11 June 2009

1. HEALTH SMARTEES , June 11 th WELCOME @ InSites Consulting Taking Health Research Forward

4. Focusing on patients… Pan-European Health Study, © InSites Consulting, 2009.

5. Pan-European Health Study, © InSites Consulting, 2009. Focusing on patients... WHY? WHO? HOW?

6. Pan-European Health Study, © InSites Consulting, 2009. Focusing on patients... WHY? WHO? HOW?

7. Health has many stakeholders and because of different factors, the traditional focus on the physician becomes intolerable in the future

8. Part of the focus should shift towards patients as they are stepping forward and enter the dialogue about their health

9. Pan-European Health Study, © InSites Consulting, 2009. Focusing on patients ... WHY? WHO? HOW?

11. PAN-EUROPEAN HEALTH STUDY PATIENT STUDY in 7 EUROPEAN COUNTRIES, 2 ND EDITION Edition 2008: 1.400 consumers (18+), representative total country population. Data collected on proprietary research panels from InSites Consulting, field in the summer of 2008. Edition 2009: 2.800 consumers (18+), representative total country population. Data collected on proprietary research panels from InSites Consulting, field in the spring of 2009. Online data collection on proprietary research panels by InSites Consulting 2009

12. 2009 Pan-European Health Study, © InSites Consulting, 2009. N Europe = 2841 / Filter = None 89 % has been sick in the past year In 2009 we have measured that...

13. Prevalence Acute and chronic / recurrent 2009 89 % of all participants has been sick during the past year 16% 66% 6% CHRONIC / RECURRENT ACUTE CHRONIC / RECURRENT AND ACUTE Headache 22% Hypertension 17% Stress 14% Allergy 19% Sleeping disorder 13% Muscle ache 13% Obesity 12% Migraine 11% Depression 10% Influenza 10% Heartburn 9% High cholesterol 9% Anxiety 8% ... Headache 27% Influenza 14% Muscle ache 14% Allergy 12% Stress 12% Heartburn 10% Sleeping disorder 11% Migraine 9% High blood pressure 7% Stomach problems 7% Herpes labialis 6% N Europe = 2841 / Filter = None ...

14. 82% CHRONIC / RECURRENT Headache 22% High blood pressure 21% Depression 20% Stress 19% Asthma 17% Headache 13% Allergy 22% High blood pressure 22% Influenza 16% Stress 15% Heartburn 17% Headache 16% Allergy 15% High blood pressure 12% Obesity 12% Headache 25% Heartburn 20% Allergy 17% Sleeping disorder 16% Muscle ache 16% Allergy 21% Muscle ache 18% Obesity 16% Heartburn 16% Sleeping disorder 16% Headache 22% Allergy 22% Influenza 16% Muscle ache12% High blood pressure 11% Allergy 23% High blood pressure 19% Influenza 15% High cholesterol 14% Headache 13% N Belgium = 405 N Netherlands = 401 N Italy = 417 N France = 408 N Germany = 400 N Spain = 409 N United Kingdom = 401 N Europe = 2841 / Filter = None 2009 Overview chronic diseases

15. 72% ACUTE Headache 24% Stress 11% Muscle ache 8% Sleeping disorder 8% Heartburn 8% N France = 1073 N Europe = 2841 / Filter = None Headache 22% Heartburn 20% Stress 17% Muscle ache 15% Allergy 13% Headache 35% Heartburn 22% Muscle ache 19% Sleeping disorder 15% Stress 13% Headache 25% Influenza 20% Muscle ache17% Allergy 13% Stress 10% Headache 33% Influenza 19% Stress 13% Allergy 13% High blood pressure 10% Influenza 29% Headache 20% Muscle ache 14% Migraine 12% Allergy 10% Muscle ache 24% Heartburn 23% Allergy 19% Headache 19% Stress 16% 2009 N Belgium = 405 N Netherlands = 401 N Italy = 417 N France = 408 N Germany = 400 N Spain = 409 N United Kingdom = 401 Overview acute diseases

16. BUT ARE THEY A LL A LIKE? 2009

17. Different patient segments Factor analysis: 3 important segmentation dimensions Q :To what extent do you agree with the following statements? I have a healthy lifestyle I have healthy eating habits I get sufficient physical exercise Friends see me as a person who highly values a healthy way of life Healthy life-style (alpha = .81) Health involvement (alpha = .72) Alternative viewpoint (alpha = .59) I think natural products are better I believe prevention is better than cure I would more likely change my eating habits and lifestyle than take medication to tackle medical problems I go to the doctor every year for a check-up I regularly enquire about health-related matters I collect health-related information I influence my family and friends when it comes to health-related matters 2009

18. Different patient segments 3-dimensional patient segmentation 24% 25% 21% 29% 2009 Non-Conformist Healthy Laidback Hedonist of life Expert

19. Different patient segments Meet the NON-CONFORMISTS 24% 25% 21% 29% N Non-Conformists= 634 24 % 2009 Hedonist of life Expert Non-Conformist Healthy Laidback

21. Different patient segments Meet the HEALTY LAIDBACK 24% 25% 21% 29% N Healthy Laidback = 654 2009 Non-Conformist Expert Healthy Laidback 21 % Hedonist of life

23. Different patient segments Meet the EXPERTS 24% 25% 21% N Experts = 835 2009 Non-Conformist Expert Healthy Laidback Hedonist of life 29% 29 %

25. Different patient segments Meet the HEDONISTS OF LIFE 24% 21% N Hedonists of Life = 714 2009 Expert 29% Non-Conformist Healthy Laidback Hedonist of life 25 %

27. 2009 FORTE PLUS INSTANT EXTRA EXTRA PLUS FORTE INSTANT INSTANT EXTRA FORTE PLUS PLUS FORTE INSTANT EXTRA FORTE PLUS INSTANT EXTRA EXTRA PLUS FORTE INSTANT INSTANT EXTRA FORTE PLUS PLUS FORTE INSTANT EXTRA FORTE PLUS INSTANT EXTRA EXTRA PLUS FORTE INSTANT INSTANT EXTRA FORTE PLUS PLUS FORTE INSTANT EXTRA FORTE PLUS INSTANT EXTRA EXTRA PLUS FORTE INSTANT INSTANT EXTRA FORTE PLUS PLUS FORTE INSTANT EXTRA FORTE PLUS INSTANT EXTRA EXTRA PLUS FORTE INSTANT INSTANT EXTRA FORTE PLUS PLUS FORTE INSTANT EXTRA FORTE PLUS INSTANT EXTRA EXTRA PLUS FORTE INSTANT INSTANT EXTRA FORTE PLUS PLUS FORTE INSTANT EXTRA FORTE PLUS INSTANT EXTRA EXTRA PLUS FORTE INSTANT INSTANT EXTRA FORTE PLUS PLUS FORTE INSTANT EXTRA 25 %

28. Different patient segments Distribution across the countries 2009 Significant differences between the countries (95%). NON-CONFORMISTS EXPERTS HEDONISTS OF LIFE HEALTHY LAIDBACK 29%

29. Different patient segments What is their typical profile? Gender Age Country Income Household size BMI Smokers Stress level Visit frequency GP 56% Female < 34 France / Italy Lower income Average Overweight Smokers High Only if necessary 59% Male Equal spread Netherlands / France / UK Higher income Average Normal Mix Low Only if necessary Equal spread < 34 Netherlands / Germany Lower income Small Normal / Overweight Smokers Average Only if necessary 58% Female 55+ Germany / Spain / Italy Higher income Small Normal Non-smokers Average Frequent Where are the older people? Where are the smokers?... Find out here: 2009

30. 24% 25% 21% 29% 24 % NON-CONFORMISTS HEALTHY LAIDBACK EXPERTS 21 % 2009 Headache 30% Muscle ache 19% Stress 17% Sleeping disorder 14% Heartburn 14% Headache 23% Influenza 12% Muscle ache 11% Heartburn 10% Allergy 9% Allergy 23% High blood pressure 21% Headache 19% Muscle ache 15% Stress 12% Headache 28% Allergy 18% High blood pressure 18% Stress 16% Migraine 16% 82% CHRONIC / RECURRENT N Non Conformist = 634 N healthy laidback = 654 N Hedonist of Life = 714 N Expert =835 F = No filter applied HEDONISTS OF LIFE 29% 29 % 25 %

31. 24% 25% 21% 29% 24 % NON-CONFORMISTS EXPERTS HEDONISTS OF LIFE 21 % 2009 Headache 23% Stress 19% High blood pressure 18% Obesity 18% Allergy 17% Headache 17% Allergy 17% High blood pressure 17% Sleeping disorder 10% Stress 9% Allergy 23% High blood pressure 21% Headache 19% Allergy 14% Stress 12% Headache 30% Influenza 14% Allergy 13% Migraine 12% Stress 12% 72% ACUTE HEALTHY LAIDBACK N Non conformist = 634 N healthy laidback = 654 N Hedonist of Life = 714 N Expert =835 F = No filter applied 29% 29 % 25 %

32. patients are DIFFERENT and they act DIFFERENT LY SO Pan-European Health Study, © InSites Consulting, 2009.

33. 2009 WHAT DO PATIENTS DO FIRST WHEN THEY ARE SICK?

36. Flow of action What do patients do? Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder? 2009 N Europe = 2841 / Filter = None Waited for a while Looked for information General Practitioner Pharmacy General Practitioner Special Practitioner Something Else

37. Flow of action What do patients do? This flow shows – for each step, the action with the highest frequency . We have considered on an overall level all frequencies of each action in each step, and retained the action with the highest frequency in each step. Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder? 2009 Flow of actions EU total N Europe = 2841 / Filter = None Waited for a while Looked for information General Practitioner Pharmacy General Practitioner Special Practitioner Something Else

38. Flow of action What do patients do? Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder? 2009 N Belgium = 405 / N Netherlands = 401/ N France = 408/ N Germany = 400 / N Spain = 409 / N Italy = 417 / N United Kingdom = 401 Flow of actions Country split Home Pharmacy Looked for information General Practitioner Looked for information/ Home Pharmacy Special Practitioner / Pharmacy General Practitioner General Practitioner Pharmacy General practitioner Special Practitioner / Pharmacy General Practitioner Pharmacy Special Practitioner Pharmacy Pharmacy General Practitioner Special Practitioner Something Else Something Else Special Practitioner Something Else Pharmacy Special Practitioner Something Else Home Pharmacy Looked for information Looked for information Pharmacy Special Practitioner General Practitioner Special Practitioner Pharmacy Looked for information Something Else Special Practitioner Looked for information General Practitioner Special Practioner Pharmacy Special Practitioner Something Else Something Else

39. Flow of action What do patients do? 2009 N Europe = 2841 / Filter = None Flow of actions Segment split NON-CONFORMISTS EXPERTS HEDONISTS OF LIFE HEALTHY LAIDBACK Looked for information Looked for information General Practitioner General Practitioner Pharmacy General Practitioner Pharmacy Pharmacy Specialist / Something Else Specialist Specialist Specialist Home Pharmacy Looked for information Pharmacy / General Practitioner General Practitioner Pharmacy Information / Pharmacy / Specialist General Practitioner General Practitioner Specialist Specialist Something Else Something Else Looked for information General Practitioner Pharmacy General Practitioner Special practitioner Something else

40. 2009

41. Information search Where do patients look for information? N total = 628 / Filter = If looked up information. 56 % 62 % 51 % 6 % * Remark: the data were collected via an online panel survey. The total use of the internet by patients was 89% in the sample. To avoid over-estimation of the internet usage by patients (because the internet penetration in the sample was 100%), the internet usage was corrected based on the internet penetration in Europe. 2009

42. Information search Where do patients look for information? N Europe = 628 / N Belgium = 55 / N Netherlands = 97 / N France = 50 / N Germany = 109 / N Spain= 81 / N Italy = 91 / N United Kingdom = 145 Filter: If searched for information Sig. Difference between countries (95%) 2009 56% 62% 72% 59% 46% 51% 45% 60% 26% 41% 15% 30% 34% 21% 17% 25% 25% 29% 22% 20% 21% 24% 47% 17% 20% 14% 11% 9% 18% 15% 33% 20% 14% 13% 7% 11% 22% 12% 11% 12% 12% 4% 7% 14% 16% 9% 9% 10% 12% 13% 18% 14% 22% 3% 8% 7% 6% 3% 3% 13% 11% 2% 2% 4% 4% 3% 9% 0% 4% 9% 3% 5% 4% 0% 4% 3% 4% 3% 4% 6% 3% 2% 2% 3% 2% 2% 4% 2% 2% 8% 7% 0% 1% 2% 0% 4%

43. Google Health does not offer medical advice. Any content accessed through Google Health is for informational purposes only , and is not intended to cover all possible uses, directions, precautions, drug interactions, or adverse effects. This content should not be used during a medical emergency or for the diagnosis or treatment of any medical condition . Please consult your doctor or other qualified health care provider if you have any questions about a medical condition, or before taking any drug, changing your diet or commencing or discontinuing any course of treatment. 2009

44. 2009

48. 2009 Looked for information General Practitioner Pharmacy General Practitioner Specialist Something Else

49. Conversation with the GP Patient conversations: model definition Q To what extent do you agree with the following statements about your interaction with the doctor? On a 5 point scale. Europe= 975 / Belgium = 147 / Netherlands = 136 / France = 138 / Germany = 131 / Spain = 144 / Italy = 104 / United Kingdom = 175 Filter: If went to GP 2009 I suggested to the doctor the disorder I thought I suffered from. I suggested to the doctor a specific treatment. I asked the doctor for a specific (brand) of medication The doctor took my input into account when making the diagnosis The doctor took my input into account when formulating/prescribing the treatment The doctor showed empathy There was a mutual respect between the doctor and me. Average Average Average

50. Conversation with the GP Empathy by the physician versus impact of the patient 2009 2 3 4 1 3 2 Empathy by doctor high Impact of patient low high low The empathy level of physicians is overall low Europe= 975 / Belgium = 147 / Netherlands = 136 / France = 138 / Germany = 131 / Spain = 144 / Italy = 104 / United Kingdom = 175 / Filter: If went to GP

52. 24 % NON-CONFORMISTS HEALTHY LAIDBACK EXPERTS 21 % 2009 HEDONISTS OF LIFE 29% 29 % 25 %

55. Conversation with the GP Input versus impact of patient Europe= 975 / Belgium = 147 / Netherlands = 136 / France = 138 / Germany = 131 / Spain = 144 / Italy = 104 / United Kingdom = 175 / Filter: If went to GP 2009 Active input of patient Impact of patient 2 3 4 1 3 2 high low high low Total submission Participation

56. Pan-European Health Study, © InSites Consulting, 2009. Focusing on patients ... WHY? WHO? HOW? 2009

57. Pan-European Health Study, © InSites Consulting, 2009. We can hand them the correct information to enter the dialog and help them to have the impact we want them to have. Go to see a doctor faster Be able to formulate the symptoms correctly Believe in the necessity of treatment Voice a preference for a certain treatment Even display a brand preference 2009

64. Pan-European Health Study, © InSites Consulting, 2009. And it seems like opportunities lie where we maybe had not believed to find them... Older Higher income More disorders More involved Information search Enters the dialog Has confidence Big influence 2009

65. 2009 (HOW) DO THEY GET TREATED?

66. Treatment Kinds of treatment N Europe = 2.841 / Filter = None 2009 Treatment mostly involves medication (63%) . In Germany patients followed a treatment in 67% of the cases (highest score). In the Netherlands this is only 55% (lowest score). 19% did not follow any treatment whatsoever. In Italy non-treatment is lowest (14%), in the Netherlands highest (29%).

67. 2009

68. Treatment Kinds of treatment 2009 Sig. Difference between countries (95%) 29% 63% 59% 55% 64% 67% 63% 64% 59% 16% 16% 5% 12% 8% 28% 23% 17% 15% 12% 15% 8% 22% 20% 14% 9% 5% 11% 3% 6% 3% 1% 6% 5% 5% 6% 4% 5% 7% 3% 6% 2% 3% 3% 0% 1% 3% 3% 4% 4% 3% 5% 3% 3% 4% 3% 1% 2% 2% 1% 2% 1% 3% 2% 1% 2% 2% 2% 3% 1% 5% 2% 1% 2% 2% 1% 5% 1% 3% 2% 2% 2% 1% 3% 0% 2% 1% 1% 0% 1% 0% 0% 1% 0% 0% 0% 0% 2% 7% 9% 9% 6% 5% 6% 11% 8% 19% 26% 29% 21% 16% 17% 14% 23%

69. Changing habits Who changes eating habits? 2009 No differences between men and women ! 13% of the young 19% of the elderly follow a diet. A typical reflex of the Healthy Laidback (20% diets).

70. Treatment Medication – Prescription or not? N Belgium = 405 / N Netherlands = 401/ N France = 408/ N Germany = 400 / N Spain = 409 / N Italy = 417 / N United Kingdom = 401 2009

71. Treatment Medication – Who has most influence on the medication? 2009 Q Who had the most influence on the type/brand of medication you received? Type of medication Average Average Brand of medication The patient has a relatively big influence on the type and brand of medication (s)he receives. N Europe = 1.778 / Filter : If medication treatment

72. Treatment Medication – Who has most influence on the medication in Belgium? Average Average N Belgium= 251 / Filter : If medication treatment Q Who had the most influence on the type/brand of medication you received? Type of medication Brand of medication 2009

73. Treatment Medication – Who has most influence on the medication in Italy? Average Average N Italy = 262 / Filter : If medication treatment Q Who had the most influence on the type/brand of medication you received? Type of medication Brand of medication 2009

74. Treatment Medication – Who has most influence on the medication in Germany? Average Average N Germany = 264 / Filter : If medication treatment Q Who had the most influence on the type/brand of medication you received? Type of medication Brand of medication 2009

75. Treatment Medication – Who has most influence on the medication? 2009 Q Who had the most influence on the type/brand of medication you received? Type of medication Average Average Brand of medication The pharmacist is attributed a relatively low influence. N Europe = 1.778 / Filter : If medication treatment

76. 2009 Only 1 in 2 pharmacists actively enters the dialog with patients, enquiring about their health and their condition.

77. The Pharmacy Interaction with the pharmacist Q Did the pharmacist inquire about your health / condition? Europe= 307 / Belgium = 34 / Netherlands = 37 / France = 36 / Germany = 58 / Spain = 55 / Italy = 42 / United Kingdom = 45 Filter: If went to pharmacy yourself 2009 Sig. Difference between countries (95%) Only 1 in 2 pharmacists actively enter the dialog with the patient about their condition !

78. Pan-European Health Study, © InSites Consulting, 2009. Only in the UK this is much better: 7 in 10 .

80. Pan-European Health Study, © InSites Consulting, 2009. The Pharmacy Up-selling / cross-selling But still... 33% of patients bought more products / medicines than they intended to purchase Q Did you also take home other products / medicines from the pharmacy besides the one you needed / intended to purchase? 2009

81. The Pharmacy Impact of Point-Of-Purchase materials Q Did you also take home other products / medicines from the pharmacy besides the one you needed / intended to purchase? Europe= 95 / Filter: If take home other products 2009 Visible displays are responsible for more extra sales than the active advice by the pharmacist .

82. 2009 48% of the extra purchases are not intended for the current disorder (probably to re-fill the home pharmacy) .

83. 2009 For Hedonists of life, Belgian and Spanish patients, the home pharmacy is the first step in their action flow. It should be an important objective to get your products / medication in the home pharmacy! Home Pharmacy

84. The role of the home pharmacy Administration / application of home pharmacy items N Europe = 387 / Filter: If looked in home pharmacy and found what needed Q Did you find what you were looking for in your home pharmacy? On average 7 in 10 patients FIND what they are looking for in their home pharmacy 2009

85. The role of the home pharmacy Administration / application of home pharmacy items N Europe = 387 / Filter: If looked in home pharmacy and found what needed Q Did you find what you were looking for in your home pharmacy? / Did you administer/apply what you found in the home pharmacy? And those who find it in the home pharmacy are very likely to administer it! 70 % Of the total population 2009

86. The role of the home pharmacy The instruction leaflet N Europe = 387 / Filter: If administered / applied product 2009 47% first reads the instruction leaflet before administering / applying something Q Which of the following statements apply concerning the instruction leaflet?

87. The role of the home pharmacy The instruction leaflet N Europe = 387 / Filter: If administered / applied product 2009 53% does not read the instruction leaflet before administering / applying something !!! Q Which of the following statements apply concerning the instruction leaflet?

88. Pan-European Health Study, © InSites Consulting, 2009. We should ensure they read the key instructions! 2009

89. 2009 Loyalty A patient systematically takes a certain brand of medicine according to the prescribed regimen Adherence or Compliance A patient follows a treatment according to the prescribed regimen Persistance A patient takes a medicine, but NOT necessarily according to the prescribed regimen

90. Start of treatment After GP / SP visit Europe= 975 / Filter: If went to GP Q What happened after your visit to the GP / SP? Europe= 503 / Filter: If went to SP General Practitioner Special Practitioner 2009

91. Compliance to treatment Compliance to treatment WITHOUT medication Compliance to treatment is higher after a visit to the specialist than after a visit to the GP. 2009

92. Compliance to treatment Compliance to treatment WITHOUT medication Europe= 132 / Filter: If GP prescribed treatment without medication Europe= 91 / Filter: If SP prescribed treatment without medication Q: Did you follow the treatment exactly as prescribed? 2009 General Practitioner Special Practitioner 80% 79%

93. Compliance to treatment Compliance to treatment WITH medication Compliance to treatment does not significantly differ after prescription by a specialist or by a generalist . 2009

94. Compliance to treatment Compliance to treatment WITH medication Europe= 724 / Filter: If GP prescribed medication Europe= 357 / Filter: If SP prescribed medication Q Please indicate which of the following descriptions applies best to the medication that was prescribed. 2009 General Practitioner Special Practitioner

95. Pan-European Health Study, © InSites Consulting, 2009. Do bear in mind that some patients tend to overestimate their self-reported compliance 2009

97. Q What are reasons to deviate from what the doctor prescribed? Top reasons to deviate from the prescription Europe= 144 / Filter: If not compliant to GP prescription; non-significant differences found for non-compliance to SP prescription, but counts too low. Compliance Reasons for non-compliance? 2009 1 2 3 4 5 Forgot to use it 9% Symptoms disappeared 21% Do not like medication 10% No short term effect 9% Side effects in the leaflet 9% 6 7 8 9 10 The price 4% No (sufficient) refund 6% The side-effects 6% Regimen too complicated 4% No belief in diagnosis 3%

99. 24 % NON-CONFORMISTS HEALTHY LAIDBACK EXPERTS 21 % 2009 HEDONISTS OF LIFE Compliance Reasons for non-compliance? No need anymore after the symptoms disappeared . The instruction leaflet mentioned side-effects that I wanted to avoid. The purpose of the medication was not clear to me. The instruction leaflet mentioned side-effects that I wanted to avoid. I did not see short-term positive effects . The price was too high. The medicine had a bad taste, texture ... I did not see short-term positive effects . The regimen was too complicated . The instructions were not clear to me. The price was too high. 29% 29 % 25 %

100. 3 Forgot to use it 9%

101. 2009 Pan-European Health Study, © InSites Consulting, 2009. It is surely not always about ‘ pushing ’ them towards the desired behaviour

102. 2009 It seems that teaching them, ‘ involving’ them, is necessary for many.

103. 2009

104. 2009

105. 2009

107. WEB 2.0

108. OLD MEDIA Changes CITIZEN JOURNALISM WE ARE THE MEDIA

109. MAKE BREAK EVERYONE IS A CRITIC NOW POWERFULL HUMAN TO HUMAN CONVERSATIONS

112. Patient 2.0

113. Patient 2.0 143 million adults are online to look for broader health related information 62.6 million adults are online to look for pharmaceutical information European Consumers Seeking Health and Pharmaceutical Information, How Technology and Evolving Media Choices Are Shifting the Landscape, White paper, Manhattan Research, 2007; Among adult consumers in 10 countries surveyed: Germany, United Kingdom, Spain, Italy, France, Belgium, Sweden, Poland, Netherlands & Portugal .

115. Patient 2.0

116. Patient 2.0 They rate their doctors

117. Patient 2.0 They look for fellow patients

118. Patient 2.0 Cancer

119. Patient 2.0 Parkinson’s Disease They tell you about themselves

120. Patient 2.0 They seek support

122. Patient 2.0 And give support

123. Conversations !

124. Consumers WOM Q: When forming an opinion of a company, how credible would he information be from... N = 925 / F = No TOP 2 % Not credible at all Very credible 54% 54% 36% 33% 31% 27% 24% 24%

125. “ It brings you answers to questions you didn’t ask” Hans Schmeits VP Global Marketing pharmaceutical company

126. Go on Safari

128. So let’s go on Safari

130. Observational Research

132. Observational research A different research set-up ACTIVE DATA COLLECTION using pre-defined research tools, traditional ones or innovative ones ANALYSIS answering questions that were predefined SURVEY/ TOPIC GUIDE DEVELOPMENT what do we want to ask SAMPLING selection of participants we want to talk to FRAMEWORK DEVELOPMENT what do we want to observe? which conversations interest us? SAMPLING selection of sources/moments you want to observe PASSIVE DATA COLLECTION with the aid of research blogs or web scraping ANALYSIS Combination of quantitative & qualitative analysis techniques + text mining

133. Observational research Selecting what you want to observe FRAMEWORK DEVELOPMENT what do we want to observe? which conversations interest us? SAMPLING selection of sources/moments you want to observe PASSIVE DATA COLLECTION with the aid of research blogs or webscraping ANALYSIS Combination of quantitative & qualitative analysis techniques + textmining The first step is about defining what we want to observe: what are the subjects that interest us? Which subjects interest us? And we also need to define the sources we want to observe? Are there interesting blogs? Are there review sites that cover our subject(s)?...

134. Daily 2.0 Your specialized online newspaper Daily 2.0: Keeping the finger on the pulse If the subjects of your interest are followed via the sources of your interest and the relevant “news” is gathered in one site, we call this your “ Daily 2.0 ”: a specialized online newspaper. The first step is about defining what we want to observe: what are the subjects that interest us? Which subjects interest us? And we also need to define the sources we want to observe? Are there interesting blogs? Are there review sites that cover our subject(s)?...

135. LIVE DEMONSTRATION URL Thank you to Merck Serono Confidential

137. UCB went some steps further...

138. Observational research All the way FRAMEWORK DEVELOPMENT what do we want to observe? which conversations interest us? SAMPLING selection of sources/moments you want to observe PASSIVE DATA COLLECTION with the aid of research blogs or webscraping ANALYSIS Combination of quantitative & qualitative analysis techniques + textmining

140. The need for social media netnography... Find hidden patterns

141. Social media netnography is more than blogtracking alone Forum – Pictures – Movies – Blog – Microblog – review sites – social networks Blogtracking

142. It is all about influence... Where?

143. Datacollection through webscraping technology

146. English Dutch French German Spanish

147. Social media netnography Analyses: augmented model of text mining analyses // Descriptive quantitative analysis: What? How many? Etc. Discover hidden links between categories of one person, brands, type of websites Check original verbatims qualitative Fusion of analysis techniques

148. bottum-up versus top-down Start with analysis question Define variables in your question Operationalize variables Category = extracted terms based on dictionaries, scannign & codebook Top down Give the cluster a meaningful name Detect groups of terms Extract terms based on dictionaries & scanning Bottom up

149. Three types of reporting DESCRIBE Ad hoc social media research with limited scope Report can be delivered in a couple of days UNDERSTAND Ad hoc audit with in-depth analysis TRACK Measure over time in dashboard what do consumers think of the new promotion? How do consumers react on an unexpected event? How can I adapt my communication/ product on the short term Complete post test of communication campaign Customer satisfaction based on different touch points Analysis competitive landscape and online branding Get day-to-day feedback on buzz about your brand or product Track touch points over time Follow the interest of your consumers

150. What did they tell UCB? OVER 30.000 ANSWERS Confidential

152. WHAT ELSE IS NEW? health

154. Online discussion groups Very interactive, maximal use of projective techniques, no geographical limitations, very efficient (no travel time or costs), client interaction possible... 1

155. User friendliness is key 1 Individual private notes physicians – visible for moderators Chat discussion between participants & moderator List of physicians participating White board : image, video, text, pointing, drawing,.... Moderator guide Client/observation room : interaction with moderator and interaction between team is possible via this chat box

156. Suitable for any target group 2

157. Global, uniform & reliable 3

158. In-depth involvement during the group 4

159. Beyond the classic 2-hour limit 5 Pre homework Post bulletin board

160. Less is more ... 6

161. Top-of-mind fast processing Cognitive processing Ad rem stimuli based feedback Social context triggered cognitive processing Memory 2 levels of information processing & sharing STIMULUS MATERIAL 7

162. Traditional + innovative moderating The ideal sales rep is ... 8 Sentence completion Avatar creation Photo sorting Associations

163. Unlocking insights to all stakeholders 9

164. Decrease of real and hidden costs 10

165. Web-facilitated depth interviews Valid alternative for face-to-face interviews Voice-over IP with possibility to show audi-visual stimuli Depth analysis of digital platforms possible Participant @ home Interviewer @ InSites office Clients @ office / home Direct chat 2

167. Web-facilitated depth interviews Screenshot of the platform Direct chat 2

171. 2009

172. 2009

175. 11 mio euro turnover +2.5 mio panel members in +25 countries 80 employees Projects in +35 countries Offices in Ghent – Rotterdam – London – Geneva Yearly growth +40% last 7 years Since 1997 Full-service Independent Working for 40% of best global brands (2008) In a nutshell

176. We believe ... in the power of new research methods for better marketing decision making Informational Providing more depth to research insights Transformational Doing things that were previously not possible Automational Conducting research more efficiently

177. We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. We believe ... in sharing and co-creating 5% of our turnover is invested in R&D 10 ESOMAR papers over the last 2 years Academic links all over the world No black boxes Co-development with clients Co-development with academia

178. Our health references