www.insites-consulting.com

Conversation Research: Leveraging the power of social media in pharmaceutical MR

For MRS Health conference@London

By Robert Dossin

Managing Director UK

Date Mar 7th 2013

@robert_dossin

Patients have stepped forward

to actively participate in the

conversations about their health

Empowered patients

are a FACT today

A third globally

impactful movement

in history

1 2 3

e-Patient Dave

“Gimme my damn data”

Diagnosed with stage IV kidney cancer 2007

Took an active role in his treatment & survived

Inspiration for Novartis

Current job: healthcare consultant!

Who is this guy?

@ePatientDave

Patients 1st power tool is information

The internet enables them to look for

information themselves.

Dr. Google is their guide in their search.

that is out there

Information is a

popular power

tool

72%

Users

87%

82%

74%

97%

95%

79%

79%

80%

83% already used the internet to look for information on health related topics

Source: Health study by InSites Consulting 2010

70%

69%

engaged patient

=

emotional patient

Sharing = caring

When patients share information, it is not limited to

exchanging rational information (treatments,

products, symptoms…)

They all feel the urge to share emotions,

concerns, issues… It is very reassuring to read

stories in which they recognize themselves

of patients says info found online affects decision about treatments

56% says it changed their overall

approach to maintaining their health

or the health of someone they help

take care of.

53% says it leads to ask a doctor a

new question or to get a second

opinion from another doctor.

Online information is impactful.

Source: http://www.slideshare.net/PewInternet/2012-1-12-12-rise-of-epatients-providence-st-joseph-medical-centerpptx

60%

Patients have changed So need you: You need to observe what they are doing You need to engage With the right patient!

Conversational

Research

The world as it used to be

Research has changed

From asking questions...

...to having a conversation

Conversation research

Social media netnography

Research community

Research communities

Social media netnography

Panel pressure Building a community

Only spontaneous feedback Representativeness Informed consent

Giving back

Creating synergies

Social media netnography

Research community

Recycle and ask Recruitment Giving back Knowledge

Social media netnography

= research methodology

that makes use of publicly

available user-generated-

content in order to answer a

research question

16

Observational

research

Conversations are the new unit of analysis

Business Objectives & Approach

To empower patients and carers to initiate conversations with HCPs, and each other and to raise awareness of the benefits of continuous medication, the research needed to identify what patients discussed, how they discussed it, in what context and what were opportunities for Janssen to start the conversation with patients suffering from Schizophrenia, but also carers and HCPs.

EMEA Schizophrenia 24 x 7

How understanding patients helped Janssen to improve its website using Social Media Netnography Research Outcomes

Healthcare Janssen Pharma – EMEA Schizophrenia 24 x 7

Corinne Pilgrim, EMEA Product Director Psychiatry, Janssen Pharmaceuticals,

• Different landing zones for different patient segments

• In 16 countries/5 languages

• 200K unique visitors • 20% revisit rate

21

Social media netnography: benefits

Access to highly involved patient and difficult topics Many conversations Most on relevant topics Ideal to explore new TAs/topics

22

Social media netnography: limitations

Less of the uninvolved patient No probing Only what is relevant for them Internet has no boundaries

The challenge

Merck Serono plans to develop services for patients in the therapy area of hypertension. To

guarantee the relevance & success of services, Merck Serono wanted to get grip on the patient

lifestyle & behaviour and on the actual needs of this important stakeholder.

Merck Serono: Online Research Community

(RO ROC

with hypertension patients

with hypertension patients

What did we do?

An Insightment Community proved to be the ideal method

for answering these client needs:

• 10 days of patient blog research: individual connection

in diary style to experience the patient life through

pictures & posts.

• 3 days of crowd interpretation where patients

interpreted each others input.

• 1 week of dynamic community interaction to build on

generated ideas & understand drivers and barriers.

PHASE 2

As the GP is a crucial stakeholder in the communication &

recommendation of services, we are in the process of

asking feedback from a selection of physicians about the

patient-generated services through online discussion

groups.

Online Research Community

with hypertension patient Approach

Using the power of the group

Reflective

probing

Shaping

insights

Define

actions

The results

We learned that patients are very enthusiastic about the

research method and that the number of adverse events

encountered is very limited.

What were the outcomes:

Research

• 1717 posts (total of blog/crowd

interpretation/community)

• Interactive health consumer dashboard with over 250

pictures tagged for interactive analysis

Client

• 7 (unmet) needs and frictions across the patient journey

• We came up with 6 NEW service concepts

Merck Serono: Online Research Community

with hypertension patients

Outcomes

Thoughts to hold on to Patients are consumers, “consumers of health” ; their

conversations are a perfect yardstick to what they perceive as the

truth

Netnography is a great method to mine user generated content from

patients

Patients want to be engaged, „cause they are engaged: MROCs!

We should reinvent ourselves, using technology to engage with

them where they are and when they want

Not just send our tradional messages via new channels

Not just by becoming a new channel checklist company

www.insites-consulting.com

Thank you!

Robert Dossin, Managing Director

robert@insites-consulting.com

@robert_dossin

http://uk.linkedin.com/in/robertdossin

+44 7904 288 898

New York I Timisoara I London I Rotterdam I Ghent

Rosebery Avenue 151 - 4th floor I EC1R 4AB London I United Kingdom

Robert’s experience:

Robert is MD and is responsible for the market research and consulting offerings for all clients in the UK

Before joining InSites Consulting, Robert worked at IMS Health, the worlds leading information provider in

the pharmaceutical industry. In the six years that he worked at IMS, as VP Marketing he has been

responsible for raising awareness of IMS high value products & services

Robert started his career at Nissan, at the European HQ of the Japanese car manufacturer as Market

Researcher and has had various marketing roles with increasing levels of responsibility.

Also, he was a marketing director at Forrester Research for 5 yrs, the European HQ of the worlds leading

Internet Technology Research firm and thought-leader in Information Technology advice.

Robert’ expertise and project experience:

Robert is used to partner with commercial teams, business units heads and chief marketing officers on

strategy development and implementation – and is an expert in launching new products, (digital) marketing

and customer understanding. He works with many Pharma & Health companies such as AstraZeneca,

GSK, J&J and is a regular speaker at Healthcare and marketing conferences.

Educational background:

Robert studied Business Economics with a major in Market Analysis and Business Statistics at the Erasmus

University, Netherlands, hold a Masters in Science (MSc) degree in Marketing and a Postgraduate Diploma

in Marketing (DipM) from the Chartered Institute of Marketing in the UK, where he is also a Chartered

Marketer and elected Fellow. In addition, he sits on the medical marketing industry group of the CIM and on

the editorial board of the Journal of Medical Marketing.

Robert Dossin Managing Director UK

Bio

Fact sheet

Spin-off of top-ranked business school

15 years of experience and know-how

Pioneer and innovator in online methods

Covering any marketing domain

Fully independent

Ghent, Rotterdam, London, Timisoara, New York

130 passionate employees

Proprietary research panel in +25 countries

Run research communities in +37 countries and

surveys in 60+

Most awarded agency by ESOMAR

Who we are

We allow participants to ENGAGE

with us anytime, anywhere (online,

mobile, asynchronous methods…).

We make it fun for them to give

more & better answers

(gamification, audio-visual cues,

design…). We empower them to be

co-researchers (crowd

interpretation, co-moderation…).

Online Group Discussions

Consumer-led Ethnography

Research Communities

Social Media Listening & Netnography

1on1 Online Interviews

Digital Surveys

Engage

METHODS