Health smartees 2010

2010

HEALTH SMARTEES 2010, June 17
WELCOME @ InSites Consulting

Taking Health Research Forward

2010

09.00 – 09.30 : Breakfast

09.30 – 09.35 : Welcome @ our 2010 Health SMARTEES
The agenda of the day
Saartje Van den Branden, Research Manager Health, InSites Consulting

09.35 – 10.30 : How to engage in the conversation with empowered patients?
SCOOP! Results of the Global Health Study 2010
Magali Geens, Research Director Health, InSites Consulting
Including latest search data by Google Healthcare
by Julia Loncar, Industry Manager, Google Healthcare (EXCUSED – No permit to travel)

10.30 – 11.00 : Coffee Break

11.00 – 11.30 : Using Social Media Nethnography in Health Research
Tapping into conversations of connected patients and caregivers
Prof. Dr. Niels Schillewaert, Managing Partner, Head of the InSites’ ForwaR&D Lab

11.30 – 11.40: And what about Nethnography on HCP data?
Tapping into HCP conversations for Nethnographic analyses
Magali Geens, Research Director Health, InSites Consulting

11.40 – 12.05 : Traditional online HCP research: a real-life case
An AstraZeneca prescription and forecasting study
Sarah Mertens, Customer Insight Director, Intern. Marketing Organisation, AstraZeneca
Carl Vandeloo, Research Manager Health, InSites Consulting
© InSites Consulting

12.05 – 12.20 : QUESTIONS before drinks & sandwiches

Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010. 2

2010

Global Health Study 2010
How to engage in the conversation with empowered patients?
Magali Geens
Research Director Health, InSites Consulting
Carl Vandeloo
Research Manager Health, InSites Consulting

June 2010

Philosophy
Conversation

Advertising

Brand

Philosophy
Conversation

Activation

Brand

Health has many stakeholders
and because of different factors,
a sole focus on the HCP
becomes intolerable in the future


Part of the focus should
shift towards patients
as they are stepping forward and
entering the conversation
about their health


How can we
activate
this empowered patient?


2010

Health Study 2010
STUDY in 14 COUNTRIES WORLDWIDE
Summary:
5.777 consumers (18+), representative total country population.
Data collected on proprietary research panels from InSites Consulting, field in April 2010.

.


2010 Edition – Global
2010
How to engage in the conversation with empowered patients?

1 The internet: an important source for today's patients.

2 Connected patients ARE conversating!

3 How can the industry activate the empowered patient?


2010





2009
The patient action flow – Health Study 2009
Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder?

Waited for a while

Looked for information

General Practitioner

Pharmacy

General Practitioner

Special Practitioner

Something Else

N Europe = 2841 / Filter = Patients suffering from at least one disorder


2010

83% already used the internet
to look for information on health related topics
(this is 50% when corrected to the offline population)

74%
Users
80%
82%

72%
70%
95%

69%

79% 97%
United States 83%
Brazil 93%
79% Australia 79%

87% China 93%


2010
Information search
How often do patients look for information about medical-related topics on the internet?

In Europe, 77% already used
the internet to look for health info.

Which is a slight increase versus 2008 (75%).


43% Male
Monthly

38% Male
Less than monthly

62%
even looks for Female 47% Female 53%

online health info
18-24 47% 18-24 53%

every month 25-34

35-44
45%

43%
25-34

35-44
55%

57%

45-54 38% 45-54 62%

28% in Western Europe 55-64 40% 55-64 60%

65+ 42% 65+ 58%
72% in Asia!!!


2010
Information search about YOUR DISORDER
Q: Where did you already inform yourself about your disorder?

A general practitioner 55%

A specialist 33%

Family 28%
59%
Friends / acquaintances 24%

Internet 23%

A pharmacist 15%

Health encyclopaedia (book) 12%
35%
Magazines 11%

(A) health article(s) I collected 8%

Newspapers 7%

Fellow patients

Library 4%
6%

25%
23%
* Remark: the data were collected via an online
(A) patient folder(s) I collected 4%
panel survey. The total use of the internet by
patients was 40% in the sample. To avoid over-
Patient organisations 2% estimation of the internet usage by patients
(because the internet penetration in the sample
Other 3% was 100%), the internet usage was corrected

7% based on the internet penetration in Europe.

I did not look for information on my (Source = www.internetworldstats.com)
10%
disease (yet)
N total = 4327 / Filter = If at least one disorder.


Patients with the more % of patients with disorder ... who
looked for online info on that disorder
COMMON DISORDERS Hairloss 39%
Menopause symptoms 37%

use the Internet MOST Arthritis
Bladder infection
33%
31%
Libido impairment 30%
Erectile dysfunction 29%
Obesity 29%
Depression 29%
Heart problems 29%
Stress 27%
Anxiety 26%
Fungal infection
Hairloss
25%
Sleep disorder 25%
High blood pressure 24%

Menopause Influenza
Migraine
24%
24%
Stomach problems
Arthritis Warts
24%
24%
Allergy 24%
Bladder infection Chronic pain
High cholesterol
23%
22%
Bronchial infection 22%
Libido impairment Diabetes 21%
Sinusitis 21%
Erectile dysfunction Gastroesophageal reflux disease 21%
Itch 20%
Muscle ache 19%
Obesity Intestinal problem 19%
Herpes labialis 19%

Depression Headache 19%
Heartburn 17%
Asthma 16%
Hearth problems
N total = min 30 / Filter = © InSites Consulting, 2010. 19
Health Study 2010 | How to engage in the conversation with empowered patients |% within people with that disorder

People consulting the
INTERNET about their
disorder most often rely on…
.


2010

1 Search engines!
.
95%
Country level

Belgium 94%

Netherlands 94%

France 89%

Germany 95%

Switzerland 96%

United Kingdom 95%

Spain 97%

Italy 97%

Romania 96%

Russian
97%
Federation

United States 81%

Brazil 97%

Australia 95%

China 93%


No sponsored links bought by pharmaceutical companies


People consulting the
INTERNET about their
disorder also often rely on…
.


2010

2 Wikipedia!
.
36%
Country level

Belgium 29%

Netherlands 29%

France 32%

Germany 56%

Switzerland 44%

United Kingdom 38%

Spain 34%

Italy 43%

Romania 31%

Russian
Federation 54%

United States 25%

Brazil 40%

Australia 27%

China 22%


2010

3 Government sites
.
14%
Country level

Belgium 12%

Netherlands 6%

France 8%

Germany 7%

Switzerland 8%

United Kingdom 36%

Spain 10%

Italy 11%

Romania 4%

Russian
5%
Federation

United States 10%

Brazil 18%

Australia 23%

China 33%


2010

.
4 Medical portals 11%
Country level

Belgium 17%

Netherlands 6%

France 27%

Germany 7%

Switzerland 13%

United Kingdom 10%

Spain 11%

Italy 7%

Romania 6%

Russian
7%
Federation

United States 30%

Brazil 6%

Australia 13%

China 9%


2010

5 Pharmaceutical sites
.
10%
Country level

Belgium 5%

Netherlands 3%

France 3%

Germany 12%

Switzerland 6%

United Kingdom 7%

Spain 8%

Italy 5%

Romania 17%
Russian
Federation 21%

United States 6%

YOUR SITES Brazil 13%

Australia 8%

China 13%


2010
Are the sites considered to be trustworthy?

N = 1.739 / Filter : If the internet


2010
Consulted websites – regional differences
Q: How did you look up info about your disorder on the Internet? Which websites did you consult?

0% 25% 50% 75% 100%

General search engine 95%

Wikipedia 36%

Government health site 14%

Medical portal broader health focus 11%

Pharmaceutical company website 10%

Site of a health centre / hospital 9%

Site of a doctor’s practice 5%

Via my social network 4%

10%> Total
Site of health insurance companies 4%
10%< Total

Site focused on specific syndrome 3%

Patient community 2%
Total

Blog from a medical advisor 1% Western Europe
Eastern Europe
Patient blog 1% Southern Europe
Northern America
Other 2%
Southern America
Australia

Asia


2010

Patients are most
interested in the following
types of content:
1 Treatment in general

2 New types of treatment

3 Side effects

4 Symptoms + impact

5 Co-morbidity


2010
Which content do patients require online?
Q: To what extent would you be interested in the following content of online information on your disorder?

0% 25% 50% 75% 100%

Treatment in general 69%

New treatments 68%
Asia
Side effects of medication 67%
Eastern Europe
Symptoms of the disorder I suffer 65%
South America
Impact disease on quality of life 60%
stronger
Other disorders that typically co- interest
59%
occur with my disorder

Price 46%

Specific brands of medication 45%

Health care professionals 45%
Total
Western Europe
Reimbursement 37%
Eastern Europe
Southern Europe
Health insurance companies 24% Northern America
Southern America
Australia

10%> Total
Asia
10%< Total


2010
Which content do patients require online?
Q About which topics did youever read information online about your disorder?
Q To what extent would you be interested in the following content of online information on your disorder?

100%
Interest in online content

Important
90%
content
80%

New treatments Treatment in general
70%
Side effects of medication Symptoms of the disorder I
Other disorders that typically
suffer from
60% co-occur with my disorder Impact disease on quality of life
Average

50% Specific brands of medication
Price

Health care professionals
40%
Reimbursement

30%
In general, patients
Health insurance companies tend to find the info
20%
they are looking for...
10% Less
0%
pertinent Average
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ever read online

N Europe = 1.739 / Filter : If the internet is used for info on a disorder


2010

Conversation


2 Connected patients are CONVERSATING!



2010
Patients interact outside of the doctor’s cabinet
Q: To what extent do you agree with the following statements? (Top 2% agreement)
Half of the
0% 25% 50% 75%
consumers
100%

When I feel something
related to my health, I 49%
DISCUSS
discuss this with my
family and/or friends about their
When my doctor makes a
health
diagnosis, I check it with 31%
my family and/or friends online and/or
offline
When I feel something,
14%
I discuss this with
other patients

Total
Western Europe
When my doctor makes
Eastern Europe
a diagnosis, I check it 12%
Southern Europe
with other patients
Northern America
Southern America
Australia

10%> Total
Asia
10%< Total
N = 5.777 / Filter : No filter applied


2010

Ever shared online information
.

Country level

12%

30%
Belgium

Netherlands 15%

France 27%

Germany 17%

Switzerland 16%

United Kingdom 17%

Spain 24%

Italy 37%

Romania 32%
Russian
Federation 52%

United States 19%

Brazil 45%

Australia 15%

China 76%


2010
Q: About which topics did you ever share information online concerning your disorder?

Asian patients
SHARED TOPICS
0% 25% 50% share more in
75% 100%

Treatment in general
general.
49%

Symptoms of the disorder I suffer 46%

New treatments 41%
Americans
Impact disease on quality of life

Side effects of medication
40%

40%
share more info
Other disorders that typically co-
occur with my disorder
29% on prices.
Specific brands of medication 25%

Price 24%

Health care professionals 20% Total
Western Europe

Reimbursement 9% Eastern Europe
Southern Europe

Health insurance companies 6% Northern America
Southern America
Other Australia

3%
10%> Total Asia
N = 1.286 / Filter : If at least one disorder and shared information 10%< Total


2010
Q: Via which of the following channels did you ever share information online about your disorder?
In Asia
0% 25% 50% 75%
people
100%

Via online fora/discussion
boards/communities
14%
share
Via a social online
more.
13%
encyclopedia (Wikipedia)
They also
Via a personal site or blog 9%
use
Via social networks (Hyves,
Facebook, Netlog, 7% more
MySpace…)
Via movie sharing
4%
channels.
networks (YouTube, Daily
motion, Vimeo...)

2% Total
Other
Western Europe
Eastern Europe
Southern Europe
None of the above 70%
Northern America
Southern America
Australia

10%> Total Asia
N = 1.286 / Filter : If at least one disorder and shared information 10%< Total


2010

Asian and Western European users are each others’
opposites when looking at their online behaviour!
79% of West European people are more open in person vs. online,
which is only the case amongst 45% of Asian people.

(c) InSites Consulting, Social network study 2010 : freely available on request!
Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, Filter = If 43
N Global = 2065 / 2010. user

2010

62% of online patients is active
on social networks
56%

57%
Users
70% 52%
68%

72%
61%

64%
59%

United States 68%
Brazil 77%
68% Australia 61%

68% China 45%
N = 4.327 / Filter : If at least one disorder


2010
Type of friends patients have online
Q: Which of the following friends are present in your online social network?
16% of social
network users is
0% 25% 50% 75%
connected with
100%

People with the same
disorder that I have,
fellow patients
that I know from
the real world and I
16%
they know
have a lot of contact
with in my offline life from real life.

disorder that I have,
12% connects with
that I do not know
from the real
12%
patients they do
world not know.
disorder that I have, Total
and that I met offline, Western Europe
6%
but I don’t have a lot Eastern Europe
of contact with in my Southern Europe

offline life Northern America
Southern America
Australia

10%> Total Asia
N = 2.690 / Filter : If at least one disorder and member of a social network 10%< Total


2010
Popular social networks to share information about diseases
Q On which of the following social networks did you read / share information about your disease?

15%
Share information

10%
Facebook, and to a lesser
extent Twitter, MySpace and
Windows Live Spaces are the
most common networks to
read/share info on diseases,
5%
since they are also most
commonly used in general.

Average

0% Average
0% 5% 10% 15% 20% 25%

Read information

N = 2.690 / Filter : If at least one disorder and member of a social network


2010


2010
Frequency of sharing information via social networks
Q: How often do you share information about your disease on the following social networks?

Regularly

Friendfeed 3% 53% 16% 18% 9% 56%
n = 30

Flickr
n = 20
14% 33% 33% 5% 15% 47%

LinkedIn 9% 35% 14% 13% 29% 44%
n = 21

XING 10% 31% 23% 22% 14% 41%
n = 22

Hyves 4% 28% 19% 20% 29% 32%
n = 25

MySpace 6% 20% 31% 30% 13% 26%
n = 100

Netlog 9% 14% 17% 25% 35% 23%
n = 54

Twitter 9% 13% 36% 35% 7% 22%
n = 111
Windows Live
Spaces
7% 12% 29% 33% 19% 19%
n = 112

Facebook 4% 10% 28% 28% 30% 14%
n = 354
Other 4%1% 28% 27% 41%
5%
n = 86
Very often Regularly Now and then Rarely Hardly ever

N = 2.690 / Filter : If at least one disorder and member of a social network


2010

33% of online patients read about
their disease on communities
49%

36%
Users
14% 25%
31%

72%
17%

24%
25%

United States 34%
Brazil 47%
31% Australia 26%

34% China 59%


2010


2010
Community membership and participation
Q: Are you member of any of the following communities on your disorder?
Q: On which of the following communities did you read information about your disorder?
Q: On which of the following communities did you share information about your disorder?

Member Read Share
A community organized by a
pharmaceutical company
3% 9% & 5%
A community organized by a
patient organization
4% 8% & 6%
A community organized by
fellow patients
3% 9% & 7%
Communities organized by the
government
4% 7% & 4%
Communities of which I
do not know the organizer
3% 13% & 8%

Other communities 1% 2% & 1%



2010
Interest in different community types
Q: To what extent would you be interested in the following type of communities for patients of your disorder?

0% 25% 50% 75% 100%

A community where you can
ask the opinion of a
An advisory
49%
health care
professional
community
A community where you
by HCPs and
can ask the opinion of
35%
pharmaceutical
pharmaceutical
companies companies
clearly has
A community with
testimonials of
potential !!!
33%
patients
Total
Western Europe
A community where Eastern Europe

patients can become 21% Southern Europe
Northern America
friends
Southern America
Australia

10%> Total Asia
N = 4.327 / Filter : If at least one disorder 10%< Total


2010

Conversation

1 The internet: an important source for today's patient!


3 How can the industry ACTIVATE the empowered patient?


According to consumers,
pharmaceutical
companies should…
.


2010

1 Provide info in cabinet
.
56%
Romania 83%

Russian Federation 73%

Brazil 57%

Belgium 57%

Netherlands 57%

Australia 56%

United States 55%

Italy 54%

United Kingdom 52%

Germany 51%

Switzerland 48%

France 48%

Spain 46%

China 39%

Sig. Difference between countries (95%)

Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010.
N = patients | © : No filter applied 61

2010
Provide expert guidance
2 on a website 52%
.

Romania 76%


China 66%

Italy 58%

Germany 55%

Brazil 55%

Spain 53%

United States 49%

Switzerland 48%

France 47%

Australia 45%

United Kingdom 44%

Belgium 33%

Netherlands 31%


Health Study 2010 | How to engage in the conversation with empowered 5.777 / applied No filter applied 2010.
N = 5.777 / Filter := patients | © InSites Consulting,
N No filter Filter : 62

2010
Be in constant dialogue
3 with patients 51%
.

Romania 76%

Brazil 68%


China 60%

Italy 54%

Switzerland 53%

Germany 53%

United States 49%

France 47%

Spain 46%

United Kingdom 37%

Belgium 37%

Australia 34%

Netherlands 33%



2010
Make discussions about
How can the industry engage the empowered patient?
4
The role of the industry

medication possible on their site

Romania 72%


49% Brazil

China

United States
59%

56%

55%

France 46%

United Kingdom 46%

Germany 46%

Switzerland 44%

Spain 44%

Australia 44%

Italy 41%

Netherlands 35%

Belgium 28%

Beware: adverse Health Study 2010 | How to engage in the conversation with empowered 5.777 / FilterInSites Consulting, 2010.
event reporting necessary N = patients | © : No filter applied 64

Q: If you consider the information you have read/already read online, how would you describe the tone of voice of this information?

The majority of online conversations is
positive, especially when they are about
medication
Negative Positive

In general
19% 40%

On medication
18% 50%


2010
Measuring the temperature of online conversations
Q: If you had a serious complaint about a pharmaceutical drug or treatment for your
5%
disorder, how often would you share this information on the Internet?
10%

22%

Frequency sharing
complaint
19%

5%

10%
(‘Only’) 5% has the intention
22%
to always to share complaints
43%

19%
about treatments/drugs online.
Always
Often
43%
From time to time
Hardly ever
Never
Always
Often
From time to time

Hardly ever

N = 4.327 Never : If at least one disorder
/ Filter


2010
Share info on medication in social
How can the industry engage the empowered patient?
5
The role of the industry

encyclopedia

45% Romania

Russian Federation

Brazil 55%
68%

65%

China 53%

Germany 48%

Switzerland 47%

Italy 42%

United States 41%

Netherlands 40%

United Kingdom 35%

Spain 35%

France 35%

Australia 35%

Belgium 34%



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