This document discusses optimizing social listening and monitoring on social media and digital platforms. It recommends setting up an analysis plan and search lexicon to focus social listening efforts. Observing natural consumer interactions can uncover unmet needs and opportunities. Shortening timelines around promotional and research activities based on social listening allows for more relevant interactions. Targeted messaging can address consumer needs identified on social media.

1. Optimize Social Listening and Monitoring
to Uncover Unmet Consumer Needs
Social Media and Digital Platforms Summit
February 18, 2016

2. 2
► Inspire Background
► Optimizing Social Listening
• Setting the framework for effective social listening
• Observe how consumers naturally interact to uncover
unmet needs and other opportunities
• Shorten timelines around promotional and research
activities allowing for more relevant interactions
• Using targeted messaging to address consumer needs
on social media
► Q & A
Agenda
5 minutes
20 minutes
10 minutes

3. Inspire Background

4. 4
Inspire Background
Social network for
PTs and CGs:
• ~729,000 members
• 200+ communities
• ~110 advocacy org.
partners
‘Born’ in 2005
Live in 2006
Member growth
through:
• Organic search
• Advocacy groups
• Miscellaneous
Goal was to connect
patients & caregivers
with one another
AND connect them
directly with pharma
(clinical trials)

5. Setting the framework for effective
social listening

6. 6
Ø As traditional qualitative research requires the creation of a
discussion guide to talk to respondents, social listening mandates
the development of an Analysis Plan to talk to the data
• With potentially thousands of posts to analyze, this document will keep
you focused on what is truly important
The Importance of an Analysis Plan and
Search Lexicon
Ø Once the Analysis Plan is in
place, a thorough search lexicon
is the next item needed
• Depending on the study
objectives, this lexicon may
contain:
§ Product names (branded, generic
and/or compound)
§ Relevant manufacturers
§ Clinical trial designations
§ Disease-focused terms

7. 7
Ø A major concern associated with
social listening is the discovery of
AEs/PQCs
• While these are an inherent
consequence of monitoring
discussions around a brand, there
are alternative solutions:
§ Product analogue analysis
§ Longitudinal patient research
§ Sentiment analysis
§ Unmet needs analysis
If You Search for Them, They Will Find You

8. 8
Read, Analyze, and Interpret
Ø While computer-assisted technology (e.g. Natural Language
Processing) is advancing, it is not yet a substitute for human
dissection of the content analyzed in a social listening project

9. Observe how consumers naturally interact to
uncover unmet needs and other opportunities

11. 11
50 Shades of Undifferentiation
► As is sometimes the case in other markets,
there are negligible differences in the
efficacy data for pembrolizumab and
nivolumab
► Even in 2013, as patients and caregivers
were actively learning about these near-
launch agents, they were keen on the lack of
differentiation
► While this isn’t an obvious downside for
patients, it is something that conversely
won’t foster any strong positive affinity for
either product along these lines
“Merck's drug Keytruda (pembrolizumab) is
very similar to Opdivo (nivolumab) from
Bristol Myers. While Opdivo has already
been approved for use in squamous non-
small cell lung cancer, the FDA approval
now sought by Merck for Keytruda is for
advanced NSCLC, whether adenocarcinoma
or squamous cell. (At least that's what the
articles I've seen so far have suggested!)”
(PT – F – 65-69 – Apr. ‘15)

12. 12
Patient/Caregiver Compliance with Treatment
• Patients and caregivers did not openly
report any issues staying compliant on a
daily basis with their treatments
– When there was evidence of ‘skipped’ doses,
they were at the guidance of the patient’s
ONC
– More commonly, we saw patients and
caregivers asking for guidance/tips on how
to handle the dosing of their treatments
before actually being ‘non-compliant’
– While oral treatments provide an extra
logistical component to manage, they are still
perceived to be better than the infused
alternatives
“I was wondering if instead of taking one
pill twice a day if getting the drug put
from one pill into three smaller pills that
a person could take two smaller pills
three times a day instead of the twice a
day. My idea is that with the mid day
introduction of the drug will somehow
keep the levels up enough to start
working again.” (PT – F – 45-49 y/o –
Nov. ’14)
“…next week my wife expects to start on
Ceritinib/Zykadia per the
recommendations of her oncologist… He
tells us this entails taking 5 big pills per
day… My wife would like to know what
recommendations folks here have about
the best times of day to take the pills,
since 5/day is more complex than 2/
day.” (CG – M – 50-54 y/o – Jan. ‘15)
“This pill is so much better on a body
then chemo. I hope to be able to take this
pill for a long long time before having to
move on to something else.” (PT – F –
50-54 y/o – Mar. ‘15)

13. Using targeted messaging to address
consumer needs on social media

14. 14
Issuing Approved Messages for Specific Situations
Priority Social Listening Insights Keywords Triggered Email Topics Follow-up Emails
1
Topic of "treatment op0ons" accounts for ~35% of
discussions
switch, treatment with ZZZ
EMAIL D: Why ZZZ for second
line?
EMAIL E (financial
support) & EMAIL B
(progression & general
monitoring)
Quote: "XXX is probably a superior drug"
Seems to be posi0ve feedback about YYY
2a
Topic of "progression" accounts for ~19% of
discussions
brain mets/metastases +
progression
EMAIL A: Progression + brain
mets
EMAIL D (Why ZZZ?) &
EMAIL E (financial
support)
2b
tumor growing, weight loss, fa0gue,
depression, anxiety + progression
EMAIL B: Progression &
general monitoring
2c
liver, adrenal, kidneys, lung, bones
+ progression
EMAIL C: Progression + other
sites
3
Concern over possible side effects was men0oned a
few 0mes
side effects, side effects
management, reac0on to drug,
tolerability, dosing + any of the
following side effects (diarrhea,
decreased hemoglobin, increased
liver enzymes, nausea, vomi0ng,
increased crea0nine, abdominal
pain, fa0gue)
EMAIL F: Taking ZZZ
EMAIL E (financial
support)
Quote: "XXX is a bit more difficult than BBB with
respect to side effects but this is quite variable"
Quote: "I am nervous about ZZZ because people
seem to have so many side effects and basically I
have had no side effects with BBB"
4
Restric0ve dose and ea0ng schedule is worrisome to
pa0ents
tough to swallow, rou0ne EMAIL F: Taking ZZZ
EMAIL E (financial
support)
5
Topic of "support" accounts for ~12% of discussions
insurance coverage, expensive, cost EMAIL E (financial support)
EMAIL D (Why ZZZ?) &
EMAIL B (progression &
general monitoring)
Perceived lack of insurance coverage and that ZZZ
was expensive was men0oned a few 0mes
Quote: "Insurance coverage may be problema0c but
am willing to go to peer-to-peer review"
Quote: "Curious as to why insurance won't cover ZZZ
since it is FDA approved"
6
Clinical trial conversa0ons. Should they wait vs.
gefng on 2nd line now?
targeted therapy research, clinical
trial, DDD
EMAIL G: Commercially
available vs. Clinical trial
EMAIL D (Why ZZZ?) &
EMAIL E (financial
support)
7 Newly diagnosed with CONDITION X just diagnosed + CONDITION X
EMAIL H: Understanding
treatment op0ons
EMAIL B ( progression &
general monitoring) &
EMAIL D (Why ZZZ?)

15. Shorten timelines around promotional and
research activities allowing for more relevant
interactions

16. 16
Keeping Up with the Consumers
Ø When user-generated content is
as close as 140 characters away,
turnaround times for various
social listening engagements
should/can be truncated
Ø For targeted response messages,
turnaround time from consumer
post is just a few days (as
scheduled)
Ø Social listening research projects
require about 50 hours of work
from start to finish and can be
turned around in about 1.5 to 2
weeks

17. Q & A