EphMRA CONFERENCE MASTERCLASSSocial Media & Market Research
Main Titleslide wordinggoes hereEphMRA CONFERENCE MASTERCLASSConversation Research: Leveraging thepower of Social Media in...
I’m RobertI am 45 years, working in London,living with the 3 boys &2 women of my life. Experiencedresearcher, passionateMa...
What this Masterclass will cover How the development of social media use in healthcareresearch is changing Usage of diff...
Changes in Social Media Companies need to find newways to be relevant and stayahead of the pack. using new technologies...
Creative Destruction
#FactWe are sitting on a pile ofresearch information
#FactWe keep oncollecting new data
If we only knewwhat we already know…
Subheading texts…Subheading texts…Lorem ipsum dolor sit amet,consectetuer adipiscing elit, sed diamnonummy nibh euismod ti...
beyond the obviousIt’s hard…LeverageYESNOKnown UnknownI don’t knowwhere tostartI don’t knowwhat I don’tknow
“The patient is to beat the heart of all our innovation,branding and communication.”“Recognize this mission?It’s hard…
beyond intuition and trendsIt’s hard…
It’s hard…
to imagine the futureIt’s hard…
So, Where toStart?
Patients have stepped forwardto actively participate in theconversations about their health
1 2 3
e-Patient Dave “Gimme my damn data” Diagnosed with stage IV kidney cancer 2007 Took an active role in his treatment & s...
Patients 1stpower tool isinformationThe internet enables them to look forinformation themselves.Dr. Google is their guide ...
72%Users87%82%74%97%95%79%79%80%83%already used the internetto look for information on health relatedtopicsSource: Health ...
engaged patient=emotional patientSharing = caringWhen patients share information, it is not limited toexchanging rational ...
of patients saysinfo foundonline affectsdecision abouttreatments56% says it changed their overallapproach to maintaining t...
Patients have changedSo need you:You need to observewhat they are doingYou need to engageWith the right patient!
The world as it used to be
Research has changedfrom asking questions to having a conversationEngagementMarket Research Online CommunitiesMultimedia E...
Research has changedfrom asking questions to having a conversationNethnographySocial Media Dashboard – monitoringSocial Me...
ANALYSISSURVEY/ TOPIC GUIDEDEVELOPMENTSAMPLINGRESPONDENTSFRAMEWORKDEVELOPMENTSAMPLINGUNIVERSE DETECTIONPASSIVEDATA COLLECT...
31Universe detection
Representativeness„It‟s the end of the world as we know it‟32
Conversations are the new unit of analysis
Sampling is still key34
Visitors# sourcesSmall #Large influenceMedium influenceSpecialized in topicsLong tail
Data collection
Historical data0%10%20%30%40%50%60%70%80%90%100%week1week2week3week4week5week6week7week8week9week10week11week12brand 1 65%...
Public & fan pages onlyPlay by the rules! (note: AEreporting)
3.Qualitativeanalysis2.Associativepatternrecognition1. DescriptivetaxonomydetectionTo what extent do we find our researcht...
Emotions ExcitementRelaxedSocialBeautyViolenceSwear wordsDespairWeakLonelinessElated, Excited, EnthusiasticContented, Rela...
What is the share of voice for thedifferent treatments for epilepsy?0,00%1,00%2,00%3,00%4,00%5,00%6,00%7,00%8,00%9,00%10,0...
0-2010-10-40-302030405060708090-50Sentimeter - Brands for treatment of Epilepsy (top 10brands with most buzz)N = 281Vimpat...
In Summary………………………………………………………………………………………………….…….………………………………………………………………………………………………….…….
Social media netnography:benefitsAccess to highly involved patientand difficult topicsMany conversationsMost on relevant t...
Social media netnography:limitationsLess of the uninvolvedpatientNo probingOnly what is relevant for themInternet has no b...
Research has changedfrom asking questions to having a conversationEngagementMarket Research Online CommunitiesMultimedia E...
Follow a selection of patients. Stepinto the patient’s shoes. Experiencetheir condition as they do.Process• Patients recei...
BeyondThe in-home visit
Diabetes has a severe impact onthe overall energy level ofpatients.However, some of them try toblame their loss of energy ...
Get insights into hypertensionCASE:Heart to Heart TalkMerck SeronoOBJECTIVE:Understand the patients’ lifestyle.Get insight...
SAY ‘Hi’ TOYOURPATIENTCONSULTINGBOARD
The patient consulting board123BlogCrowdInterpretationDiscussions1 2 3
1. Online ethnographyOBSERVING hypertension patients by asking them to blog about their life
Get immersedin the life of patientsExplore typicalhypertension momentsDiscover routineshypertension moments
2. Crowd interpretation gameInterpret and explain the patient stories to generate more and new insights
ObservationMeaningfulobservationInterpretationinsightLet the magic begin
Crowdinterpretation
360° interpretation55 patientsWith hypertension24 HCP’s50 peers
Patient perspectiveNegativeemotionsObsession blood pressureGuilt
The outsiders perspective360° patient supportSocietal influenceHolisticInnovativeEmpowered patientTalking versus doing
Peers versus HCP’sPeersHCPChallenging medicaladviceCompliance workaroundsNew medication
3. Discussion stageFurther shape insights and explore useful services to hypertension patients
In Summary………………………………………………………………………………………………….…….………………………………………………………………………………………………….…….
72Online Communities & Ethnography: PROBe part of daily life & contextLooking through their eyesLonger time span allows fo...
Online Communities & Ethnography: CONPatients hide idiosynraciesOnly online patientsMore difficult to findinvolved patients
New York I Timisoara I London I Rotterdam I Ghent@Robert_Dossinhttp://uk.linkedin.com/in/robertdossin+44 7904 288 898rober...
Founded 1997 as a business school spin-offStructure Fully independent, 7 managing partnersGrowth Average yearly growth +25...
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
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Conversation Research: Leveraging the power of Social Media in pharmaceutical market research

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EphMRA Conference Masterclass on 'Social media & Market research' by Robert Dossin, presented at the EphMRA Conference 2013 on Wednesday 26, 2013 in London (UK).

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Conversation Research: Leveraging the power of Social Media in pharmaceutical market research

  1. 1. EphMRA CONFERENCE MASTERCLASSSocial Media & Market Research
  2. 2. Main Titleslide wordinggoes hereEphMRA CONFERENCE MASTERCLASSConversation Research: Leveraging thepower of Social Media inpharmaceutical Market Research
  3. 3. I’m RobertI am 45 years, working in London,living with the 3 boys &2 women of my life. Experiencedresearcher, passionateMarketer (fellow at CharteredInstitute for Marketing & CharteredMarketer), Managing Director UKInSites, Health Marketing expertand committed to help companiesin their quest to connect betterwith their patients and HCPs.
  4. 4. What this Masterclass will cover How the development of social media use in healthcareresearch is changing Usage of different types of social media tools to meetyour research goal Explore pros and cons of each types Case studies to demonstrate various methods and theirapplications Janssen Diabetes – combination of open and closedlistening/observing Merck Sereno – Engaging patients & HCPs in cardiovascular care
  5. 5. Changes in Social Media Companies need to find newways to be relevant and stayahead of the pack. using new technologies with lower costs despite global warming ofresearch panels … and – being marketers – wealso want to support ourpatients get to live foreverusing our medicationare fast & furious
  6. 6. Creative Destruction
  7. 7. #FactWe are sitting on a pile ofresearch information
  8. 8. #FactWe keep oncollecting new data
  9. 9. If we only knewwhat we already know…
  10. 10. Subheading texts…Subheading texts…Lorem ipsum dolor sit amet,consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt utlaoree. Ut wisi enim ad minim veniam,quis nostrud exerci tation ullamcorpersuscipit lobortis nisl.Duis autem vel eum iriure dolor inhendrerit in vulputate velit essemolestie consequat, vel illum dolore eufeugiat nulla facilisis at vero eros etaccumsan et iusto odio dignissim quiblandit praesent luptatum zzril delenitaugue duis dolore te feugait nulla.It’s hard
  11. 11. beyond the obviousIt’s hard…LeverageYESNOKnown UnknownI don’t knowwhere tostartI don’t knowwhat I don’tknow
  12. 12. “The patient is to beat the heart of all our innovation,branding and communication.”“Recognize this mission?It’s hard…
  13. 13. beyond intuition and trendsIt’s hard…
  14. 14. It’s hard…
  15. 15. to imagine the futureIt’s hard…
  16. 16. So, Where toStart?
  17. 17. Patients have stepped forwardto actively participate in theconversations about their health
  18. 18. 1 2 3
  19. 19. e-Patient Dave “Gimme my damn data” Diagnosed with stage IV kidney cancer 2007 Took an active role in his treatment & survived Inspiration for Novartis Current job: healthcare consultant!@ePatientDave
  20. 20. Patients 1stpower tool isinformationThe internet enables them to look forinformation themselves.Dr. Google is their guide in their search.that is out there
  21. 21. 72%Users87%82%74%97%95%79%79%80%83%already used the internetto look for information on health relatedtopicsSource: Health study by InSites Consulting 201070%69%
  22. 22. engaged patient=emotional patientSharing = caringWhen patients share information, it is not limited toexchanging rational information (treatments,products, symptoms…)They all feel the urge to share emotions,concerns, issues… It is very reassuring to readstories in which they recognize themselves
  23. 23. of patients saysinfo foundonline affectsdecision abouttreatments56% says it changed their overallapproach to maintaining their healthor the health of someone they helptake care of.53% says it leads to ask a doctor anew question or to get a secondopinion from another doctor.Online information is impactful.Source: http://www.slideshare.net/PewInternet/2012-1-12-12-rise-of-epatients-providence-st-joseph-medical-centerpptx60%
  24. 24. Patients have changedSo need you:You need to observewhat they are doingYou need to engageWith the right patient!
  25. 25. The world as it used to be
  26. 26. Research has changedfrom asking questions to having a conversationEngagementMarket Research Online CommunitiesMultimedia EthnographyNethnographySocial Media Dashboard – monitoringSocial Media AuditSocial Media Listening/Nethography
  27. 27. Research has changedfrom asking questions to having a conversationNethnographySocial Media Dashboard – monitoringSocial Media AuditSocial Media Listening/Nethography
  28. 28. ANALYSISSURVEY/ TOPIC GUIDEDEVELOPMENTSAMPLINGRESPONDENTSFRAMEWORKDEVELOPMENTSAMPLINGUNIVERSE DETECTIONPASSIVEDATA COLLECTIONTraditional research Social media nethnographyTOP-DOWN &BOTTOM-UPCONTENT & TEXTANALYTICSACTIVEDATA COLLECTIONReversed research process
  29. 29. 31Universe detection
  30. 30. Representativeness„It‟s the end of the world as we know it‟32
  31. 31. Conversations are the new unit of analysis
  32. 32. Sampling is still key34
  33. 33. Visitors# sourcesSmall #Large influenceMedium influenceSpecialized in topicsLong tail
  34. 34. Data collection
  35. 35. Historical data0%10%20%30%40%50%60%70%80%90%100%week1week2week3week4week5week6week7week8week9week10week11week12brand 1 65% 82% 64% 63% 50% 25% 23% 35% 40% 45% 48% 49%Market 75% 55% 55% 48% 29% 54% 58% 60% 65% 63% 68% 70%
  36. 36. Public & fan pages onlyPlay by the rules! (note: AEreporting)
  37. 37. 3.Qualitativeanalysis2.Associativepatternrecognition1. DescriptivetaxonomydetectionTo what extent do we find our researchtopics back?Which terms often co-occur? Whichconcept are often mentioned bottom-up?Analyse original verbatimsvia qualitativecontent analysisObservationalresearchAnalysis process
  38. 38. Emotions ExcitementRelaxedSocialBeautyViolenceSwear wordsDespairWeakLonelinessElated, Excited, EnthusiasticContented, Relaxed, SatisfiedHappinessHappy JoyfulCheerful SatisfiedProudTrust, Love, RespectBeautiful, Admired, AttractiveAggressive, Abusive, DominatingAgony, Despair, AshamedTired , Bored, WeakLonely, Rejected, AlienatedSurpriseAmazed SurprisedAstonishedFearAfraid NervousTense WorriedInsecureAngerAngry FuriousMad IrritatedResentfulSadnessSad DisappointedRegretful GloomyPessimisticDisgustDisgust ContemptNasty
  39. 39. What is the share of voice for thedifferent treatments for epilepsy?0,00%1,00%2,00%3,00%4,00%5,00%6,00%7,00%8,00%9,00%10,00%June July August September October NovemberKeppra 5,74% 4,73% 5,81% 4,92% 4,49% 3,45%Lamictal 4,90% 4,33% 5,02% 3,91% 3,54% 3,40%Topamax 2,23% 1,58% 1,29% 1,45% 0,86% 1,57%Depakote 0,95% 1,10% 1,47% 1,76% 1,72% 0,83%Trileptal 1,96% 1,47% 1,41% 1,45% 0,77% 0,61%Vimpat 1,61% 1,72% 1,01% 0,86% 0,41% 0,31%The number of conversations aboutKeppra and Vimpat decreased over thelast half year.
  40. 40. 0-2010-10-40-302030405060708090-50Sentimeter - Brands for treatment of Epilepsy (top 10brands with most buzz)N = 281Vimpat0,380-2010-10-40-302030405060708090-50N = 156Epilim0,330-2010-10-40-302030405060708090-50N = 221Trileptal0,280-2010-10-40-302030405060708090-50N = 1037Lamictal0,250-2010-10-40-302030405060708090-50N = 341Topamax0,250-2010-10-40-302030405060708090-50N = 138Lamotrigine0,230-2010-10-40-302030405060708090-50N = 3060,410-2010-10-40-302030405060708090-50N = 1341Keppra0,210-2010-10-40-302030405060708090-50N = 129Diastat0,190-2010-10-40-302030405060708090-50N = 192Dilantin0,14Sentiment about Depakote is significantly more positive in comparison with other brands.Comparing the current results with the results of last year (different calculation method),we observe that sentiment on Keppra decreased relatively compared to other brands.
  41. 41. In Summary………………………………………………………………………………………………….…….………………………………………………………………………………………………….…….
  42. 42. Social media netnography:benefitsAccess to highly involved patientand difficult topicsMany conversationsMost on relevant topicsIdeal to explore newTAs/topics
  43. 43. Social media netnography:limitationsLess of the uninvolvedpatientNo probingOnly what is relevant for themInternet has no boundaries
  44. 44. Research has changedfrom asking questions to having a conversationEngagementMarket Research Online CommunitiesMultimedia Ethnography
  45. 45. Follow a selection of patients. Stepinto the patient’s shoes. Experiencetheir condition as they do.Process• Patients receive a camera• Online, through a blog, createdfor the purpose of the study, andcommenting tools• During a longer period of time (>1 week)Output• Insights embedded in real-lifesituations• Visualized context (photos,movies...)• Emotionally enriched evidencePatient ledEthnography
  46. 46. BeyondThe in-home visit
  47. 47. Diabetes has a severe impact onthe overall energy level ofpatients.However, some of them try toblame their loss of energy ongetting older.Patients try to find solutions fortheir energy loss:-They take on less activities-Work less hours-They find calmer hobbiesIn the shoes of theDiabetic patient I am forevergetting tired, orhaving to go tobed for a napTropical fish isa relaxingdiversionI work at hometo avoid stressand to rest
  48. 48. Get insights into hypertensionCASE:Heart to Heart TalkMerck SeronoOBJECTIVE:Understand the patients’ lifestyle.Get insights in the role of hypertension in their lives.Translate new insights into relevant patient services.
  49. 49. SAY ‘Hi’ TOYOURPATIENTCONSULTINGBOARD
  50. 50. The patient consulting board123BlogCrowdInterpretationDiscussions1 2 3
  51. 51. 1. Online ethnographyOBSERVING hypertension patients by asking them to blog about their life
  52. 52. Get immersedin the life of patientsExplore typicalhypertension momentsDiscover routineshypertension moments
  53. 53. 2. Crowd interpretation gameInterpret and explain the patient stories to generate more and new insights
  54. 54. ObservationMeaningfulobservationInterpretationinsightLet the magic begin
  55. 55. Crowdinterpretation
  56. 56. 360° interpretation55 patientsWith hypertension24 HCP’s50 peers
  57. 57. Patient perspectiveNegativeemotionsObsession blood pressureGuilt
  58. 58. The outsiders perspective360° patient supportSocietal influenceHolisticInnovativeEmpowered patientTalking versus doing
  59. 59. Peers versus HCP’sPeersHCPChallenging medicaladviceCompliance workaroundsNew medication
  60. 60. 3. Discussion stageFurther shape insights and explore useful services to hypertension patients
  61. 61. In Summary………………………………………………………………………………………………….…….………………………………………………………………………………………………….…….
  62. 62. 72Online Communities & Ethnography: PROBe part of daily life & contextLooking through their eyesLonger time span allows forricher feedbackSample can be controlledand probing is possible
  63. 63. Online Communities & Ethnography: CONPatients hide idiosynraciesOnly online patientsMore difficult to findinvolved patients
  64. 64. New York I Timisoara I London I Rotterdam I Ghent@Robert_Dossinhttp://uk.linkedin.com/in/robertdossin+44 7904 288 898robert@insites-consulting.com
  65. 65. Founded 1997 as a business school spin-offStructure Fully independent, 7 managing partnersGrowth Average yearly growth +25%Locations USA I ROM I UK I NL I BETeam 125 passionate & talented peopleReach Global Consumer & Moderator NetworkClients +35% of 2012 Best Global Brands (Interbrand)Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA

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