The Healthcare Crowdsourcing Project was launched to illuminate themes surrounding patient adherence and some of varying opinions based on the role a person plays in the adherence life cycle

1. Patient Adherence Survey
Q1 2011
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2. Introduction
• The Healthcare Crowdsourcing Project was launched to
illuminate themes surrounding patient adherence and some
of varying opinions based on the role a person plays in the
adherence lifecycle
• Insights from our WebDigTM database were added - as were
authentic verbatims that illustrate particular points
• By merging both datasets, we were able to highlight some
insights that will be useful in all of our adherence work
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3. Executive Summary
• Patient adherence is of concern to everyone in healthcare
• The reasons are complex, but our experience shows us that improvements
can be made by listening more to patients and sharing information across
everyone touching the adherence lifecycle
• We see adherence as an ongoing and evolving topic much like disease
treatment itself
– Too many times, we see industry get frustrated with the reach of their results
and just quit. The up and down cycle probably makes the problem worse
• There are disconnects between patients and other groups that hinder
progress in patient adherence
– Too much emphasis may be being placed on patient forgetfulness
– Patients, more often than not, actively choose whether to take their
medication but also may not fully understand the implications of their actions
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4. Patient Themes That Impact Adherence
Data from the Survey and WebDigTM studies
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5. Patient Themes That Impact Adherence
Definitions
• Strong theme – a dominant theme recurring in the majority of patient-
oriented studies
• Common theme – a persistent theme recurring in at least 50% of all
patient-oriented studies
• Less Common theme – a recurring but perhaps not persistent theme
occurring in less than 50% of all patient-oriented studies
• Emerging theme – a theme that has been occurring in more recent
timeframes but is becoming persistent in at least 50% of all studies and
increasing consistently.
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6. Patient Themes That Impact Adherence
Strong Themes
• Patients use social media as a means to connect with others to share
experiences, set expectations for themselves, and offer/seek advice
• Patients are looking for real world experiences and will shun other opinions
Please don't think I am being rude, but I need answers from people who have actually been through this, the not
eating/drinking/total fatigue or their caregivers. I have tried everything, offered him everything and anything he
wanted to eat and he takes one bite and says he can't eat. I'm desperate!!
http://answers.yahoo.com/question/index?qid=20090207103618AAPTFBK . 2008.
• Patients “choose” treatments and speak in an extremely empowered tones
We have made the choice to stay on chemo for now–16 rounds of carbo/taxol/avastin were the first line and this
week my brother will have his 16 round of alimta/avastin.
http://cancergrace.org/lung/2008/11/07/saturn-positive/ November 2008
• While identified as a need, expectation setting is still not universal,
thorough, or effectively done by medical professionals
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7. Patient Insights
There are significant differences & similarities between what patients think
and what others think (such as marketing & advertising professionals)
•Patients are quicker and more decisive about following the advice of fellow
patients than others seem to expect
•Patients are more influenced by marketing & advertising than professionals
think
•Patients forget less to take their medication than others think
– They question their diagnosis more than expected by others – this is a top
reason for poor adherence in the eyes of patients
•Patients are more positive about solutions to adherence than professionals
•Patients feel that a family member or close friend is most influential on their
adherence
– Other groups feel that patients, themselves, are the most influential
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8. Through the Lens of WebDig Data
Patients believe
• Physicians do not set expectations about how their treatment will affect
different aspects of their life and body
• Not addressing the body holistically feeds a lack of trust
We have seen
• Lack of trust degrades relationships - which degrades adherence
Something happened yesterday which has prompted today’s blog topic – patient empowerment – a recurring theme on this
blog. Now I know there are plenty of good doctors out there, who carefully listen to their patients and are fully engaged with
them, and I don’t wish to come across as a medic-basher, but once again, I found myself in a disturbing doctor/patient
situation which has raised my hackles.
I have mentioned before my anger and frustration that my oncologist never discussed with me at the outset of treatment,
the fertility complications which can be a result of treatment for breast cancer. I felt at the time that my concerns were not
listened to and it left me with a lingering distrust of the medical profession – I stress this is my own personal issue, I am
happy to know that many of you have a wonderful relationship with your medical carers. I know it is also unfair to tar every
doctor with the same brush of mistrust, but yesterday my faith was shaken yet again.
http://beyondbreastcancer.wordpress.com/2010/06/17/empowering-the-patient/ June 2010
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9. Survey Results
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10. Survey Questions
Wool.labs recently fielded a Patient Adherence survey within social media
forums – the results are covered on the following slides
• In addition to the results in total, we also have broken out select results by
patients and marketing professionals, the two largest respondent groups
• We then also looked at the difference and similarities between groups
Survey questions:
1. Based on your usage or study of social media do 6. Do you think patients have influence over what
you see patients seeking the opinions of fellow their physicians prescribe to them?
patients online in user forums and blogs?
7. Who do you think has the most influence over
2. What do you think of the concept of patients whether a patient stays on treatment or not?
seeking advice of other patients?
8. Why do you think patients don’t take their
3. Do you think patients’ use of social media impacts medication or treatment as prescribed?
their adherence to their prescribed treatment?
9. What argument or reason do you think is the most
4. Do you think patients would stop their treatments powerful in keeping a patient on their prescribed
based on the advice of others in social media? treatment?
5. What do you think the pharmaceutical and/medical 10. Do you believe that the problem of patient
device industry have an impact on patient adherence is solvable?
adherence?
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11. Survey Methodology
• Wool Labs conducted the Patient Adherence survey as part of
its Healthcare Crowdsourcing Project in January 2011
– Patients, health care professionals and health care marketers were
invited to participate through active, relevant conversations in social
media
– Ten multiple choice questions focused on Patient Adherence and the
influence of social media
• Wool Labs used our WebDig Survey system to deploy and
analyze the survey and results
• Quotes and some insights presented in the deck are from our
WebDig database and the hundreds of studies we have
conducted on patient behavior
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12. 1. Based on your usage or study of social media do you see
patients seeking the opinions of fellow patients online in user
forums and blogs?
60% 57%
50%
40%
30%
22%
20%
9%
10% 6% 6%
0%
0%
Yes, and I Yes, but not No, not really. No, and I I’m not really Other
strongly agree. widespread strongly sure.
and/or not that disagree.
often
“Other” fill-in examples:
“Yes and that concerns me.”
Respondents:
“Yes, would have selected option1, but not sure what 'strongly
Entire Audience agreeing’ with. It is widespread and the wisdom of the masses
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13. 8. Why do you think patients don’t take their
medication or treatment as prescribed?
Other 27%
The medication or treatment makes them feel worse than the
2%
condition it treats.
Taking medication or using their treatments is not making them
2%
feel any better so it seems a waste of time and money.
It’s too hard to keep taking or using their treatments every day
4%
and they can’t keep up.
They really don’t feel sick so it’s doesn’t seem to make that big a
6%
difference to miss some.
They personally decide whether they need this treatment or not,
0%
no one else.
They feel better so they think that they no longer need it. 18%
They can’t afford their treatment so they need to ration it. 2%
They don’t trust that their physician has truly diagnosed the
2%
problem right.
They don’t really understand why they are taking or using it. 14%
They forget to take it or use it as they should. 22%
0% 5% 10% 15% 20% 25% 30%
Respondents: “Other” fill-in examples:
Entire Audience They don't have all the information -- most don't understand
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the how, when, where beyond the basics.” 13

14. 2. What do you think of the concept of patients
seeking advice of other patients?
It is helpful for patients as they can compare and Patients
see what others experience so they can better
understand what to expect as their situation 45%
progresses.
It is helpful for patients as they can compare and Marketing & Advertising Professionals
see what others experience so they can better
understand what to expect as their situation 58%
progresses.
It is helpful for patients as they can compare and All
see what others experience so they can better
understand what to expect as their situation 53%
progresses.
0% 10% 20% 30% 40% 50% 60% 70%
Next Popular Answer:
All - It is really important for patients to find others for support and camaraderie. 18%
Respondents: Marketing & Advertising Professionals - It is really important for patients to find others for
Entire Audience support and camaraderie. 19%
Patients - Patients need to find those they trust to turn to for advice. Fellow patients know the most
Wool.labs 2010 (Confidential)
about how a disease really progresses and/or how medication works in the real world. 18% 14

15. 3. Do you think patients’ use of social media impacts
their adherence to their prescribed treatment?
Other 3%
No, I don't see this happening 3%
Yes, I think that patients will take the advice of other patients they
trust even if it means questioning their physicians and even if their 32%
disease or condition is serious.
Yes, I think other patients have a certain level of influence on a
patient but not as much as healthcare professionals.
13%
Sometimes, I think it varies based on the patient and perhaps only if
the disease, condition, and/or treatment were not life threatening 23%
or serious.
No, patients may talk with others and share experiences but know
better than to take extreme medical advice without talking to a 3%
professional.
Maybe, but patients listen to other patients as well as professionals
and then make up their own minds.
23%
0% 5% 10% 15% 20% 25% 30% 35%
Respondents:
Marketing and advertising professionals “Other” fill-in examples:
“I think in some cases it will impact them. I also believe a
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patient's social circle and family can have an impact. 15

16. 8. Why do you think patients don’t take their
medication or treatment as prescribed?
Other 10%
The medication or treatment makes them feel worse than the
condition it treats.
10%
Taking medication or using their treatments is not making
them feel any better so it seems a waste of time and money.
0%
It’s too hard to keep taking or using their treatments every day
and they can’t keep up.
0%
They really don’t feel sick so it’s doesn’t seem to make that big
a difference to miss some.
10%
They personally decide whether they need this treatment or
not, no one else.
0%
They feel better so they think that they no longer need it. 40%
They can’t afford their treatment so they need to ration it. 0%
They don’t trust that their physician has truly diagnosed the
problem right.
20%
They don’t really understand why they are taking or using it. 0%
They forget to take it or use it as they should. 10%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Respondents:
Patients
“Other” fill-in example:
Wool.labs 2010 (Confidential) “All of the above” 16

17. TM
About WebDig
• WebDig uses the entire Internet to find conversations on any subject –
industries, companies, brands and/or specific topics. The combined use
of our advanced website screening, natural language processor,
sentiment algorithms, extensive data processing capabilities, and
targeted human intervention eliminates all off-topic comments and
spam to isolate the most meaningful conversations about a subject. And
since we scour the entire Internet, we retrieve everything regardless of
where and when it was posted—even in places that go undetected by
the major search engines and other commercial tools.
• As a pioneer and leader in social cognition systems, we have conducted
hundreds of studies. We have been advancing our systems since 2007
and have applied our software across the Internet as well as within TV
and radio.
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18. TM
About WebDig Survey
• WebDig Survey is the lead component in our Crowdsourcing tool set and
is a robust question builder, deployment and analytics system that
supports over 25 different question types along with branching and
conditional logic . Security is also robust and flexible.
• Surveys are quick and easy to create and can be deploy via email,
standalone webpages or embedded into websites. Survey branding is
easily customized.
• Results can be viewed in real time through an executive dashboard.
• We have deployed hundreds of surveys to thousands of participants
throughout the US and the world.
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19. Steve Chiles
CONTACT
Schiles@woollabs.com
(610)331-5865
Follow: @woollabs
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