hcps, patients, or caregivers - insight...
TRANSCRIPT
HCPs, Patients, or CaregiversGetting to the Human Insights that Drive the Online Health Ecosystem
Allan Dib
Managing Director – Market Insights
@diballan #w2ogroup
@diballan | #w2ogroup
The online ecosystem is a critical forpharma brands
@diballan | #w2ogroup
An increasingly connected community
6481,359
3,493
6,362
22,54125,897
662 6621,825
4,649
11,963
29,338
2009 2010 2011 2012 2013 2014
Patient mentions of
doctors in social media
Doctor mentions of
patients in social media8,404% Growth
3,896% Growth
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61% of physicians
consult social media
weekly for medical
information
Understanding the Factors That Influence the Adoption and Meaningful Use of
Social Media by Physicians to Share Medical Information. Journal of Medical
Internet Research, Vol 14 No 5. September 24, 2012
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67% of physicians
use social media for
professional
purposes”
Federation of State Medical Boards Model Policy Guidelines for the
Appropriate Use of Social Media and Social Networking in Medical Practice
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52% of care givers
are seeking and
sharing information
online
Pew Internet Health tracking survey
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35% of patients are considered
“Online Diagnosers”
Health Online 2013. Pew Internet and American Life Project. January 15, 2013
46% of them said the
information found online led them
to a medical professional
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Patients only spend
3.33% of their time
online seeking health
information
WebPT and Kelton Research, Emarketer
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Patient / Sufferer Insights Human Insights
Audience Architecture
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The Online Ecosystem
INFLUENCERS
1% of People Create Content
Top opinion leaders – 1% or less
who drive the ideas that fuel
conversation share with
current/potential patient volunteers
Important to focus content
and relationships here
The people who carry the message, and
where top influencers source ideas
Important to surround sound with paid +
earned media
Reflects what patients read, search
and discover online every day. What
do they learn? Where are they? How
can you connect?
Important to listen, educate, share and
provide unique experiences
ADVOCATES
9% Share and Repackage
ENTHUSIASTS
90% Listen and Learn
1 9 90
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The Evolution of KOL Influence
KOLS ARE THE CORNERSTONE OF HEALTHCARE MARKETING
INFLUENCE MEASURED BY ACADEMIC STANDING, EXPERTISE, RESEARCH, NETWORK
SOCIAL MEDIA HAS CHANGED THE LANDSCAPE FOREVER
ONLINE ACTIVITY IS AN IMPORTANT, NEW MEASURE OF THOUGHT LEADERSHIP
79% OF ADULTS SEEK INFORMATION FROM HCPS WHEN THEY HAVE A HEALTH ISSUE; PATIENTS VIEW
HEALTH INFORMATION FROM PHYSICIANS AS MOST CREDIBLE
GET AHEAD OF THE CURVE BY ...
Understanding the HCPs (or are they KOLs?) influencing online conversations relevant
to your brand & changing the way you prioritize, engage and activate physicians
@diballan | #w2ogroup
Online Global Health Ecosystem
Understand the networks,
relationships and patterns of
interaction between Doctors,
Providers, Patients and other
influencers within the health
ecosystem.
Doctors
Hospitals
Advocacy
Media
Patients
Industry
Therapeutic Area
Insights from online interaction between doctors,
patients and the health ecosystem.
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What does that mean for us researchers?
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WE HAVE OPTIONS –IT IS A TRADE OFF
LISTEN OBSERVE ASK
Ecosystem Architecture• Audience Ecosystem based
• Behavioral foundation
• Business objective-focused
• Point-in-time and benchmarkable
• Strategic & Actionable
Social Listening • Keyword-based
• Channel-focused
• Point-in-Time
• Tactical
• Fastest
Traditional Market
Research• Established
• Single-Audience Based
• Stable / Benchmarked
Sp
eed
of
Delive
ry
Depth of Insight
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The Ten Commandments for Researchers Stan Sthanunathan Unilever Senior Vice President, Consumer And Market Insights
Get social or get ready to be branded anti-
social. Mine the information gleaned from
social media.
Data is commoditized but insights are getting
democratized.
Get visual or get impaired. Think how to bring
insights to life using a fact-based, rather than
fact-filled presentation.
Innovate, don’t renovate.
Become the master of metamorphosis - change
on an ongoing basis, change every day.
Digitize and humanize. Tame data.
Think bi-polar.
It’s too risky not to take risks. Be bolder than
you have been traditionally
Never underestimate the power of N=1 -
brands are increasingly being influenced by
people
Real-time is the new currency, cutting the
time lapse between asking the question and
getting the answer
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For any questions or further information please contact:
Allan Dib, W2O Group ([email protected])