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2010




       HEALTH SMARTEES 2010, June 17
       WELCOME @ InSites Consulting

       Taking Health Research Forward
2010

                       09.00 – 09.30 : Breakfast

                       09.30 – 09.35 : Welcome @ our 2010 Health SMARTEES
                                  The agenda of the day
                                  Saartje Van den Branden, Research Manager Health, InSites Consulting

                       09.35 – 10.30 : How to engage in the conversation with empowered patients?
                                  SCOOP! Results of the Global Health Study 2010
                                  Magali Geens, Research Director Health, InSites Consulting
                                  Including latest search data by Google Healthcare
                                  by Julia Loncar, Industry Manager, Google Healthcare (EXCUSED – No permit to travel)

                       10.30 – 11.00 : Coffee Break

                       11.00 – 11.30 : Using Social Media Nethnography in Health Research
                                  Tapping into conversations of connected patients and caregivers
                                  Prof. Dr. Niels Schillewaert, Managing Partner, Head of the InSites’ ForwaR&D Lab

                       11.30 – 11.40: And what about Nethnography on HCP data?
                                  Tapping into HCP conversations for Nethnographic analyses
                                  Magali Geens, Research Director Health, InSites Consulting

                       11.40 – 12.05 : Traditional online HCP research: a real-life case
                                  An AstraZeneca prescription and forecasting study
                                  Sarah Mertens, Customer Insight Director, Intern. Marketing Organisation, AstraZeneca
                                  Carl Vandeloo, Research Manager Health, InSites Consulting
© InSites Consulting




                       12.05 – 12.20 : QUESTIONS before drinks & sandwiches

                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   2
2010




       Global Health Study 2010
       How to engage in the conversation with empowered patients?
       Magali Geens
       Research Director Health, InSites Consulting
       Carl Vandeloo
       Research Manager Health, InSites Consulting

       June 2010
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   4
Philosophy
       Conversation



       Advertising


          Brand
Philosophy
       Conversation



       Activation

          Brand
Health has many stakeholders
                       and because of different factors,
                         a sole focus on the HCP
                       becomes intolerable in the future
© InSites Consulting




                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   7
Part of the focus should
                           shift towards patients
                       as they are stepping forward and
                        entering the conversation
                                      about their health
© InSites Consulting




                          Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   8
How can we
                                            activate
                        this empowered patient?
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   9
2010

                       Health Study 2010
                       STUDY in 14 COUNTRIES WORLDWIDE
                       Summary:
                       5.777 consumers (18+), representative total country population.
                       Data collected on proprietary research panels from InSites Consulting, field in April 2010.




                       .
© InSites Consulting




                                  Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   10
2010 Edition – Global
2010
                       How to engage in the conversation with empowered patients?




                                   1       The internet: an important source for today's patients.




                                   2               Connected patients ARE conversating!




                                   3       How can the industry activate the empowered patient?
© InSites Consulting




                                          Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   11
2010




                       1    The internet: an important source for today's patients.




                       2            Connected patients ARE conversating!




                       3    How can the industry activate the empowered patient?
© InSites Consulting




                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   12
2009
                       The patient action flow – Health Study 2009
                       Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder?




                                                             Waited for a while



                                                     Looked for information


                                                           General Practitioner



                                                                  Pharmacy



                                                           General Practitioner



                                                            Special Practitioner



                                                              Something Else
© InSites Consulting




                                                                                               N Europe = 2841 / Filter = Patients suffering from at least one disorder

                                                    Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.     13
2010



                       83%          already used the internet
                                    to look for information on health related topics
                                    (this is 50% when corrected to the offline population)




                               74%
                                                                                                               Users
                                          80%
                        82%


                                                                                                    72%
                       70%
                                                                                                                                     95%


                       69%

                                                                        79%                   97%
                                                                                                             United States          83%
                                                                                                             Brazil                 93%
                              79%                                                                            Australia              79%
© InSites Consulting




                                                       87%                                                   China                  93%

                               Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   14
2010
                       Information search
                       How often do patients look for information about medical-related topics on the internet?




                          In Europe,                       77%                                        already used
                             the internet to look for health info.




                                 Which is a slight increase versus 2008 (75%).
© InSites Consulting




                                            Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   15
43%                                                          Male
                                                                  Monthly



                                                                                    38%             Male
                                                                                                         Less than monthly



                                                                                                                                      62%
even looks for                                             Female                       47%      Female                          53%


online health info
                                                            18-24                       47%        18-24                        53%


every month                                                 25-34

                                                            35-44
                                                                                       45%

                                                                                      43%
                                                                                                   25-34

                                                                                                   35-44
                                                                                                                                 55%

                                                                                                                                     57%

                                                            45-54                   38%            45-54                              62%

28% in Western Europe                                       55-64                    40%           55-64                             60%

                                                              65+                     42%            65+                             58%
72% in Asia!!!
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.    16
2010
                            Information search about YOUR DISORDER
                            Q: Where did you already inform yourself about your disorder?


                                    A general practitioner                                                     55%


                                               A specialist                                       33%


                                                    Family                                  28%
                                                                                                                                   59%
                                 Friends / acquaintances                               24%


                                                   Internet                           23%


                                             A pharmacist                       15%


                             Health encyclopaedia (book)                   12%
                                                                                                                        35%
                                               Magazines                   11%


                           (A) health article(s) I collected         8%


                                              Newspapers             7%


                                           Fellow patients


                                                    Library     4%
                                                                    6%


                                                                                                         25%
                                                                                                                                                     23%
                                                                                                                                  * Remark: the data were collected via an online
                           (A) patient folder(s) I collected    4%
                                                                                                                                     panel survey. The total use of the internet by
                                                                                                                                  patients was 40% in the sample. To avoid over-
                                    Patient organisations      2%                                                                      estimation of the internet usage by patients
                                                                                                                                  (because the internet penetration in the sample
                                                     Other      3%                                                                was 100%), the internet usage was corrected

                                                                                             7%                                       based on the internet penetration in Europe.
© InSites Consulting




                       I did not look for information on my                                                                                (Source = www.internetworldstats.com)
                                                                          10%
                                   disease (yet)
                                                                                                                                   N total = 4327 / Filter = If at least one disorder.

                                                                Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.       18
Patients with the more                                         % of patients with disorder ... who
                                                                        looked for online info on that disorder
          COMMON DISORDERS                                                             Hairloss                                            39%
                                                                        Menopause symptoms                                               37%

          use the Internet MOST                                                         Arthritis
                                                                              Bladder infection
                                                                                                                                   33%
                                                                                                                                 31%
                                                                             Libido impairment                                  30%
                                                                           Erectile dysfunction                                29%
                                                                                        Obesity                                29%
                                                                                    Depression                                29%
                                                                               Heart problems                                 29%
                                                                                         Stress                              27%
                                                                                        Anxiety                            26%
                                                                               Fungal infection
                                  Hairloss
                                                                                                                           25%
                                                                                Sleep disorder                             25%
                                                                          High blood pressure                             24%

                           Menopause                                                  Influenza
                                                                                       Migraine
                                                                                                                          24%
                                                                                                                          24%
                                                                           Stomach problems
                                       Arthritis                                          Warts
                                                                                                                         24%
                                                                                                                         24%
                                                                                        Allergy                         24%
                       Bladder infection                                          Chronic pain
                                                                               High cholesterol
                                                                                                                        23%
                                                                                                                       22%
                                                                            Bronchial infection                        22%
                       Libido impairment                                               Diabetes                       21%
                                                                                       Sinusitis                      21%
                       Erectile dysfunction                     Gastroesophageal reflux disease                       21%
                                                                                            Itch                     20%
                                                                                  Muscle ache                       19%
                                               Obesity                       Intestinal problem                    19%
                                                                                Herpes labialis                    19%
© InSites Consulting




                                          Depression                                 Headache                      19%
                                                                                     Heartburn                    17%
                                                                                        Asthma                   16%
                                     Hearth problems
                                                                                N total = min 30 / Filter = © InSites Consulting, 2010. 19
                         Health Study 2010 | How to engage in the conversation with empowered patients |% within people with that disorder
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   20
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   21
People consulting the
                          INTERNET about their
                       disorder most often rely on…
                                                                  .
© InSites Consulting




                             Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   22
2010

                       1 Search engines!
                                                                   .
                                                                                                                95%
                                                                                                                 Country level

                                                                                                                   Belgium         94%


                                                                                                                  Netherlands      94%


                                                                                                                    France         89%


                                                                                                                   Germany         95%


                                                                                                                  Switzerland      96%


                                                                                                                United Kingdom     95%

                                                                                                                     Spain         97%

                                                                                                                     Italy         97%

                                                                                                                   Romania         96%

                                                                                                                   Russian
                                                                                                                                   97%
                                                                                                                  Federation

                                                                                                                 United States     81%


                                                                                                                     Brazil        97%


                                                                                                                   Australia       95%
© InSites Consulting




                                                                                                                     China         93%



                             Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   23
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   24
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   25
No sponsored links bought by pharmaceutical companies
© InSites Consulting




                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   26
No sponsored links bought by pharmaceutical companies
© InSites Consulting




                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   27
People consulting the
                          INTERNET about their
                       disorder also often rely on…
                                                                  .
© InSites Consulting




                             Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   28
2010

                       2 Wikipedia!
                                                                   .
                                                                                                                36%
                                                                                                                 Country level

                                                                                                                   Belgium         29%


                                                                                                                  Netherlands      29%


                                                                                                                    France         32%


                                                                                                                   Germany         56%

                                                                                                                  Switzerland      44%


                                                                                                                United Kingdom     38%

                                                                                                                     Spain         34%

                                                                                                                     Italy         43%

                                                                                                                   Romania         31%

                                                                                                                   Russian
                                                                                                                  Federation       54%

                                                                                                                 United States     25%


                                                                                                                     Brazil        40%


                                                                                                                   Australia       27%
© InSites Consulting




                                                                                                                     China         22%



                             Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   29
2010

                       3 Government sites
                                                         .
                                                                                                               14%
                                                                                                                Country level

                                                                                                                  Belgium         12%


                                                                                                                 Netherlands       6%


                                                                                                                   France          8%


                                                                                                                  Germany          7%


                                                                                                                 Switzerland       8%


                                                                                                               United Kingdom     36%

                                                                                                                    Spain         10%

                                                                                                                    Italy         11%

                                                                                                                  Romania          4%

                                                                                                                  Russian
                                                                                                                                   5%
                                                                                                                 Federation

                                                                                                                United States     10%


                                                                                                                    Brazil        18%


                                                                                                                  Australia       23%
© InSites Consulting




                                                                                                                    China         33%


                            Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   30
2010




.
                           4 Medical portals                                                                        11%
                                                                                                                     Country level

                                                                                                                       Belgium         17%

                                                                                                                      Netherlands       6%


                                                                                                                        France         27%

                                                                                                                       Germany          7%


                                                                                                                      Switzerland      13%


                                                                                                                    United Kingdom     10%

                                                                                                                         Spain         11%

                                                                                                                         Italy          7%

                                                                                                                       Romania          6%

                                                                                                                       Russian
                                                                                                                                        7%
                                                                                                                      Federation

                                                                                                                     United States     30%

                                                                                                                         Brazil         6%


                                                                                                                       Australia       13%
    © InSites Consulting




                                                                                                                         China          9%



                                 Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   31
2010

                       5 Pharmaceutical sites
                                                          .
                                                                                                                10%
                                                                                                                 Country level

                                                                                                                   Belgium          5%


                                                                                                                  Netherlands       3%


                                                                                                                    France          3%


                                                                                                                   Germany         12%


                                                                                                                  Switzerland       6%


                                                                                                                United Kingdom      7%

                                                                                                                     Spain          8%

                                                                                                                     Italy          5%

                                                                                                                   Romania         17%
                                                                                                                   Russian
                                                                                                                  Federation       21%

                                                                                                                 United States      6%

                                                               YOUR SITES                                            Brazil        13%


                                                                                                                   Australia        8%
© InSites Consulting




                                                                                                                     China         13%



                             Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   32
2010
                       Are the sites considered to be trustworthy?
© InSites Consulting




                       N = 1.739 / Filter : If the internet

                                                          Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   33
2010
                         Consulted websites – regional differences
                         Q: How did you look up info about your disorder on the Internet? Which   websites did you consult?



                                                                                         0%           25%           50%            75%          100%

                       General search engine                                         95%


                       Wikipedia                                              36%


                       Government health site                           14%


                       Medical portal broader health focus           11%


                       Pharmaceutical company website                10%

                       Site of a health centre / hospital           9%


                       Site of a doctor’s practice                  5%

                       Via my social network                        4%

                                                                                                                                                                10%> Total
                       Site of health insurance companies          4%
                                                                                                                                                                10%< Total

                       Site focused on specific syndrome           3%


                       Patient community                           2%
                                                                                                                                                    Total

                       Blog from a medical advisor                 1%                                                                               Western Europe
                                                                                                                                                    Eastern Europe
                       Patient blog                                1%                                                                               Southern Europe
                                                                                                                                                    Northern America
                       Other                                       2%
                                                                                                                                                    Southern America
                                                                                                                                                    Australia
© InSites Consulting




                                                                                                                                                    Asia



                                                     Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.       34
2010



                                                               Patients are most
                                                           interested in the following
                                                               types of content:
                                                      1               Treatment in general

                                                      2            New types of treatment

                                                      3                          Side effects

                                                      4                Symptoms + impact

                                                      5                         Co-morbidity
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   35
2010
                           Which content do patients require online?
                           Q: To what extent would you be interested        in the following content of online information on your disorder?


                                                                                      0%       25%           50%           75%           100%


                       Treatment in general                                     69%


                       New treatments                                           68%
                                                                                                                                               Asia
                       Side effects of medication                               67%
                                                                                                                                          Eastern Europe
                       Symptoms of the disorder I suffer                        65%
                                                                                                                                          South America
                       Impact disease on quality of life                    60%
                                                                                                                                             stronger
                       Other disorders that typically co-                                                                                    interest
                                                                            59%
                       occur with my disorder

                       Price                                              46%


                       Specific brands of medication                      45%


                       Health care professionals                          45%
                                                                                                                                                           Total
                                                                                                                                                           Western Europe
                       Reimbursement                                  37%
                                                                                                                                                           Eastern Europe
                                                                                                                                                           Southern Europe
                       Health insurance companies                   24%                                                                                    Northern America
                                                                                                                                                           Southern America
                                                                                                                                                           Australia
© InSites Consulting




                                                                                                                                     10%> Total
                                                                                                                                                           Asia
                                                                                                                                     10%< Total


                                                            Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.       36
2010
                                       Which content do patients require online?
                                       Q About which topics did youever read information online about your disorder?
                                       Q To what extent would you be interested in the following content of online information on your disorder?


                                                    100%
                       Interest in online content

                                                                                                                                                            Important
                                                    90%
                                                                                                                                                             content
                                                    80%


                                                                                                                   New treatments              Treatment in general
                                                    70%
                                                                                                                         Side effects of medication Symptoms of the disorder I
                                                                        Other disorders that typically
                                                                                                                                                                   suffer from
                                                    60%                 co-occur with my disorder                            Impact disease on quality of life
                                                            Average

                                                    50%                                  Specific brands of medication
                                                                               Price

                                                                                 Health care professionals
                                                    40%
                                                                      Reimbursement

                                                    30%
                                                                                                                          In general, patients
                                                                  Health insurance companies                              tend to find the info
                                                    20%
                                                                                                                          they are looking for...
                                                    10%           Less
                                                     0%
                                                                pertinent                                      Average
                                                           0%           10%            20%          30%           40%         50%       60%      70%       80%         90%        100%



                                                                                                                                    Ever read online
© InSites Consulting




                                       N Europe = 1.739 / Filter : If the internet is used for info on a disorder

                                                                                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   37
2010



                                                                              Conversation



                       1    The internet: an important source for today's patients.




                       2         Connected patients are CONVERSATING!




                       3    How can the industry activate the empowered patient?
© InSites Consulting




                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   38
2010
                       Patients interact outside of the doctor’s cabinet
                        Q: To what extent do     you agree with the following statements? (Top 2% agreement)
                                                                                                                                   Half of the
                                                                            0%         25%           50%           75%
                                                                                                                                   consumers
                                                                                                                                 100%


                       When I feel something
                       related to my health, I                          49%
                                                                                                                                DISCUSS
                       discuss this with my
                       family and/or friends                                                                                   about their
                       When my doctor makes a
                                                                                                                                 health
                       diagnosis, I check it with                     31%
                       my family and/or friends                                                                                 online and/or
                                                                                                                                   offline
                       When I feel something,
                                                                14%
                       I discuss this with
                       other patients

                                                                                                                                                        Total
                                                                                                                                                        Western Europe
                       When my doctor makes
                                                                                                                                                        Eastern Europe
                       a diagnosis, I check it                  12%
                                                                                                                                                        Southern Europe
                       with other patients
                                                                                                                                                        Northern America
                                                                                                                                                        Southern America
                                                                                                                                                        Australia
© InSites Consulting




                                                                                                                               10%> Total
                                                                                                                                                        Asia
                                                                                                                               10%< Total
                       N = 5.777 / Filter : No filter applied

                                                         Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.       39
2010

                       Ever shared online information
                       .

                           Country level

                                            12%




                                                                                               30%
                              Belgium


                            Netherlands     15%

                               France       27%

                              Germany       17%

                            Switzerland     16%

                           United Kingdom   17%

                               Spain        24%

                                Italy       37%

                              Romania       32%
                              Russian
                             Federation     52%

                            United States   19%

                               Brazil       45%

                              Australia     15%
© InSites Consulting




                               China        76%


                                                  Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   40
2010
                           Patients interact outside of the doctor’s cabinet
                           Q: About which topics did you ever share information online concerning your disorder?


                                                                                                                          Asian patients
                                         SHARED TOPICS
                                                                                     0%           25%       50%           share more in
                                                                                                                          75%           100%


                       Treatment in general
                                                                                                                                      general.
                                                                               49%


                       Symptoms of the disorder I suffer                       46%


                       New treatments                                         41%
                                                                                                                                Americans
                       Impact disease on quality of life

                       Side effects of medication
                                                                              40%


                                                                              40%
                                                                                                                         share more info
                       Other disorders that typically co-
                       occur with my disorder
                                                                         29%                                               on prices.
                       Specific brands of medication                    25%


                       Price                                            24%


                       Health care professionals                        20%                                                                                Total
                                                                                                                                                           Western Europe

                       Reimbursement                               9%                                                                                      Eastern Europe
                                                                                                                                                           Southern Europe

                       Health insurance companies                  6%                                                                                      Northern America
                                                                                                                                                           Southern America
                       Other                                                                                                                               Australia
© InSites Consulting




                                                                  3%
                                                                                                                                 10%> Total                Asia
                           N = 1.286 / Filter : If at least one disorder and shared information                                  10%< Total

                                                            Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.       41
2010
                       Patients interact outside of the doctor’s cabinet
                       Q: Via which of the following channels did you ever share information online about your disorder?
                                                                                                                                              In Asia
                                                                                  0%          25%          50%            75%
                                                                                                                                               people
                                                                                                                                             100%


                       Via online fora/discussion
                       boards/communities
                                                                   14%
                                                                                                                                                share
                       Via a social online
                                                                                                                                                more.
                                                                   13%
                       encyclopedia (Wikipedia)
                                                                                                                                         They also
                       Via a personal site or blog                9%
                                                                                                                                           use
                       Via social networks (Hyves,
                       Facebook, Netlog,                         7%                                                                     more
                       MySpace…)
                       Via movie sharing
                                                                 4%
                                                                                                                                      channels.
                       networks (YouTube, Daily
                       motion, Vimeo...)

                                                                2%                                                                                     Total
                       Other
                                                                                                                                                       Western Europe
                                                                                                                                                       Eastern Europe
                                                                                                                                                       Southern Europe
                       None of the above                                       70%
                                                                                                                                                       Northern America
                                                                                                                                                       Southern America
                                                                                                                                                       Australia
© InSites Consulting




                                                                                                                                10%> Total             Asia
                       N = 1.286 / Filter : If at least one disorder and shared information                                     10%< Total

                                                        Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.       42
2010




                       Asian and Western European users are each others’
                       opposites when looking at their online behaviour!
                       79% of West European people are more open in person vs.                                              online,
                       which is only the case amongst 45% of Asian people.
© InSites Consulting




                                 (c) InSites Consulting, Social network study 2010 : freely available on request!
                                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, Filter = If 43
                                                                                                                              N Global = 2065 / 2010. user
2010




                       62%                                        of online patients is active
                                                                  on social networks
                                                                                                                                                                    56%




                                                                                                      57%
                                                                                                                                           Users
                                                       70%               52%
                       68%

                                                                                                                                72%
                       61%

                                                                                                      64%
                       59%


                                                                                                                                         United States          68%
                                                                                                                                         Brazil                 77%
                                                        68%                                                                              Australia              61%
© InSites Consulting




                                                                               68%                                                       China                  45%
                         N = 4.327 / Filter : If at least one disorder

                                                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   44
2010
                       Type of friends patients have online
                       Q: Which of the following friends are present in your online social network?
                                                                                                                        16% of social
                                                                                                                       network users is
                                                                        0%            25%             50%       75%
                                                                                                                       connected with
                                                                                                                              100%


                       People with the same
                       disorder that I have,
                                                                                                                      fellow patients
                       that I know from
                       the real world and I
                                                             16%
                                                                                                                        they know
                       have a lot of contact
                       with in my offline life                                                                             from real life.

                       People with the same
                       disorder that I have,
                                                                                                                 12% connects with
                       that I do not know
                       from the real
                                                            12%
                                                                                                                 patients they do
                       world                                                                                        not know.
                       People with the same
                       disorder that I have,                                                                                                          Total
                       and that I met offline,                                                                                                        Western Europe
                                                           6%
                       but I don’t have a lot                                                                                                         Eastern Europe
                       of contact with in my                                                                                                          Southern Europe

                       offline life                                                                                                                   Northern America
                                                                                                                                                      Southern America
                                                                                                                                                      Australia
© InSites Consulting




                                                                                                                            10%> Total                Asia
                       N = 2.690 / Filter : If at least one disorder and member of a social network                         10%< Total

                                                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.       45
2010
                       Popular social networks to share information about diseases
                       Q On which of the following social networks did you read / share information about your disease?




                                              15%
                          Share information


                                              10%
                                                                                                   Facebook, and to a lesser
                                                                                                   extent Twitter, MySpace and
                                                                                                   Windows Live Spaces are the
                                                                                                     most common networks to
                                                                                                    read/share info on diseases,
                                              5%
                                                                                                      since they are also most
                                                                                                     commonly used in general.

                                                    Average




                                              0%                    Average
                                                    0%                5%                    10%                    15%                    20%                     25%



                                                                                                            Read information
© InSites Consulting




                       N = 2.690 / Filter : If at least one disorder and member of a social network

                                                              Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   46
2010
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   47
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   48
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   49
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   50
2010
                       Frequency of sharing information via social networks
                       Q: How often do you      share information about your disease on the following social networks?


                                                                                                                                                                           Regularly

                             Friendfeed    3%                                   53%                                          16%                  18%               9%       56%
                                 n = 30

                                  Flickr
                                 n = 20
                                                 14%                                33%                                     33%                    5%          15%           47%

                               LinkedIn         9%                            35%                             14%             13%                       29%                  44%
                                 n = 21

                                  XING          10%                       31%                                 23%                      22%                      14%          41%
                                 n = 22

                                  Hyves    4%                    28%                            19%                       20%                           29%                  32%
                                 n = 25

                               MySpace      6%               20%                                 31%                                30%                         13%          26%
                                 n = 100

                                 Netlog         9%           14%                    17%                        25%                                 35%                       23%
                                 n = 54

                                 Twitter        9%           13%                                36%                                     35%                           7%     22%
                                 n = 111
                          Windows Live
                            Spaces
                                            7%             12%                       29%                                     33%                              19%            19%
                                 n = 112

                              Facebook     4%        10%                      28%                                   28%                             30%                      14%
                                 n = 354
                                   Other   4%1%                   28%                                   27%                                   41%
                                                                                                                                                                             5%
                                 n = 86
                                                                 Very often         Regularly         Now and then        Rarely    Hardly ever
© InSites Consulting




                       N = 2.690 / Filter : If at least one disorder and member of a social network

                                                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.                 51
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   52
2010



                       33%                                        of online patients read about
                                                                  their disease on communities
                                                                                                                                                                    49%


                                                                                                      36%
                                                                                                                                           Users
                                                       14%               25%
                       31%

                                                                                                                                72%
                       17%

                                                                                                      24%
                       25%


                                                                                                                                         United States          34%
                                                                                                                                         Brazil                 47%
                                                        31%                                                                              Australia              26%
© InSites Consulting




                                                                               34%                                                       China                  59%
                         N = 4.327 / Filter : If at least one disorder

                                                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   53
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   54
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   55
2010
© InSites Consulting




                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   56
2010
                       Community membership and participation
                       Q: Are you member of any of the following communities on your disorder?
                       Q: On which of the following communities did you read information about your disorder?
                       Q: On which of the following communities did you share information about your disorder?




                                                                          Member                              Read                           Share
                       A community organized by a
                       pharmaceutical company
                                                                               3%                               9%               &               5%
                       A community organized by a
                       patient organization
                                                                               4%                               8%               &               6%
                       A community organized by
                       fellow patients
                                                                               3%                               9%               &               7%
                       Communities organized by the
                       government
                                                                               4%                               7%               &               4%
                       Communities of which I
                       do not know the organizer
                                                                               3%                              13%               &               8%

                       Other communities                                       1%                               2%               &               1%
© InSites Consulting




                       N = 4.327 / Filter : If at least one disorder

                                                         Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   57
2010
                        Interest in different community types
                        Q: To what extent would you be interested in the following type of communities for patients of your disorder?




                                                                                0%          25%           50%            75%          100%


                       A community where you can
                       ask the opinion of a
                                                                                                                                  An advisory
                                                                              49%
                       health care
                       professional
                                                                                                                                  community
                       A community where you
                                                                                                                                   by HCPs and
                       can ask the opinion of
                                                                          35%
                                                                                                                                  pharmaceutical
                       pharmaceutical
                       companies                                                                                                    companies
                                                                                                                                    clearly has
                       A community with
                       testimonials of
                                                                                                                                    potential !!!
                                                                         33%
                       patients
                                                                                                                                                         Total
                                                                                                                                                         Western Europe
                       A community where                                                                                                                 Eastern Europe

                       patients can become                              21%                                                                              Southern Europe
                                                                                                                                                         Northern America
                       friends
                                                                                                                                                         Southern America
                                                                                                                                                         Australia
© InSites Consulting




                                                                                                                               10%> Total                Asia
                        N = 4.327 / Filter : If at least one disorder                                                          10%< Total

                                                          Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.       58
2010



                                                                              Conversation



                       1     The internet: an important source for today's patient!




                       2            Connected patients ARE conversating!




                       3   How can the industry ACTIVATE the empowered patient?
© InSites Consulting




                           Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   59
According to consumers,
                           pharmaceutical
                         companies should…
                                                                 .
© InSites Consulting




                            Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   60
2010

                       1   Provide info in cabinet
                                                          .
                                                                                                                       56%
                                                                                        Romania                                                     83%

                                                                               Russian Federation                                             73%

                                                                                           Brazil                                       57%

                                                                                         Belgium                                        57%

                                                                                     Netherlands                                        57%

                                                                                        Australia                                       56%

                                                                                    United States                                     55%

                                                                                            Italy                                     54%

                                                                                  United Kingdom                                   52%

                                                                                        Germany                                    51%

                                                                                      Switzerland                                 48%

                                                                                          France                                  48%

                                                                                           Spain                                46%

                                                                                           China                            39%
© InSites Consulting




                                                                                                    Sig. Difference between countries (95%)

                              Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010.
                                                                                              N = patients | © : No filter applied                    61
2010
                           Provide expert guidance
                       2         on a website                                                                            52%
                                                           .



                                                                                         Romania                                                     76%

                                                                                Russian Federation                                                   74%

                                                                                            China                                              66%

                                                                                              Italy                                      58%

                                                                                         Germany                                        55%

                                                                                            Brazil                                      55%

                                                                                            Spain                                     53%

                                                                                     United States                                 49%

                                                                                       Switzerland                                 48%

                                                                                           France                                 47%

                                                                                         Australia                               45%

                                                                                   United Kingdom                               44%

                                                                                          Belgium                         33%

                                                                                      Netherlands                        31%
© InSites Consulting




                                                                                                      Sig. Difference between countries (95%)

                               Health Study 2010 | How to engage in the conversation with empowered 5.777 / applied No filter applied 2010.
                                                                                 N = 5.777 / Filter := patients | © InSites Consulting,
                                                                                                  N No filter Filter :                                     62
2010
                           Be in constant dialogue
                       3         with patients                                                                          51%
                                                           .



                                                                                         Romania                                                      76%

                                                                                            Brazil                                              68%

                                                                                Russian Federation                                            65%

                                                                                            China                                         60%

                                                                                             Italy                                      54%

                                                                                      Switzerland                                   53%

                                                                                         Germany                                    53%

                                                                                     United States                                 49%

                                                                                           France                                 47%

                                                                                            Spain                                 46%

                                                                                   United Kingdom                           37%

                                                                                          Belgium                           37%

                                                                                         Australia                        34%

                                                                                      Netherlands                         33%
© InSites Consulting




                                                                                                     Sig. Difference between countries (95%)

                               Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010.
                                                                                               N = patients | © : No filter applied                         63
2010
                                     Make discussions about
                       How can the industry engage the empowered patient?
                       4
                       The role of the industry

                                  medication possible on their site

                                                                                                        Romania                                               72%

                                                                                               Russian Federation                                           67%




                                         49%                                                               Brazil

                                                                                                           China

                                                                                                    United States
                                                                                                                                                       59%

                                                                                                                                                      56%

                                                                                                                                                      55%

                                                                                                          France                                46%

                                                                                                  United Kingdom                                46%

                                                                                                        Germany                                 46%

                                                                                                     Switzerland                                44%

                                                                                                           Spain                                44%

                                                                                                        Australia                               44%

                                                                                                            Italy                            41%

                                                                                                     Netherlands                          35%

                                                                                                         Belgium                      28%
© InSites Consulting




                                                                                                                    Sig. Difference between countries (95%)
                       Beware: adverse Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010.
                                       event reporting necessary                                       N = patients | © : No filter applied                         64
Q: If you consider the information you have read/already read online, how would you describe               the tone of voice of this information?



                           The majority of online conversations is
                           positive, especially when they are about
                                          medication
                                       Negative                                             Positive

                         In general
                                            19%                                                   40%


                       On medication
                                            18%                                                   50%
© InSites Consulting




                                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   65
2010
                       Measuring the temperature of online conversations
                       Q: If you had a serious complaint about a pharmaceutical drug or treatment for your
                                                      5%
                       disorder, how often would you share this information on the Internet?
                                                     10%



                                                        22%


                        Frequency sharing
                            complaint
                                                        19%

                                     5%

                                    10%
                                                             (‘Only’) 5% has the intention
                                    22%
                                                             to always to share complaints
                                                        43%


                                    19%
                                                             about treatments/drugs online.
                                                     Always
                                                     Often
                                    43%
                                                     From time to time
                                                     Hardly ever
                                                     Never
                                 Always
                                 Often
                                 From time to time
© InSites Consulting




                                 Hardly ever

                       N = 4.327 Never : If at least one disorder
                                 / Filter

                                                       Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.   66
2010
                               Share info on medication in social
                       How can the industry engage the empowered patient?
                       5
                       The role of the industry

                                         encyclopedia

                                    45%                                                               Romania

                                                                                             Russian Federation

                                                                                                         Brazil                                     55%
                                                                                                                                                            68%

                                                                                                                                                          65%




                                                                                                         China                                     53%

                                                                                                      Germany                                  48%

                                                                                                   Switzerland                                47%

                                                                                                          Italy                              42%

                                                                                                  United States                            41%

                                                                                                   Netherlands                            40%

                                                                                                United Kingdom                          35%

                                                                                                         Spain                         35%

                                                                                                        France                         35%

                                                                                                      Australia                        35%

                                                                                                       Belgium                         34%
© InSites Consulting




                                                                                                                  Sig. Difference between countries (95%)

                                            Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010.
                                                                                                            N = patients | © : No filter applied                  68
Health smartees 2010
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Health smartees 2010

  • 1. 2010 HEALTH SMARTEES 2010, June 17 WELCOME @ InSites Consulting Taking Health Research Forward
  • 2. 2010 09.00 – 09.30 : Breakfast 09.30 – 09.35 : Welcome @ our 2010 Health SMARTEES The agenda of the day Saartje Van den Branden, Research Manager Health, InSites Consulting 09.35 – 10.30 : How to engage in the conversation with empowered patients? SCOOP! Results of the Global Health Study 2010 Magali Geens, Research Director Health, InSites Consulting Including latest search data by Google Healthcare by Julia Loncar, Industry Manager, Google Healthcare (EXCUSED – No permit to travel) 10.30 – 11.00 : Coffee Break 11.00 – 11.30 : Using Social Media Nethnography in Health Research Tapping into conversations of connected patients and caregivers Prof. Dr. Niels Schillewaert, Managing Partner, Head of the InSites’ ForwaR&D Lab 11.30 – 11.40: And what about Nethnography on HCP data? Tapping into HCP conversations for Nethnographic analyses Magali Geens, Research Director Health, InSites Consulting 11.40 – 12.05 : Traditional online HCP research: a real-life case An AstraZeneca prescription and forecasting study Sarah Mertens, Customer Insight Director, Intern. Marketing Organisation, AstraZeneca Carl Vandeloo, Research Manager Health, InSites Consulting © InSites Consulting 12.05 – 12.20 : QUESTIONS before drinks & sandwiches Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 2
  • 3. 2010 Global Health Study 2010 How to engage in the conversation with empowered patients? Magali Geens Research Director Health, InSites Consulting Carl Vandeloo Research Manager Health, InSites Consulting June 2010
  • 4. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 4
  • 5. Philosophy Conversation Advertising Brand
  • 6. Philosophy Conversation Activation Brand
  • 7. Health has many stakeholders and because of different factors, a sole focus on the HCP becomes intolerable in the future © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 7
  • 8. Part of the focus should shift towards patients as they are stepping forward and entering the conversation about their health © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 8
  • 9. How can we activate this empowered patient? © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 9
  • 10. 2010 Health Study 2010 STUDY in 14 COUNTRIES WORLDWIDE Summary: 5.777 consumers (18+), representative total country population. Data collected on proprietary research panels from InSites Consulting, field in April 2010. . © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 10
  • 11. 2010 Edition – Global 2010 How to engage in the conversation with empowered patients? 1 The internet: an important source for today's patients. 2 Connected patients ARE conversating! 3 How can the industry activate the empowered patient? © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 11
  • 12. 2010 1 The internet: an important source for today's patients. 2 Connected patients ARE conversating! 3 How can the industry activate the empowered patient? © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 12
  • 13. 2009 The patient action flow – Health Study 2009 Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder? Waited for a while Looked for information General Practitioner Pharmacy General Practitioner Special Practitioner Something Else © InSites Consulting N Europe = 2841 / Filter = Patients suffering from at least one disorder Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 13
  • 14. 2010 83% already used the internet to look for information on health related topics (this is 50% when corrected to the offline population) 74% Users 80% 82% 72% 70% 95% 69% 79% 97% United States 83% Brazil 93% 79% Australia 79% © InSites Consulting 87% China 93% Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 14
  • 15. 2010 Information search How often do patients look for information about medical-related topics on the internet? In Europe, 77% already used the internet to look for health info. Which is a slight increase versus 2008 (75%). © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 15
  • 16. 43% Male Monthly 38% Male Less than monthly 62% even looks for Female 47% Female 53% online health info 18-24 47% 18-24 53% every month 25-34 35-44 45% 43% 25-34 35-44 55% 57% 45-54 38% 45-54 62% 28% in Western Europe 55-64 40% 55-64 60% 65+ 42% 65+ 58% 72% in Asia!!! © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 16
  • 17. 2010 Information search about YOUR DISORDER Q: Where did you already inform yourself about your disorder? A general practitioner 55% A specialist 33% Family 28% 59% Friends / acquaintances 24% Internet 23% A pharmacist 15% Health encyclopaedia (book) 12% 35% Magazines 11% (A) health article(s) I collected 8% Newspapers 7% Fellow patients Library 4% 6% 25% 23% * Remark: the data were collected via an online (A) patient folder(s) I collected 4% panel survey. The total use of the internet by patients was 40% in the sample. To avoid over- Patient organisations 2% estimation of the internet usage by patients (because the internet penetration in the sample Other 3% was 100%), the internet usage was corrected 7% based on the internet penetration in Europe. © InSites Consulting I did not look for information on my (Source = www.internetworldstats.com) 10% disease (yet) N total = 4327 / Filter = If at least one disorder. Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 18
  • 18. Patients with the more % of patients with disorder ... who looked for online info on that disorder COMMON DISORDERS Hairloss 39% Menopause symptoms 37% use the Internet MOST Arthritis Bladder infection 33% 31% Libido impairment 30% Erectile dysfunction 29% Obesity 29% Depression 29% Heart problems 29% Stress 27% Anxiety 26% Fungal infection Hairloss 25% Sleep disorder 25% High blood pressure 24% Menopause Influenza Migraine 24% 24% Stomach problems Arthritis Warts 24% 24% Allergy 24% Bladder infection Chronic pain High cholesterol 23% 22% Bronchial infection 22% Libido impairment Diabetes 21% Sinusitis 21% Erectile dysfunction Gastroesophageal reflux disease 21% Itch 20% Muscle ache 19% Obesity Intestinal problem 19% Herpes labialis 19% © InSites Consulting Depression Headache 19% Heartburn 17% Asthma 16% Hearth problems N total = min 30 / Filter = © InSites Consulting, 2010. 19 Health Study 2010 | How to engage in the conversation with empowered patients |% within people with that disorder
  • 19. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 20
  • 20. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 21
  • 21. People consulting the INTERNET about their disorder most often rely on… . © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 22
  • 22. 2010 1 Search engines! . 95% Country level Belgium 94% Netherlands 94% France 89% Germany 95% Switzerland 96% United Kingdom 95% Spain 97% Italy 97% Romania 96% Russian 97% Federation United States 81% Brazil 97% Australia 95% © InSites Consulting China 93% Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 23
  • 23. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 24
  • 24. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 25
  • 25. No sponsored links bought by pharmaceutical companies © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 26
  • 26. No sponsored links bought by pharmaceutical companies © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 27
  • 27. People consulting the INTERNET about their disorder also often rely on… . © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 28
  • 28. 2010 2 Wikipedia! . 36% Country level Belgium 29% Netherlands 29% France 32% Germany 56% Switzerland 44% United Kingdom 38% Spain 34% Italy 43% Romania 31% Russian Federation 54% United States 25% Brazil 40% Australia 27% © InSites Consulting China 22% Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 29
  • 29. 2010 3 Government sites . 14% Country level Belgium 12% Netherlands 6% France 8% Germany 7% Switzerland 8% United Kingdom 36% Spain 10% Italy 11% Romania 4% Russian 5% Federation United States 10% Brazil 18% Australia 23% © InSites Consulting China 33% Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 30
  • 30. 2010 . 4 Medical portals 11% Country level Belgium 17% Netherlands 6% France 27% Germany 7% Switzerland 13% United Kingdom 10% Spain 11% Italy 7% Romania 6% Russian 7% Federation United States 30% Brazil 6% Australia 13% © InSites Consulting China 9% Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 31
  • 31. 2010 5 Pharmaceutical sites . 10% Country level Belgium 5% Netherlands 3% France 3% Germany 12% Switzerland 6% United Kingdom 7% Spain 8% Italy 5% Romania 17% Russian Federation 21% United States 6% YOUR SITES Brazil 13% Australia 8% © InSites Consulting China 13% Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 32
  • 32. 2010 Are the sites considered to be trustworthy? © InSites Consulting N = 1.739 / Filter : If the internet Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 33
  • 33. 2010 Consulted websites – regional differences Q: How did you look up info about your disorder on the Internet? Which websites did you consult? 0% 25% 50% 75% 100% General search engine 95% Wikipedia 36% Government health site 14% Medical portal broader health focus 11% Pharmaceutical company website 10% Site of a health centre / hospital 9% Site of a doctor’s practice 5% Via my social network 4% 10%> Total Site of health insurance companies 4% 10%< Total Site focused on specific syndrome 3% Patient community 2% Total Blog from a medical advisor 1% Western Europe Eastern Europe Patient blog 1% Southern Europe Northern America Other 2% Southern America Australia © InSites Consulting Asia Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 34
  • 34. 2010 Patients are most interested in the following types of content: 1 Treatment in general 2 New types of treatment 3 Side effects 4 Symptoms + impact 5 Co-morbidity © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 35
  • 35. 2010 Which content do patients require online? Q: To what extent would you be interested in the following content of online information on your disorder? 0% 25% 50% 75% 100% Treatment in general 69% New treatments 68% Asia Side effects of medication 67% Eastern Europe Symptoms of the disorder I suffer 65% South America Impact disease on quality of life 60% stronger Other disorders that typically co- interest 59% occur with my disorder Price 46% Specific brands of medication 45% Health care professionals 45% Total Western Europe Reimbursement 37% Eastern Europe Southern Europe Health insurance companies 24% Northern America Southern America Australia © InSites Consulting 10%> Total Asia 10%< Total Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 36
  • 36. 2010 Which content do patients require online? Q About which topics did youever read information online about your disorder? Q To what extent would you be interested in the following content of online information on your disorder? 100% Interest in online content Important 90% content 80% New treatments Treatment in general 70% Side effects of medication Symptoms of the disorder I Other disorders that typically suffer from 60% co-occur with my disorder Impact disease on quality of life Average 50% Specific brands of medication Price Health care professionals 40% Reimbursement 30% In general, patients Health insurance companies tend to find the info 20% they are looking for... 10% Less 0% pertinent Average 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Ever read online © InSites Consulting N Europe = 1.739 / Filter : If the internet is used for info on a disorder Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 37
  • 37. 2010 Conversation 1 The internet: an important source for today's patients. 2 Connected patients are CONVERSATING! 3 How can the industry activate the empowered patient? © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 38
  • 38. 2010 Patients interact outside of the doctor’s cabinet Q: To what extent do you agree with the following statements? (Top 2% agreement) Half of the 0% 25% 50% 75% consumers 100% When I feel something related to my health, I 49% DISCUSS discuss this with my family and/or friends about their When my doctor makes a health diagnosis, I check it with 31% my family and/or friends online and/or offline When I feel something, 14% I discuss this with other patients Total Western Europe When my doctor makes Eastern Europe a diagnosis, I check it 12% Southern Europe with other patients Northern America Southern America Australia © InSites Consulting 10%> Total Asia 10%< Total N = 5.777 / Filter : No filter applied Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 39
  • 39. 2010 Ever shared online information . Country level 12% 30% Belgium Netherlands 15% France 27% Germany 17% Switzerland 16% United Kingdom 17% Spain 24% Italy 37% Romania 32% Russian Federation 52% United States 19% Brazil 45% Australia 15% © InSites Consulting China 76% Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 40
  • 40. 2010 Patients interact outside of the doctor’s cabinet Q: About which topics did you ever share information online concerning your disorder? Asian patients SHARED TOPICS 0% 25% 50% share more in 75% 100% Treatment in general general. 49% Symptoms of the disorder I suffer 46% New treatments 41% Americans Impact disease on quality of life Side effects of medication 40% 40% share more info Other disorders that typically co- occur with my disorder 29% on prices. Specific brands of medication 25% Price 24% Health care professionals 20% Total Western Europe Reimbursement 9% Eastern Europe Southern Europe Health insurance companies 6% Northern America Southern America Other Australia © InSites Consulting 3% 10%> Total Asia N = 1.286 / Filter : If at least one disorder and shared information 10%< Total Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 41
  • 41. 2010 Patients interact outside of the doctor’s cabinet Q: Via which of the following channels did you ever share information online about your disorder? In Asia 0% 25% 50% 75% people 100% Via online fora/discussion boards/communities 14% share Via a social online more. 13% encyclopedia (Wikipedia) They also Via a personal site or blog 9% use Via social networks (Hyves, Facebook, Netlog, 7% more MySpace…) Via movie sharing 4% channels. networks (YouTube, Daily motion, Vimeo...) 2% Total Other Western Europe Eastern Europe Southern Europe None of the above 70% Northern America Southern America Australia © InSites Consulting 10%> Total Asia N = 1.286 / Filter : If at least one disorder and shared information 10%< Total Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 42
  • 42. 2010 Asian and Western European users are each others’ opposites when looking at their online behaviour! 79% of West European people are more open in person vs. online, which is only the case amongst 45% of Asian people. © InSites Consulting (c) InSites Consulting, Social network study 2010 : freely available on request! Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, Filter = If 43 N Global = 2065 / 2010. user
  • 43. 2010 62% of online patients is active on social networks 56% 57% Users 70% 52% 68% 72% 61% 64% 59% United States 68% Brazil 77% 68% Australia 61% © InSites Consulting 68% China 45% N = 4.327 / Filter : If at least one disorder Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 44
  • 44. 2010 Type of friends patients have online Q: Which of the following friends are present in your online social network? 16% of social network users is 0% 25% 50% 75% connected with 100% People with the same disorder that I have, fellow patients that I know from the real world and I 16% they know have a lot of contact with in my offline life from real life. People with the same disorder that I have, 12% connects with that I do not know from the real 12% patients they do world not know. People with the same disorder that I have, Total and that I met offline, Western Europe 6% but I don’t have a lot Eastern Europe of contact with in my Southern Europe offline life Northern America Southern America Australia © InSites Consulting 10%> Total Asia N = 2.690 / Filter : If at least one disorder and member of a social network 10%< Total Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 45
  • 45. 2010 Popular social networks to share information about diseases Q On which of the following social networks did you read / share information about your disease? 15% Share information 10% Facebook, and to a lesser extent Twitter, MySpace and Windows Live Spaces are the most common networks to read/share info on diseases, 5% since they are also most commonly used in general. Average 0% Average 0% 5% 10% 15% 20% 25% Read information © InSites Consulting N = 2.690 / Filter : If at least one disorder and member of a social network Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 46
  • 46. 2010 © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 47
  • 47. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 48
  • 48. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 49
  • 49. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 50
  • 50. 2010 Frequency of sharing information via social networks Q: How often do you share information about your disease on the following social networks? Regularly Friendfeed 3% 53% 16% 18% 9% 56% n = 30 Flickr n = 20 14% 33% 33% 5% 15% 47% LinkedIn 9% 35% 14% 13% 29% 44% n = 21 XING 10% 31% 23% 22% 14% 41% n = 22 Hyves 4% 28% 19% 20% 29% 32% n = 25 MySpace 6% 20% 31% 30% 13% 26% n = 100 Netlog 9% 14% 17% 25% 35% 23% n = 54 Twitter 9% 13% 36% 35% 7% 22% n = 111 Windows Live Spaces 7% 12% 29% 33% 19% 19% n = 112 Facebook 4% 10% 28% 28% 30% 14% n = 354 Other 4%1% 28% 27% 41% 5% n = 86 Very often Regularly Now and then Rarely Hardly ever © InSites Consulting N = 2.690 / Filter : If at least one disorder and member of a social network Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 51
  • 51. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 52
  • 52. 2010 33% of online patients read about their disease on communities 49% 36% Users 14% 25% 31% 72% 17% 24% 25% United States 34% Brazil 47% 31% Australia 26% © InSites Consulting 34% China 59% N = 4.327 / Filter : If at least one disorder Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 53
  • 53. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 54
  • 54. © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 55
  • 55. 2010 © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 56
  • 56. 2010 Community membership and participation Q: Are you member of any of the following communities on your disorder? Q: On which of the following communities did you read information about your disorder? Q: On which of the following communities did you share information about your disorder? Member Read Share A community organized by a pharmaceutical company 3% 9% & 5% A community organized by a patient organization 4% 8% & 6% A community organized by fellow patients 3% 9% & 7% Communities organized by the government 4% 7% & 4% Communities of which I do not know the organizer 3% 13% & 8% Other communities 1% 2% & 1% © InSites Consulting N = 4.327 / Filter : If at least one disorder Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 57
  • 57. 2010 Interest in different community types Q: To what extent would you be interested in the following type of communities for patients of your disorder? 0% 25% 50% 75% 100% A community where you can ask the opinion of a An advisory 49% health care professional community A community where you by HCPs and can ask the opinion of 35% pharmaceutical pharmaceutical companies companies clearly has A community with testimonials of potential !!! 33% patients Total Western Europe A community where Eastern Europe patients can become 21% Southern Europe Northern America friends Southern America Australia © InSites Consulting 10%> Total Asia N = 4.327 / Filter : If at least one disorder 10%< Total Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 58
  • 58. 2010 Conversation 1 The internet: an important source for today's patient! 2 Connected patients ARE conversating! 3 How can the industry ACTIVATE the empowered patient? © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 59
  • 59. According to consumers, pharmaceutical companies should… . © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 60
  • 60. 2010 1 Provide info in cabinet . 56% Romania 83% Russian Federation 73% Brazil 57% Belgium 57% Netherlands 57% Australia 56% United States 55% Italy 54% United Kingdom 52% Germany 51% Switzerland 48% France 48% Spain 46% China 39% © InSites Consulting Sig. Difference between countries (95%) Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010. N = patients | © : No filter applied 61
  • 61. 2010 Provide expert guidance 2 on a website 52% . Romania 76% Russian Federation 74% China 66% Italy 58% Germany 55% Brazil 55% Spain 53% United States 49% Switzerland 48% France 47% Australia 45% United Kingdom 44% Belgium 33% Netherlands 31% © InSites Consulting Sig. Difference between countries (95%) Health Study 2010 | How to engage in the conversation with empowered 5.777 / applied No filter applied 2010. N = 5.777 / Filter := patients | © InSites Consulting, N No filter Filter : 62
  • 62. 2010 Be in constant dialogue 3 with patients 51% . Romania 76% Brazil 68% Russian Federation 65% China 60% Italy 54% Switzerland 53% Germany 53% United States 49% France 47% Spain 46% United Kingdom 37% Belgium 37% Australia 34% Netherlands 33% © InSites Consulting Sig. Difference between countries (95%) Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010. N = patients | © : No filter applied 63
  • 63. 2010 Make discussions about How can the industry engage the empowered patient? 4 The role of the industry medication possible on their site Romania 72% Russian Federation 67% 49% Brazil China United States 59% 56% 55% France 46% United Kingdom 46% Germany 46% Switzerland 44% Spain 44% Australia 44% Italy 41% Netherlands 35% Belgium 28% © InSites Consulting Sig. Difference between countries (95%) Beware: adverse Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010. event reporting necessary N = patients | © : No filter applied 64
  • 64. Q: If you consider the information you have read/already read online, how would you describe the tone of voice of this information? The majority of online conversations is positive, especially when they are about medication Negative Positive In general 19% 40% On medication 18% 50% © InSites Consulting Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 65
  • 65. 2010 Measuring the temperature of online conversations Q: If you had a serious complaint about a pharmaceutical drug or treatment for your 5% disorder, how often would you share this information on the Internet? 10% 22% Frequency sharing complaint 19% 5% 10% (‘Only’) 5% has the intention 22% to always to share complaints 43% 19% about treatments/drugs online. Always Often 43% From time to time Hardly ever Never Always Often From time to time © InSites Consulting Hardly ever N = 4.327 Never : If at least one disorder / Filter Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 66
  • 66. 2010 Share info on medication in social How can the industry engage the empowered patient? 5 The role of the industry encyclopedia 45% Romania Russian Federation Brazil 55% 68% 65% China 53% Germany 48% Switzerland 47% Italy 42% United States 41% Netherlands 40% United Kingdom 35% Spain 35% France 35% Australia 35% Belgium 34% © InSites Consulting Sig. Difference between countries (95%) Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010. N = patients | © : No filter applied 68