaluation netnography / trackerNetnography study that results in ad-hoc evaluation or tracking of a product Definitions
  • 52. ………………………………………………………………………………………………….……. In Summary………………………………………………………………………………………………….…….
  • 53. Social media netnography: benefitsAccess to highly involved patientand difficult topicsMany conversationsMost on relevant topicsIdeal to explore newTAs/topics/countries 53 53
  • 54. Social media netnography: limitationsLess of the uninvolvedpatientNo probingOnly what is relevant for themInternet has no boundaries 54 54
  • 55. CasesUCB – Social Media as the central nervous system for learning about epilepsyPatients at the HeartThe next slides illustrate cases to demonstrate different area‟s of patient researchCASE 2 – Janssen – Diabetes (II)3 steps to get to a new strategy using a mix of contemporary observation methods with patientsCASE 3 – Danone – Breast Feeding CommunityDrivers, barriers & opportunities for formula feedingCASE 4 – Janssen – And they lived happily ever afterAnalysing user generated content on social media to increase the elderly‟s quality of lifeCASE 5 – Janssen - Schizophrenia 24 x 7How understanding patients helped Janssen to improve its website using SocialMedia Netnography Research in 5 languages Cases
  • 56. Thoughts to hold on to Patients are consumers, “consumers of health” ; their discussions are what they perceive the truth Netnography is both a quantitative as well as a qualitative method that requires domain knowledge to mine the user generated content from patients Patients want to be engaged, „cause they are engaged! We should reinvent ourselves, engage with them where they are & support Pharma companies in their patient conversations Not just send our tradional messages via new channels Not just by becoming a new channel checklist company
  • 57. Stay tuned!We believe in sharing knowledge with Connecting on LinkedInall of our stakeholders. Connecting on FacebookBecome friends with us, visit our blogs,download our papers and presentations, Free content on Slideshareorder our books… InSites Consulting blog The Conversation Manager blog How cool brands stay hot blog
  • 58. Robert@insites-consulting.com@Robert_Dossinhttp://uk.linkedin.com/in/RobertDossin
  • 59. Robert DossinManaging Director UK Robert’s experience: Robert is MD in the UK and Global head of Life Sciences & Healthcare at InSites Consulting and is responsible for the market research and consulting offerings for all clients in the Healthcare sector 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. Bio