Optimize Social Listening and Monitoring to Uncover Unmet Consumer Needs

Social Media and Digital Platforms Summit February 18, 2016

2

►  Inspire Background

► Optimizing Social Listening

•  Setting the framework for effective social listening

•  Observe how consumers naturally interact to uncover unmet needs and other opportunities

•  Shorten timelines around promotional and research activities allowing for more relevant interactions

•  Using targeted messaging to address consumer needs on social media

► Q & A

Agenda

5 minutes

20 minutes

10 minutes

Inspire Background

4

Inspire Background

Social network for PTs and CGs:

• ~729,000 members • 200+ communities • ~110 advocacy org. partners

‘Born’ in 2005

Live in 2006

Member growth through:

• Organic search

• Advocacy groups

• Miscellaneous

Goal was to connect patients & caregivers

with one another

AND connect them directly with pharma

(clinical trials)

Setting the framework for effective social listening

6

Ø As traditional qualitative research requires the creation of a discussion guide to talk to respondents, social listening mandates the development of an Analysis Plan to talk to the data •  With potentially thousands of posts to analyze, this document will keep

you focused on what is truly important

The Importance of an Analysis Plan and Search Lexicon

Ø Once the Analysis Plan is in place, a thorough search lexicon is the next item needed •  Depending on the study

objectives, this lexicon may contain: §  Product names (branded, generic

and/or compound) §  Relevant manufacturers §  Clinical trial designations §  Disease-focused terms

7

Ø A major concern associated with social listening is the discovery of AEs/PQCs •  While these are an inherent

consequence of monitoring discussions around a brand, there are alternative solutions: §  Product analogue analysis §  Longitudinal patient research §  Sentiment analysis §  Unmet needs analysis

If You Search for Them, They Will Find You

8

Read, Analyze, and Interpret

Ø While computer-assisted technology (e.g. Natural Language Processing) is advancing, it is not yet a substitute for human dissection of the content analyzed in a social listening project

Observe how consumers naturally interact to uncover unmet needs and other opportunities

11

50 Shades of Undifferentiation

► As is sometimes the case in other markets, there are negligible differences in the efficacy data for pembrolizumab and nivolumab

► Even in 2013, as patients and caregivers were actively learning about these near-launch agents, they were keen on the lack of differentiation

► While this isn’t an obvious downside for patients, it is something that conversely won’t foster any strong positive affinity for either product along these lines

“Merck's drug Keytruda (pembrolizumab) is very similar to Opdivo (nivolumab) from

Bristol Myers. While Opdivo has already been approved for use in squamous non-small cell lung cancer, the FDA approval now sought by Merck for Keytruda is for

advanced NSCLC, whether adenocarcinoma or squamous cell. (At least that's what the articles I've seen so far have suggested!)”

(PT – F – 65-69 – Apr. ‘15)

12

Patient/Caregiver Compliance with Treatment •  Patients and caregivers did not openly

report any issues staying compliant on a daily basis with their treatments

–  When there was evidence of ‘skipped’ doses, they were at the guidance of the patient’s ONC

–  More commonly, we saw patients and caregivers asking for guidance/tips on how to handle the dosing of their treatments before actually being ‘non-compliant’

–  While oral treatments provide an extra logistical component to manage, they are still perceived to be better than the infused alternatives

“I was wondering if instead of taking one pill twice a day if getting the drug put

from one pill into three smaller pills that a person could take two smaller pills

three times a day instead of the twice a day. My idea is that with the mid day introduction of the drug will somehow

keep the levels up enough to start working again.” (PT – F – 45-49 y/o –

Nov. ’14)

“…next week my wife expects to start on Ceritinib/Zykadia per the

recommendations of her oncologist… He tells us this entails taking 5 big pills per day… My wife would like to know what

recommendations folks here have about the best times of day to take the pills, since 5/day is more complex than 2/day.” (CG – M – 50-54 y/o – Jan. ‘15)

“This pill is so much better on a body then chemo. I hope to be able to take this pill for a long long time before having to

move on to something else.” (PT – F – 50-54 y/o – Mar. ‘15)

Using targeted messaging to address consumer needs on social media

14

Issuing Approved Messages for Specific Situations Priority SocialListeningInsights Keywords TriggeredEmailTopics Follow-upEmails

1

Topicof"treatmentop0ons"accountsfor~35%ofdiscussions

switch,treatmentwithZZZ EMAILD:WhyZZZforsecondline?

EMAILE(financialsupport)&EMAILB(progression&generalmonitoring)

Quote:"XXXisprobablyasuperiordrug"

Seemstobeposi0vefeedbackaboutYYY

2a

Topicof"progression"accountsfor~19%ofdiscussions

brainmets/metastases+progression

EMAILA:Progression+brainmets

EMAILD(WhyZZZ?)&EMAILE(financialsupport)

2b tumorgrowing,weightloss,fa0gue,depression,anxiety+progression

EMAILB:Progression&generalmonitoring

2c liver,adrenal,kidneys,lung,bones+progression

EMAILC:Progression+othersites

3

Concernoverpossiblesideeffectswasmen0onedafew0mes

sideeffects,sideeffectsmanagement,reac0ontodrug,tolerability,dosing+anyofthefollowingsideeffects(diarrhea,decreasedhemoglobin,increasedliverenzymes,nausea,vomi0ng,increasedcrea0nine,abdominalpain,fa0gue)

EMAILF:TakingZZZ EMAILE(financialsupport)

Quote:"XXXisabitmoredifficultthanBBBwithrespecttosideeffectsbutthisisquitevariable"

Quote:"IamnervousaboutZZZbecausepeopleseemtohavesomanysideeffectsandbasicallyIhavehadnosideeffectswithBBB"

4 Restric0vedoseandea0ngscheduleisworrisometopa0ents toughtoswallow,rou0ne EMAILF:TakingZZZ EMAILE(financial

support)

5

Topicof"support"accountsfor~12%ofdiscussions

insurancecoverage,expensive,costEMAILE(financialsupport)EMAILD(WhyZZZ?)&EMAILB(progression&generalmonitoring)

PerceivedlackofinsurancecoverageandthatZZZwasexpensivewasmen0onedafew0mes

Quote:"Insurancecoveragemaybeproblema0cbutamwillingtogotopeer-to-peerreview"Quote:"Curiousastowhyinsurancewon'tcoverZZZsinceitisFDAapproved"

6 Clinicaltrialconversa0ons.Shouldtheywaitvs.gefngon2ndlinenow?

targetedtherapyresearch,clinicaltrial,DDD

EMAILG:Commerciallyavailablevs.Clinicaltrial

EMAILD(WhyZZZ?)&EMAILE(financialsupport)

7 NewlydiagnosedwithCONDITIONX justdiagnosed+CONDITIONX EMAILH:Understandingtreatmentop0ons

EMAILB(progression&generalmonitoring)&EMAILD(WhyZZZ?)

Shorten timelines around promotional and research activities allowing for more relevant

interactions

16

Keeping Up with the Consumers

Ø When user-generated content is as close as 140 characters away, turnaround times for various social listening engagements should/can be truncated

Ø  For targeted response messages, turnaround time from consumer post is just a few days (as scheduled)

Ø Social listening research projects require about 50 hours of work from start to finish and can be turned around in about 1.5 to 2 weeks

Q & A