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Does social media matter to patinets should marketers care precise_h&p

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Using social media as a source of insight to inform marketing content and decisions

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Does social media matter to patinets should marketers care precise_h&p

  1. 1. Let’s get straight to the point … Prepared for Does social media matter to patients? Should pharmaceutical marketers care? Soumya Roy, PhD. | Hall & Partners Health Andrew Nelson | Precise
  2. 2. Our World is More Connected Than Ever Physicians and patients have immediate access to information that influences choices
  3. 3. The pharma world is embracing customer centricity CHANGING FROM PRODUCT & BRAND FOCUS TO PATIENT-CENTRIC Product-driven Brand-driven Transactional sales model, based on direct delivery of product information Focus on emotional benefits along with clinical; big blockbuster brands R&D and sales driven – huge sales force, products sold based on the strength of clinical attributes Marketing driven – marketing and sales focused on physician loyalty and building ‘big’ brands 2008 Customer-driven Putting customers at the heart of everything – including patients and physicians; personalized, targeted therapies Customer driven - from pills to solutions; putting the customer voice at the heart of everything 2014
  4. 4. Patients emerging as a key customer Access to unlimited information and influencing their treatment options 59% of US adults say they looked online for health information within the past year (Fox, 2013) 1 in 4 internet users who experienced a health crisis in the past year sought others like them online (Fox, 2011) 1 in 5 US adults have consulted online reviews of particular drugs or medical treatments (Fox, 2011) 35% of U.S. adults say they have gone online specifically to try to figure out what medical condition they or someone else might have. (Fox, Duggan, 2013)
  5. 5. Patients influence their own treatments and others Online peer-to-peer healthcare is transforming how people feel, think, and act in disease management “I’ve been lurking for several months and thought I’d finally introduce myself. My Dad was diagnosed stage IV in May of last year at age 64… Your posts have been an invaluable resource to me!” — Daughter of stage IV cancer patient • • • “The internet has made our small disease larger and we are able to educate many more people now.” — Jordana Holovach The Jacobs Cure Passive Lurkers: patients who visit and read disease specific social sites Active Members: once confident, some take the next step and contribute Advisors: over time, some take on an advising role and may be even be brand advocates
  6. 6. Increasing activity suggests that social media does matter with an impact on how patients feel, think and act Members As of 25 Jul Members As of 28 Aug Time/Day US Alexa Rating diabetesforum.com 27,607 28,007 2.48 mins 118,248 diabetesdaily.com 99,361 99,862 2.38 mins 52,653 diabetesforums.com 45,782 46,273 2.39 mins 113,632 My Alli (GSK) -- -- 2.08 mins 131,192 Children with Diabetes (J&J) -- -- 4.37 mins 134,970 In Diabetes Forum For every active member who posted a comment or reply, there are another 100 Lurkers viewing the discussion* - so pharma should care & utilize this growing social momentum * From a random sample of 15 threads across these diabetes sites, there were 482 replies with 53,689 views suggesting a Member to Lurker ratio of 111
  7. 7. Being patient-centric involves enhancing the patient’s digital experience 1. Assess the full patient experience including the challenges, drivers, barriers 2. Understand the drivers, barriers and challenges in-context, in their social space 3. Enable them with better education, support, and relevant promotion Caregivers Patient HCPs Payers 4. Help build true empowerment (with right info), engagement (disease and lifestyle management) and compliance (with treatments)
  8. 8. How can pharma give rise to a patient centric digital experience? Mary’s digital experience: Understanding her journey with diabetes
  9. 9. Meet Mary Diabetes forum = Senior Member, joined 25th March 2013 Diagnosed: February 2013 40 year old female Medication taken: Metformin, Synthroid & Vitamin D Total posts: 2,755, Avg posts per day:17 Likes received 1,592 (every 1.7 posts) Mary is a very active member of the diabetes forum community. Being new to the world of diabetes, she starts with concerns about diet, food, self management and measurement. She thinks of it as a number’s game with ups and downs. With confidence and control over her BS levels, she is now an emerging advisor with detailed account of her experience that others appreciate. Her long-term goal is to be meds free and, while initially impatient, she now accepts her disease and know it will take time. Her digital experience broadly falls in 3 time periods: before treatment initiation, starting treatment and adjusting to it, and continuing treatment
  10. 10. Before treatment Mary feels impatience with a growing sense of lack of control. Her thinking is muddled with confusion jumping from food to numbers: Bread…has anyone ever found a successful substitute? - Mary, March 29th Okay…so let’s hear your opinion on the whole numbers issue. - Mary, March 31th Small amounts of carbs, still high numbers. Suggestions? - Mary, April 8th “If a doctor is stuck with the thinking that 180 is okay, then he/she is not doing a good job of educating a diabetic. It has been PROVEN that BG over 140 cause damage. So, why take the advice of a doctor who probably doesn't have diabetes himself and is very lax in his recommendations. After all (to quote Jenny Ruhl of BS101) "it's not the doctor's eyes, feet, kidneys...“ - Senior Member (66), T2D, Dx 2010 What does she do? Based on forum feedback, Mary seeks a second opinion. She finds another doctor. She downloads bloodsugar 101 to her kindle.
  11. 11. Starting treatment Mary feels hope in lowering her numbers, but concerned about taking a pill. Her thinking revolves around numbers and a series of questions. “Why the building up of the dose? If I see my BS come down in week 3 for instance, should I still build to the 4 per day dose?” mess with everyone's stomach? “Does metformin ER always If so, how long does it take to go away? Anything else you can tell me about the best way to take it? Any right or wrong way? I know he said ideally with the largest meal.” “Do I have to worry about low blood sugar? Should I keep carbs on hand just in case I go below 70?” What does she do? Takes steps towards self-management (is this control again?) -works with her doctor to assess accuracy of her BGM. She recommends Bayer ACI over ReliOn.
  12. 12. Starting treatment – seeing results Mary feels excitement and positive energy as her readings go down. Her thoughts are still focused on numbers - a tangible way to measure progress. “Since I've been on it (1550 mg Metformin) for three weeks now, combined with a seeing lower numbers and I am so excited!!!” continued LCHF diet, I'm actually What does she do? She actively searches information at other blogs, forums and sites. She finds Jenny Ruhl’s blog to be a valuable source and recommends to others.
  13. 13. Mary, continuing treatment Mary has been seeing positive results for a while. Mary feels confidence and then complacent – the need to control her own destiny. “I am starting to see really nice numbers finally… I have been on 2,000 mg. for about 8 weeks now. If I am eating LCHF and on metformin, I don't understand how I can eventually go off of it and maintain stable BS. Someday, I want to be off it and control just with diet and exercise. If I have to have metformin to bring me to a good range, could I ever live without it and still control my BS?” “Last week, there were 3-4 days where I didn't take my full metformin dose. I took 1500 mg. instead of 2000 mg. I was totally in a slump, low on pills, hadn't been out, and had a lot going on with diabetes anger and depression. Then, I decided to cut my dose (stupid, I know), for 3-4 days. I then put it back up to 2000 mg. I've been fine, except for today. Now today, I have been high all day long. (Was normal yesterday.)” So, what does she do? She makes inquiries about herbal alternatives berberine, guava leaf tea, aspirin therapy, milk thistle. She seeks advice about skipping doses. She becomes non-compliant for 3-4 days before she goes back to her regular dose.
  14. 14. A patient’s desire to regain control, reinforced by misleading information online, can lead to noncompliance “Mary, I did the same thing you did. I was on a great streak with my BG and so decided I'd try to cut back on my metformin (actually a combo drug - Janumet), after I successfully eliminated insulin. Nope, it didn't work. Had about the same experience as you. So right back up to my prescribed dosage.” - Senior Member, Dx 2005 I would not worry about it, and in fact would wait a month or so and try it again to see if it happens again! I experiment with my meds a lot, with results ranging from "aha!" to ... "okay, okay, just kidding!“ - Senior member, Dx 2009
  15. 15. Today’s Mary: continuing treatment and compliant 6 months into her journey; her BG is controlled at 106. Mary’s complacence has evolved into a tempered confidence. “Has your doctor suggested increasing your metformin? You're not on the maximum dose. I would watch my carbs and increase my metforim to 2,000 mg. a day, if it were me” “Just as food for thought, I didn't feel like metformin did anything substantial for me, until I was on the highest dose. Since then, I have seen really nice improvements. At 1,000 mg., it did really nothing to bring me down. Just something to consider.” What does she do? She is compliant. She offers advice to newly diagnosed and confused members.
  16. 16. Identifying patterns in Mary’s journey leads to an overarching model From an individual journey to an EXPERIENCE FRAMEWORK to engage and empower the patient digital experience
  17. 17. A patient experience framework to impact the digital experience The patient experience can be classified into 3 distinct phases: ● Diagnosis-treatment initiation; ● During treatment; ● After treatment initiation-continuing treatment At each phase, patients ● Feel, ● Think, and ● Do ● Differently offering opportunity to add value with differential engagement strategies and tactics
  18. 18. Quantitative research to validate patient experience framework 5 minute online survey ● Assess how patients feel-think-do differently through the 3 phases of Type 2 Diabetes experience ● Perceptions of usage of social media and pharma online resources ● How pharma can provide useful information through digital media Respondents ● 13% before starting treatment ● 23% at treatment initiation ● 64% continuing treatment
  19. 19. Before treatment initiation , patients seek information on disease, lifestyle, and treatment options How can pharma sponsored sites be useful? How can social media sites be useful? Help me learn about lifestyle choices I can make (76%) Help me learn about lifestyle choices I can make (57%) Help me learn about Tx options (67%) Help me understand my diagnosis & what it means (52%) Help me understand my diagnosis & what it means (67%) Help me learn about Tx options (43%) Base: All Respondents Before Tx Initiation (n=21) Q10. Now thinking about your T2D diagnosis, how can a pharmaceutical company help you to better understand and deal with your diagnosis? Please rank your top three answers.
  20. 20. When starting treatment, patients are more focused on drug characteristics -- safety information and unbiased assessments How can pharma sponsored sites be useful? How can social media sites be useful? Help me learn about lifestyle choices I can make (45%) Provide me information on the safety of various treatments (45%) Help me understand my diagnosis & what it means (39%) Help me evaluate treatments in an unbiased way (32%) Provide me information on the safety of various treatments (37%) Educate me on the kind of questions I can ask my doctor (32%) Base: All Respondents Before Tx Initiation (n=21) Q10. Now thinking about your T2D diagnosis, how can a pharmaceutical company help you to better understand and deal with your diagnosis? Please rank your top three answers.
  21. 21. After initiating treatment, patients are more interested in learning about new treatments & connecting with others like them How can pharma sponsored sites be useful? How can social media sites be useful? Help me learn about lifestyle choices I can make (37%) Help me connect with others who have this condition (44%) Help me understand my diagnosis & what it means (37%) Help me learn about lifestyle choices I can make (34%) Help me learn about new treatment options (31%) Help me learn about new treatment options (28%) Base: All Respondents Before Tx Initiation (n=21) Q10. Now thinking about your T2D diagnosis, how can a pharmaceutical company help you to better understand and deal with your diagnosis? Please rank your top three answers.
  22. 22. Feelings are much more positive among those continuing treatment Feelings about diagnosis - NET scores, top responses Before Negative Feelings Worried, sad, shocked, overwhelmed Starting 0 0 Neutral Feelings Concerned, vulnerable, confused, surprised After Positive Feelings Optimistic, curious, secure, energized Base: All Respondents, Before Tx Initiation (n=21); Starting Tx Initiation (n=38); After Tx Initiation (n=105) Q6. Thinking about your feelings about your T2D diagnosis, which of the following words would best describe the way you feel about your T2D diagnosis?
  23. 23. Activities, however, are much more prolific when starting treatment Actions taken by patients - % used 54% 53% After Starting Before 35% 63% 74% 29% 55% 52% 15% 34% 29% 19% 14% 14% 32% 5% 24% 14% 14% 17% 5% 29% None of the above Discussed with Own research Own research Own research Discussed with Engaged with family and at nonat sponsored- participation family and online support friends pharmaceutical pharmaceutical in social friends groups offline websites websites media sites over social media Base Q4 Diabetes advocacy groups All Respondents Before Tx Initiation (n=21); Starting Tx Initiation (n=38); After Tx Initiation (n=105) Besides your doctor, what are some sources that you have utilized to better understand and/or learn about your T2D diagnosis?
  24. 24. Utilizing an Experience Framework to provide a patient-centric digital experience Identifying opportunities for pharma to enable, engage and empower patients along their disease experience 24 Confidential & Proprietary. Not For Public Distribution. Do Not Copy.
  25. 25. Before treatment initiation HOW THEY FEEL-THINK-DO Feel Think Do Shock/ denial followed by Impatience/ Frustration HOW TO ENGAGE • Support services/tools to deal with psychological implications • Remove stigma/self-blame Confusion: what do the numbers mean? what should my diet be? • Education focused on diagnosis, lifestyle changes, disease management simplicity • Unbiased information re drugs Search/research, Talk: question/gather • Provide adequate online resources and tools to help with queries • Enable easier navigation and simpler content
  26. 26. PR Week US June 22, 2010 Will JanssenCilag's ADHD YouTube Video Go Viral and Win an Award? Janssen-Cilag ADHD YouTube video attracts worldwide attention. Pharma Marketing Blog July 20, 2010 PR Week US June 22, 2010 http://www.youtube.com/watch?v=DaEyuicY_nM
  27. 27. Hugely successful social media campaign ● The video is now one of the most viewed pharma videos in Europe, with more than 132,500 views in only six months ● The campaign was named Best Digital Patient Communications at the 2010 PM Society Awards ● The campaign received two nominations at the 2010 APA International Customer Publishing Awards: Best Use of Video and Best Specialist Communication ● Thousands of people shared the clip among their peer groups, amplifying the brand message and campaign cut through ● Most importantly, helped improve perceptions and understanding of the condition.
  28. 28. Starting treatment initiation HOW THEY FEEL-THINK-DO Feel Think HOW TO ENGAGE Most vulnerable, Concern, Seeking connection/ needing reassurance • Tools, apps to alleviate concerns • Tools to connect (CML Earth from NVS) Seek anchors: metrics; Learn treatments Tolerability/safety Convenience • Tools to teach adequate usage of treatments (injectibles, infusions, etc.) • Simple, tangible guidelines to measure progress • Simple explanation of disease and how treatment works (MOA) Acts to regain control: search for the right doctor, right treatment, right information • Easier access to product (help them with treatment plan; coordinated care) • Help find doctors Do
  29. 29. After treatment initiation HOW THEY FEEL-THINK-DO HOW TO ENGAGE Complacent, confident, acceptance (can be resigned or peaceful) • Tools to emphasize and address compliance • Enable connection with advocacy groups Risk-averse, questioning, valuing personal knowledge and experience Feel • On-going FAQs re compliance • On-going tools for answering questions about disease management/ switching/nutrition (AZ customer portal) seeking agency, experimenting, questioning, gathering • Easy access to new products/pipeline products • Financial support • Patient advocacy group • Clinical trial enrollment Think Do
  30. 30. Key takeaways ● Utilize social and digital media to impact patient experience of disease and brand, beyond simple advertisements ● Use social media monitoring + primary research to learn how to better tailor their patient engagement strategies and tactics ● Provide enabling tools that are entertaining and relevant (e.g. entertain with games that tap into a different part of the brain) but also make it relevant to the phase in their journey ● Measure effectiveness of social media initiatives and apply strategic listening to evaluate campaigns along with traditional research ● Utilize social media to inform different teams, not just marketing; include patient support teams, product development, etc. ● Don’t put your customers into a “digital bucket” just because their conversations are in social; involve and integrate qualitative and quantitative primary research – we still have to ask questions to get to the “Why’s?”
  31. 31. Questions? Soumya Roy Andrew Nelson Todd Grossman Managing Partner, Health Healthcare Director Managing Director, Americas Hall & Partners Precise Precise s.roy@hallandpartners.com andrew.nelson@precise.co.uk todd.grossman@precise.us.com 32 Confidential & Proprietary. Not For Public Distribution. Do Not Copy.

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