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EphMRA CONFERENCE MASTERCLASS
Social Media & Market Research
Main Title
slide wording
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EphMRA CONFERENCE MASTERCLASS
Conversation Research: Leveraging the
power of Social Media in
pharmaceutical Market Research
I’m Robert
I am 45 years, working in London,
living with the 3 boys &
2 women of my life. Experienced
researcher, passionate
Marketer (fellow at Chartered
Institute for Marketing & Chartered
Marketer), Managing Director UK
InSites, Health Marketing expert
and committed to help companies
in their quest to connect better
with their patients and HCPs.
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
What this Masterclass will cover
 How the development of social media use in healthcare
research is changing
 Usage of different types of social media tools to meet
your research goal
 Explore pros and cons of each types
 Case studies to demonstrate various methods and their
applications
 Janssen Diabetes – combination of open and closed
listening/observing
 Merck Sereno – Engaging patients & HCPs in cardiovascular care
Changes in Social Media
 Companies need to find new
ways to be relevant and stay
ahead of the pack.
 using new technologies
 with lower costs
 despite global warming of
research panels
 … and – being marketers – we
also want to support our
patients get to live forever
using our medication
are fast & furious
Creative Destruction
#Fact
We are sitting on a pile of
research information
#Fact
We keep on
collecting new data
If we only knew
what we already know…
Subheading texts…
Subheading texts…
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quis nostrud exerci tation ullamcorper
suscipit lobortis nisl.
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hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu
feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit
augue duis dolore te feugait nulla.
It’s hard
beyond the obvious
It’s hard…
Leverage
YESNO
Known Unknown
I don’t know
where to
start
I don’t know
what I don’t
know
“The patient is to be
at the heart of all our innovation,
branding and communication.”
“Recognize this mission?
It’s hard…
beyond intuition and trends
It’s hard…
It’s hard…
to imagine the future
It’s hard…
So, Where to
Start?
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
Patients have stepped forward
to actively participate in the
conversations about their health
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!
@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
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!
The world as it used to be
Research has changed
from asking questions to having a conversation
Engagement
Market Research Online Communities
Multimedia Ethnography
Nethnography
Social Media Dashboard – monitoring
Social Media Audit
Social Media Listening/Nethography
Research has changed
from asking questions to having a conversation
Nethnography
Social Media Dashboard – monitoring
Social Media Audit
Social Media Listening/Nethography
ANALYSIS
SURVEY/ TOPIC GUIDE
DEVELOPMENT
SAMPLING
RESPONDENTS
FRAMEWORK
DEVELOPMENT
SAMPLING
UNIVERSE DETECTION
PASSIVE
DATA COLLECTION
Traditional research Social media nethnography
TOP-DOWN &
BOTTOM-UP
CONTENT & TEXT
ANALYTICS
ACTIVE
DATA COLLECTION
Reversed research process
31
Universe detection
Representativeness
„It‟s the end of the world as we know it‟
32
Conversations are the new unit of analysis
Sampling is still key
34
Visitors
# sources
Small #
Large influence
Medium influence
Specialized in topics
Long tail
Data collection
Historical data
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
week
1
week
2
week
3
week
4
week
5
week
6
week
7
week
8
week
9
week
10
week
11
week
12
brand 1 65% 82% 64% 63% 50% 25% 23% 35% 40% 45% 48% 49%
Market 75% 55% 55% 48% 29% 54% 58% 60% 65% 63% 68% 70%
Public & fan pages only
Play by the rules! (note: AE
reporting)
3.Qualitative
analysis
2.Associative
pattern
recognition
1. Descriptive
taxonomy
detection
To what extent do we find our research
topics back?
Which terms often co-occur? Which
concept are often mentioned bottom-
up?
Analyse original verbatimsvia qualitative
content analysis
Observational
research
Analysis process
Emotions Excitement
Relaxed
Social
Beauty
Violence
Swear words
Despair
Weak
Loneliness
Elated, Excited, Enthusiastic
Contented, Relaxed, Satisfied
Happiness
Happy Joyful
Cheerful Satisfied
Proud
Trust, Love, Respect
Beautiful, Admired, Attractive
Aggressive, Abusive, Dominating
Agony, Despair, Ashamed
Tired , Bored, Weak
Lonely, Rejected, Alienated
Surprise
Amazed Surprised
Astonished
Fear
Afraid Nervous
Tense Worried
Insecure
Anger
Angry Furious
Mad Irritated
Resentful
Sadness
Sad Disappointed
Regretful Gloomy
Pessimistic
Disgust
Disgust Contempt
Nasty
What is the share of voice for the
different treatments for epilepsy?
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
7,00%
8,00%
9,00%
10,00%
June July August September October November
Keppra 5,74% 4,73% 5,81% 4,92% 4,49% 3,45%
Lamictal 4,90% 4,33% 5,02% 3,91% 3,54% 3,40%
Topamax 2,23% 1,58% 1,29% 1,45% 0,86% 1,57%
Depakote 0,95% 1,10% 1,47% 1,76% 1,72% 0,83%
Trileptal 1,96% 1,47% 1,41% 1,45% 0,77% 0,61%
Vimpat 1,61% 1,72% 1,01% 0,86% 0,41% 0,31%
The number of conversations about
Keppra and Vimpat decreased over the
last half year.
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
Sentimeter - Brands for treatment of Epilepsy (top 10
brands with most buzz)
N = 281
Vimpat
0,38
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
N = 156
Epilim
0,33
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
N = 221
Trileptal
0,28
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
N = 1037
Lamictal
0,25
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
N = 341
Topamax
0,25
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
N = 138
Lamotrigine
0,23
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
N = 306
0,41
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
N = 1341
Keppra
0,21
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
N = 129
Diastat
0,19
0
-20
10
-10
-40
-30
20
30
40
50
60
70
80
90
-50
N = 192
Dilantin
0,14
Sentiment about Depakote is significantly more positive in comparison with other brands.
Comparing the current results with the results of last year (different calculation method),
we observe that sentiment on Keppra decreased relatively compared to other brands.
In Summary
………………………………………………………………………………………………….…….
………………………………………………………………………………………………….…….
Social media netnography:
benefits
Access to highly involved patient
and difficult topics
Many conversations
Most on relevant topics
Ideal to explore new
TAs/topics
Social media netnography:
limitations
Less of the uninvolved
patient
No probing
Only what is relevant for them
Internet has no boundaries
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
Research has changed
from asking questions to having a conversation
Engagement
Market Research Online Communities
Multimedia Ethnography
Follow a selection of patients. Step
into the patient’s shoes. Experience
their condition as they do.
Process
• Patients receive a camera
• Online, through a blog, created
for the purpose of the study, and
commenting tools
• During a longer period of time (>
1 week)
Output
• Insights embedded in real-life
situations
• Visualized context (photos,
movies...)
• Emotionally enriched evidence
Patient led
Ethnography
Beyond
The in-home visit
Diabetes has a severe impact on
the overall energy level of
patients.
However, some of them try to
blame their loss of energy on
getting older.
Patients try to find solutions for
their energy loss:
-They take on less activities
-Work less hours
-They find calmer hobbies
In the shoes of the
Diabetic patient I am forever
getting tired, or
having to go to
bed for a nap
Tropical fish is
a relaxing
diversion
I work at home
to avoid stress
and to rest
Get insights into hypertension
CASE:
Heart to Heart Talk
Merck Serono
OBJECTIVE:
Understand the patients’ lifestyle.
Get insights in the role of hypertension in their lives.
Translate new insights into relevant patient services.
SAY ‘Hi’ TO
YOUR
PATIENT
CONSULTING
BOARD
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
The patient consulting board
1
2
3
Blog
Crowd
Interpretation
Discussions
1 2 3
1. Online ethnography
OBSERVING hypertension patients by asking them to blog about their life
Get immersed
in the life of patients
Explore typical
hypertension moments
Discover routines
hypertension moments
2. Crowd interpretation game
Interpret and explain the patient stories to generate more and new insights
Observation
Meaningful
observation
Interpretation
insight
Let the magic begin
Crowd
interpretation
360° interpretation
55 patients
With hypertension
24 HCP’s
50 peers
Patient perspective
Negative
emotions
Obsession blood pressure
Guilt
The outsiders perspective
360° patient support
Societal influence
Holistic
Innovative
Empowered patient
Talking versus doing
Peers versus HCP’s
PeersHCP
Challenging medical
advice
Compliance work
arounds
New medication
3. Discussion stage
Further shape insights and explore useful services to hypertension patients
In Summary
………………………………………………………………………………………………….…….
………………………………………………………………………………………………….…….
72
Online Communities & Ethnography: PRO
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
Online Communities & Ethnography: CON
Patients hide idiosynracies
Only online patients
More difficult to find
involved patients
Conversation Research: Leveraging the power of Social Media in pharmaceutical market research
New York I Timisoara I London I Rotterdam I Ghent
@Robert_Dossin
http://uk.linkedin.com/in/robertdossin
+44 7904 288 898
robert@insites-consulting.com
Founded 1997 as a business school spin-off
Structure Fully independent, 7 managing partners
Growth Average yearly growth +25%
Locations USA I ROM I UK I NL I BE
Team 125 passionate & talented people
Reach Global Consumer & Moderator Network
Clients +35% of 2012 Best Global Brands (Interbrand)
Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA

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