The future of market research in heatlhcare - EphMRA presentation
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An exploration of a potential future for market research and social listening in the healthcare industry as technology advances and behaviours change ever more rapidly.
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The future of market research in heatlhcare - EphMRA presentation
- 1. The future of market research and social listening? Ross Taylor June 2018 @rossintheshed Healthcare Partner, Convosphere Head of Healthcare, RAPP
- 2. • Carl Sagan “You have to know the past to understand the present.”
- 3. Market research is: The process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service In order to understand, improve and optimise the experience for the audience https://www.entrepreneur.com/encyclopedia/market-research
- 4. Evolving the research role 1. Ask
- 5. “advertising has to be read, believed, remembered and acted upon to be considered effective.
- 10. Evolving the research role 1. Ask 2. Listen
- 12. Most popular daily online activities of adult internet users in the United States as of February 2017, by age group https://www.statista.com/statistics/184541/typical-daily-online-activities-of-adult-internet-users-in-the-us/
- 13. % of US adults who say they use the following social media sites online http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
- 14. In fact, most of us now use social media daily In 2017, 81% of US Adults maintain a social profile And this forms part of their daily habits http://www.pewinternet.org/fact-sheet/social-media/
- 15. But it is the motivation rather than the channel that is important to understand Entertainment Seeing what others are up to provides us with entertainment that challenges TV Discovery Finding out what other people’s experiences or opinions to help us make decisions Altruism Sharing our own experiences in order to help others who may be facing the same challenges or decisions Connecting Social media allows us to interact with our friends, family and people in the same situation as us, enabling us to maintain connections. Self expression Social media has become a way of presenting who we see ourselves as to the rest of the world – the brands, bands and fashions we follow. Competition We challenge each other through social media, competing with real people in virtual spaces The importance of the individual motivation varies by age and sex. Understanding the core motivations of the target audience segment is critical to ensure any successful campaign.
- 16. And the result of all this social engagement is critical in predicting behaviours Social media is now widely recognised as the greatest single influence on purchase behaviours
- 19. Using paid, owned and earned channels to build effective relationships and drive sales 19
- 20. 20 Using paid, owned and earned channels to build effective relationships and drive sales owned earned paid
- 21. 21 Pharma depends on an indirect model owned earned paid owned earned paid
- 22. 22 o w ne d ea rn ed pa id o w ne d ea rn ed pa id o w ne d ea rn ed pa id o w ne d ea rn ed pa id With a multitude of connected and influencing stakeholders owned earned paid owned earned paid
- 23. So we need a model that can reflect the complexities of this environment, to look for key indicators that mean something above the noise
- 24. "The older I get, the less I listen to what people say and the more I look at what they do."
- 26. Alternative data adoption will cross the chasm in the investment funds industry in 2018 26
- 27. Insight Intents Behaviours Effort Impact Landscape 27 Building intelligent insights from digital signals What are the structural factors that will affect the behaviours and intents of the stakeholders? What can we discern on the intents of our audience with regard to the change? How much effort are the stakeholders committing to sharing their perspective and making their behaviours visible? What is the potential impact on other stakeholders? What are the behaviours we can identify that will indicate potential change?
- 28. Insight Intents Behaviours Effort Impact Landscape Building intelligent insights from digital signals Medical Context Calendar Sentiment Opinion sharing Web performance Behavioural indicators Author profiling Influence mapping Resonance Understanding of the medical context of the subject Sentiment analysis optimised for healthcare sentiment posted by patients, carers and healthcare professionals Tracking web analytics to understand change in digital behaviours Core interest areas of the author Evaluate the influence of the author in particular subjects Overlay key medical events that trigger significant interaction and consideration Listening to open and closed platforms Exploring other data to understand actual behaviours – eg dispensing behaviour, attending training or educational events….. Frequency of authors’ interactions around a subject Interaction generated on and offline and with whom STRUCTURAL INTENTS EFFORT IMPACT BEHAVIOURS Frequency
- 29. Using audience signals to understand and anticipate performance Medical Context Calendar Sentiment Opinion sharing Web performance Behavioural indicators Author profiling Influence mapping Resonance Understanding of the medical context of the subject Sentiment analysis optimised for healthcare sentiment posted by patients, carers and healthcare professionals Tracking web analytics to understand change in digital behaviours Core interest areas of the author Evaluate the influence of the author in particular subjects Overlay key medical events that trigger significant interaction and consideration Listening to open and closed platforms Exploring other data to understand actual behaviours – eg dispensing behaviour, attending training or educational events….. Frequency of authors’ interactions around a subject Interaction generated on and offline and with whom STRUCTURAL INTENTS EFFORT IMPACT BEHAVIOURS Frequency 29 mayoclinic NHS FDA Google Academies Congresses Microsoft IBM Convosphere Open social Closed social Alexa GWI Google Analytics PatientConnct Recruitment BMJ analytics Sermo Figure1Doximity Specialist Doctors.net Open social SpecialistClosed social Symanto BMJ analytics FireflySymplur Social analytics Citations Manhattan Closed comments ??????
- 30. 30
- 31. Evolving the research role 1. Ask 2. Listen 3. Understand
- 34. EMA’s (Ecological Momentary Assessments) can help overcome cognitive bias
- 36. From EMAs to ECAs
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- 43. Evolving the research role 1. Ask 2. Listen 3. Understand 4. Trust
- 44. So…..
- 46. Building trust strategicallyTRUST Able– expert at what we are sharing Believable– balanced in our perspectives Connected– sharing with other parties who could deserve our trust Dependable– responsive to questions Empathetic – understands the emotional context of the conversation
- 48. Creating engaging relationships • Tone of voice • Language used • Content shared • Extent of knowledge • Services offered
- 49. Expressing character to build relationships Good morning, Dr. Martin Louis, I have Mrs Grey here with me Hey Louis Good morning, Mrs Grey She has rheumatoid arthritis, and is experiencing sleep problems on her current medication. I see Can you map out for us the main symptoms that she could be experiencing with her current meds? Of course. On screen now. Mrs Grey, I’d like you to keep a record over the next month of any other symptom you experience Louis, can you recommend a symptom tracker app I’m sending a choice of three which are all highly regarded. Is there anything else I can do to help?
- 50. Evolving the research role 1. Ask 2. Listen 3. Understand 4. Trust 5. Guide
- 52. 52
- 54. Evolving the research role 1. Ask 2. Listen 3. Understand 4. Trust 5. Guide
- 55. business has two-and only two-basic functions: marketing and innovation “ ” Peter Drucker, 2006
- 56. In the centre of a black hole is a gravitational singularity, a one-dimensional point which contains a huge mass in an infinitely small space, where density and gravity become infinite and space-time curves infinitely, and where the laws of physics as we know them cease to operate.
- 57. The technological singularity is the hypothesis that the invention of artificial superintelligence (ASI) will abruptly trigger runaway technological growth, resulting in unfathomable changes to human civilization..
- 58. So what does this mean for market research (and social listening?) Listen widely and wisely Speed up Prioritise building trust at every touchpoint Prioritise and encourage innovation
- 59. Thank you!