The document summarizes insights from qualitative social media analysis of patient discussions about rheumatoid arthritis (RA) to better understand the patient journey and identify opportunities for education and intervention. Key findings include that the patient journey involves stages of denial, diagnosis, transitioning to treatment engagement, treatment initiation, and ongoing management. Each stage presents different educational and support needs that could inform marketing strategies.

1. What Social Media Can Tell Us About The Patient Journey ExL Digital Pharma West June 2010

2. A brief story …

3. Measuring pharma ‘buzz’ can be misleading

4. Beware of unactionable conclusions Recommendation: Drive Web traffic to view Study X

8. The Patient Journey is powerful Barriers Milestones Support Achievements

10. Where we listened (and heard)

14. From Search Terms to Journey SM2 Random Selection (134) Results (1,334) Search Terms Analysis Frequency = Emerging Themes Context = Emotional Weight, Barriers/Motivators Framework for Education and Action Behavior change model Patient Journey (illuminating the gaps and opportunities)

15. Analysis Frequency = Emerging Themes Context = Emotional Weight, Barriers/Motivators

16. Framework for Education and Action Behavior change model

17. Health Belief Model 6 sets of beliefs influence a person’s decision to take action I can do this (confidence in abilities) Self-efficacy I have support, reminders and “how-to” education that makes me ready to take action Cues to action There are barriers and costs that will get in my way Perceived barriers Taking action will have positive results for me Perceived benefits (motivators) This condition can have consequences to me if I do not take action Perceived threat This condition is serious Perceived severity I believe… Construct

18. Health Belief Model Perceived severity “ RA makes you feel as if your body is covered in a damp, lead-lined comforter everyday” “ Taking my medication, even if I think there might be side effects, will help me get my life back on track” Perceived benefits “ I am not able to do the projects that I want to do because I simply don’t have the energy to even try” Perceived threat “ My injections were too expensive for me to afford…So I had to stop taking them” Perceived barriers “ My doctor has helped me realize that when we work together, we can manage my RA” Self-efficacy You can help me to keep in touch with the parts of life that I miss and fully intend to undertake again, just as soon as I am able. Cues to action

19. Patient Journey (illuminating the gaps and opportunities)

20. Far-reaching usefulness for brands Consumer Marketing Program Competitive Market Analysis Research Plans Brand Positioning White Card Messaging/ Creative Tactical Plan CRM Programming Digital Strategy Patient Journey

21. The Patient Journey for RA

22. For RA patients, the Journey begins with more than pain … “ Denial” “ What do I tell these people?” “ Stripped of all my passions” “ Darkness” “ Depressed and very angry.” “ I feel exposed” “ I feel isolated”

24. The Transition to Engagement “ 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”

26. Making the choice to start treatment is just the first step “ 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”

28. When managed, it can lead to a “new kind of normal” “ 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”

30. From listening …

31. To hearing … and understanding

32. Time for your questions

33. Thank you Susan Collins, MS, CHES, RD SVP, Health Education Research and Development [email_address] Jeff Greene Director of Strategic Services, Social Media [email_address] @healtheddigital @sqcollins @Jeff_Greene