Leveraging the power of social media in healthcare research
Conversation Research:Leveraging the power ofsocial media inpharmaceutical MRFor MRS Health conference@LondonBy Robert Dossin Managing Director UKDate Mar 7th 2013www.insites-consulting.com @robert_dossin
Patients have stepped forwardto actively participate in theconversations about their health Empowered patients are a FACT today
1 2 3 A third globally impactful movement in history
e-Patient Dave @ePatientDave “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?
Patients 1stpower tool isinformationthat is out thereThe internet enables them to look forinformation themselves.Dr. Google is their guide in their search.
83% already used the internet to look for information on health related topics 74% Users 80% 82% 72%70% 95%69% 79% 97% 79% 87% Information is a popular power Source: Health study by InSites Consulting 2010 tool
Sharing = caringWhen patients share information, it is not limited toexchanging rational information (treatments,products, symptoms…)They all feel the urge to share emotions,concerns, issues… It is very reassuring to readstories in which they recognize themselves engaged patient = emotional patient
of patients says60% info found online affects decision about treatments Online information is impactful. 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.Source: http://www.slideshare.net/PewInternet/2012-1-12-12-rise-of-epatients-providence-st-joseph-medical-centerpptx
Patients have changedSo need you:You need to observewhat they are doingYou need to engageWith the right patient! Conversational Research
Business Objectives & ApproachTo empower patients and carers to initiate conversations with HCPs, and each otherand to raise awareness of the benefits of continuous medication, the researchneeded to identify what patients discussed, how they discussed it, in what contextand what were opportunities for Janssen to start the conversation with patientssuffering from Schizophrenia, but also carers and HCPs.
Healthcare Janssen Pharma – EMEA Schizophrenia 24 x 7How understanding patients helpedJanssen to improve its websiteusing Social Media NetnographyResearchOutcomes • Different landing zones for different patient segments • In 16 countries/5 languages • 200K unique visitors • 20% revisit rate Corinne Pilgrim, EMEA Product Director Psychiatry, Janssen Pharmaceuticals,
Social media netnography: benefitsAccess to highly involved patientand difficult topicsMany conversationsMost on relevant topicsIdeal to explore newTAs/topics 21
Social media netnography: limitationsLess of the uninvolvedpatientNo probingOnly what is relevant for themInternet has no boundaries 22
Merck Serono: Online Research Communitywith hypertension patients(RO ROCwith hypertension patientsThe challengeMerck Serono plans to develop services for patients in the therapy area of hypertension. Toguarantee the relevance & success of services, Merck Serono wanted to get grip on the patientlifestyle & behaviour and on the actual needs of this important stakeholder.
Online Research CommunityApproachwith hypertension patientWhat did we do?An Insightment Community proved to be the ideal methodfor 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 2As the GP is a crucial stakeholder in the communication &recommendation of services, we are in the process ofasking feedback from a selection of physicians about thepatient-generated services through online discussiongroups.
Using the power of the group Define actions Shaping insights Reflective probing
Merck Serono: Online Research CommunityOutcomeswith hypertension patientsThe resultsWe learned that patients are very enthusiastic about theresearch method and that the number of adverse eventsencountered 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 analysisClient• 7 (unmet) needs and frictions across the patient journey• We came up with 6 NEW service concepts
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
Thank you!Robert Dossin, Managing Director @robert_dossin http://uk.linkedin.com/in/robertdossin +44 7904 288 898 email@example.comNew York I Timisoara I London I Rotterdam I GhentRosebery Avenue 151 - 4th floor I EC1R 4AB London I United Kingdom www.insites-consulting.com
Robert DossinManaging Director UK 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. 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
Social Media Research Communities Listening & Netnography METHODS We allow participants to ENGAGE with us anytime, anywhere (online,Online Digital mobile, asynchronous methods…).Group Engage We make it fun for them to give SurveysDiscussions more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd 1on1 interpretation, co-moderation…). Consumer-led Online Ethnography Interviews