14. From Search Terms to Journey SM2 Random Selection (134) Results (1,334) Search Terms Analysis Frequency = Emerging Themes Context = Emotional Weight, Barriers/Motivators Framework for Education and Action Behavior change model Patient Journey (illuminating the gaps and opportunities)
16. Framework for Education and Action Behavior change model
17. Health Belief Model 6 sets of beliefs influence a person’s decision to take action I can do this (confidence in abilities) Self-efficacy I have support, reminders and “how-to” education that makes me ready to take action Cues to action There are barriers and costs that will get in my way Perceived barriers Taking action will have positive results for me Perceived benefits (motivators) This condition can have consequences to me if I do not take action Perceived threat This condition is serious Perceived severity I believe… Construct
18. Health Belief Model Perceived severity “ RA makes you feel as if your body is covered in a damp, lead-lined comforter everyday” “ Taking my medication, even if I think there might be side effects, will help me get my life back on track” Perceived benefits “ I am not able to do the projects that I want to do because I simply don’t have the energy to even try” Perceived threat “ My injections were too expensive for me to afford…So I had to stop taking them” Perceived barriers “ My doctor has helped me realize that when we work together, we can manage my RA” Self-efficacy You can help me to keep in touch with the parts of life that I miss and fully intend to undertake again, just as soon as I am able. Cues to action
20. Far-reaching usefulness for brands Consumer Marketing Program Competitive Market Analysis Research Plans Brand Positioning White Card Messaging/ Creative Tactical Plan CRM Programming Digital Strategy Patient Journey
22. For RA patients, the Journey begins with more than pain … “ Denial” “ What do I tell these people?” “ Stripped of all my passions” “ Darkness” “ Depressed and very angry.” “ I feel exposed” “ I feel isolated”
23.
24. The Transition to Engagement “ I also bring a notebook with me to my appts. with notes and observances I make in between appts. so I can keep my MD up to date.” “ I know if I can get this under control, that I can live my life again.” “ I made my first appointment this week, I have a hundred questions for my rheumy”
25.
26. Making the choice to start treatment is just the first step “ I am trying so hard to keep my faith” “ Taking my medication, even if I think there might be side effects, will help me get my life back on track” “ What will my life be like?” “ I’m scared to start injections” “ I know if I can get this under control, that I can live my life again.” “ What if this medicine doesn’t work?” “ I have hope”
27.
28. When managed, it can lead to a “new kind of normal” “ Adapt and conquer” “ Support from my friends and family” “ Early treatment is so crucial” “ Supermom” “ I want to do everything I can to help myself” “ Another corner turned in the battle” “ Success”
33. Thank you Susan Collins, MS, CHES, RD SVP, Health Education Research and Development [email_address] Jeff Greene Director of Strategic Services, Social Media [email_address] @healtheddigital @sqcollins @Jeff_Greene
Notas do Editor
(Jeff) Why a client stopped their ‘listening’ program– (percent of conversations)
(Jeff) Quantitative analysis of online conversations is misleading … April category = 2700 posts Competitor = 14 Brand = 11
(Jeff) Study was off-label
(Handoff to Susan) Qualitative analysis through an educational framework is how you can hear (not just listen)
(Susan)
(Susan)
(Susan)
(Jeff)
(Jeff)
(Jeff)
Looked at the prior 3-month period Results totals are “low” but extremely relevant (because we used quoted search terms) Interesting -> we started with 10% but it turned out to be more than adequate to create the journey .. implication = patients go on social media to share similar challenges and ask similar questions …
(Susan) Disclaimer … conversations are just one part of the process …and there is much deeper brand input and agency thinking etc. – but this is the Model
(Susan) Journey map created; then we identified some critical motivator/barrier pairs to take action
(Jeff, with Susan)
(Jeff, with Susan)
(Jeff, with Susan)
(Jeff) Quantitative analysis of online conversations is misleading … April category = 2700 posts Competitor = 14 Brand = 11
(Susan) Journey map created; then we identified some critical motivator/barrier pairs to take action