social media’s impact in driving a proactive and engaged ... miller presentation_4 8 10.pdf ·...

Social Media’s Impact In Driving

A Proactive and Engaged Patient

4/8/10

All information contained herein is confidential and/or proprietary information of Epsilon Data Management, LLC.

Any unauthorized use and/or any disclosure is strictly prohibited.

Setting The Stage: FDA’s Internet & Social Media

Public Hearing

To what extent should manufacturers be

accountable for product information online?P

How fair balance information should be

presented in light of space limitations P

What are the parameters for correcting

inaccurate product information?P

Use of linksP

Reporting of adverse eventsP

What should the rules be for online marketing, including social media?



Objectives of Presentation

1. Assess how engagement in Social Media (SM) drives a

more knowledgeable, skilled and confident patient

2. The role of pharma in SM participation



Methodical Approach

From where do individuals get their information?

Why and how do individuals engage

in social media?

Who engages in social media?

How does social media participation

drive a more “activated” patient?

What should pharma’s role be?

70+ agency

presentations

Manhattan

Research/Forrester/

Pew Internet Research

Dose or Digital

• OTC Weight loss drug

• Online Community: MyAlli

Alli

• Multiple Sclerosis

• Online Community: MS-Gateway

Betaseron

• Hypotrichosis

Latisse

E-Rewards

1,350 completes

Multiple dimension

Literature Review/Gap Assessment

SM Campaign Listening

Survey



Illegitimate noise hinders the conversation

At least a fifth of observed posts are noise



Product/health websites are almost as important as

HCPs when it comes to health information

88%

Interaction

with HCPs

75%

Health

Website

26%

Other

Sources

Newspaper/Magazine Articles

TV Ads

Email Messages

Direct Mail Postcard/Brochure

Coupons

Messages on Mobile Devices

51%

POC

Sources



The larger web properties attract more visits…

but they lend credibility to varying degrees

Credibility

Visits

High

Low

Low High



Consumers are focused. They’re searching for

“foundational” information

49%Information about a

specific condition/disease

28%Symptom checker

23%Information about

drugs & supplements

23%Latest health

news20%

General health

topics

Other:

19% - Health encyclopedia

14% - Find a drug

14% - Questions to ask your

doctor

13% - Glossary of terms

12% - Alternative recipe

12% - Recipes

8% - Support and advice on

how to manage my life

7% - Free newsletters

5% - Message board

5% - Doctor search

4% - Blogs

3% - Support groups



Evaluation of the three SM campaigns confirms this

3728

8151

1201

1565

195

317

245

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

Alli Betaseron Latisse

Observed Conversation Volume

Disease State + Brand + Campaign

Disease State + Brand

Disease State

36%

54%

9%



40% of online users engage in social media,

but what counts as an engagement?

51%A few times

a year

Participation on health

related websites

5%Every day

or almost

every day

19%On a weekly

basis

25%Once a

month

49%Forums/

Message Boards

11%Support

Groups

20%Blogs

20%Wikis

SM tools leveraged


Any unauthorized use and/or any disclosure is strictly prohibited. Page 12

Participation in SM provides reassurance and intimacy

55%I find comfort in

knowing I’m not the

only one who is going

through what I’m

going through

53%It helps me

find answers to my

health from people

like me/with my

condition

Talking to others

gives me

peace of mind

It empowers me

to do more

It helps me to solve

my health problems

It helps me reach

my health goals



Lack of participation in SM is both a time and trust

issue

79%I rely on my

doctor’s advice

48%I just don’t

have the time

43%I don’t really

trust what others

are saying

I find that there is too

much information

I find it hard to use

the information

I find it difficult to

use what I read

I’m not comfortable

with the technology

and how to navigate



Clear factors drive engagement in SM

I research the latest

developments in

therapy

Younger

Caregiver of person

with multiple

conditions

Getting support and

encouragement from

people who have similar

health problems as mine

is helpful to me

Lower health

activation levels

I really care how

others are dealing

with their condition



A PAM score reveals an individual’s position along a continuum of increasing health activation

Scientifically validated measure (10 or 13 questions) that assesses three core domains – knowledge, skills and confidence, that drive health behavior

Sample Questions:#1: “When all is said and done, I am the person who is responsible for taking care of my health.”

#12: “I am confident I can figure out solutions when new problems arise with my health”



SM users are distinguished by two broad

activation/behavioral types

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

US Population Online/No SM SM Participator

PAM Segment Distribution

PAM 1 PAM 2 PAM 3 PAM 4



SM users are better equipped to manage their health

SM

User

Non

User

(1)I understand my condition a lot better

(2)I feel as though I can do a lot

more to improve my health

(3) I feel better knowing that there

are others just like me

(4) I know that there is a place

that I can go to for support

(5)I now know how to have an

informed conversation with

my health care professional

(6)I’m more confident in having a

discussion with my doctor

about my health

(7)I’m more confident in having

a discussion with my

doctor about my

therapy/drug choices

Relative Importance



What Role Should Pharma

Play in Social Media?

A Customer’s POV



Individuals are guarded about pharma’s involvement in SM…

yet endorsement by non-profit organizations, the FDA and

third party watch dog groups adds credibility

1%

40%

44%

15%

Consumers Feelings About Pharma's Participation in SM

Healthcare companies are looking out for my best interests

Healthcare companies care about my best interests but also have their own interests in mind

Healthcare companies care little about my best interests and mostly looking out for themselves

Healthcare companies are only looking out for themselves

69%58%

50%

13%

HC Non Profit

FDA 3rd Party Watchdog

Pharma Co.

Adds Credibility (Top 2 Box %)



Individuals are not resistant to pharma monitoring

user’s comments…but to a limited degree

42%The company should be

required to monitor all users’

post for accuracy

25%Pharma companies should

not be allowed to comment

on blogs or forums


allowed (but not required) to

respond to the users’ post at

its discretion

51%If the company responds to

correct other users’ posts

that put the company in a

negative light, then it should

also be required to correct

posts that are too “friendly”

to the company


responsible only for correcting

inaccurate statements that

pose a threat to safety



Side effects are a common topic within brand related

conversations

77%I’ve read about side

effects of the

medication

66%I’ve read about the

benefits of the

medication

46%I talk about the side

effects of medication

43%I have questions

about how well

a particular

medication works



Side effects were mentioned in 17% of brand-related

results…and this is significantly under-measured

• Dealing with treatment and weighing treatment options

• Living with MS

• Seeking advice or support

Betaseron

• Experience taking Alli

• General diet and weight loss discussions

• Debating the worth or necessity of weight loss drugs like Alli

• Other diet products

Alli

• Effectiveness of Latisse versus other products and cosmetics

• Cost concerns

Latisse

Other Common Topics of Brand Related Conversations



When consumers read a post about a medication

concern, they want validation

45%I’d like for someone

to validate that the

comment is correct

38%I take the comment

with a grain of salt



Consumers want pharma companies to validate

discussions about drug side effects

55%I expect them to let

me know if the

information is correct

32%I expect them to

provide me with

a perspective

on the comment



Opinions about how pharma should best respond are

not that strong

39%Post a personalized

response with advice

38%Post a response with

links to information

37%Contact me privately

for more information



Essential findings summarized

Individuals who engage in SM fall into two broad groups; highly

engaged patients who take an active role in health management

(80%) versus those who lack confidence to play an active role in

their own health (20%). Efforts must be tailored to these distinct

patient groups

Satisfy the core informational needs…but don’t forget about the

emotional needs

The SM platform must focus on driving a stronger call to action

Consumers want pharma to participate in SM. They do not want

to be marketed too but want pharma to validate that the

information they are getting is accurate

Endorsement from a credible 3rd party source adds integrity…and

it does not need to be the FDA. Integrity is key to driving a level

of trust that welcomes participation



Questions

Mark Miller

Senior Vice President,

Strategic and Analytic Consulting

Epsilon

617-571-7181

[email protected]

social media’s impact in driving a proactive and engaged ... miller presentation_4 8 10.pdf ·...

Documents