What Social Media Can Tell Us About The Patient Journey


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Jeff Greene, HealthEd

Published in: Health & Medicine

What Social Media Can Tell Us About The Patient Journey

  1. 1. JEFF GREENE HealthEd
  2. 2. What Social Media Can Tell Us About The Patient Journey Jeff Greene, Director of Strategic Services, Social Media @healtheddigital @Jeff_Greene
  3. 3. A brief story … ©2010 HealthEd Group, Inc.
  4. 4. Measuring pharma ‘buzz’ can be misleading ©2010 HealthEd Group, Inc.
  5. 5. Today’s message: <ul><li>Social media ‘listening’ is about numbers </li></ul><ul><li>Social media ‘hearing’ is about people </li></ul>©2010 HealthEd Group, Inc.
  6. 6. Introducing … ‘Product R’ <ul><li>Product information </li></ul><ul><li>Second-line biologic treatment for moderate to severe RA </li></ul><ul><li>Self injection; patients are prone to serious infections, esp. during flu season </li></ul><ul><li>Patient marketing imperatives </li></ul><ul><li>Drive 2L patients to ask their HCP about Product R </li></ul><ul><li>Create the belief that Product R may work for you, even when other treatments have failed </li></ul>©2010 HealthEd Group, Inc. ©2010 HealthEd Group, Inc.
  7. 7. What we did ©2010 HealthEd Group, Inc.
  8. 8. How we did it <ul><li>Category Terms </li></ul><ul><li>“ RA” </li></ul><ul><ul><li>Not effective </li></ul></ul><ul><li>“ rheumatoid arthritis” </li></ul><ul><li>“ RA” AND “rheumatoid” </li></ul><ul><li>“ rheumy” </li></ul><ul><ul><li>Better </li></ul></ul>©2010 HealthEd Group, Inc.
  9. 9. From Search Terms to Journey ©2010 HealthEd Group, Inc. SM2 Results (1,334) Search Terms Random Selection (134) Analysis Frequency = Emerging Themes Context = Emotional Weight, Barriers/Motivators Framework for Education and Action Behavior change model Patient Journey (illuminating the gaps and opportunities)
  10. 10. ©2010 HealthEd Group, Inc. Patient Journey (illuminating the gaps and opportunities)
  11. 11. The Patient Journey is real ... and powerful ©2010 HealthEd Group, Inc. Barriers Milestones Support Achievements
  12. 12. The Patient Journey for RA
  13. 13. Making the choice to start treatment is just the first step ©2010 HealthEd Group, Inc. “ I am trying so hard to keep my faith” “ Taking my medication, even if I think there might be side effects, will help me get my life back on track” “ What will my life be like?” “ I’m scared to start injections” “ I know if I can get this under control, that I can live my life again.” “ What if this medicine doesn’t work?” “ I have hope”
  14. 14. Treatment Initiation <ul><li>Health education approaches </li></ul><ul><ul><li>Easy-to-understand disease and treatment education (including risk information) </li></ul></ul><ul><ul><li>Realistic expectation setting </li></ul></ul><ul><ul><li>Practical, “how-to” education (including side effect management; self-injection training) </li></ul></ul><ul><ul><li>Care partner support and education </li></ul></ul><ul><ul><li>Tools to measure progress; benchmarks (progressive goal setting) </li></ul></ul><ul><ul><li>Foster connections (peer-peer, HCP-patient, patient-family/friends) </li></ul></ul><ul><li>Marketing Implications </li></ul><ul><ul><li>Disease management programs may be warranted for distributing educational content </li></ul></ul><ul><ul><li>Conversation analysis can help brands tease out which side effects pose greatest threats to treatment </li></ul></ul><ul><ul><li>Patients are using search to find information about side effects and how to cope </li></ul></ul>
  15. 15. When managed, it can lead to a “new kind of normal” ©2010 HealthEd Group, Inc. “ Adapt and conquer” “ Support from my friends and family” “ Early treatment is so crucial” “ Supermom” “ I want to do everything I can to help myself” “ Another corner turned in the battle” “ Success”
  16. 16. Moving forward (and through set backs) <ul><li>Health education approaches </li></ul><ul><ul><li>Foster real-life problem-solving strategies </li></ul></ul><ul><ul><li>Emphasize support and reassurance; acknowledge trial-and-error aspect of RA management </li></ul></ul><ul><ul><li>Support tools to track treatment progress </li></ul></ul><ul><ul><li>Forum to become an advocate </li></ul></ul><ul><li>Marketing Implications </li></ul><ul><ul><li>Brands need to foster patient-HCP dialogue to avoid mismanagement of disease </li></ul></ul><ul><ul><li>Patient support programs may be warranted for chronic conditions </li></ul></ul><ul><ul><li>Patients may be more receptive to messaging that reflects their desire to be involved in treatment </li></ul></ul>
  17. 17. Gaining control is a key motivator ©2010 HealthEd Group, Inc. “ I also bring a notebook with me to my appts. with notes and observances I make in between appts. so I can keep my MD up to date.” “ I know if I can get this under control, that I can live my life again.” “ I made my first appointment this week, I have a hundred questions for my rheumy”
  18. 18. Transition to engagement <ul><li>Health education approaches </li></ul><ul><ul><li>Follow health literacy principles (accessible, accurate, actionable) </li></ul></ul><ul><ul><li>Create opportunities for value clarification (“What’s important to me?”) </li></ul></ul><ul><ul><li>Build knowledge about treatment options </li></ul></ul><ul><ul><li>Build communication and treatment decision-making skills to facilitate HCP/patient interactions </li></ul></ul><ul><li>Marketing implications </li></ul><ul><ul><li>There is a market expansion opportunity </li></ul></ul><ul><ul><li>The opportunity depends on how many people fall into the “isolation” circle and what it will take to move them toward engagement </li></ul></ul><ul><ul><li>Tactics that encourage peer-to-peer support (eg, social media) may spark transition to engagement </li></ul></ul>
  19. 19. Time for your questions
  20. 20. Thank you