Marketing Applicability of Social Media ‘Listening’ Linked to Data Quality

June 17, 2012

5 Keys to Effectively Addressing Adherence

Filed under: Marketing Effectiveness,Patient Marketing,What We Think — dreinhardt @ 9:50 pm

Over the last year, I’ve noticed a renewed interest in applying evidence-based marketing principles to effectively address adherence. It’s a stark contrast to the phenomenon I discussed in our January 2011 blog post on adherence.

What I’ve found across the dozen or so Level of Evidence (LOE) Appraisals is that there are 5 keys to effectively addressing adherence.

Become a Student of the Game – Capitalize on available academic and clinical literature that addresses adherence and adherence-enhancing interventions related to your brand / disease state
Think Beyond the Patient – Adherence or non-adherence involves more than just the patient…HCPs (both physicians and nurses) also play a critical role
Uncover the Factors of Influence – Non-adherence in any category is comprised of multiple factors, with varied weighting – before designing a program, it is critical to understand the factors that need to be addressed
Accurately Annotate the Curve – Reasons for non-adherence change over the course of treatment – understanding the nuances of your adherence curve is an essential input to developing impactful interventions
Focus on the First 90 Days – The first three months of therapy are the most critical for a chronic therapy and effectively addressing adherence typically requires a concentrated effort during this initial treatment phase

Still not sure where to start? Why not capitalize on our adherence expertise, our normative data set, and our ‘keys’ to benefit your brand. After all, you shouldn’t have to pay for a learning curve.

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June 10, 2012

News Flash…Sales More ‘Focused’ Than Marketing

Filed under: Marketing Effectiveness,What We Think — dreinhardt @ 9:27 pm

In years past, I’d strongly suggest to our marketing Clients that a regional director and/or a district manager participate in a workshop or work session we were conducting for one of our ROF services.

In the last 12 months, I’ve been demanding it. Why? Sales is just more focused than marketing. It’s true.

The insight and understanding sales has derived from real world experience includes the following:

You’re positioning has to be simple and singular to cut through the clutter. Sales knows this… hence, the “elevator pitch.”
If the brand story takes a 16-page core visual aid (or iPad equivalent), it can’t be told within the time allotted by today’s busy prescribers. A back cover summary page doesn’t solve this problem.
No one is reading a 32-page patient education brochure regardless of whether it’s a prospective patient or a patient currently on therapy. Just ask the reps who have dozens of these sitting in their cars, but not in their doctors offices
Patient support services are table stakes, not differentiators. Sales representatives mob patient support services personnel at POA meetings (provided the services personnel were invited in to the meeting in the first place) to better understand the nuances of the program they are reping.

I could go on, but I don’t think I have to. Any strategic brand meeting should have field representation either in-person or on the phone.

Nix the typically unproductive, monthly field roundtable calls, and start soliciting sales input on an ongoing basis.

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June 3, 2012

Marketing Applicability of Social Media ‘Listening’ Linked to Data Quality

Filed under: Marketing Effectiveness,Patient Marketing,Social Media,What We Think — dreinhardt @ 7:50 pm

The marketing backlash to social media monitoring has officially begun. And surprisingly, the key gripe is NOT the fear of uncovering potential adverse events, but instead the actionability of the output!

For me, this shift in concerns all starts with the quality of the data used in the analysis. I have noticed a significant drop in the quality of social media data recently, and I believe it can be attributed to the proliferation of vendors who purport to do this type of analysis with the wide availability of low cost, crappy data. Think about it, which of your vendors isn’t trying to sell you a social media listening analysis.

If you’re struggling with the actionability of your social media data, here are the 7 criteria you need to look at to ensure you have the right data provider:

Breadth of Coverage – data collected from a broad spectrum of data types and sources
Data Collection & Cleaning – procedures set in place to avoid duplicate messages from entering the data system and to exclude unwanted content such as spam or inappropriate messages (e.g., financial/stock discussions)
Data Specificity – existing healthcare-specific data universe as well as the ability to create disease-specific universes, particularly important for brands that are indicated for more than one disease state (e.g., Rituxan in NHL, CLL, and RA)
Proactivity – data collection from existing sites, as well as new sites, is regularly assessed to ensure that all platforms or source types are continually incorporated
Historical Coverage – historical data comparisons available to spot trends and evaluate seasonality in the discussion volume
Data Recency – data lag time is minimized without compromising the data collection process
Data Integrity – adherence to industry guidelines, such as the Word of Mouth Market Associations’ ethics code, to ensure ethical practices in data collection

We use the analogy of clay and the sculptor when illustrating the relationship between the data and the interpreter of the data. To truly elevate listening to marketing insights and application, you need the best clay . . . I mean data . . . from the outset!

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