Resonate revealed the impact that values and health behaviors have on adherence and proactivity – including the differing effects on self-sufferers vs. caregivers. Examining factors such as trust, comfort, and communication with physicians, health literacy, and demographics, Resonate makes sense of the data to help tailor strategy and messaging to connect with audiences.

1. The American Patient
Examining the impact of values,
roles, and life stages on proactivity &
adherence in the American patient

2. 2
Pioneering a new model
for human understanding
Resonate helps Pharma marketers
understand their audience by uncovering
why they do what they do.
• What motivates your specific target
audience to take action?
• What are their unique attributes?
• How can you increase your campaign
effectiveness by understanding this?

3. 3
Putting our body of
research into context
Resonate’s primary research includes in-
depth interviews of over 200K panelists.
Leveraging bleeding edge machine
learning to combine this deep data set with
3rd party behavioral data, Resonate makes
connections no one else can.

4. 4
Understand the
motivations of our
medical treatments
The research includes rich information about
people’s self-reported chronic illnesses,
relationships with doctors, persistency &
compliance, and other behaviors related to their
overall health.
CONTROL
SELF-IMAGE
PEACE OF MIND
LONGEVITY

5. 5
Motivations complete the
picture of our audience
DEMOGRAPHICS
Age 25 - 54
BEHAVIORS
Outdoor Sports
MOTIVATIONS
Self Improvement
Only Resonate layers motivations on
top of standard demographics and
behaviors to deliver a complete picture
of the audience

6. 6
Understanding the
American Patient
Utilize values and motivations measurement methodology to better
understand the experience of patients and caregivers during different
life stages
OBJECTIVE
Online survey
methodology
leveraging leading
research panels
Sample size of
28,218 online U.S.
adults
Representative by
age, gender,
income, education,
region, and children
Q3 + Q4 2013 data

7. 7
But first, let’s be sure we’re
on the same page…
Chronically ill or sick, we mean those who identified themselves as self-
sufferers of a chronic illness.
Conversely, healthy people are those who have not identified themselves as
self-suffers of chronic illnesses.
Dual role people are those who identified themselves as self-sufferers as
well as caregivers for those with chronic illnesses.

8. 8
Chronic illness changes
fundamental values
MORE LIKELY
62%
MORE LIKELY
37%
MORE LIKELY
34%
LESS LIKELY
23%
LESS LIKELY
21%
Controlling for age
35-54, chronic illness
has a significant
effect on patients’
prioritization of
personal values.
Emotional
connections are
more important;
Fitting in and
accomplishing goals
are lower priorities.
Peace of
Mind
Self-
Esteem
Family &
Friends
Belonging
Accomplishment

9. 9
Values can be predictive of
adherence
MORE LIKELY
49%
MORE LIKELY
31%
MORE LIKELY
21%
LESS LIKELY
50%
LESS LIKELY
36%
Some values are
associated with
higher rates of
adherence – it may
pay to focus on
health, money, and
close connections
Health &
Longevity
Material
Security
Close Family
& Friends
Pride
Peace of
Mind
LESS LIKELY
22%
Societal
Responsibility
* Values are indexes of reported adherence vs non-adherence among chronically ill

10. 10
Being a caregiver also
affects values
MORE LIKELY
30%
MORE LIKELY
24%
LESS LIKELY
16%
MORE LIKELY
120%
MORE LIKELY
82%
Caregivers also
experience some
shift in personal
values versus the
online adult average.
Peace of
Mind
Shared
Experiences
Happiness
Pride
Peace of
Mind
LESS LIKELY
22%
Accomplishment
There’s a much more
distinct and
substantial change
observed among
caregivers who also
are managing
chronic illness,
compared to healthy
caregivers.

11. 11
Caregiver status also
impacts proactivity
Caregivers also
experience some
shift in personal
values versus the
online adult average.
There’s a much more
distinct and
substantial change
observed among
caregivers who also
are managing
chronic illness,
compared to healthy
caregivers.
10%
30%
14%
44%
CAREGIVERS
DUAL ROLE

12. 12
Do we learn to be
better patients
with age?
Millennials, GenX,
and Boomers have
distinct patterns of
health proactivity
30%
53%
46%
43%
15%
49%
38%
66%
55%
59%
11%
58%
47%
80%
65%
80%
4%
78%
18-34 35-54 55+
* Values are distribution of audience. Ex: 33% of Millennials ask their doctors about treatment options
Ask about
treatments
Comfortable
with Doctor
Trust my
Doctor
Schedule
Check-ups
Medical Social
Media
Adherence

13. 13
With loss of trust/comfort,
adherence suffers
ADHERENCE
79%
ADHERENCE
39%
ADHERENCE
11%
COMFORT
74%
COMFORT
33%
Patients who trust
their doctors report
7X the rate of
treatment
adherence.
Trust
Neutral
Don’t Trust
Feel
Comfortable
Neutral
COMFORT
16%
Not Comfortable
The effect is less
pronounced, but
highly evident:
among those who
are comfortable
expressing health
concerns.
TRUST ME
GET COMFY
*Values are distributions of audience. Ex: 79% of those who reportedly trust their doctors
also say they adhere to the treatment prescribed.

14. 14
We sure hope the healthy
never get sick
LESS LIKELY
73%
LESS LIKELY
75%
LESS LIKELY
47%
Those not currently
suffering from any
chronic conditions
are generally much
less prepared to
manage their own
treatment.
Ask about
brands
Ask about
treatments
Schedule
check-ups
HEALTHY
*Values are indexes comparing against the Adult Online Population.

15. 15
Income a factor?
Yes, but pain is
shared
More affluent
patients initiate
conversations and
report more comfort
and trust in their
relationships with
their doctors
* Values are distributions of audience. Ex: 35% of those with a reported HHI <$25K ask their
doctors about treatment options.
PROACTIVITY & TRUST
35%
61%
50%
50%
14%
59%
40%
67%
55%
61%
15%
61%
43%
70%
59%
70%
8%
66%
< $25K $25K – 100K $100K+
Ask about
treatments
Comfortable
with Doctor
Trust my
Doctor
Schedule
Check-ups
Do Not Refill
due to cost
Adherence

16. 16
Quantifying health
proactivity of the
uninsured
INSURED
43%
INSURED
58%
INSURED
60%
UNINSURED
24%
UNINSURED
44%
Insured patients are
more proactive and
have stronger trust
in their doctors.
Ask about
treatments
Schedule
check-ups
Trust my
doctor
Ask about
treatments
Schedule
check-ups
UNINSURED
52%
Trust my
doctor
Uninsured patients
are less proactive.
How will this
translate into
behaviors for newly-
enrolled?
*Values are distributions of audience. Ex: 43% of those who reportedly have insurance ask
their doctor about treatment options.

17. 17
Putting patient success
factors in perspective
The two top factors
in adherence are
patient mindset,
more influential than
patient income,
insurance status, or
condition.
Social media has
significant negative
correlations to
successful
treatment, and we
have to work to
educate younger and
healthier patients
Trust my Doctor
Comfort expressing to doctor
Ask about generics / lower cost
Age of Patient
Health insurance
Schedule Check-ups
Patient income
Dual-role caregiver
Prefer to manage without drugs
No refill – due to cost
Use social media / communities
No refill – due to side effects
LESS ADHERENT MORE ADHERENT

18. 18
Understanding our customers will lead to more
effective marketing initiatives.
• Outcomes are critical, adherence is the single
biggest contributor to better outcomes.
Understanding what drives adherence helps us
improve it.
• Identifying the right patient can start before
diagnosis - invest in the health literacy and
proactivity of the healthy – so they can be
better patients when they are sick.
Data is important but it’s the actions that come
from the data that will make a difference:
• Target the exact customers for your particular
brand
• Use messaging that will resonate with your
specific audience based on motivations
• Employ the right strategies for the right
audience

19. About
19
Resonate has pioneered a new model for using “big data” to develop a sophisticated
understanding of consumer motivations, values, attitudes and beliefs. Marketers need to
understand “why” the audiences they target take action. Resonate answers that question, while
making it simple to put that knowledge to work creating positive results for political campaigns
and marketing initiatives.
For more information, visit: resonateinsights.com
Contact Resonate
571-266-3200
info@resonateinsights.com
resonateinsights.com/contactus