Webinar Presentation Slides

Report
Webinar Series
Social and Consumer Listening
Tools: Your Customers Are Talking…
Are You Listening?
June 25th 2014
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
About Your Presenters
Jonathan
McEuen
Benjamin
Rymzo
Technology
Incubation Lead
Managing Director
Relevant experience:
 Developed new Huron social listening technology
(launched 2Q 2014
 Implemented multiple analytics and software solutions
in the life science industry:
Relevant experience:
 Led development of customized bibliometric analytics
tool to identify emerging molecular pathways
 Refined social listening analytics to map and quantify
industry conference participant sentiment, identify and
quantify relative interest by conference topic, drug,
and company (co-author of paper on subject)
 Led multi-attribute, multi-geography clinical KOL
influence mapping analytics covering 5000+ global
HCP influencers across multiple TAs
 Social analytics (sentiment, positioning, network
dynamics)
 Predictive models in marketing speaker series
 Influence mapping and KOL quantification
Brought two health IT / analytics products to market,
focusing on rapid customer engagement, expert
mapping
Education
 MBA, The Wharton School
 PhD, University of Pennsylvania
 BS, Massachusetts Institute of Technology

© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
Education
 MBA, Stern School of Business, New York University
 BA, Cornell University
2
Today’s Objectives
Define “Social Listening”
Provide Select Strengths And Limitations Of Social Listening Approach
Outline Current State of Social Tactics In Life Sciences
 Discuss typical business questions supported by Social Listening
 Highlight regulatory environment, current state of activity
How To Develop A Social Listening Capability
 Describe how social listening technology actually works
 Provide a framework for designing social listening campaigns
Share Sample Data Outputs / Use Cases
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
3
What Is Social Listening?
Technically: A set of technology tools that to track internet
dialogue taking place on social media networks (i.e. Facebook,
Twitter, Patient forums, blogs, etc.)
Analytically: Models and algorithms that reveal the interests and
values of individuals and groups discussing a specific issue
online
Strategically: A capability to rapidly identify emerging trends in
different groups and customer segments
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
4
What Questions Should (Or Shouldn’t) Be
Supported With Social Listening Tools
Strong Fit

Who is discussing my product/TA/MOA? How is this changing over time?

Who is most influential in the community?

How positively do consumers view my product vs competitors, now and over time?

What current hurdles do patients face in treatment?

What products got the most buzz at a conference? Why?

Which product characteristics are patients talking about? Which drive the most
positive / negative sentiment ?

What are the most effective community outreach tactics in a therapeutic area?
Significant Limitations (Representative Examples)

What is the full spectrum of provider opinions on a topic?

What percent of patients think about a specific topic, in a particular way?

Where geographically are patients facing the greatest hurdles?
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
5
Combining Social Listening With Traditional
Tools For A More Comprehensive Perspective
Financial
Data
KOL
Insights
Traditional
Business
Insight
Academic
Literature
Market
Proxies
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
Vendor
Data
Quantitative
Market
Research
6
Combining Social Listening With Traditional
Tools For A More Comprehensive Perspective
Financial
Data
Consumer
Sentiment
Search
Trends
KOL
Insights
Online
Traffic
Data
Rapid Social
Feedback
(Twitter)
Media
Sentiment
Traditional
Business
Insight
Vendor
Data
Academic
Literature
Market
Proxies
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
User
Influence,
Sharing
Quantitative
Market
Research
Customer &
Consumer
Engagement
7
Combining Social Listening With Traditional
Tools For A More Comprehensive Perspective
Financial
Data
Consumer
Sentiment
Search
Trends
KOL
Insights
Online
Traffic
Data
Rapid Social
Feedback
(Twitter)
Media
Sentiment
360˚
PERSPECTIVE
Vendor
Data
Academic
Literature
Market
Proxies
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
User
Influence,
Sharing
Quantitative
Market
Research
Customer &
Consumer
Engagement
8
Social Listening Provides Unique Insights To
Complement Existing Capabilities, Resources
Traditional Business
Insight Tools
Social Listening
And Analytics
 Granular data, highly structured
 Broad data, raw & unstructured
 High cost of acquisition
 Low acquisition cost
 Resource-intensive curation
 Resource intensive analysis
 Channel-specialized, many gaps
 Cross-channels insight
 Struggles to provide immediate
customer, end-user insight
 Provides rapid feedback from
broad population
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
9
Oversight Is Evolving To Cover Online Activity,
With Little Emphasis On Listening
FDA has released interim, partial guidance covering promotional social
media activity, with focus on conversation from industry to customers




Must document restricted sites with screen-captures
Covers owned/funded sites and non-funded, but supported sites
Select CIAs may require additional monitoring
Independent user-generated content not included in reporting
Less Emphasis On Tools That Listen To Organic Conversations
 Uncertainty regarding responsibility of companies to report/act on AE’s observed in public forum
 Reportable events must include the following 4 features:
•
Identifiable patient, identifiable reporter (including contact information), specific AE, specific brand or molecule
 Research suggests as few as 0.1 - 0.2% of all social messages mention all 4 required categories
defining a “reportable” AE by FDA guidance
Note – this document not to be construed as legal recommendations
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
10
Life Science Industry Must Come To Terms With
Increased Social Activity Among Patients
 Social channels are increasingly observed by regulators
 Online discussion of clinical trials is common, which can
affect reporting and create erroneous signals in reporting
 Additionally, online influencers can drive media coverage
and tone, even if not experienced treaters/clinical experts
 Without comprehensive monitoring, life science
companies cannot identify these effects and confounds
 However, < 20% of Pharma companies have complete
social media tactics for the largest online channels
(Facebook, Twitter, Google) – Forbes, 1/2014
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
11
How To Develop A
Social Listening Assessment
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
12
How Does Social Listening Actually Work
Real-Time Social
User Blogs
Discussion Forums
Search Trends
Real-Time Social
 Twitter
 Facebook
User Blogs




Blogger (Google)
Tumblr
Wordpress
Many more
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
Discussion Forums






Inspire
Reddit
Quora
DailyStrength
MedHelp
Many more
Search Trends
 Google
 Bing
 Yahoo
13
How Does Social Listening Actually Work
Real-Time Social
User Blogs
Discussion Forums
Search Trends
Customized
Search Rules
Normalization
Across Channels
Integrated, Normalized Project Database
Customized Analytics
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
14
How Does Social Listening Actually Work
Real-Time Social
User Blogs
Discussion Forums
Search Trends
Integrated, Normalized Project Database
Customized Analytics
Ecosystem
Map
Key Trends,
Themes, Risk
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
Sentiment
Analysis
ROI Tracking
15
Social Listening Capabilities: Defining
Commonly Used Analyses
Features Analyzed
Ecosystem
Map
Key Trends,
Themes, Risk
Sentiment
Analysis
ROI Tracking

Segment conversation by user type, calculates
interactivity and concentration of community

Quantify influence to prioritize stakeholders

Track themes in online community – including risk,
safety, news, product–related discussions

Generally available for client and competing products

Monitor positivity/negativity related to terms and
topics, and which features are most/least popular

Target outreach, competitive positioning

Monitor uptake of DTC, data releases, press

Segment-specific, suitable for discrete or long-term
analysis
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
Common Outputs




Top influencers by segment
User resonance
Community concentration
Leader/follower
 Key topics by segment
 Flag terms, risk concepts
 Linked topics
 Polarization
 Overall sentiment
 Key positive/negative
themes
 Content Virality
 Content CLV
 Impressions, reach
16
Case Studies And Applications
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
17
Case Study: Revealing Product Conversation
Volume and Most Discussed Side Effects



Sample Outputs:
Patients actively contribute to conversation
Signals of patient self-medication and side
effects emerge for specific products even
within short time frame


Potential Actions:
Evaluate grant allocation, marketing
tactics/plan to address early signals
Consider further monitoring of potential
AE’s, evaluate potential reporting action

Doctor
Analysis: Test on 3 competing
compounds, using single social channel
Biopharm
a
Consulta
nt
Research
er
Internatio
nal

Investor
Question: Who is discussing our drug?
Our competitors?
Pt/Advoc
ate

Media
Who Is Talking About Our Drug?
What Complaints/Issues Do Patients Discuss?
Term
Seen In
Cannabis/Weed
Condition X, Condition Y
Itching
Drug X
Stomach Pain
Drug X
Headache
Drug A
Source: Huron Analysis (3/2014)
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
18
Case Study: Assessing Product Sentiment Among
Competitors
 Question: Is our drug more or less positively-received by consumers, experts, and media outlets?
 Application: Sentiment analysis for 3 competing, marketed drugs
Sentiment By Product
Negative
Positive
Sentiment By Segment
Positive
Drug X
Researcher
Internat
Media
Individual
Doctor
Biopharma
Investor
Drug B
Patient
Drug A
Negative
Drug A
Drug B
Drug X
Source: Huron Analysis (3/2014)
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
19
Case Study: Real-time Listening For Consumer
Priorities, Signs Of Adverse Events Across Products
 Question: What are the top priorities, and relevant risks, that people discuss among competing drugs?
 Application: Real-time listening to conversation surrounding 3 competing, marketed drugs
Drug A Top Terms
PUSHBACK
PRICE
HURDLE
DISCONNECT
REJECTION
PUZZLE
STRONG
RESEARCH
STROKE
COST-EFFECTIVE
DISAPPOINTED
EXCELLENT
RACE
REIMBURSEMENT
RELAPSES
TWICE-A-DAY
LADIES
SUFFER
PAINFUL
ITCHING
NEEDLE
Drug B Top Terms
Drug X Top Terms
PUZZLE
START
KIDS
ADD
MEDICINE
DRUG H [CO-MEDICATION]
YOUTH
CONTROL
LADIES
DATE
RACE
#SMH
WEEKEND
DRUG J [CO-MEDICATION]
WONDERFUL
Drug-specific terms
PUZZLE
MORNING
ORAL
PILL
#SMH
ADVENTURE
AFFECTS
BEGIN
BIT
CONTROL
CORRELATION
DRUG
HEADACHE
RACE
SYMPTOMS
YOUTH
Red Text
Adverse event-related terms
Source: Huron Analysis (3/2014)
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
20
Case Study: Segmenting Sentiment Supports
Better Customer Targeting, Engagement
Question: How do different influential stakeholders view our product?
Application: Single week analysis on Twitter
Findings: Researchers were most active; patients, advocates, were most positive; journals most negative
Action: Engage individuals over groups/journals; target researchers directly over journal organizations




80
0.15
70
Positive Sentiment
60
0.10
0.05
50
-
40
Negative Sentiment
30
(0.05)
(0.10)
20
10
(0.15)
0
(0.20)
Sentiment Average
Comment Count
Source: Huron Analysis (1/2014)
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
21
Case Study: Graphing Network Influence Provides
Snapshot Of Peer Groups, But Has Limitations
Strengths:
 Mapping share of mind
 Defining communities to target
 Predict spread of influence over time
Limitations:
 Information decays quickly, such that
retrospective analysis may have less value
Sphere Color
Unique peer community
(Physicians)
Sphere Size
Relative disease influence
Sphere Proximity
Relationship strength
Source: Huron Analysis (3/2014)
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
22
Application: Linking Social Activity To Client
Tactics Reveals Impact Of Customer Outreach
Engagement
Key Events
Question: How can we use social media to measure ROI on consumer outreach?
Provide metrics on:
 Most effective outreach tactics for each
customer segment
% Top Accounts
Reached
 Number of key influencers reached by
each tactic
Conversation
Volume
 Life value, duration of effect for different
outreach tactics
 Optimization of outreach based on
specific goals
Input events
Output activities/tactics
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
23
Summary: Social Listening Offers New
Customer Perspective, With The Right Analysis
What do you want
to know?
Analyses
Selection
How to act on
new insight?

Pain points and patient
journey

Condition-specific trend
identification

Patient support programs, refine
messaging, refine product valuation

How are patients and
providers addressing unmet
needs today?

Keyword-based forum and
blog analytics, bibliometric
analysis_

Adapt messaging based on realworld insight, identify spread of new
trends

How is news of our products
perceived, shared by
different groups?
_______________

User segmentation,
sentiment analysis, social
conference coverage
_____

Continually adapt messaging based
on response; invest in messaging
received positively
_______________

How does our product
compare to peers?

Sentiment analysis, key
theme comparison

Emphasize strengths, differentiation
in messaging

What are the loudest
community voices?

Influence mapping, tracked 
over time
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
Consider direct influencer outreach
(providers, media)
24
Thank You
Request Full Demonstration Of Capabilities, Including Sample Dataset
Contact Huron Consulting Group To Learn More About How Social
Listening Tools May Fit Your Needs

Jonathan McEuen:
[email protected]

Benjamin Rymzo
[email protected]
© 2014 Huron Consulting Group. All Rights Reserved. Proprietary and Confidential.
25

similar documents