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Digital E-Ethnography and Patient Data

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Given the ‘big data’ brokers (IQVIA (IMS), Google Analytics and IBM Watson) and the availability of data on mass via social media and other internet sources. Does Market Research have a role to play in future data collection? What’s happening in the healthcare and digital space? In healthcare, the competition and challenge is to collect the patient and physician data. In theory, there’s a potential payback in patient outcomes and treatment efficacy. Digital initiatives are failing to achieve true patient and physician engagement and therefore data, so how can Market Research help fill this gap?

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Digital E-Ethnography and Patient Data

  1. 1. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data Digital E-Ethnography and Pa<ent Data John Storey AplusA Healthcare Research Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection How market research and insights are finding innova4ve ways of collec4ng informa4on
  2. 2. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection NewMR 2018 Sponsors Pla<num Gold Silver Communica<on
  3. 3. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Market Trackers Surveys Qual Insight Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Big data vs Small data Data factories IMS IQVIA Nielsen IRI data TNS Kantar ?
  4. 4. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Like driving forward whilst looking in the rear view mirror Real World Data?
  5. 5. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection In HEATHCARE MR Public Health Data NHS 4mn rows each month PMR Pa<ent Medical Records Digital Health Data Health Apps Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Signals a change in the MR dynamics Search and analy<cs (Google) Social listening Wearables Internet connected (Internet of things) Real World Data
  6. 6. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection 70 BRANCHES TRADITIONAL EPOS + 1500 online Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection
  7. 7. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection EXAMPLE: EPOS data: 2 years to date Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection The interac<on of analgesics, cough & cold, hayfever and pollen count pollen count monitor PredicJve AnalyJcs
  8. 8. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Pa<ent Trackers: Real world data? Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Oncology (cancer) Cardiology Rare diseases Physician Pa<ent Charts Pa<ent Reported Outcomes
  9. 9. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Prescribing data GP Prac<ce Prescrip<ons Pharmacy Dispensing Services Medicines Use Review (MUR) New Medicine Services (NMS) Flu services Level Region and Postal area Clinic and GP/Nurse/HCP Community Pharmacy EXAMPLE: PUBLIC DATA AVAILABLE Information Services Portal (ISP) Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection NHS 4mn rows each month
  10. 10. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Diabetes – The Problem Undiagnosed § 3.5 million people have been diagnosed (2016) § An es<mated 1.1 million are believed to be undiagnosed § By 2025, it is es<mated that five million people will have diabetes in the UK Diabetes UK, 2016 (diabetes.org.uk) BIG DATA ANALYSIS EXAMPLE Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Based on NHS data and Rx PMR
  11. 11. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection
  12. 12. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection 58 million diabetes items 245 million diabetes risk items have been prescribed 23% raJo of Diabetes items prescribed versus risk items Ra<o to popula<on vs. prescribed Where should resources be focused? Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection
  13. 13. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection …but where has the patient gone? EXAMPL EThe pa<ent has gone online They live online and offline Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Doctors are also online
  14. 14. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Trend towards online paJent support programmes …but the real prize is the data collected
  15. 15. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection advert
  16. 16. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection 430,000n + Prescribing Apps for beXer paJent outcomes, …but also collecJng data Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection
  17. 17. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Patient Journey, walking in the footprints of the patient Treatment Pathway walking with the Physician chat through an App and ask ques<ons Watch their behaviours online whilst using an App Digital E-Ethnography
  18. 18. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Fitbit may have a new way to detect an irregular heartbeat Ref. TIME Lisa Eadicicco Aug 21, 2017 Time The Apple Watch could help doctors spot this dangerous heart conditionThe Apple Watch could be used to detect a heart condi<on that causes over 100,000 strokes every year, The mRhythm project that resulted from the pairing looked at the Apple Watch-sourced heart rate readings from 6,158 Cardiogram users. Ref. Mashable, BRETT WILLIAMS MAY 12, 2017 50m Registered Users (30m ac<ve) Est. 14 million units in 2016 Wearable health 100m+ units REACH: data from wearables is the next new source of pa<ent data. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection
  19. 19. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Augmented Reality and Big Data 1987 Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Now IBM Watson can ask the ques<ons and diagnose the pa<ent The Digital Pill
  20. 20. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Big data Haphazard unstructured data sources Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Comes from data the subject has not given permission to use. Could be a GDPR or legal PI issue in the future? Social listening????
  21. 21. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection The impact of GDPR? EU General Data Protection Regulation However, just because an analysis is possible in the data, this does not mean that there is an automa4c right to perform it. Where consent is the basis for processing, it must be established whether any new use of the data is s4ll covered by the original consent given. Ref. BHBIA Personal iden<ty Informed consent Purpose of use Not automa<c Secondary data? Social media?
  22. 22. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Do we have a blinkered view? Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection The impact of GDPR? EU General Data Protection Regulation
  23. 23. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection AI Machine Language Big data Find the needle in the haystack
  24. 24. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Quality of data filters down to a rela<vely small unit Big data Unstructured bits of random data Strings or connected bits of data
  25. 25. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Quality of data filters down to a rela<vely small unit Big data Unstructured bits of random data Strings or connected bits of data PredicJve AnalyJcs is the future data Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection
  26. 26. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection
  27. 27. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection There is always a piece missing Ethnography and What patients really want?
  28. 28. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Don’t forget these are real people on the end of your data
  29. 29. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Thank You! John STOREY | Business Unit Director, SWB: +33 (0)4 78 62 23 23 | DL: +33 (0)6 50 80 05 04 2 Avenue Lacassagne 69003 Lyon France | j.storey@aplusaresearch.com See A+A’s latest news here! | Follow us on Linkedin and TwiPer
  30. 30. Digital Research and Data John Storey, AplusA Healthcare Research The Future of Data Collection Q & A John Storey AplusA Healthcare Research Sue York NewMR

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