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.

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

5. Background
and Theory

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

8. Research
Facility
Post-hoc:
Patient
Consultation
Patient
Record
Patient
Consultation
Mobile
App
Ad-hoc:
Data collection is changing

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

18. Benefits and
Outcomes

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