EphMRA Conference Masterclass on 'Social media & Market research' by Robert Dossin, presented at the EphMRA Conference 2013 on Wednesday 26, 2013 in London (UK).
2. Main Title
slide wording
goes here
EphMRA CONFERENCE MASTERCLASS
Conversation Research: Leveraging the
power of Social Media in
pharmaceutical Market Research
3. 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.
4.
5. 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
6. 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
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It’s hard
12. 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
13. “The patient is to be
at the heart of all our innovation,
branding and communication.”
“Recognize this mission?
It’s hard…
21. 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
22. 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
24. 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
25. 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%
26. Patients have changed
So need you:
You need to observe
what they are doing
You need to engage
With the right patient!
28. 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
29. Research has changed
from asking questions to having a conversation
Nethnography
Social Media Dashboard – monitoring
Social Media Audit
Social Media Listening/Nethography
41. 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.
42. 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.
44. Social media netnography:
benefits
Access to highly involved patient
and difficult topics
Many conversations
Most on relevant topics
Ideal to explore new
TAs/topics
47. Research has changed
from asking questions to having a conversation
Engagement
Market Research Online Communities
Multimedia Ethnography
48. 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
50. 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
51. 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.
66. 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
67. Online Communities & Ethnography: CON
Patients hide idiosynracies
Only online patients
More difficult to find
involved patients
68.
69. 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
70. 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