and new solutions factory€¦ · new multichannel behavior patterns demand a new strategies,...

The leader in healthcare professional digital collaboration solutions

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and New Solutions Factory

Lance HillCEO & Co-FounderWithin3, Inc.

Natanya WachtelManaging Partner

New Solutions Factory

A Brief Tour – The Online Discussion Healthcare Landscape

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BASIC SOCIAL MEDIA

H E A L T H C A R E P R O F E S S I O N A L S

The Evolution of Online Healthcare Discussion

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BASIC SOCIAL MEDIA

• Widespread personal & professional use

• Wild wild west – little vetting of participants,

content, and attribution

• Security / liability weaknesses prevent many

types of HCP discussion


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BASIC SOCIAL MEDIA

“FACEBOOK FOR DOCTORS”

SITES


• Owned by private companies generally with

advertising-based business models

• Improved vetting of participants, content, and

attribution

• Lack institutionally-owned content


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BASIC SOCIAL MEDIA


SITES


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BASIC SOCIAL MEDIA


SITES


ORGANIZATION-OWNED SITES


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BASIC SOCIAL MEDIA


SITES• Owned by healthcare organizations using

purpose-built online discussion platforms

• 100% vetting of participants, content, and

attribution

• Audience correlates to organizations’ reach



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P A T I E N T S


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BASIC SOCIAL MEDIA

“FACEBOOK FOR PATIENTS”

SITES



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P A Y E R S


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BASIC SOCIAL MEDIA

“FACEBOOK FOR PAYERS”

SITES


None Active


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BASIC SOCIAL MEDIA


SITES


L I S T E N I N G , U N D E R S TA N D I N G , E N G A G I N G ?

P A T I E N T S

H C P s

P A Y E R S

More Connections = More Expectations

Fundamental changes in healthcare customer behavior

Interactions between all customers and all treatments options are starting earlier,and are oftentimes never ending.

New multichannel behavior patterns demand a new strategies, better customer insights, more actionable segmentation, and plans that not only leverage new channels, but understand customer channel consumption habits.

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Uses new online

channels and new

communication tools

Trusts in advice made by online acquaintances

Tends to make choices based on information found online vs

offline

Wants to provide

feedback about the

product and customer service

Expects better customer

experience

Reads and creates

reviews, blog posts

Seeks support to connect with like-

minded peers

Unlocking potentialby unlocking the secrets of human behavior

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Behavioral Science, Blended with Marketing Best Practices to Garner Predictable, Measurable Results

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R E S O U R C E S

K N O W L E D G E

B E L I E F S

What knowledgeand skills are

needed to make decisions?

Which resourcessupport decision-making?

What are the attitudes and beliefsthat prevent or motivate actions?

Engaging External Stakeholders –

Patient and HCP Case Studies

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Case Study # 1 – Inflammatory Bowel Disease Circle

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Discovering a Focus on Several Key Themes

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ANTIBODIES

SWIT

CH

ING Insurance

RESTARTINGRefractory

TRANSPLANT

Mo

nit

ori

ng

Combo therapy

PSCC

om

plia

nce

PREMEDICATION

Dose escalation

Role of surgeon

Volumetric analysis of IBD Circle posts, Q1 2016—larger font indicates more mentions

“Diffusion of Innovation” model (Rogers, 2003) may help us understand how opinions form

The five main factors influencing adoption of an innovation:

Rogers, Everett M. (2003). Diffusion of Innovations, Fifth Edition. New York, NY: Free Press

Model Factors Implication for Manufacturers

Relative Advantage: Degree to which an innovation is seen as better than the product it replaces

Perceived product strengths will be closely evaluated against known anti-TNF strengths

Compatibility: Consistency of the innovation with the values, experiences, and needs of potential adopters

Adopter “style” will drive uptake of the new drug, thus the importance of attitudinal segmentation

Complexity: How difficult the innovation is tounderstand and/or use

Discussions about when to use the productand premedication suggest complexity may be an issue

Triability: Extent to which the innovation can be tested before a commitment to adopt is made

Anti-TNFs could blunt product usage by improving physician and patient access and competing on cost

Observability: Extent to which the innovation provides tangible results

Published case studies and peer dialogue, are critical

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Why are IBD Circle Physicians Focused on Asking Expert Questions and Sharing Clinical Challenges?

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The IBD treatment landscape is currently framed with uncertainty—thanks to new drugs and new approaches to managing treatment risks

HCPs hoping their expert peers have practical clinical experience that can shed light on specific clinical challenges not being widely addressed by literature or pharma

Intrigued by product, but not sure when to use

Unclear when to optimize dosing vs. switch treatments

Comorbid conditions complicate therapy selection

Surgeons, patient compliance impact decision-making

KEY POSTING DRIVERS

Case Study #2 – A Patient Journey

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Summary:

• Severe chronic condition

• Brand team looking for better understanding of the patient journey

• Working with a group of patient ambassadors on various activities

• Some ambassadors enrolled in an ongoing clinical trial

• Original Plan – 1:1 InterviewsP A T I E N T S

Case Study #2 – A Patient Journey – GROUP 1

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17 Ambassadors

2 Moderators

5 Observers

Patient 4Nevada

Patient 2Patient 3California

Patient 17Illinois

Patient 7Patient 8Florida

Patient 9Kentucky

Patient 1Colorado

Patient 6Missouri

Patient 14Patient 15Ohio

Patient 13Massachusetts

Patient 12Rhode Island

Patient 5Texas

Patient 10Patient 11Virginia

Patient 16Wisconsin Moderator

Massachusetts

Patient Group 1Ambassador

Moderator

Case Study #2 – A Patient Journey – GROUP 2

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Patient Group 2

19 Ambassadors

2 Moderators

5 ObserversAmbassador

Moderator

ModeratorMassachusetts

Patient 7Florida

Patient 14Patient 15Ohio

Patient 17Patient 18Patient 19Illinois

Patient 3Arizona

Patient 8Kentucky

Patient 12New Jersey

Patient 13New York

Patient 1Patient 2Colorado

Patient 9Patient 10Patient 11Pennsylvania

Patient 5Patient 6Tennessee

Patient 4Texas

Patient 16Wisconsin

Case Study #2 – A Patient Journey

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Case studyConsumer relationship building coupled with adherence improvement

Case Study #3 – When Too Much ‘Patient Support’ Helps No One

The Challenge:

Though large-scale efforts existed, uptake and engagement were extremely low among all patients and care-partners. There was a clinical need to improve health consumers’ ability to comprehend and use health information to reduce chances of hospitalization and mortality risks.

The goal to reduce non-adherence, ensure refills occurred before expiry, and improve educational tools’ effectiveness was coupled with a desire for the brand to make deeper and more intuitive connections with their rather large database of consumers.

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A Framework for Multichannel Engagement, Behavior-Change

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• Pay attention to EVERYTHING• Establish a Unified Presence• Foster Engagement vs Dissemination• Content Derived from a Framework• Actionable Measurement and Analysis

Define What Can be Changed

• Identify key learning questions across the patient journey and how they tie to brand business strategies

Define How to Measure

• Determine tracking requirements, reporting timeframes

• Determine KPIs, digital and diagnostic metrics

Implement Plan

• Design research surveys for measurement studies, Rx Data

• Implement tracking and studies

• Identify opportunities for optimization

Using Science, Data to Ensure Healthy Behaviors are Supported

Our applied behavioral marketing lens allowed us to develop a content

strategy and framework for deployment that drove medication

adherence across channels, including the brand’s 350,000-member

CRM program

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Self-Regulatory Skill BuildingSelf-Affirmation TheorySelf-Determination TheoryBehavioral Skill BuildingSelf-AffirmationMotivation TheoryMotivationRelatedness

The Results

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Post audit and opportunity assessment yielded a restructuring and consolidation where overall engagement metrics increased dramatically

Metrics included not only comparisons to baseline for clicks, downloads and registrations, but also included adjudicated co-pay card registrations, product expiry dates and missing data added to existing database

Deployed surveys, longitudinal tracking and 3rd party Rx-lift analysis which yielded not only and increase in overall TRx, but a short time-span for average refills and annual rates for average LOT

Case Study #4 – New Data from Phase III Clinical Trial

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The Situation:Important new data from a key clinical trial released, expected to have broad implications for healthcare professionals across the US

The Challenge: How can we quickly understand opinions, impact, and needed next steps around this critical information?

The Strategy: Engage physicians, nurses, and DOs from around the country on the data results via an online discussion platform

Case Study #4 – US Regional Engagement Structure

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Atlantic Region5 Advisors

Northeast Region6 Advisors

Midwest Region6 Advisors

Southeast Region5 Advisors

South Region5 Advisors

Northwest Region8 Advisors

Southwest Region8 Advisors

7Regions

41Advisors

2Moderators per Region

Online Discussion Platform

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Case Study #4 – Quantitative Results - Cumulative Data

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0

50

100

150

200

250

300

350

Midwest Southeast Atlantic Northeast Southern Southwest Northwest

Region

1715total advisor comments

342Pages of written

feedback

1

6

Tota

l Co

mm

en

ts

42average comments

per advisor

1073average words

per advisor

6 advisors 5 advisors 6 advisors 5 advisors 6 advisors 8 advisors5 advisors

Case Study Deconstructing the Doctor-Patient Disconnects

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Case Study #5 How Assumptions (by all Stakeholders) May Lead to Suboptimal Care

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The Challenge: Increase understanding of the way low patient health literacy, due to a range of factors, has a measurable impact on health outcomes for a life-threatening disease.

Medication errors and adherence challenge rates were higher than average, and feedback from HCPs indicated there was room for improvements, to drive better clinical outcomes.

Educate and train partners to successfully develop content, tools and service programs that better meet health literacy principles for better clarity of communication and serve all customer and patient needs.

HCPs Were Not Aware of the Size of the ‘Miscommunication Gap’

In Product ATUs (HCP Surveys of Attitudes, Trial and Usage), HCPs reported high rates confidence in their patients’ understanding of the treatment instructions.

In patient research, patients reported a marked ‘over-reporting’ to their HCPs for understanding and confidence. This in part was due to a fear of looking ‘foolish’. ‘Shame’ or ‘fear’ were also not expressed, but strongly felt.

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Most People Cannot Fully Understand Healthcare Communications

50% of Americans read below 8th-grade reading level

Disease State # Of TacticsReviewed

AvgGrade Reading

Level

Range of Reading Level

Breast cancer 91 9th 6th – 15th

Hemophilia 54 10th 2nd – 17th

Rheumatoid arthritis 42 12th 9th - 19th

ADHD (Attention Deficit Hyperactivity Disorder)children and adults

85 12th 6th – 17th

Multiple sclerosis 41 10th 6th – 14th

MDD (Major Depressive Disorder)

86 12th 6th – 16th

Diabetes 105 11th 5th – 19th

Total/Average 504 10th /11th 6th – 19th

Sources: Center for Health Care Strategies, Inc. What is health literacy? http:/wwww.chcs.org/publications3960/publications_show.htm?doc_id213119. Health Agency and evaluation of patient education communications materials across multiple disease states and channels, 2007-2014.

Institute of Medicine. Health Literacy – A Prescription to End Confusion. Washington, DC: The National Academies Press; 2014

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What Can Be Done?

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Many studies show there is an independent connection between health literacy and health outcomes, including:

• Emergency department use

• Hospitalizations

• Self-reported physical health

• Lowered depression risk

• Mortality

An authentic approach to understanding disconnects that may occur, leads to finding actionable solutions. These solutions not only improve patient and caregiver/care partner understanding and health outcomes, but also may strengthen relationships between patients, HCPs and treatment teams

Questions?

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Lance HillCEO & [email protected]

Natanya WachtelManaging PartnerNew Solutions [email protected]

BASIC SOCIAL MEDIA

“FACEBOOK FOR DOCTORS” SITES


Case StudyHelping brands develop content and services that HCPs actually want, will use

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As HCPs Need to do More With Less Time, Deciding ‘What’s in the Bag’ is More Critical Than Ever

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Help identify and rationalize the most impactful opportunities for a brand struggling to differentiate and capture the interest of physicians and other HCPs in the treatment team

Propose concrete opportunities that deliver the ‘biggest bang for the buck’, based on the landscape. Only focus on that which will most likely drive customer action

Ensure real-world, growth-minded strategy guides tactical development, both short-term and long-term

Our Approach: Leverage, Layer Multiple Sources of Insight

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ASSESS AGAINST

Customer Impact

Strategic Alignment

Resources Required

Ease of Implementation

GATHER INTEL

Social media mining with health psychology

Stakeholder interviews

Literature Searches, primary research

MODEL

De-identified behaviors and campaign data

Feeds

Predictive

Modeling

Analogs

Try to Focus on the ‘Most Actionable’ barriers and motivatorsTry to Focus on the ‘Most Actionable’ barriers and motivators

Avoiding a common pitfall

Many assessments fail to filter

out ideas that can be

reasonably put into action

Strive to ensure that

opportunities are specific,

feasible (financially,

practically), and within the

brand’s control to be

considered as useful by

physicians

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Specific

Within Our

Control

Feasible

Action Oriented

Understand Workflow, Treatment Paradigms and Unique Styles and Engagement, Behavior Shifts are Possible

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After the audit and opportunity assessments were complete, the reframed content, tools and services were deployed with an uptake of 4:1, and Rx Lift reported in less than four months post-relaunch

and new solutions factory€¦ · new multichannel behavior patterns demand a new strategies,...

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