Observe, Inspire, Act 3 steps to get to a winning new strategy in diabetes using a mix of contemporary observational methods with patients BHBIA workshop May 2012

1. Observe, Inspire, Act
3 steps to get to a winning new strategy in diabetes
using a mix of contemporary observational methods
with patients
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York

2. 3 steps towards a winning strategy
OBSERVE INSPIRE ACT
2 2

3. Combining strengths,
helping patients
In this session Janssen and InSites Consulting
will show how combining the strengths of two
new observational methodologies led to new
insights for Janssen’s diabetes team.
This allowed future development of solutions
beyond diabetes drugs recognising their lack of
energy.
3

4. Where does observing fit in?
% Surveys Discussions Observing
≠ clinical observation
Traditionally used most in Not yet fully exploited
the pharmaceutical industry in the pharmaceutical
industry
4 4

5. Who has
experience
with
observational
research?

6. 6 3 pillars

7. 2 tools used to understand diabetes patients
Social Media Netnography Multimedia Ethnography
7 7

8. Social media netnography
WHAT?
Secondary user generated conversations
Publicly available sources (no login)
Quantitative AND qualitative - more than buzz monitoring
HOW?
Relevant conversations on diabetes are scraped
Analyses with text-mining software and reading
RESULTS?
Bottom-up analyses – ‘let data speak’
Top-down analyses
Emotional context
Evolution over time
8 8

9. Play by the book!
Respect key MR principles
ESOMAR & BHBIA guidelines
PHARMA specific
requirements and drug
safety/pharmacovigilance
Even AGENCY-CLIENT
specific processes
9 9

10. What did we do with ?
We scraped
50,504
Conversations
about diabetes
10 10

11. Summary of conversations on diabetes
Being able to
Sentiment
Diet Knowledge do sports,
Sports &
Exercising leading to
Lifestyle Time positive
Food conversations
Diagnose
Peers
& Control
HCP
Treatment
Weight Human
body
Organisations
Physical diseases
Mental diseases Fatigue, leading
Effectiveness to negative
Side effects
conversations
Volume
11 11

12. Summary of conversations on diabetes
Sentiment
Diet Knowledge
Sports &
Exercising
Lifestyle Time
Food
Diagnose
Peers
& Control Conversations
HCP
Treatment about
Human
Weight
body
treatment very
Organisations
common
Physical diseases
Mental diseases
Effectiveness
Side effects
Volume
12 12

13. Three types of treatment are
commonly discussed
Natural/
Insulin
Alternative
26% 0% 3%
0%
8% 0%
40%
Medication Posts not related to a specific
23% type of treatment
(no Insulin)
13 13

14. Sentiment and treatment options
Medication Natural/
Treatment Insulin
(No Insulin) alternative
0.70 0.70 0.70 0.70
0.65 0.65 0.65 0.65
0.60 0.60 0.60 0.60
0.55 0.55 0.55 0.55
0.50 0.50 0.50 0.50
0.45 0.45 0.45 0.45
0.40 0.40 0.40 0.40
0.35 0.35 0.35 0.35
0.30 0.30 0.30 0.30
0.25 0.25 0.25 0.25
0.20 0.20 0.20 0.20
0.15 0.15 0.15 0.15
0.10 0.10 0.10 0.10
0.05 0.05 0.05 0.05
0.00 0.00 0.00 0.00
0.23 0.29 0.32 0.14
14 14

15. Sentiment and treatment options
Medication
Metformin Exenatide Pioglitazone
(No Insulin)
0.70 0.70 0.70 0.70
0.65 0.65 0.65 0.65
0.60 0.60 0.60 0.60
0.55 0.55 0.55 0.55
0.50 0.50 0.50 0.50
0.45 0.45 0.45 0.45
0.40 0.40 0.40 0.40
0.35 0.35 0.35 0.35
0.30 0.30 0.30 0.30
0.25 0.25 0.25 0.25
0.20 0.20 0.20 0.20
0.15 0.15 0.15 0.15
0.10 0.10 0.10 0.10
0.05 0.05 0.05 0.05
0.00 0.00 0.00 0.00
0.29 0.42 0.11 0.25
15 15

16. Sentiment and treatment options
Medication
Metformin Exenatide Pioglitazone
(No Insulin)
0.70
0.65
0.70
0.65
0.70
0.65
0.70
0.65 Why are
0.60 0.60 0.60 0.60
0.50
0.55
0.50
0.55
0.50
0.55
0.50
0.55
conversations
0.45 0.45 0.45 0.45
0.40
0.35
0.40
0.35
0.40
0.35
0.40
0.35 about
0.30 0.30 0.30 0.30
0.20
0.25
0.15
0.20
0.25
0.15
0.20
0.25
0.15
0.20
0.25
0.15
Metformin
0.10
0.00
0.05
0.10
0.00
0.05
0.10
0.00
0.05
0.10
0.00
0.05 more
0.29 0.42 0.11 0.25 positive?
16

17. Main reasons for higher sentiment
Metformin
0.70 Long experience, good trust
0.65
0.60
0.55 Bottom line is that it works well. Metformin is
0.50 one of the oldest and most widely prescribed
0.45
0.40 drugs for type 2 diabetes.
0.35
0.30
0.25
0.20 Low barrier fall-back
0.15
0.10
0.05 If diet starts to become a struggle you do have
0.00 the Metformin to fall back on.
0.42
17 17

18. Social media netnography: benefits
Access to highly involved patient
and difficult topics
Many conversations
Most on relevant topics
Ideal to explore new
TAs/topics/countries
18 18

19. Social media netnography: limitations
Less of the uninvolved
patient
No probing
Only what is relevant for them
Internet has no boundaries
19 19

20. Multimedia ethnography
WHAT?
Follow a selection of patients.
Step into the patient’s shoes.
Experience their condition as they do
HOW?
Patients receive a camera
Online, through a blog, created for the study
and commenting tools
During a longer period of time (> 1 week)
RESULTS?
Insights embedded in real-life situations
Visualized context (photos, movies...)
Emotionally enriched evidence
20

21. We stepped into the shoes of the
Diabetic patient
3 key types of impact
Energy
Treatment
Social
21

22. We stepped into the shoes of the
Diabetic patient
ENERGY
FOOD
EXERCISE
MEDICATION
PARTNER
CHILDREN
FRIENDS
22

23. I am forever
getting tired, or
having to go to
Into their shoes bed for a nap
Energy impact
I work at home
to avoid stress
Doctors consider fatigue as ‘one of and to rest
many’ symptoms (together with thirst,
weight loss, bladder problems…).
Patients mainly stress a severe impact
on the overall energy level. However,
some of them try to blame their loss of
energy on getting older.
Tropical fish is
a relaxing
diversion
23

24. 2 hours is now my
max at a time
Into their shoes
Energy impact
I show this shot
because, often,
Doing less… when I feel tired I
just put on a dvd
The diabetes has a large impact on the
overall energy level, so most Type II
patients need to do less…
 Take on less activities
 Work less hours (both private
tasks as well as professionally)
 They find calmer hobbies I am hoping to
take early
retirement
24

25. Tiredness is
something often
referred to in my
blog, as I am
Into their shoes forever getting tired,
Energy impact or having to go to
bed for a nap
It’s about 1.30 pm
Resting… now so I'll have a
lunch, take a shower
and a nap now
The second measure patients take
to compensate the overall lack of
energy is resting
 When at home a nap after
lunch is common I will take an
 Patients need to prepare hour sleep to
for & rest after a day out make sure I
stay on top of
things
25

26. Into their shoes
Treatment impact Evening meeting in
Ludlow. This caused
More attention to eating late dinner of fish &
chips, and forgot to
habits required and exercise
take evening
needed, but at same time medicines.
exercise is hard due to low
reported energy levels.
Medication is a constant Down to my last
reminder and it requires a lot of Liraglutide pen so
preparation and planning. must remember to
Getting out of daily rhythm order more over the
often results in non- internet for collection
compliance. Friday.
26

27. My wife is my rock. Helps
monitor my food, tablets and Thankfully through her
nags me to take more exercise help and continued
help I have coped with
my medical problems
Into their shoes a lot better
Social impact
They think that they are likely to
Hard in beginning (changing life), get it. There are 38 members of
but bringing partners closer in the the family with it. I keep them
end. informed of any news about
diabetes
Genetic component and realising
that family time is precious.
My friends think I can
only eat salads. I
Patients complain that diabetes tends mostly take my own
to take over the conversation. food to friends
They hear a lot of misapprehensions:
friends sometimes treat them as real
patients.
27

28. Insights are important,
and so is internal involvement
28

29. Multimedia ethnography: benefits
Be part of daily life & context
Looking through their eyes
Longer time span allows for
richer feedback
Sample can be controlled
and probing is possible
Less intrusive
29

30. Multimedia ethnography: limitations
Patients hide idiosyncrasies
Only online patients
More difficult to find
involved patients
30 30

31. How can we combine their strengths?
Social Media Netnography Multimedia Ethnography
31 31

32. Fatigue
Permeating patient’s life
Feeling of fatigue permeates patient’s entire
life, even during and after drug
administration.
Better engagement with patient required to
understand how to help.
Test projects to look for alternative
solutions and insight now incorporated in
marketing strategy.
32

33. 3 steps towards a winning strategy
OBSERVE INSPIRE ACT
33

34. We have solid Market Research
in this area!
We can also use our Lifescan and
Animas colleagues for
information.
Why spend more? What else is
there?
We know what we need to know!
34 34

35. Observational
research now part of
the jigsaw
Janssen is now very open to the options
that this route can uncover – these
methodologies are now integrated in our
methodology portfolio!
35

36. swest1@its.jnj.com
@Wests90
http://uk.linkedin.com/pub/stewart-west/3/176/565
Robert@insites-consulting.com
@Robert_Dossin
http://uk.linkedin.com/in/RobertDossin
Carl@insites-consulting.com
@Carlvdl
http://uk.linkedin.com/in/CarlVandeloo