HCPs, Patients, or CaregiversGetting to the Human Insights that Drive the Online Health Ecosystem

Allan Dib

Managing Director – Market Insights

adib@w2ogroup.com

@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

@diballan | #w2ogroup

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

@diballan | #w2ogroup

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

@diballan | #w2ogroup

52% of care givers

are seeking and

sharing information

online

Pew Internet Health tracking survey

@diballan | #w2ogroup

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

@diballan | #w2ogroup

Patients only spend

3.33% of their time

online seeking health

information

WebPT and Kelton Research, Emarketer

@diballan | #w2ogroup

Patient / Sufferer Insights Human Insights

Audience Architecture

@diballan | #w2ogroup

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

@diballan | #w2ogroup

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.

@diballan | #w2ogroup

What does that mean for us researchers?

@diballan | #w2ogroup

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

@diballan | #w2ogroup

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

1

2

3

4

5

6

7

8

9

10

@diballan | #w2ogroup

For any questions or further information please contact:

Allan Dib, W2O Group (adib@w2ogroup.com)