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Observe, Inspire, Act3 steps to get to a winning new strategy in diabetes
using a mix of contemporary observational methods
with patients
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
3 steps towards a winning strategy
2
OBSERVE INSPIRE ACT
2
Combining strengths,helping patients
In this session Janssen and InSites Consulting
will show how combining the strengths of two
new observational methodologies led to new
insights for Janssen’s diabetes team.
This allowed future development of solutions
beyond diabetes drugs recognising their lack of
energy.
3
Where does observing fit in?
4
DiscussionsSurveys% Observing
Traditionally used most in
the pharmaceutical industry
Not yet fully exploited
in the pharmaceutical
industry
≠ clinical observation
4
Who has
experience
with
observational
research?
6 3 pillars
2 tools used to understand diabetes patients
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Social Media Netnography Multimedia Ethnography
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Social media netnography
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Bottom-up analyses – ‘let data speak’Top-down analyses Emotional contextEvolution over time
WHAT?
HOW?
RESULTS?
Secondary user generated conversations Publicly available sources (no login)
Quantitative AND qualitative - more than buzz monitoring
Relevant conversations on diabetes are scrapedAnalyses with text-mining software and reading
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Play by the book!
Respect key MR principles
ESOMAR & BHBIA guidelines
PHARMA specific
requirements and drug
safety/pharmacovigilance
Even AGENCY-CLIENT
specific processes
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What did we do with ?
We scraped
50,504 Conversations
about diabetes
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Summary of conversations on diabetes
Volume
Sen
tim
en
t
Side effects
Effectiveness
Mental diseases
Diagnose& Control
Organisations
Lifestyle Time
Weight
Sports &Exercising
Diet
Physical diseases
HCP
Peers
Humanbody
Treatment
Knowledge
Food
Fatigue, leading
to negative
conversations
Being able to
do sports,
leading to
positive
conversations
11
12
Summary of conversations on diabetes
Volume
Sen
tim
en
t
Side effects
Effectiveness
Mental diseases
Diagnose& Control
Organisations
Lifestyle Time
Weight
Sports &Exercising
Diet
Physical diseases
HCP
Peers
Humanbody
Treatment
Knowledge
Food
Conversations
about
treatment very
common
12
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Three types of treatment are commonly discussed
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Insulin
0%
0%
0%8%
40%
3%26%
23% Posts not related to a specific
type of treatmentMedication
(no Insulin)
Natural/
Alternative
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Sentiment and treatment options
Medication (No Insulin)
InsulinNatural/
alternative
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.29
0.35
0.25
0.15
0.45
0.55
0.65
0.05
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.32
0.35
0.25
0.15
0.45
0.55
0.65
0.05
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.14
0.35
0.25
0.15
0.45
0.55
0.65
0.05
Treatment
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.23
0.35
0.25
0.15
0.45
0.55
0.65
0.05
14
15
Sentiment and treatment options
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.42
0.35
0.25
0.15
0.45
0.55
0.65
0.05
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.11
0.35
0.25
0.15
0.45
0.55
0.65
0.05
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.25
0.35
0.25
0.15
0.45
0.55
0.65
0.05
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.29
0.35
0.25
0.15
0.45
0.55
0.65
0.05
15
Metformin Exenatide PioglitazoneMedication (No Insulin)
Medication (No Insulin)
Metformin Exenatide Pioglitazone
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.42
0.35
0.25
0.15
0.45
0.55
0.65
0.05
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.11
0.35
0.25
0.15
0.45
0.55
0.65
0.05
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.25
0.35
0.25
0.15
0.45
0.55
0.65
0.05
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.29
0.35
0.25
0.15
0.45
0.55
0.65
0.05
Why are
conversations
about
Metformin
more
positive?
Sentiment and treatment options
16
17
Main reasons for higher sentiment
0.30
0.20
0.10
0.40
0.50
0.60
0.70
0.00
0.42
0.35
0.25
0.15
0.45
0.55
0.65
0.05
Bottom line is that it works well. Metformin is
one of the oldest and most widely prescribed
drugs for type 2 diabetes.
If diet starts to become a struggle you do have
the Metformin to fall back on.
Long experience, good trust
Low barrier fall-back
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Metformin
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Social media netnography: benefits
Access to highly involved patientand difficult topics
Many conversationsMost on relevant topics
Ideal to explore new TAs/topics/countries
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Social media netnography: limitations
Less of the uninvolvedpatient
No probing Only what is relevant for them
Internet has no boundaries
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Multimedia ethnography
WHAT?
HOW?
RESULTS?
Follow a selection of patients. Step into the patient’s shoes. Experience their condition as they do
Patients receive a cameraOnline, through a blog, created for the studyand commenting toolsDuring a longer period of time (> 1 week)
Insights embedded in real-life situationsVisualized context (photos, movies...)Emotionally enriched evidence
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We stepped into the shoes of theDiabetic patient
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Energy
Treatment
Social
3 key types of impact
We stepped into the shoes of theDiabetic patient
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FOOD
ENERGY
EXERCISE
MEDICATION
PARTNER
CHILDREN
FRIENDS
Doctors consider fatigue as ‘one of
many’ symptoms (together with thirst,
weight loss, bladder problems…).
Patients mainly stress a severe impact
on the overall energy level. However,
some of them try to blame their loss of
energy on getting older.
Into their shoesEnergy impact
I am forever
getting tired, or
having to go to
bed for a nap
Tropical fish is
a relaxing
diversion
I work at home
to avoid stress
and to rest
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Doing less…
The diabetes has a large impact on the
overall energy level, so most Type II
patients need to do less…
Take on less activities
Work less hours (both private
tasks as well as professionally)
They find calmer hobbies
Into their shoesEnergy impact
2 hours is now my
max at a time
I am hoping to
take early
retirement
I show this shot
because, often,
when I feel tired I
just put on a dvd
24
Resting…
The second measure patients take
to compensate the overall lack of
energy is resting
When at home a nap after
lunch is common
Patients need to prepare
for & rest after a day out
Into their shoesEnergy impact
Tiredness is
something often
referred to in my
blog, as I am
forever getting tired,
or having to go to
bed for a nap
25
It’s about 1.30 pm
now so I'll have a
lunch, take a shower
and a nap now
I will take an
hour sleep to
make sure I
stay on top of
things
More attention to eating
habits required and exercise
needed, but at same time
exercise is hard due to low
reported energy levels.
Medication is a constant
reminder and it requires a lot of
preparation and planning.
Getting out of daily rhythm
often results in non-
compliance.
Evening meeting in
Ludlow. This caused
late dinner of fish &
chips, and forgot to
take evening
medicines.
Into their shoesTreatment impact
Down to my last
Liraglutide pen so
must remember to
order more over the
internet for collection
Friday.
26
Into their shoesSocial impact
Hard in beginning (changing life),
but bringing partners closer in the
end.
Genetic component and realising
that family time is precious.
Patients complain that diabetes tends
to take over the conversation.
They hear a lot of misapprehensions:
friends sometimes treat them as real
patients.
Thankfully through her
help and continued
help I have coped with
my medical problems
a lot better
My friends think I can
only eat salads. I
mostly take my own
food to friends
27
My wife is my rock. Helps
monitor my food, tablets and
nags me to take more exercise
They think that they are likely to
get it. There are 38 members of
the family with it. I keep them
informed of any news about
diabetes
Insights are important, and so is internal involvement
28
Multimedia ethnography: benefits
Be part of daily life & context Looking through their eyes
Longer time span allows for richer feedback
Sample can be controlled and probing is possible
Less intrusive 29
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Multimedia ethnography: limitations
Patients hide idiosyncrasies
Only online patientsMore difficult to findinvolved patients
30
How can we combine their strengths?
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Multimedia EthnographySocial Media Netnography
31
FatiguePermeating patient’s life
Feeling of fatigue permeates patient’s entire
life, even during and after drug
administration.
Better engagement with patient required to
understand how to help.
Test projects to look for alternative
solutions and insight now incorporated in
marketing strategy.
32
3 steps towards a winning strategy
OBSERVE INSPIRE ACT
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We have solid Market Research
in this area!
We can also use our Lifescan and
Animas colleagues for
information.
Why spend more? What else is
there?
We know what we need to know!
34
Observational research now part of
the jigsaw
Janssen is now very open to the options
that this route can uncover – these
methodologies are now integrated in our
methodology portfolio!
35
@Robert_Dossin
http://uk.linkedin.com/in/RobertDossin
@Carlvdl
http://uk.linkedin.com/in/CarlVandeloo
@Wests90
http://uk.linkedin.com/pub/stewart-west/3/176/565
