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What Social Media Can Tell Us About The Patient JourneyExL Digital Pharma West
June 2010
©2010 HealthEd Group, Inc. 2
A brief story …
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©2010 HealthEd Group, Inc. 3
Measuring pharma ‘buzz’ can be misleading
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Beware of unactionable conclusions
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Study X Side Effects News release
Recommendation: Drive Web
traffic to view Study X
©2010 HealthEd Group, Inc. 5
Today’s message:
Social media ‘listening’ is about numbers
Social media ‘hearing’ is about people
©2010 HealthEd Group, Inc. 6
Hearing patients on the Web
How?
– Qualitative analysis
What?
– Patient Journey Holistic Contextual
Why?
– Build the foundation for: Developing a research plan Identifying opportunities for tactical intervention Addressing educational gaps and myths Communicating to patients in their own language
©2010 HealthEd Group, Inc. 7
The Patient Journey is real
“”I pray for peace, but I am at war. At war with my own body for reasons unknown to me. I know that I must take this journey and this is my burden, but I don’t know where to start or where to go. There are no signs or directions, only darkness hiding the path.
- RA patient blog
©2010 HealthEd Group, Inc. 8
The Patient Journey is powerful
Barriers
Milestones
SupportAchievements
©2010 HealthEd Group, Inc. 9
How do people feel about their disease?
What stops people from sticking with their treatment?
What motivates people to get diagnosed, get treated, get better?
What don’t people know about their disease? What do they think they know?
Who helps people make healthcare decisions?
Where will interventions most likely make an impact?
The Patient Journey is powerful
©2010 HealthEd Group, Inc. 10
Where we listened (and heard)
©2010 HealthEd Group, Inc. 11
What we did
Working with our partner, Alterian, we created a series of search queries we believed would highlight emotions, beliefs, and experiences of people living with RA
Alterian SM2 social media and analytics solution can collect more than 10 million new results daily
Over 3.5 billion conversations stored since 2007
©2010 HealthEd Group, Inc. 12
How we did it
Category Terms
“RA”
– Not effective
“rheumatoid arthritis”
“RA” AND “rheumatoid”
“rheumy”
– Better
©2010 HealthEd Group, Inc. 13
How we did it
Journey Terms
“living with”
“life with”
“diagnosed with”
“side effects” AND
Question Terms
“does anybody”
“has anyone ever”
©2010 HealthEd Group, Inc. 14
AnalysisFrequency = Emerging Themes
Context = Emotional Weight, Barriers/Motivators
From Search Terms to Journey
SM2
Framework for Education and Action
Behavior change model
Patient Journey (illuminating the gaps
and opportunities)
Random Selection (134)
Results (1,334)
Search Terms
©2010 HealthEd Group, Inc. 15
Analysis
Frequency = Emerging Themes
Context = Emotional Weight, Barriers/Motivators
©2010 HealthEd Group, Inc. 16
Framework for Education and Action
Behavior change model
©2010 HealthEd Group, Inc. 17
Health Belief Model
Construct I believe…
Perceived severity This condition is serious
Perceived threat This condition can have consequences to me if I do not take action
Perceived benefits (motivators) Taking action will have positive results for me
Perceived barriers There are barriers and costs that will get in my way
Self-efficacy I can do this (confidence in abilities)
Cues to action I have support, reminders and “how-to” education that makes me ready to take action
6 sets of beliefs influence a person’s decision to take action
©2010 HealthEd Group, Inc. 18
Health Belief Model
Perceived severity
“RA makes you feel as if your body is covered in a damp, lead-lined comforter everyday”
“Taking my medication, even if I think there might be side effects, will help me get my life back on track”
Perceived benefits
“I am not able to do the projects that I want to do because I simply don’t have the energy to even try”
Perceived threat“My injections were too expensive for me to
afford…So I had to stop taking them”
Perceived barriers
“My doctor has helped me realize that when we work together, we can manage my RA”
Self-efficacyYou can help me to keep in touch with the parts of life that I miss and fully intend to undertake again, just as soon as I am able.
Cues to action
©2010 HealthEd Group, Inc. 19
Patient Journey(illuminating the gaps
and opportunities)
©2010 HealthEd Group, Inc. 20
Consumer Marketing Program
Far-reaching usefulness for brands
Competitive Market
Analysis
ResearchPlans
Brand Positioning
White CardMessaging/
Creative
TacticalPlan
CRM Programming
DigitalStrategy
Patient Journey
The Patient Journey for RA
©2010 HealthEd Group, Inc. 22
For RA patients, the Journey begins with more than pain …
“Denial”
“What do I tell these people?”
“Stripped of all my passions”
“Darkness”
“Depressed and very angry.”
“I feel exposed”
“I feel isolated”
The Diagnosis
Health education approaches
– Share stories/inspirations (more passive approaches)
– Acknowledge range of emotions; sense of loss
– Correct misconceptions
– Provide framework for understanding treatment options and benefits
Marketing implications
– Brands need to consider a patient’s entire journey, up to and including interactions with the brand
– Brands should work to “normalize” chronic conditions
– An RM program that guides treatment-naïve patients through Diagnosis and Acceptance may help them achieve Engagement
©2010 HealthEd Group, Inc. 24
The Transition to Engagement
“I also bring a notebook with me to my appts. with notes and observances I make in between appts. so I can keep my MD up to date.”
“I know if I can get this under control, that I can live my life again.”
“I made my first appointment this week, I have a hundred questions for my rheumy”
Transition to engagement
Health education approaches
– Follow health literacy principles (accessible, accurate, actionable)
– Create opportunities for value clarification (“What’s important to me?”)
– Build knowledge about treatment options
– Build communication and treatment decision-making skills to facilitate HCP/patient interactions
Marketing implications
– There is a market expansion opportunity
– The opportunity depends on how many people fall into the “isolation” circle and what it will take to move them toward engagement
– Tactics that encourage peer-to-peer support (eg, social media) may spark transition to engagement
©2010 HealthEd Group, Inc. 26
Making the choice to start treatment is just the first step
“I am trying so hard to keep my faith”
“Taking my medication, even if I think there might be side effects,
will help me get my life back on track”
“What will my life be like?”
“I’m scared to start injections”
“I know if I can get this under control, that I can live my life again.”
“What if this medicine doesn’t work?”
“I have hope”
Treatment Initiation
Health education approaches
– Easy-to-understand disease and treatment education (including risk information)
– Realistic expectation setting
– Practical, “how-to” education (including side effect management; self-injection training)
– Care partner support and education
– Tools to measure progress; benchmarks (progressive goal setting)
– Foster connections (peer-peer, HCP-patient, patient-family/friends)
Marketing Implications
– Disease management programs may be warranted for distributing educational content
– Conversation analysis can help brands tease out which side effects pose greatest threats to treatment
– Patients are using search to find information about side effects and how to cope
©2010 HealthEd Group, Inc. 28
When managed, it can lead to a “new kind of normal”
“Adapt and conquer”
“Support from my friends and family”
“Early treatment is so crucial”
“Supermom”
“I want to do everything I can to help myself”
“Another corner turned in the battle”
“Success”
Moving forward (and through set backs)
Health education approaches
– Foster real-life problem-solving strategies
– Emphasize support and reassurance; acknowledge trial-and-error aspect of RA management
– Support tools to track treatment progress
– Forum to become an advocate
Marketing Implications
– Brands need to foster patient-HCP dialogue to avoid mismanagement of disease
– Patient support programs may be warranted for chronic conditions
– Patients may be more receptive to messaging that reflects their desire to be involved in treatment
©2010 HealthEd Group, Inc. 30
From listening …
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To hearing …and understanding
Time for your questions
Thank you
Susan Collins, MS, CHES, RDSVP, Health Education Research and Development
Jeff GreeneDirector of Strategic Services, Social Media
@healtheddigital
@sqcollins
@Jeff_Greene
