Post on 30-Sep-2020
Collaborating with Outcomes Research
Analyses that Inform marketing strategy
Publications that support
brand positioning
Market Research and Outcomes Research drive their functional priorities through the use of data
Market Research Outcomes Research
Data
Market Research and Outcomes Research use data from common sources
Clinical Trials
Transactional Databases
Quantitative Surveys
Qualitative Research
Market Research Outcomes Research
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XX
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Despite the overlap in data sources, Market Research and Outcomes Research…
n Oftentimes don't know one another
n Are typically unaware of each others research priorities
n Rarely plan collaborative research
What are the benefits of conducting integrated primary research?
n By partnering with Outcomes Research for surveys, Market Research can:
• Improve the quality of information collected
• Increase the likelihood that research is fully integrated with marketing strategy
• Share cost of study across both groups
How Outcomes Research Uses Survey Data Collected
by Market Research
Outcomes research analyzes the end result (outcomes) of health care practices / interventions
Biological Variables
Ex. weight
Symptoms
Ex. nausea
Function
Ex. Ability to walk or climb stairs
Health Perceptions
Ex. Feeling better
Health Related
QoL
Ex.Physical Health
1 Wilson I, Cleary PD. Linking clinical variables with health-related quality of life: A conceptual model of patient outcomes. JAMA. 1995 273(1):59-65.
Categories of Outcomes Measures
Outcomes Research creates publications with data to serve multiple purposes
n Establish the epidemiology of conditions
n Measure the burden of illness• Define need and benefit of drug intervention• Defend reimbursements and payment
n Results are communicated in poster / podium presentations at symposia / congresses or in publications in peer-reviewed journals
How to Leverage A Market Research Survey for Outcomes Research
Considerations when using survey data for Outcomes: Use Validated Scales
n Validated scales are proven to measure the intended concept(s) (validity) and items within the scale are internally consistent (reliability)
n When multiple scales are available, consider: length, cost (public use vs. licensing), history of use in publications
Example: WPAI (public use) measures Work Productivity and Impairment
2.0
1.2
1.5
58.9%
BMI <25 (B)(25.8 MM)
2.2
1.3
1.6
56.2%
Total Adult Population (A)
(67.7 MM)
1.4ABHealth affected work productivity (scale 0-10)
2.8ABHealth affected daily activities (scale 0-10)
2.1ABMean work hours missed due to health (past 7 days)
53.3%
BMI 30 and over (C)
(15.5 MM)WPAI Scale
Currently Employed
German Adult Work and Productivity And Activity Impairment - 2005
Considerations when using survey data for Outcomes: Seek IRB Approval
n An Institutional Review Board reviews and monitors research involving human subjects to assure their ethical treatment
n IRBs place special attention on:• Insuring fully informed and voluntary participation• Assessing risks to subjects vs. benefits to all• Maximize safety and confidentiality of participants
n IRB approval should be done before fielding. Exemptions are possible for use of available data
Considerations when using survey data for Outcomes: Involve opinion leaders in design
n Publications / presentations have more impact when the lead author is a key opinion leader
n Best practice is to involve opinion leaders throughout the research process.• Development of hypotheses• Input into sampling and survey design • Act as principle investigator for IRB approval• Knowledge of study prior to invitation as lead author
Considerations when using survey data for Outcomes: Plan ahead
n Choose generally accepted guidelines to develop survey questions
n Consider study limitations ahead of time and determine how best to address them
Case Study: The Bipolar Disorder
Market Expansion Study
Marketing Challenge Objectives
A single marketing challenge drives different objectives for Outcomes and Market Research
Bipolar is frequently
misdiagnosed as unipolardepression
Issue
Improved diagnoses will increase use
of bipolar therapies
Opportunity
Market Research
Size opportunity
and understand drivers
Outcomes Research
Publish impact and help clinicians diagnose
A patient survey was conducted in 2003 and 2005
n Sample of 1,500+ patients per wave recruited from the National Health and Wellness Survey database. Respondents met following criteria:• Diagnosed depression with a depressive episode in the past year• Not diagnosed with bipolar disorder, manic depression, or
schizophrenia
n Bipolar patients were identified based on their self report of symptoms of a manic episode• American Psychiatric Association's (APA) Diagnostic and
Statistical Manual of Mental Disorders, Fourth Edition (DSM-IV)
Syndicated, online survey of twenty minutes covering:
n Diagnosis / Treatmentn DSM-IV identification criteria n Comorbiditiesn The Psychological General Well-Being Scalen Interaction with physiciann Sources of Informationn Demographics
Market Research Objective: Size the Opportunity
The Misdiagnosed
n 14% of depression patients, or 4.75 million US adults exhibit symptoms of bipolar disorder.
14%
86%
Misdiagnosed(4.75 MIL)
Unipolar Depression(27.11 MIL)
Incidence in Past Year
Market Research Objective: Understand Drivers (example)
Misdiagnosed4.75 M(n=219)
Did Not Discuss Symptoms with Dr.
1.44 M(n=62)30%
DiscussedSymptoms with Dr.
3.31 M(n=157)
70%
Mania Untreated*2.77 M(n=132)
84%
Mania Treated*0.54 M(n=25)16%
*Mania treatments include mood stabilizers and antipsychotics. Those whose manic symptoms are untreated may still be using antidepressants or anxiolytics.
Dr. RecommendedTreatment*
1.26 M(n=61)45%
Dr. Did NotRecommendTreatment*
1.51 M(n=71)55%
Market Research Objective: Determine How to Reach Patients
6%10%Support group
27%32%Psychiatrist
24%28%Psychologist
52%54%Primary care physician
4%8%Pharmacist
7%11%Nurse
24%28%Mental health specialist
20%20%Library or medical publications
51%59%Internet
19%16%Media
8%7%Did not use any sources
Misdiagnosed
4%
7%
16%
36%
Yes
3%Pharmaceutical company ads
5%Mental health association
7%Health insurance
30%Family or friends
No
Sources of Information About Symptoms and Progression of Mental
Health Conditions
Statistically higher at 95% confidence
Outcomes Objective: Publish Impact on Patients
Rajagopalan K, Bolge SC. Quality of life: misdiagnosed bipolar vs. depression and bipolar disorder [Poster]. 4th European Stanley Conference on Bipolar Disorder, Aarhus, Denmark, September 2004.
Data presented in both a Poster (left) and Manuscript
0% 10% 20% 30% 40% 50% 60% 70%
Social anxiety disorder (p<0.001)
Post-traumatic stress disorder (p<0.001)
Phobias (p=0.001)
Panic disorder (p<0.001)
Obsessive compulsive disorder (p<0.001)
Migraine (p=0.019)
Insomnia (p<0.001)
Generalized anxiety disorder (p<0.001)
Anxiety (p<0.001)
UnipolarDepression
Misdiagnosed
Outcomes Objective: Help Clinicians Identify Patients
Nanry K, Bolge S, Bourne E, Thompson T, Leadbetter R. Misdiagnosed bipolar disorder. Patient characteristics and symptomatology [Poster]. The 2006 US Psychiatric and Mental Health Congress, New Orleans, LA, November 2006.
Comorbid conditionsData presented in both a Poster and Manuscript (pending publication)
Conclusions
Integrating Outcomes and Market Research requires some trade-offs
Use Validated Scalesn Money (if licensed)n Survey length
Seek IRB Approval
Involve Opinion Leaders
Plan Ahead
Research Consideration Trade Off
n Timeline (~2 weeks)n Money (<US$5K)
n Timelinen Money (honoraria)
n Timeline
There is a significant opportunity to extend the utility of current and future market research
n By partnering with Outcomes Research for surveys, Market Research can:
• Improve the quality of information collected
• Increase the likelihood that research is fully integrated with marketing strategy
• Share cost of study across both groups