CASE STUDY Using Mobile at Medical Conferences and Congresses - Insight...

CASE STUDY

Craig Overpeck, COO Global Research

Amber Esco, SVP Market Research

Using Mobile at Medical Conferences and Congresses

Agenda for Today

▪ Discuss basics of mobile▪ Use cases▪ Case Study: Medical Conferences and Congresses▪ Demonstration▪ Questions

© 2016 M3 USA Corporation. All rights reserved. Case Study: Using Mobile at Medical Conferences and Congresses | 2

What is Mobile?

▪ A unique way to collect data▪ It looks like quant+qual on a small screen▪ Prepare for a closer more ethnographic relationship with the respondent▪ The platform is different▪ The panel is different▪ Conclusion: Mobile is a New Methodology


Benefits of Measurement on Mobile

Recording Behaviors And Why They Happen

Truer Real-time Insight Capture

Ease of Communication Media Rich

ValidatedNo Recall

Relevant To RespondentsFast

Authentic

EngagingSticky

Offline

Mobile is THE Emerging Trend

▪ “Mobile in the moment research” is the #1 Predicted Market Research Trend for 2016 according to MarketResearch.com

▪ “Market Research Increasingly Mobile” according to PharmaVoice March 2016

▪ IIEX Amsterdam Closing Keynote by Ray Poynter about Mobile First

▪ 5 Talks @ CASRO Digital in Austin on Mobile First


Types of Mobile


Today we are only discussing Application based Mobile

MOBILE OPTIMIZED SURVEY ON URLBrowser based Mobile

PROS: Many platforms to pick from, easier to program, real time changes

CONS: Only works where there is Wi-Fi/LTE/3G, data submitted question by question = slow experience

PROS: New question types and capabilities available, works without signal, data uploaded once at end, text alerts, push notifications, meta data

CONS: Need trust to get people to download anything, Harder to program, upgrades to app as Google/Apple upgrade

MOBILE SURVEY IN APP ON DEVICEApplication based Mobile

Why Application Based Mobile Matters


Offline Capability

Multimedia / Touch Screen

In the Moment Data Capture

▪ Does not require constant connectivity

▪ Point of contact / care

▪ Emerging markets with low internet penetration

▪ Pictures, videos, voice recordings

▪ Clicking and swiping is easier, faster, and fun

▪ Patient and doctor diaries / chars

▪ Sales rep visits (detailing)

▪ Conference research

Unique Data and Capabilities

▪ Survey Pushed to App▪ Push notification and text notifications alert users▪ Collect when application was logged into▪ Start/end date-time of each entry▪ Length of interview (seconds) per entry▪ Location coordinates at time of entry (if permission given)▪ Geofencing for a certain radius▪ Device type▪ Operating system


Mobile Panel Differences

▪ An Online Panel is not a Mobile Panel▪ Mobile Panel N size smaller – more like qual panel (~15% of typical online)

▪ Mobile panelists have higher response rates (85%)

▪ Mobile panelists more engaged with low abandon rates

▪ Mobile surveys longer than 20 minutes start to experience some drop off

▪ Mobile “River” or Mobile “Intercept” panels do not work – Panelists must trust the app provider and be motivated to download the app


Example Question Types




Rank Options Indicator Slider Picture Video

Use Cases


New clinical trial results released at conference, measure the impact with real time feedback from attendees

▪ Post session feedback▪ End of day survey▪ Post conference surveys

Conference ResearchDoctors record 5 diagnosis appointments

with patients for a certain disease. Recording symptoms, medication required etc.

Easier (and more likely) for Doctors to complete in the moment and on their mobile

Physician Chart Study

A diary to record symptoms, medication consumption and

medication purchase.

Patient Diaries

Point of Care Chart StudyUnderstanding Prescription Drivers


Map cancer and supportive care treatment decisions across US.

300 Oncologists in US

Data captured at the point-of-care 3 - 4 minutes per patient visit reported minimum of 15 patient visits each month

Need Who

Implementation Advantages

▪ High participation rates▪ Point-of-care vs. pure recall▪ Portability drives convenience

Physician DiaryUnderstanding Detailing Efficacy


Understand the effectiveness of Pharmaceutical representatives, brochures and marketing materials: “Detailing”

Physicians in North America

Physicians launch an App on theirsmartphone or tablet any time they have an encounter with a sales rep

Need Who

Implementation Advantages

▪ Offline availability and portability allows physicians to participate anytime and anywhere

▪ Multimedia capture (Voice, Video and Photo) adds richness and convenience to the insights program

▪ Geo-location (provides footprint of covered area)


Mobile Data CollectionA Picture Worth a Thousand Words

Conferences

▪ Attend 70 conference annually▪ Profiled panel by methodology

o Quant(online) o Qual (TDI) o Qual (in-person) o Mobile



Conference Location Dates Pre-qualified Panel

ENDO 2016 Boston, MA April 1-4, 2016 62

Oncology Nursing Society 41st Annual Congress San Antonio, TX, April 28-May 1, 2016 19

2016 Annual Meeting of the American Psychiatric Association Atlanta, GA May 14-18, 2016 127

American Congress of Obstetricians and Gynecologists Washington, DC May 14-17, 2016 95

18th European Congress of Endocrinology (ECE 2016) Munich, Germany May 28-31, 2016 16

2016 American Society of Clinical Oncology Annual Meeting Chicago, IL June 3-7, 2016 159

American Diabetes Association's 76th Scientific Sessions New Orleans, LA June 10-14, 2016 74

American Society for Microbiology Boston, MA June 16-20, 2016 22

21st International AIDS Conference (AIDS 2016) Durban, South Africa July 18-22, 2016 14

European Society of Cardiology Congress Rome, Italy August 27-31, 2016 33

European Society of Medical Oncology 2016 (ESMO) Copenhagen, Denmark October 7-11, 2016 39

American College of Gastroenterology (ACG 2016) Las Vegas, NV October 14-19, 2016 114

American Academy of Ophthalmology 2016 Chicago, IL October 15-18, 2016 70

141st American Neurological Association Annual Meeting Baltimore, MD October 16-18, 2016 44

American Academy of Pediatrics San Francisco, CA October 22-25, 2016 153

ID Week 2016 New Orleans, LA October 26-30, 2016 76

Obesity Week 2016 New Orleans, LA Oct 31-Nov 5, 2016 53

58th ASH Annual Meeting & Exposition San Diego, CA December 3-6, 2016 113

17th World Conference on Lung Cancer Vienna, Austria December 4-7, 2016 26

Needed


A PURPOSE AN INSIGHTS PARTNER

A MOBILE PANEL A TECHNOLOGY PLATFORM

AN AGILE PROJECT MANAGER

ASCO is a large oncology conference that attracts ~ 37,000 attendees from around the world. Our client was interested in helping their Pharma client gauge insight and reaction ‘in the moment’ to five specific abstracts or oral sessions, and conduct immediate response research with attendees soon after specific sessions ended. Previous years online bulletin board research failed to capture the in the moment responses and failed to keep physicians engaged.

The benefits included:▪ Ability to geofence respondents

▪ Utilization of Push Notifications as sessions concluded to remind recruited Oncologists to participate in surveys

▪ Participation with no/limited wi-fi signals – data automatically uploaded upon wi-fi connection

▪ Provided for physicians to dictate open end answers for a more familiar comfortable method of collection for the doctors and more meaningful and in-depth responses for our client.

▪ Ability for immediate responses

M3 recommended an approach using mobile technology with our downloaded app rather than more traditional online options.

Case Study Conference Research


A PURPOSE

A MOBILE PANEL



AN INSIGHTS PARTNER

▪ Recruited 40 US and 40 OUS Physicians

▪ Confirmed all were registered for 2015 ASCO

▪ Confirmed willingness to participate in all phases of research

▪ Conducted a pre-conference survey to ensure app presence and familiarity

M3 Utilized their global panel of physicians, many had been pre-identified as attending ASCO and willing to use Mobile

AN INSIGHTS PARTNER



A TECHNOLOGY PLATFORM AN AGILE PROJECT MANAGER

▪ Programmed session specific surveys as designed by our client

▪ Made surveys live/activated surveys following session/abstract completion

▪ Sent push reminders to Oncologists to log onto the app and participate in research

▪ Collected and provided daily data files to our client for immediate insight

Using the M3 Survey Platform we were able to manage the project seamlessly on behalf of our client and the manufacturer

Schedules and arranged for follow up English Language focus groups:▪ Handled all programming and hosting

▪ Coordinated overnight “late breaking” abstract survey programming

▪ Handled all tech support

▪ Ensured physician participation

▪ Processed honoraria

Continual oversight and agility provided for a stress free engagement for our client.

What We Learned

▪ Compensation was an important piece of the project, but not the only aspect. Oncologists received a first honorarium for downloading the mobile app and taking the initial short survey

▪ While it can be challenging to get respondents to download an app onto their phone, once they have experienced the ease of participation with the app, they are hooked. It is considered easy-to-use, engaging, and much less cumbersome than an online survey

▪ It is critical to keep the survey short, focused on key objectives, and with clear questions

▪ It is essential to pre-recruit and have physicians download the free app and take a short survey. Tech support was an important factor for any physicians having difficulty before or during the conference



Results for Success

▪ Participation and engagement was high

▪ Our client did not need to constantly probe for interactions with respondents

▪ The data was fast

▪ Data was provided fast and was impactful


Another Consideration▪ Physicians on standby at medical conferences to address questions surrounding immediate

internal brand needs and breaking news


Download from iTunes or Google play


Demo


THANK YOU

Contact Information

501 Office Center Drive, Suite 410Fort Washington, PA 19034

[email protected]

202-293-2288

www.usa.m3.com

CASE STUDY Using Mobile at Medical Conferences and Congresses - Insight...

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