Pfizer & SKIM: The SMART way to tap into patient emotions – can chatbots help understand patient emotions better?

The world of pharma marketers is rapidly changing: the push for shared decision making in treatment choices and the availability of information through online sources make patients more involved in their treatment journey than ever before.

However, we know from research that patient needs often remain unmet. A diagnosis can be daunting, starting medication can be difficult, and patients can feel overwhelmed, underinformed and increasingly frustrated when clinical success is slow. This can make patients less inclined to commit to their medication and cause a barrier to adherence – all of which is bad news for any pharma marketeer.

Understanding patient emotions and needs is thus becoming increasingly important to pharmaceutical companies, as it creates the opportunity to identify ways to better meet patients’ needs and thereby forming and fostering a stronger connection with them in their decision journey. However, creating a clear understanding of patient needs is challenging.

In market research, we’ve often relied on qualitative research methods to tap into patient emotions and needs. However, asking patients to reflect back on an emotional period in their lives after this chapter has already been closed, can create barriers in understanding the high and lows of this emotional journey.

By comparing two innovative and continuous in-the-moment methodologies (a chatbot and self-recorded videos) to traditional qualitative methods, we’ll be sharing our insights on

  • Whether chatbots and self-recorded videos can do a better job at capturing patient’s emotional journey
  • If digital can help us move past the last remaining barriers of traditional qualitative research and help pharma marketeers support patients even more effectively

Date and time: Wednesday, 26 June 2019, 16:45-17:15
Location: Parallel 7 – Warsaw Hall, The Hilton Warsaw Hotel and Convention Centre

Thierry Barten
Thierry Barten, Pfizer
Janneke van den Bent, SKIM

Can smart innovations save us from stress? Mining emotions to dig deeper into the desire for digital solutions

It seems stress and anxiety have become a societal epidemic. We are said to be living in an ‘age of anxiety’ with mental health becoming the biggest HR challenge for organizations. But when technology may be exasperating the problem, can it also offer the solution? To what extent are consumers looking for a helping hand and how far will they go to get it?

Johnson and Johnson wanted to dig deeper into this trend, wishing to explore whether to pursue the possibility of providing mainstream anti-stress innovations.

Being conscious of the role of both rational reasoning and emotions in decision-making and the tendency of respondents to overstate interest in new innovations, SKIM implemented a qual-quant methodology that leveraged advanced voice analytics to mine consumer emotions.

The aim was to delve beneath the surface to uncover the implicit, underlying emotions behind what consumers tell us, to reveal the real extent to which there is a need and desire for smart solutions to save us from stress.

Date and time: Thursday, 27 June 2019, 12.05 – 12.35
Location: Agency session slot 7 at room HM1 on level M1

Marcel Slavenburg
Marcel Slavenburg, Research Director

Visit the SKIM booth #27 and enter to win a Google Home

SKIM booth #27 location
Visit booth #27 to win a Google Home smart speaker

Drop by at our booth 27 to catch up and find out about our latest innovations in healthcare and patient research, to enjoy some delicious stroopwafels, AND to stand a chance to win a Google Home smart speaker. We look forward to seeing you!