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Optimize Social Listening and Monitoring to Uncover Unmet Consumer Needs

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Dave Taylor, director of research at Inspire, discusses ways that pharmaceutical and biotech companies can appropriately and effectively leverage social listening and monitoring. Taylor presented at the CBI BioPharma Social Media and Digital Platforms conference in February 2016 in Philadelphia, PA.

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Optimize Social Listening and Monitoring to Uncover Unmet Consumer Needs

  1. 1. Optimize Social Listening and Monitoring to Uncover Unmet Consumer Needs Social Media and Digital Platforms Summit February 18, 2016
  2. 2. 2 ► Inspire Background ► Optimizing Social Listening •  Setting the framework for effective social listening •  Observe how consumers naturally interact to uncover unmet needs and other opportunities •  Shorten timelines around promotional and research activities allowing for more relevant interactions •  Using targeted messaging to address consumer needs on social media ► Q & A Agenda 5 minutes 20 minutes 10 minutes
  3. 3. Inspire Background
  4. 4. 4 Inspire Background Social network for PTs and CGs: • ~729,000 members • 200+ communities • ~110 advocacy org. partners ‘Born’ in 2005 Live in 2006 Member growth through: • Organic search • Advocacy groups • Miscellaneous Goal was to connect patients & caregivers with one another AND connect them directly with pharma (clinical trials)
  5. 5. Setting the framework for effective social listening
  6. 6. 6 Ø  As traditional qualitative research requires the creation of a discussion guide to talk to respondents, social listening mandates the development of an Analysis Plan to talk to the data •  With potentially thousands of posts to analyze, this document will keep you focused on what is truly important The Importance of an Analysis Plan and Search Lexicon Ø  Once the Analysis Plan is in place, a thorough search lexicon is the next item needed •  Depending on the study objectives, this lexicon may contain: §  Product names (branded, generic and/or compound) §  Relevant manufacturers §  Clinical trial designations §  Disease-focused terms
  7. 7. 7 Ø  A major concern associated with social listening is the discovery of AEs/PQCs •  While these are an inherent consequence of monitoring discussions around a brand, there are alternative solutions: §  Product analogue analysis §  Longitudinal patient research §  Sentiment analysis §  Unmet needs analysis If You Search for Them, They Will Find You
  8. 8. 8 Read, Analyze, and Interpret Ø  While computer-assisted technology (e.g. Natural Language Processing) is advancing, it is not yet a substitute for human dissection of the content analyzed in a social listening project
  9. 9. Observe how consumers naturally interact to uncover unmet needs and other opportunities
  10. 10. 11 50 Shades of Undifferentiation ► As is sometimes the case in other markets, there are negligible differences in the efficacy data for pembrolizumab and nivolumab ► Even in 2013, as patients and caregivers were actively learning about these near- launch agents, they were keen on the lack of differentiation ► While this isn’t an obvious downside for patients, it is something that conversely won’t foster any strong positive affinity for either product along these lines “Merck's drug Keytruda (pembrolizumab) is very similar to Opdivo (nivolumab) from Bristol Myers. While Opdivo has already been approved for use in squamous non- small cell lung cancer, the FDA approval now sought by Merck for Keytruda is for advanced NSCLC, whether adenocarcinoma or squamous cell. (At least that's what the articles I've seen so far have suggested!)” (PT – F – 65-69 – Apr. ‘15)
  11. 11. 12 Patient/Caregiver Compliance with Treatment •  Patients and caregivers did not openly report any issues staying compliant on a daily basis with their treatments –  When there was evidence of ‘skipped’ doses, they were at the guidance of the patient’s ONC –  More commonly, we saw patients and caregivers asking for guidance/tips on how to handle the dosing of their treatments before actually being ‘non-compliant’ –  While oral treatments provide an extra logistical component to manage, they are still perceived to be better than the infused alternatives “I was wondering if instead of taking one pill twice a day if getting the drug put from one pill into three smaller pills that a person could take two smaller pills three times a day instead of the twice a day. My idea is that with the mid day introduction of the drug will somehow keep the levels up enough to start working again.” (PT – F – 45-49 y/o – Nov. ’14) “…next week my wife expects to start on Ceritinib/Zykadia per the recommendations of her oncologist… He tells us this entails taking 5 big pills per day… My wife would like to know what recommendations folks here have about the best times of day to take the pills, since 5/day is more complex than 2/ day.” (CG – M – 50-54 y/o – Jan. ‘15) “This pill is so much better on a body then chemo. I hope to be able to take this pill for a long long time before having to move on to something else.” (PT – F – 50-54 y/o – Mar. ‘15)
  12. 12. Using targeted messaging to address consumer needs on social media
  13. 13. 14 Issuing Approved Messages for Specific Situations Priority Social Listening Insights Keywords Triggered Email Topics Follow-up Emails 1 Topic of "treatment op0ons" accounts for ~35% of discussions switch, treatment with ZZZ EMAIL D: Why ZZZ for second line? EMAIL E (financial support) & EMAIL B (progression & general monitoring) Quote: "XXX is probably a superior drug" Seems to be posi0ve feedback about YYY 2a Topic of "progression" accounts for ~19% of discussions brain mets/metastases + progression EMAIL A: Progression + brain mets EMAIL D (Why ZZZ?) & EMAIL E (financial support) 2b tumor growing, weight loss, fa0gue, depression, anxiety + progression EMAIL B: Progression & general monitoring 2c liver, adrenal, kidneys, lung, bones + progression EMAIL C: Progression + other sites 3 Concern over possible side effects was men0oned a few 0mes side effects, side effects management, reac0on to drug, tolerability, dosing + any of the following side effects (diarrhea, decreased hemoglobin, increased liver enzymes, nausea, vomi0ng, increased crea0nine, abdominal pain, fa0gue) EMAIL F: Taking ZZZ EMAIL E (financial support) Quote: "XXX is a bit more difficult than BBB with respect to side effects but this is quite variable" Quote: "I am nervous about ZZZ because people seem to have so many side effects and basically I have had no side effects with BBB" 4 Restric0ve dose and ea0ng schedule is worrisome to pa0ents tough to swallow, rou0ne EMAIL F: Taking ZZZ EMAIL E (financial support) 5 Topic of "support" accounts for ~12% of discussions insurance coverage, expensive, cost EMAIL E (financial support) EMAIL D (Why ZZZ?) & EMAIL B (progression & general monitoring) Perceived lack of insurance coverage and that ZZZ was expensive was men0oned a few 0mes Quote: "Insurance coverage may be problema0c but am willing to go to peer-to-peer review" Quote: "Curious as to why insurance won't cover ZZZ since it is FDA approved" 6 Clinical trial conversa0ons. Should they wait vs. gefng on 2nd line now? targeted therapy research, clinical trial, DDD EMAIL G: Commercially available vs. Clinical trial EMAIL D (Why ZZZ?) & EMAIL E (financial support) 7 Newly diagnosed with CONDITION X just diagnosed + CONDITION X EMAIL H: Understanding treatment op0ons EMAIL B ( progression & general monitoring) & EMAIL D (Why ZZZ?)
  14. 14. Shorten timelines around promotional and research activities allowing for more relevant interactions
  15. 15. 16 Keeping Up with the Consumers Ø  When user-generated content is as close as 140 characters away, turnaround times for various social listening engagements should/can be truncated Ø  For targeted response messages, turnaround time from consumer post is just a few days (as scheduled) Ø  Social listening research projects require about 50 hours of work from start to finish and can be turned around in about 1.5 to 2 weeks
  16. 16. Q & A

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