Wool labs healthcare crowdsourcing patient adherence

Wool.labs 2010 (Confidential) 1

Patient Adherence Survey

Q1 2011


• The Healthcare Crowdsourcing Project was launched to illuminate themes surrounding patient adherence and some of varying opinions based on the role a person plays in the adherence lifecycle

• Insights from our WebDigTM database were added - as were authentic verbatims that illustrate particular points

• By merging both datasets, we were able to highlight some insights that will be useful in all of our adherence work

Introduction


• Patient adherence is of concern to everyone in healthcare

• The reasons are complex, but our experience shows us that improvements can be made by listening more to patients and sharing information across everyone touching the adherence lifecycle

• We see adherence as an ongoing and evolving topic much like disease treatment itself

– Too many times, we see industry get frustrated with the reach of their results and just quit. The up and down cycle probably makes the problem worse

• There are disconnects between patients and other groups that hinder progress in patient adherence

– Too much emphasis may be being placed on patient forgetfulness

– Patients, more often than not, actively choose whether to take their medication but also may not fully understand the implications of their actions

Executive Summary

Wool.labs 2010 (Confidential) 4 4

Patient Themes That Impact Adherence Data from the Survey and WebDigTM studies


Patient Themes That Impact Adherence

Definitions

• Strong theme – a dominant theme recurring in the majority of patient-oriented studies

• Common theme – a persistent theme recurring in at least 50% of all patient-oriented studies

• Less Common theme – a recurring but perhaps not persistent theme occurring in less than 50% of all patient-oriented studies

• Emerging theme – a theme that has been occurring in more recent timeframes but is becoming persistent in at least 50% of all studies and increasing consistently.


Strong Themes

• Patients use social media as a means to connect with others to share experiences, set expectations for themselves, and offer/seek advice

• Patients are looking for real world experiences and will shun other opinions

• Patients “choose” treatments and speak in an extremely empowered tones

• While identified as a need, expectation setting is still not universal, thorough, or effectively done by medical professionals

Patient Themes That Impact Adherence

We have made the choice to stay on chemo for now–16 rounds of carbo/taxol/avastin were the first line and this week my brother will have his 16 round of alimta/avastin.

http://cancergrace.org/lung/2008/11/07/saturn-positive/ November 2008

Please don't think I am being rude, but I need answers from people who have actually been through this, the not eating/drinking/total fatigue or their caregivers. I have tried everything, offered him everything and anything he wanted to eat and he takes one bite and says he can't eat. I'm desperate!! http://answers.yahoo.com/question/index?qid=20090207103618AAPTFBK . 2008.

http://cancergrace.org/lung/2008/11/07/saturn-positive/



http://answers.yahoo.com/question/index?qid=20090207103618AAPTFBK


There are significant differences & similarities between what patients think and what others think (such as marketing & advertising professionals)

•Patients are quicker and more decisive about following the advice of fellow patients than others seem to expect

•Patients are more influenced by marketing & advertising than professionals think

•Patients forget less to take their medication than others think

– They question their diagnosis more than expected by others – this is a top reason for poor adherence in the eyes of patients

•Patients are more positive about solutions to adherence than professionals

•Patients feel that a family member or close friend is most influential on their adherence

– Other groups feel that patients, themselves, are the most influential

Patient Insights


Through the Lens of WebDig Data

Patients believe

• Physicians do not set expectations about how their treatment will affect different aspects of their life and body

• Not addressing the body holistically feeds a lack of trust

We have seen

• Lack of trust degrades relationships - which degrades adherence

Something happened yesterday which has prompted today’s blog topic – patient empowerment – a recurring theme on this blog. Now I know there are plenty of good doctors out there, who carefully listen to their patients and are fully engaged with them, and I don’t wish to come across as a medic-basher, but once again, I found myself in a disturbing doctor/patient situation which has raised my hackles. I have mentioned before my anger and frustration that my oncologist never discussed with me at the outset of treatment, the fertility complications which can be a result of treatment for breast cancer. I felt at the time that my concerns were not listened to and it left me with a lingering distrust of the medical profession – I stress this is my own personal issue, I am happy to know that many of you have a wonderful relationship with your medical carers. I know it is also unfair to tar every doctor with the same brush of mistrust, but yesterday my faith was shaken yet again. http://beyondbreastcancer.wordpress.com/2010/06/17/empowering-the-patient/ June 2010

http://beyondbreastcancer.wordpress.com/2010/06/17/empowering-the-patient/





Wool.labs 2010 (Confidential) 9 9

Survey Results


1. Based on your usage or study of social media do you see patients seeking the opinions of fellow patients online in user forums and blogs?

2. What do you think of the concept of patients seeking advice of other patients?

3. Do you think patients’ use of social media impacts their adherence to their prescribed treatment?

4. Do you think patients would stop their treatments based on the advice of others in social media?

5. What do you think the pharmaceutical and/medical device industry have an impact on patient adherence?

6. Do you think patients have influence over what their physicians prescribe to them?

7. Who do you think has the most influence over whether a patient stays on treatment or not?

8. Why do you think patients don’t take their medication or treatment as prescribed?

9. What argument or reason do you think is the most powerful in keeping a patient on their prescribed treatment?

10. Do you believe that the problem of patient adherence is solvable?

Survey Questions

Wool.labs recently fielded a Patient Adherence survey within social media forums – the results are covered on the following slides

• In addition to the results in total, we also have broken out select results by patients and marketing professionals, the two largest respondent groups

• We then also looked at the difference and similarities between groups

Survey questions:


• Wool Labs conducted the Patient Adherence survey as part of its Healthcare Crowdsourcing Project in January 2011

– Patients, health care professionals and health care marketers were invited to participate through active, relevant conversations in social media

– Ten multiple choice questions focused on Patient Adherence and the influence of social media

• Wool Labs used our WebDig Survey system to deploy and analyze the survey and results

• Quotes and some insights presented in the deck are from our WebDig database and the hundreds of studies we have conducted on patient behavior

Survey Methodology


1. Based on your usage or study of social media do you see patients seeking the opinions of fellow patients online in user forums and blogs?

57%

22%

6%

0%

6%9%

0%

10%

20%

30%

40%

50%

60%

Yes, and I strongly agree.

Yes, but not widespread

and/or not that

often

No, not really. No, and I strongly

disagree.

I’m not really sure.

Other

“Other” fill-in examples: “Yes and that concerns me.” “Yes, would have selected option1, but not sure what 'strongly agreeing’ with. It is widespread and the wisdom of the masses is sought & leveraged.”

Respondents: Entire Audience



22%

14%

2%

2%

18%

0%

6%

4%

2%

2%

27%

0% 5% 10% 15% 20% 25% 30%

They forget to take it or use it as they should.

They don’t really understand why they are taking or using it.

They don’t trust that their physician has truly diagnosed the problem right.

They can’t afford their treatment so they need to ration it.

They feel better so they think that they no longer need it.

They personally decide whether they need this treatment or not, no one else.

They really don’t feel sick so it’s doesn’t seem to make that big a difference to miss some.

It’s too hard to keep taking or using their treatments every day and they can’t keep up.

Taking medication or using their treatments is not making them feel any better so it seems a waste of time and money.

The medication or treatment makes them feel worse than the condition it treats.

Other

“Other” fill-in examples: They don't have all the information -- most don't understand the how, when, where beyond the basics.”



2. What do you think of the concept of patients seeking advice of other patients?

Next Popular Answer:

All - It is really important for patients to find others for support and camaraderie. 18%

Marketing & Advertising Professionals - It is really important for patients to find others for

support and camaraderie. 19%

Patients - Patients need to find those they trust to turn to for advice. Fellow patients know the most

about how a disease really progresses and/or how medication works in the real world. 18%

53%

58%

45%

0% 10% 20% 30% 40% 50% 60% 70%

It is helpful for patients as they can compare and see what others experience so they can better

understand what to expect as their situation

progresses.



progresses.



progresses.

All

Marketing & Advertising Professionals

Patients



3. Do you think patients’ use of social media impacts their adherence to their prescribed treatment?

23%

3%

23%

13%

32%

3%

3%

0% 5% 10% 15% 20% 25% 30% 35%

Maybe, but patients listen to other patients as well as professionals and then make up their own minds.

No, patients may talk with others and share experiences but know better than to take extreme medical advice without talking to a

professional.

Sometimes, I think it varies based on the patient and perhaps only if the disease, condition, and/or treatment were not life threatening

or serious.

Yes, I think other patients have a certain level of influence on a patient but not as much as healthcare professionals.

Yes, I think that patients will take the advice of other patients they trust even if it means questioning their physicians and even if their

disease or condition is serious.

No, I don't see this happening

Other

“Other” fill-in examples: “I think in some cases it will impact them. I also believe a patient's social circle and family can have an impact.

Respondents: Marketing and advertising professionals



10%

0%

20%

0%

40%

0%

10%

0%

0%

10%

10%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

They forget to take it or use it as they should.

They don’t really understand why they are taking or using it.

They don’t trust that their physician has truly diagnosed the problem right.

They can’t afford their treatment so they need to ration it.

They feel better so they think that they no longer need it.

They personally decide whether they need this treatment or not, no one else.

They really don’t feel sick so it’s doesn’t seem to make that big a difference to miss some.

It’s too hard to keep taking or using their treatments every day and they can’t keep up.

Taking medication or using their treatments is not making them feel any better so it seems a waste of time and money.

The medication or treatment makes them feel worse than the condition it treats.

Other

“Other” fill-in example: “All of the above”

Respondents: Patients


About WebDigTM

• WebDig uses the entire Internet to find conversations on any subject – industries, companies, brands and/or specific topics. The combined use of our advanced website screening, natural language processor, sentiment algorithms, extensive data processing capabilities, and targeted human intervention eliminates all off-topic comments and spam to isolate the most meaningful conversations about a subject. And since we scour the entire Internet, we retrieve everything regardless of where and when it was posted—even in places that go undetected by the major search engines and other commercial tools.

• As a pioneer and leader in social cognition systems, we have conducted hundreds of studies. We have been advancing our systems since 2007 and have applied our software across the Internet as well as within TV and radio.


About WebDig SurveyTM

• WebDig Survey is the lead component in our Crowdsourcing tool set and is a robust question builder, deployment and analytics system that supports over 25 different question types along with branching and conditional logic . Security is also robust and flexible.

• Surveys are quick and easy to create and can be deploy via email, standalone webpages or embedded into websites. Survey branding is easily customized.

• Results can be viewed in real time through an executive dashboard.

• We have deployed hundreds of surveys to thousands of participants throughout the US and the world.


CO

NTA

CT Steve Chiles

[email protected]

(610)331-5865

Follow: @woollabs

Wool labs healthcare crowdsourcing patient adherence

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