Post on 20-Aug-2015
Connecting with Healthcare Stakeholders
Smartees Seminar
This is the full slidedeck of our
„Connecting with Healthcare Stakeholders‟
Smartees Seminar. The main focus is on
how to better connect with your
healthcare stakeholders by using new
ways of interaction. The main theme is
elaborated, followed by some interesting
case studies of Merck Serono & UCB.
5th edition
HEALTH
SMARTEES 2013
Welcome @ InSites Consulting! Relax & Enjoy.
And ask questions whenever you want!
#Insites
5. Health Smartees
Smartees are smart sessions for
clever marketers and researchers. They
are all about learning and sharing. It is
our goal to leverage existing
knowledge and inspire you with
cases from the business reality.
2009
2010
2011
2012
Founded 1997 as a business school spin-off
Structure Fully independent, 7 managing partners
Growth Average yearly growth +25%
Locations USA I ROM I UK I NL I BE
Team 125 passionate & talented people
Reach Global Consumer & Moderator Network
Clients +35% of 2012 Best Global Brands (Interbrand)
Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA
We want to
bring our clients
to the future first
the most effective
consultants for
any company
Customers are
Knowledge Leverage We engage people to think
harder and better. We activate
them to structurally collaborate
with us and our clients to co-
create the future of brands.
1.
Internal Leverage We drive ultimate customer
centricity by engaging employees
and other stakeholders around the
customer. By bringing customers
inside organizations, we change
people‟s hearts, minds and
actions and create internal
alignment.
2.
3. External Leverage By turning research into a unique
participant experience, we create a
meaningful impact on your
product or brand. Through deep
engagement and collaboration with
customers, we drive positive
conversations and ultimately
growth.
5. Health Smartees
5th edition
HEALTH
SMARTEES 2013
ENJOY !
Magali Geens, Managing Partner
Saartje Van den Branden
Customer Consulting Boards
Towards STRUCTURAL
COLLABORATION
The Customer Consulting Board
We want to
bring our clients
to the future first
STRUCTURAL
COLLABORATION
Towards
the most effective
consultants for
any company
Customers are
STRUCTURAL
COLLABORATION
Towards
STRUCTURAL
COLLABORATION
Towards
STRUCTURAL
COLLABORATION
Towards
What? How? Why?
STRUCTURAL
COLLABORATION
Towards
1. Changing environment
STRUCTURAL
COLLABORATION
Towards
2. customer need
STRUCTURAL
COLLABORATION
Towards
3. Untapped potential
STRUCTURAL
COLLABORATION
Towards
4. Fit with strategy
STRUCTURAL
COLLABORATION
Towards
4. Fit with strategy
STRUCTURAL
COLLABORATION
Towards
5. Brand building through customers
STRUCTURAL
COLLABORATION
Towards
6. Internal & external leverage
STRUCTURAL
COLLABORATION
Towards
7. Highly scalable
STRUCTURAL
COLLABORATION
Towards
8. Humanization
STRUCTURAL
COLLABORATION
Towards
9. Globally connected
STRUCTURAL
COLLABORATION
Towards
STRUCTURAL
COLLABORATION
Towards
Why? What? How?
STRUCTURAL
COLLABORATION
Towards
What? What can we do with it? What is the added value of having such a „customer Consulting Board‟?
How can we maximize the impact of this collaboration?
1 2 3 4 Embed your Customer Consulting
Board in 4 strategic areas.
STRUCTURAL
COLLABORATION
Towards
1. Get close to your customer
2.
3.
4.
Uncover new insights
Generate & craft ideas and concepts
Drive customer experience & action
Via the Customer Consulting Board, a company gets a unique opportunity to tap into the customers‟ lives.
By getting close to the customers and collaborating with them, a company can better understand the
behavior and motivations that fuel their buying and prescribing behavior. By discovering the blind spots,
your company will have a better outlook on the future.
The Customer Consulting Board helps to get to the hearts of customers. What are their problems? What
makes the difference so they‟ll buy or prescribe your products? Maximize the relevance of your offer and
services by generating insights and have an in-depth understanding of the customer needs.
Today‟s customers are empowered and want to create their own future. They are part-time marketers and
have a clear idea on the products and services they want to use, the stores they want to visit and the
experience they want to enjoy.
Understanding different touch points a company has with customers, a customer Consulting Board will
make it feasible to map the whole customer journey and improve the experience within and across
channels. The final goal is to drive the actions of customers: talking about your brand, recommending
products or services and ultimate buying them.
STRUCTURAL
COLLABORATION
Towards
What? What can we do with it? What is the added value of having such a customer Consulting Board?
How can we maximize the impact of this collaboration?
1
2
3
Leverage your customer
Consulting Board on 3 levels.
STRUCTURAL
COLLABORATION
Towards
In our Customer Consulting Boards
we use different creative techniques
and gamified moderation to engage
customers to think harder and better.
These techniques help tap into
customers‟ thoughts and maximize
the outcome of the collaboration.
Ultimately, this will improve and
fasten decision making.
1. Knowledge leverage
STRUCTURAL
COLLABORATION
Towards
The findings coming from your
Customer Consulting Board will drive
a philosophy of customer centricity
and will engage employees and
other stakeholders around the
customer. We bring the customer in
their heart and engage the employee.
The outcomes will inspire them and
ultimately drive them to act and
behave differently.
2. Internal leverage
STRUCTURAL
COLLABORATION
Towards
By turning research into a unique
customer experience, we create a
meaningful impact. Through deep
engagement and collaboration with
customers, we drive positive
conversations and ultimately
growth. As a company, you can
communicate about the process, the
outcome and the learnings from the
customer Consulting Board through
carefully selected channels.
3. External leverage
STRUCTURAL
COLLABORATION
Towards
What?
Knowledge
leverage
Internal
leverage
External
leverage
Getting
close
Creating
Relevance
Co-creating
solutions
Driving
customer action
STRUCTURAL
COLLABORATION
Towards
Making better decisions
Changing our mindset
Driving our brand
What?
Knowledge
leverage
Internal
leverage
External
leverage
Getting
close
Creating
Relevance
Co-create
Solutions
Driving
customer action
STRUCTURAL
COLLABORATION
Towards
Making better decisions
Changing our mindset
Driving our brand
What? How? Why?
STRUCTURAL
COLLABORATION
Towards
Customized approach
Based on your needs, you can either
start with a pilot of a Customer
Consulting Board and reactivate it or
launch a structural collaboration to
gain internal buy-in and fine-tune the
approach wave after wave. To gain
efficiency the client team can tap into
more tactical topics while InSites
consultants are recommended for in-
depth analysis of strategic topics.
STRUCTURAL
COLLABORATION
Towards
Customized approach
STRUCTURAL
COLLABORATION
Towards
Intensity
Full service
Find your sweet spot
STRUCTURAL
COLLABORATION
Towards
STRUCTURAL
COLLABORATION
Towards
Expected output
STRUCTURAL
COLLABORATION
Towards
STRUCTURAL
COLLABORATION
Towards
Games &
competitions
Internal
workshops
Online
dashboards
Blogs & news
sites
Social media
Inspiration
reports
Movies Press
Impactful reporting
www.insites-consulting.com
Thank you!
Saartje Van den Branden, Senior Research Manager Life Sciences & Healthcare
+32 479 61 18 78
Saartje@insites-consulting.com
Sébastien Van Laere & Sarah Manley, Nutricia
CASE study Nutricia: PKU Teens Community
Sofie Bruggeman & Martijn Huisman
CASE study Merck: hypertension community
Hart voor Elkaar
(Heart-to-Heart Talk) How connecting with patients leads to better insights By InSites Consulting
Annelies Verhaeghe, Head of Research Innovation
Sofie Bruggeman, Senior Research Manager Life Sciences & Healthcare team
Martijn Huisman, Research Consultant Life Sciences & Healthcare team
By Merck n.v./s.a.
Nico Smet, BU Manager Fertility & Endocrinology, CardioMetabolic Care & General Medicine
Laetitia Pinton, Product Manager Fertility & Endocrinology, CardioMetabolic Care & General Medicine
Understand the patient‟s lifestyle
Get insight in the role of
hypertension in the patient‟s life
RESEARCH OBJECTIVES
Find new patient insights and
translate them into actionable &
relevant services
BUSINESS OBJECTIVES
The patient consulting board
1 2 3
1
2
3
Blog
Crowd
Interpretation
Discussions
SAY ‘Hi’ TO
YOUR
PATIENT
CONSULTING
BOARD
55 patients
1717 posts
What is a GOOD customer
insight ?
x x = Aha!! It’s me !!!
A good insight starts with
your patient
Too often companies innovate based
on a product, a technology or universal
trends. A good insight however should
start with the customer.
1. Online ethnography
OBSERVING hypertension patients by asking them to blog about their life
Get immersed
in the life of patients
Explore typical
hypertension moments
Discover routines
hypertension moments
#irritated
#involved
#self protective
#hopeful
#sad
#insecure
#powerless
#scared
Developing a patient typology
Beyond the in-home visit
The impact of type of day on compliance
Seeing the world through their eyes
The patient storytelling board
The patient storytelling board
The patient storytelling board
The patient storytelling board
2. Crowd interpretation game
Interpret and explain the patient stories to generate more and new insights
1. Observation
2. Meaningful
observation
3. Interpretation
4. Insight
Let the magic begin
Crow
d
inte
rpreta
tion
360° interpretation
55 hypertension patients
24 HCP’s
50 caregivers
Added value crowd interpretation
19 insights + 25 insights
Blog (+ Discussion phase) Crowd Interpretation (3 stakeholders)
Added value crowd interpretation
6 5 3
4 0 1
6
Hypertension patients
HCP’s Caregivers
Numbers refer to the amount of insights collected per stakeholder
Recognition?
Everybody
experiences
hypertension in a
different way
The interpretation
of fellow patients
were most
recognizable
Yes No
3. Discussion stage
Further shape insights and explore useful services to hypertension patients
From insight to action
Reflective probing New services
The impact on patients (…and the moderator)
“I am hardly ever concerned with high
blood pressure. It is hereditary and I take
a pill everyday. But after two weeks of
participating in this project, I did start to
observe myself better.”
“I have been living with high blood
pressure for years. I hardly ever pause
to think about it. But by participating in
this community I do think consciously
about it: how I live with it, how I fit it in
with my life, and how I keep it in mind
after all.”
“I took the time to reflect on
what hypertension means in my life.
Usually you pay little or no attention
because your situation is quite stable.”
“Very recognizable and
definitely a translation of
all types of patients that
I see in my practice.”
The impact on HCP’s
“More openness to
empower patients to
self monitor their health
condition.”
The impact for Merck
Deliverables
1717 posts (blog + crowd interpretation +
community)
Interactive health consumer
dashboard (Pivot Viewer) with over
250 tagged pictures & texts
7 (unmet) needs and frictions
across the patient journey
6 service concept solutions
(only 4 adverse events encountered)
The impact for Merck
“This methodology helps us to truly
understand patient needs.
The active involvement of the participants
generated a lot of valuable insights, which
were validated afterwards by physicians”.
Nico Smets Business Unit Manager Fertility & Endocrinology,
CardioMetabolic Care & General Medicine @ Merck n.v./s.a.
Laetitia Pinton Product Manager Fertility & Endocrinology, CardioMetabolic
Care & General Medicine @ Merck n.v./s.a.
www.insites-consulting.com
Thank you! Hope you liked our Heart-to-Heart Talk !
Martijn Huisman Research Consultant InSites Consulting
+31 10 742 10 34
Martijnh@insites-consulting.com
Sofie Bruggeman, Senior Research Manager Life Sciences & Healthcare InSites Consulting
+32 269 14 13
Sofie@insites-consulting.com
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com
Online Ethnography
Evaluating & Optimizing Health Apps
Research questions
1. CONTENT. How does the mobile app contribute to
health management in practice?
2. USAGE. What are the biggest drivers & barriers for
using the health app?
3. TECHNICAL. How is the performance of the app
evaluated & how can it be improved?
IHEADACHE
What? Through a blog platform, participants observed themselves and their environment for 4
weeks by keeping track of their app usage and evaluation by taking pictures & writing
down experiences.
Online ethnography
HEADACHE DIARY PRO
GLOOKO: DIABETES
MYNETDIARY
Participants help in optimizing the app by
drawing their ideal migraine app
“The developers omit a big
opportunity: understanding
WHY the attack occurred. I
still didn’t find out the main
reason for my migraine”
Katia Pallini & Carl Vandeloo, UCB
CASE study UCB: revival of research surveys
From ‘survival’ to ‘revival’ of surveys
ARE SURVEYS A DEAD END?
QUANTITATIVE RESEARCH REPRESENTS
76% OF GLOBAL RESESEARCH SPEND
Total Quantitative 76%
Other 6%
Total Qualitative 18%
SURVEYS AS A METHOD ARE SURELY NOT DEATH !!!
EVEN A VITAL INSTRUMENT IN OUR INDUSTRY
TPP TA mapping Brand tracking Prescription tracking Dynamic market mapping Forecasting NPS benchmarking Patient profiling …
Typical Quantitative Measures
THE POWER OF NUMBERS
FOR YOUR DECISION MAKING
CLIENT
RESEARCHER PARTICIPANT
= who needs the data to
understand how to achieve
business objectives
= who collects the data
and runs analyses to fill
in research objectives
= who provides the data
from his/her own
perspective upon invitation
CLIENT
RESEARCHER PARTICIPANT
OFTEN THE (SURVEY) RESEARCH REALITY TODAY
SURVEYS SHOULD ENGAGE PARTICIPANTS
Attractive look&feel Personal invitation Well formulated questions Phrasing adapted to participant Limited fill-out time No ‘monster’ tables No ‘endless’ lists of options Not too much repetition Only relevant qts for participant Gamified …
PARTICIPANTS
Engaging
SURVEYS ARE PART OF AN ENGAGING EVIRONMENT
PARTICIPANTS
Engaging
WE JUST CAN NOT AFFORD BAD SURVEYS
PARTICIPANTS
Engaging
Rx Monitor largely over 1 hour completion time
Customer Pulse limited to about 30 minutes
PARTICIPANTS
Engaging
No unnecessary screening questions
Well-considered set of product / brand attributes
No ‘stated’ product / brand attribute importance
Limited number of patient cases per HCP
No questions the HCP can not answer (e.g. about unfamiliar products)
No irrelevant questions in the context of the tracker (it is not an omnibus)
No unnecessary overlap with other studies (e.g. patient diary study)
…
Much shorter survey
To convince internal stakeholders (the CLIENT), the argument of alignment of results has proven to be impactful.
PARTICIPANTS
Engaging
CLIENT
RESEARCHER PARTICIPANT
SURVEYS SHOULD ENGAGE CLIENTS
CLIENTS
Engaging
Expected output
CLIENTS
Engaging
Expected output
Top management Global cross functional teams Regional brand leads Regional MR teams ...
CLIENTS
Engaging
Different functions require different metrics & a different level of data understanding
Study should support fast and solid decision making throughout the company
Needs to be flexible. You want the right slides at the right time It should be easy to ‘blend’ the study results in given context (e.g. UCB template, metrics/definitions used in other sources should be defined the same way …)
Deliverables tailored to customer needs
CLIENTS
Engaging
Contents
RX Monitor
Customer PULSE
A 3-Step Approach:
1. Online SURVEY, lean & focused on the
measurement critical management KPIs & market dynamics
2. Internal result workshop with brand
teams to discuss and identify needs for deeper Rx understanding
3. In-depth qualitative BLOG research with
specialists to understand blind spots and uncover drivers & barriers of Rx behaviour
Taking
Customer
Connect
FORWARD
UCB
CLIENT
RESEARCHER PARTICIPANT
2.
3.
1.
2.
3.
CLIENT
RESEARCHER PARTICIPANT
MORE 2-WAY COMMUNICATION
Quantitative Online survey Delivering key brand performance metrics
Consult detailed results via Interactive Reporting tool
Discuss in internal workshops with brand teams
Identify knowledge gaps
Discuss Key Indicators Online Survey
1. 2. From the early start of the process
Agreement on key metrics
Agreement on expected deliverables
Discuss ‘why’ for better understanding
Detect missing context to go further
Customer involvement is key
CLIENT
RESEARCHER PARTICIPANT
MORE 2-WAY COMMUNICATION
“ The decision is always very complex,
because it concerns highly efficient, expensive agents that also have
substantial side effects. If the patient tolerated one biologic therapy well, than I find it difficult to change to another agent, and I also see no sense doing it.
(Germany, brand prescriber)
In-depth qualitative blog research to understand drivers and fill in blind spots of the survey
Uncover drivers & barriers of Rx behavior
2-week Individual Blog
3. Macro level - ‘Global warming’ panels
Better data quality
Truly understand what data tell
Make research actionable
Participant involvement is key
CLIENT
RESEARCHER PARTICIPANT
SURVEYS SHOULD ENGAGE RESEARCHERS
RESEARCHERS
Engaging
SURVEYS SHOULD ENGAGE ME !!!
CLIENT
RESEARCHER PARTICIPANT
= who needs the data to
understand how to achieve
business objectives
= who collects the data
and runs analyses to fill
in research objectives
= who provides the data
from his/her own
perspective upon invitation
THE IDEAL (SURVEY) RESEARCH ENGAGEMENT
www.insites-consulting.com
Thank you!
Katia Pallini, Research Consultant InSites Consulting
+32 269 12 23
Katia@insites-consulting.com
Carl Vandeloo, Senior Customer Insights Manager Global Strategic Marketing UCB
+32 2 559 99 99
Carl.Vandeloo@ucb.com
5th edition
HEALTH
SMARTEES 2013
Thank you!