PMRG Institute 2015: In-the-moment mobile research
Capturing emotional and rational decision making in healthcare Presented by: Jessica Ma, Director at Janssen Pharmaceutica and Megan Long, Senior Analyst at SKIM For years, market researchers have searched for a balance between speed and depth of insights, qualitative versus quantitative, and rational versus emotional. Traditional qualitative interviews can be expensive and time-consuming, and respondents are often uncomfortable discussing emotions during traditional interviews. Quantitative methods can be faster, yet the emotional factors behind decision making are lost over time, replaced by rationalization and generalization of treatment decisions. In-the-moment research provides an innovative method to tackle these age old problems by seamlessly melding qualitative and quantitative, emotional and rational. By connecting with physicians directly after patient contact, we are able to receive patient-specific insights that explore both the emotional and rational components of treatment decision making, and better guide strategic brand decisions based on these insights. In their presentation, attendees heard two leading healthcare research perspectives: Jessica Ma providing client side insights, and Megan Long providing a research consultant’s viewpoint.
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PMRG Institute 2015: In-the-moment mobile research
- 1. In-the-moment mobile research: Capturing real-time emotional and rational decision making in healthcare Jessica Ma, Director Megan Long, Senior Analyst Janssen SKIM Group
- 2. 5x5 Reality
- 3. 56% 57% 57% 57% 58% 60% 62% 65% 65% 66% 67% 68% 68% 69% 70% 72% 74% 75% 80% 85% Austria Finland USA Canada New Zealand Switzerland Israel Netherlands Ireland Australia Taiwan UK Norway Denmark China Spain Hong Kong Sweden South Korea Singapore Global smartphone penetration Source: Consumer Barometer, 2014 Decision making is changing
- 4. Background and Theory of In-the-Moment Case Studies in Healthcare Benefits and Outcomes of Mobile Research Outline
- 6. Conventional methods don’t cut it Too simple Too complex
- 7. - Emotions wear off - Recall fades - Answer solely based on rational factors (e.g. hard clinical facts) - Does not capture changes in fast moving markets + Immediately after decision is made + Easier to recall why + Answer based on a combination of soft (irrational) and hard (rational) factors + Immediate access to real-time data in fast moving markets OCCURRENCE MEASUREMENT OCCURRENCE MEASUREMENT
- 9. Traditional Quant Traditional Qual Blending qual and quant insights Hard clinical facts Generalized perceptions Patient level insights providing key drivers to prescribing
- 10. Case Study: Capturing in-the-moment decisions
- 11. New entry into crowded market Unclear what drives prescribing decisions Need to understand drivers Business Problem
- 12. 3 minutes of closed questions 2 minute voice memo Data collected via mobile app
- 13. 50 physicians 65 physicians 254 262 Physicians complete 3-5 records
- 14. Example screens Simplify data collection, but account for market complexity
- 15. Example audio Contact us to hear this! info@skimgroup.com
- 16. physician makes decision based on patient characteristics physician presents options to patient and discusses options patient proactively suggests treatment Physician identifies options and then . . . Findings
- 17. Tweak messaging to better define target patient and key benefits Increase in patient related materials and programs Actions taken by client Increase patient related materials and programs
- 19. Benefits Robust data – patient records without associated problems Applications in market potential, segmentation, treatment pathway Less post-rationalisation responses close to point of prescription Accounts for indications with wide variety of patient types, or highly individualised treatment (e.g. biomarker-based treatment) Accommodates changes to fast moving markets
- 20. Practical considerations Some over-recruitment needed Incentives to maximise participation Not necessarily cheaper than current methods
- 21. Additional questions this approach can answer What is the patient share for each currently available therapy? Which patient types get which currently available therapy? What patient characteristics are correlated with different treatment options? What is the future patient share of your new product & key competitors? What patient characteristics correlate with your product? How does this differ from key competitors? What do physicians think of new agents?
- 22. Other applications for mobile Telecom Consumer goods Financial services
- 23. Questions? Contact Megan Long at m.long@skimgroup.com