kantar health personas and journeys
TRANSCRIPT
1
About me
Age | 48
Socio-tech profile | Creator
Size/location of company| Large pharma, US HQ)
My role
My team provide strategic advice on health economics and outcomes in women's
health and urology, ensuring optimal patient access and maximizing the visibility of
our brands... showing how we add value by presenting evidence –based knowledge.
I undertake initiatives to influence R&D efforts, support launch efforts and optimize
commercialization efforts /lifecycle management of our drugs and medical devices,
including economic data analysis, econometric modelling, and large database studies
looking at incidence and prevalance , quality of life and patient reported outcomes. I
tend to deal with hospital purchasers, payers on closed panels and Group Policy
Organizations.
Where I find information to do my job
I spend lots of time online as there are not a great deal of information sources on
topics such as gait biometrics. I do literature searches on Google Scholar and I also
look at PubMed, ISPOR, AMCP, the American Medical Association sites and have
looked throughTimely Data Resources Incidence &Prevalence Database. I have
signed up to feeds from the Wall street Journal health section and look at their blog,
PharmaVoice and DIA Daily http://dia.custombriefings.com/. I also subscribe to
Health Policy Weekly which is produced by Xcenda and I will track of blogs such as
http://ahier.blogspot.com/, and http://healthpopuli.com/.
I like enewsletters especially if they are well indexed. I try and fit in relevant webinars
and forums - EPEMED's Market Access for Personalized Medicine in Europe
webinar, for example. I will listen to podcasts while on the move and I go to various
medical conferences to present my findings including those run by ISPOR and
AMCP. I sometimes go to Next Level pharma events too and I attended the Medical
Devices Reimbursement Strategies Conference Summit last year and the CBI's
Medical Device and Diagnostics .
PERSONA - GLOBAL HEALTH OUTCOMES
“I want to work with a health economics powerhouse to help me meet the many challenges we
have in commercializing our products.”
In terms of how I like receiving data, I like to have lots of different sources
managed in one place. I hate long Powerpoint reports – there is nothing worse
than trying to find the point in a 100 page document. It’s good to have a Word
document sometimes to go where PowerPoint can’t go. Resources that would
be useful would be things like patient charts, maps – a dashboard to store it all
would be great. Mobile based info isn’t for me – I am too old!
I also run an online business of my own - http://www.almosthomeohio.org/ -
outside of work so I know how I like information to be presented I like Amazon-
great categorization and search plus the ratings are useful. Some of the worst
websites are not in pharma - http://www.directbuy.com/ has a terrible navigation.
Who do I buy from and why?
I love http://www.xcenda.com/. Their services are outstanding - the models that
they use are great and from them I can get dossiers and formulary kits . Their
offerings are set out so clearly on their website, which I use a lot for information.
They offer a brillliant user interface and a great ‘Now you Know ‘ section. I have
also used United Bio http://unitedbiosource.com/. They have some good
publications but they are a pain to work with. I don’t use Kantar Health for
anything more that the NH&W patient survey. While that is very good and my
account manager is very knowledgeable, I wouldn’t come to you if i wanted an
economic model or a dossier. Kantar Health does not come across as a health
economics powerhouse . The website doesn’t give me any impression of any of
your strengths; I am sure you have great offerings and I know you have good
people but none of that comes across. I would recommend Kantar Health for
the NH&W but don't like this website. It's cold looking.
What issues do I face now and in future?
I always need data on unmet needs, payer perceptions on validity of therapies,
and anything to help us price offerings for local markets. It’s really difficult to get
good data easily – for recent device research, I was looking at chart reviews,
electronic medical reviews but then had to go and do some large database
studies myself . Budgets and time are also worries.
Helga Johnson , Global Franchise Director, Health Economics &
Reimbursement
Scenarios for Helga Johnson
Global Franchise Director, Health
Economics & Reimbursement
Task What does Helga want to do online?
Find out
what KH
offers in
her space
Navigate quickly to an area where she can see KH’s strengths in health
economics and its USPs. Wants to see who she would work with and
what they have done before in relevant field. She is looking for
company to do dossiers, economic modelling and information packs –
we don’t do those. She is looking for contacts
Pain based entry
point, search, log in,
clear positioning ,
expert photos,
case studies
Sign up for
regular
info
updates
See all forthcoming online events on home page and also in a client
dashboard area, either as contextual information or a rolling feed on a
carousel. Find out if any downloads are available, e.g. White paper,
podcast, PDF flyer. She can see events but there isn’t much up there
Update
content.
Better search.
Non PDF content.
Looks at
scientific
publications
by KH staff
Find search box on site and be able to do multi-filler searches against
key phrases, e.g, health economics.(nothing currently) Search through
rich media library with associated contextual information at right hand
side so she can dig a bit deeper. (nothing currently) Contact a relevant
person to find out more – limited contacts on site
Multi-filter search;
rich media library
(both in client area
and visible); links to
contacts
Look for
payer and
provider
insights
on KH site
Would like to find about health policy updates, gain insight in to the
payers’ world and how their approach changes per therapy area and
get constant updates on industry trends. Doesn’t find anything of
interest on KH site
Stream on home
page updated with
key facts and
trends- available
poss on app
SEO keywords /alt
tags; clear simple
form structure and
enewsletter design
Functionality/content suggested
Find simple enewsletter/blog/RSS feed sign up on whatever
page she lands on giving her an idea of contents and frequency
of updates if enewsletter is the format chosen. She currently
doesn’t find anything like this on our site
Join a
forum/WebEx
on a relevant
topic
(Local /European personas will have a
similar path but will want to find out who
they would be working with and their local
expertise, then get in touch)
3
About me
Age | 44
Socio-tech profile | Joiner/ Collector
Size/location of company| Large pharma, New York, USA (HQ)
My role
I lead the team that provides strategic global market research support for consumer,
physician and payer marketing campaigns Therapy areas include respiratory,
cardiology, eurology , diabetes and infectious diseases/HIV. I carry out ad hoc
research, segmentation, detailing, look at doctor and patient education. Corporate
Social Responsibility is on my radar too. We are dipping our toe in the water with
online research – MROCs (need legal disclaimers), video diaries, Skype
conferencing, buzz monitoring , bulletin boards.
Where I find information to do my job
II only have time to skim paper journals like the NY Times. I follow blogs by Ray
Poynter, Nigel Hollis and Third Tuesday. I subscribe to/have RSS feeds for
Pharmaceutical Executive, Pharma, Daily Research News ,CNN Health ,The
Economist, FirstWord, Healthcare Marketer’s Exchange, Ad Age, Marketing News,
pharmalot,. I look at theheart.org and nejm.org is the best medical site I have seen,
while www.sixuntilme.com and www.hepcboy.com are good on specifics. . I have
Google Alerts for healthcare reform topics, e.g. comparative effectiveness and I use
Yahoo Finance News to keep track of competitors and their share prices. I used to
work at J&J and they had a great internal service monitoring Pink Sheet s, medical
journals and the like for important events relevant to each therapeutic area and
competitors – I miss that now. I find Wikipedia and Medscape very useful for medical
information.
I don't personally attend any events but others in my company do - primarily
EPHMRA, PBIRG, PMRG (I am a member of all of these as well as MREB, APhA,
AMCP, HBA) and eyeforpharma . They also attend therapeutic area conferences
from AAAI, ADA, EASD and marketing /social media focused conferences from the
Advertising Research Association, Advertising Research Foundation and IIR. We
are looking at a couple of shows on Predictive Analysis too -Predictive Analytics
PERSONA – GLOBAL INSIGHTS, US HQ
“I run a global team working on multiple research projects for different stakeholders. I run 20
or more projects concurrently around the world. I am also responsible for internal training.”
Innovation Summit issues. I am part of the Healthcare Businesswomen’s
Association and attend their events. I have to make time for webinars and
online forums . It’s good if I can control when I view online events and if I can
remain anonymous. Podcasts are good because I can listen to them anywhere. I
am a member of LinkedIn but annoyed at the number of irrelevant invitations
that I get. I use Facebook for family stuff but not at work.
Who do I buy from and why?
I like Quirks Market Research Review ( http://www.quirks.com/) and use it to
select relevant research companies as well as for its though leadership. It has a
great dashboard feature. I like being able to pick and choose what I look at so
dashboards really work for me. We subscribe to Decision Resources
publications for specific disease information and buy Datamonitor, Forrester,
Manhattan Research, Marketing Research Executive Board reports for
benchmarking. I have used Kantar Health’s NH&W survey but I haven’t used
any of the other services. Challenge is I know the offerings from Mattson Jack,
Firefly(sic) etc but can’t tell what it is that Kantar Health is offering me. I haven’t
the relationship history and the website doesn’t make me feel like I know who or
what I would be dealing with. I like Futures Group website and services
http://futuresgroup.com/ – they align their offerings to needs. They also provide
all their reports in Powerpoint and Word, which is great for me as sometimes
Powerpoint doesn’t give me enough detail . I have used IPSOS and Synovate
for ad hoc - they are OK – and I like Vovici for online research.
What issues do I face now and in future?
Budgets cuts and adding value .I want my team to earn a seat at the decision
making table ; we have to rely on external suppliers to help us do that so it is
always a worry that they will deliver results for us. Social media fascinates and
scares me at the same time. Through our buzz monitoring , we see really
negative comments on Twitter and YouTube, and then there is the regulatory
aspect. I worry about moderating MROCs but see that they are really useful.
Also doctors like the online. AZ’s Symbicort SMART eDetailing apparently
engaged 6,500 GPs sufficiently for 71% to say that they would increase their
prescribing of Sybicort SMART. That’s got to be worth something!
Fran Evans, Global Insight Director
Scenarios for Fran Evans
Global Insight Director
Task What does Fran want to do online?
Put out an
RFI for an
MROC
study
Wants to go straight to informative area (e.g. doesn’t tell just her what
an MROC is ) where she can see what output will be and understand
company’s achievements and output. The site just has lots of generic
copy that tells her what she already knows.
Personalization;
MROC experts
details;
testimonials/case
studies; podcasts
Find,
organize
& store
content
Find out what KH can do that’s different and meets her needs
quickly. Feel like she is getting to know the team, understand who she
would work with and their expertise . See what a report from them might
look like. Check the buzz - PR coverage, social media streams, blogs,
awards. Check testimonials/case studies
Update
content.
Better search.
Non PDF content.
Get
updates -
research
trends /
techniques
Searches for comparative effectiveness on Google . She thinks Kantar
Health has talked to her about this but they don’t come up in the search
results. She goes to the site and tries to find information on general
trends and innovation. There isn’t any and she leaves disappointed
Get info
for CSR
planning
with HR
This is a new area for Franand she is not sure it is going to be
something that Kantar Health do . She comes to the home page and is
not sure where she would find information on this topic. She searches
around for a while then leaves the site
Key info
on home page ;
ensure it is relevant,
up to date.
Search with filters;
My KH; dashboard;
RSS/sign ups;
offers; stock ticker
Functionality/contentsuggested
Log in to an area on site where she can keep her Powerpoint
and Word documents organized on a dashboard and find
proposals posted to her; set up RSS feeds & alerts. She finds a
password protected area on the site but she can’t get in there.
Devise a
pitch shortlist
for oncology
study
Carousel /ticker on
home page with key
facts; related
content; SEO
p.s. Emerging market /European personas will have
a similar path but will want to find out who they would
be working with and their local expertise, then get in
touch and may want language search in publications
and other areas of the site.
5
PERSONA – MARKET ACCESS
“With large amounts of inconsistent data to sort through and keeping on top of all
the regulatory moves and market trends that impact product success before, during
and after launch, my job is never dull but it’s often challenging ”
I very much like webcasts/webinars, especially those that are free, specific
to a topic and 5-10 minutes long. I realize companies like Kantor Health
have to promote themselves by these vehicles but I don’t like it when they
are too heavy handed on the sell . I will also download a podcast to listen to
on journeys if the subject matter is relevant and unique. I dabble with Twitter
lists, check out other people’s presentations on market access on Slideshare
and think the channel areas of YouTube is interesting. I am on Linked In
groups, but I feel the options there are a bit consulting focused.
I am a member of AHIP (America’s Health Insurance Plans), DIA(drug
information Association) and AMCP (Academy of Managed Care Pharmacy).
Who do I buy from and why?
The way Synovate positions themselves gives me confidence in their ability
to really help me understand the dynamics of the Asian markets and the
various stakeholders. Likewise Xcendra. I have done business with
companies that have provided useful , targeted webinars, like Avalere Health.
I am on a “super panel” of Gerson Lehrman Group and I am interested in
their health care webcasts too. I have used Bridgehead for work in China. I
buy the odd industry report from companies like Quintiles and Datamonitor.
In terms of Kantar Health, I haven’t used you and wouldn’t really see a
reason to looking at your website. You look big but US focused and
impersonal when I need worldwide reach but true local knowledge . How
many staff do you have in China? What’s your capability? It isn’t clear.
What issues do I face now and in future?
Generally regulations tightening, government agencies controlling drug costs
to reduce budget deficits but then widening patient access at the same time.
And the fact that so much rests on my shoulders when times are so
uncertain. For example, there is speculation that China’s pricing agency, the
National Development and Reform Commission (NDRC), is developing
international reference pricing guidelines to improve transparency and
rationale for pricing decisions, looking at India, South Korea, and the
Philippines . That is not good for us.
About me
Age | 36
Socio-tech profile | Spectator
Size/location of company| small pharma company, New York
My role
I specialize in pharmaceutical pricing, reimbursement and market access
worldwide but right now my focus is on China. To perform my global market
access leadership role, I need to keep completely up to speed with pharma and
healthcare policy, health economics, pricing and market access issues throughout
the world. My department is responsible for developing the P&R strategies for all
compounds in development and for the coordination of pricing submissions and
negotiations with pricing authorities, like the NDRC in China, and other
stakeholders. We always need to consider the implications our products may
have on the wider healthcare market, understand on how healthcare changes or
moves by the pricing authorities to change pricing schemes may impact the value
of our products , and communicate the ‘value’ of our products to stakeholders,
ranging from payers to regulatory bodies and government departments..
Where I find information to do my job
I don’t have much time to follow blogs but have set up RSS feeds for
Pharmaceutical Executive, Medical Advertising Age, FirstWord and
PharmaVoice. Scrip World is useful for a more European angle. I follow the Pink
Sheets and their health sections – CNN and Wall Street Journal. It’s good to get
e-newsletters too.- Amerisource Bergen Specialty Group/Xcendra do one that I
really like – Health Policy Weekly In terms of conferences, I attend EPHMRA,
PMRG and I keep an eye on the eye for pharma but I really don’t go to
conferences that often.
I go to the odd event- Comparative Effectiveness, the World HealthCare
Congress , Market Access USA, Academy of Managed Care meetings and have
attended a Next Level event on market access/optimization in China.
Dr James Wang, Market Access, Pricing &Reimbursement Director
Scenarios for Dr James Wang
Pricing & Reimbursement Director
Task What does James want to do online?
Wants to
find out
capability
in regions
James has come to KH via a link from TNS. He isn’t sure where to go
when he lands as all the paths have internal sounding names so he
plumps for commercial development – the offering doesn’t sound very
specific so he leaves as there is no search on the site.
SEOmarket
access China;
search facility;
maps/contact
details
Find case
studies on
Market
Access,
Can’t see any indication on KH home page of upcoming events and not
clear on where he should go to find these. Chooses About us before
noticing news &events area. Takes him four clicks to get to information
then he finds nothing there
Content plan
necessary /PR;
simple, intuitive nav;
carousel with
events etc
Looks for
examples
of dossier
work
Revisits the KH site and searches again in commercial development
area for examples of work . Can’t find anything (Market Access
currently under Treatment Value area)
Entry through need
or pain points, not
internal name of
practice; add
examples of work
Sign up for
enewsletter
Key utilities on each
page, e.g. contact
us, sign up for
enewsletter
Video case studies
;contact details of all
relevant local contacts
in map or similar
Functionality/contentsuggested
Looking at finding help for a new project and searches for case
study material that he can read and forward if he thinks it’s
relevant. Again he draws a blank. He looks for contacts , tries to
call contact, no response and email giveni is general
Find events/
podcasts on
market
access
Looks for way to sign up for updates but can’t find anything.
No telephone numbers either
p.s. Emerging market /European personas
will have a similar path but will want to
find out who they would be working with
and their local expertise, then get in touch
and may want language search in
publications and other areas of the site.
7
About me
Age | 39
Socio-tech profile | Creator
Size/location of company| Large pharma, Switzerland(HQ)
My role
My role spans disease area strategy and commercial and brand strategy, strategic
alliances, eHealth and KOL relationships in neuroscience and ophthalmics. My
areas of focus include ophthalmology, Multiple Sclerosis, and Alzheimer's Disease
and I provide commercial/brand strategy guidance to product development , planning
and management team as well as central and regional marketing teams on early
phase, pre-launch and in-line products. We have a team dedicated to developing
central strategy and communication packages for healthcare professionals like
opticians and pharmacists to make it easier for the markets to focus on activation.
We have also built a global research team with resource for each brand. To be
successful, we also need brand and R&D teams to be more than joined at the hip
and lots of liaison between ourselves and the Market Access and Safety teams. We
also need influencers on our side to keep our ethical profile high so there are lots of
meetings with our Medical Liaison team planning education, round tables and events
that KOLs attend. CSR is also a big deal for us as part of our multiple stakeholder
push. We’ve got programmes in place to benchmark how our brands are doing ...how
effective they are versus the competition , how KOLs think of them . And we are
embracing social media - with over 70 past, ongoing or planned ehealth projects. We
have Facebook pages and clinical trials on YouTube, and patient websites.
Where I find information to do my job
I visit the Wall Street Journal, Biocentury and Scrip sites often and I have feeds set
up from them. I also look at MedAd News , PharmaVoice, Pharmalive,
PharmaVoice, Pharmafocus, Medical Marketing & Media, Pharmaceutical Executive ,
Fierce Pharma. I have my own blog so I like to keep up with the trends and hot
topics. Blogs such as www.addadhdblog.com are hugely influential in their
categories.
PERSONA – GLOBAL BRAND MARKETING, EUROPEAN HQ
“R&D and brand teams need to to be joined at the hip nowadays. We are also very involved with
Market Access, and working with Safety and Medical Liaison teams throughout all phases.”
I am also signed up to Yahoo Finance and Google News. I am a big fan of new
media and am signed up to Facebook, LinkedIn and Twitter. I use buzz
monitoring via our research team to keep track of competition. I still have to
go to quite a few events as they are ideal place to talk to opinion leaders and
the media, as well as attending poster sessions and plenaries. To meet
influencers, I go to PBIRG, PMSA, the Pharmaceutical Management Sciences
Association and I am a member of all these organizations. I am also a member
of the AMA. I like to spend our budgets on events where the team can learn
something new not just from those in our sector so we will be also going to
Digital Marketing Europe this year. We issues our own internal Marketing
Excellence enewsletter to keep team up to speed and training is very
important, so any supplier that can help us with webinars and forums on hot
marketing topics will always get brownie points.
Who do I buy from and why?
It really depends what I am looking at. I know Kantar Health works in the brand
and stakeholder area so I would very much work with them there but the
company doesn’t seem to have many digital services. The website is poor but
then so are your competitors’ websites. Having said that, they are not part of
the largest advertising group in the world. I like websites that think about the
way the user might interact with them. The BBC website is very good and
Amazon – I bet everyone has mentioned those two to you.
What issues do I face now and in future?
Understanding the penetration of various brand messages is always an issue I
have a lot to live up to as my company has a strong record for innovative
tactics and new launches. Emarketing is perfect for communicating with patient
groups so the regulatory restrictions are a little frustrating; a challenge will
always be keeping ahead of the game here, paying the fines to make a point
that the rules have to change sooner or later.
I also pretty much work an 18 hour day liaising with colleagues around the
globe so having enough time and resource is always an issue.
Jeffery Lindor, Global Strategic Marketing Director,
Scenarios for Jeffrey Lindor
Global Strategic Marketing Director,
Task What does Jeffrey want to do online?
Wants
information
on KH’s
KOL
panels
Want to find an areas where he can really get to understand what’s
different about KH’s influencer offering. Goes to site, looks at practice
area section but can’t see anything that sells him on KH’s expertise
Personalization;
highlight USPs(e.g.
number of oncology
KOLs); search
Wants to
follow KH
blog,
Is an existing customer and wonders if it is possible to send a more
personal communication to Kantar through logged in area but finds
nothing there for him. Would like to see a My Account area and some
Amazon-like suggestions for reports he might want to look at
Dashboard; forms;
digital surgery area
as per brief
Interested
in KH’s
digital
offerings
Can’t find anything on site, Google and still finds nothing. He can find
offerings he has heard about like Cymfony on the TNS site so he goes
there instead
Add offering to site
against needs;
search; SEO
Looking
for social
media
links on
KH’s site
Can’t see any links on site and when he does find KH on Facebook ,
there isn’t any content so goes to WPP links instead
Social channels to
be set up/revised at
the same time as
new site
Search; blog and
blog sign up; SEO
Functionality/content suggested
Goes to site, can’t see a blog. Searches Kantar Health blog and
gets Pharma Marketing Forum blog. Signs up for that instead
Would like
to talk to KH
- stakeholder
management
9
About me
Age | 36
Socio-tech profile | Joiner/ Collector
Size/location of company| Large pharma, HQ Japan
My role
The main areas of my work are cardiology and oncology(prostrate cancer). My
team have to manage regulatory risk exists all the way through product
development, from lead compound discovery, through pre-clinical studies,
clinical trials and safety/efficacy testing , to launch and beyond . I need to
identify, understand and minimize risk at all stages of the product development
process and provide regulatory, medical and scientific expertise to internal and
external customers with respect to global business needs, interfacing
extensively with local government agencies and industry associations at all
stages the progression of the product through the development process. My
work spans regulatory and development strategy, clinical studies/bridging data
modelling, and compliance, chemistry, manufacturing and controls, and drug
safety and pharmacovigilance, including spontaneous reporting.
Where I find information to do my job
I read Drug Safety , the monthly electronic bulletin from the MHRA and
Commission on Human Medicines , http://personalizedmedicineblog.com/ and
Pharma marketing blog. I visit the Center-for-Drug-Evaluation-and-Research’s
website for updates. Events-wise, it’s tricky to get the time but I still attend the
World Drug Safety Congress, the Annual Pharmacovigilance Conference and
ISPOR. I’ll use webinars if I can – there was a good one from
http://www.biowisdom.com/news/ and there is some material on You Tube
which is good , if unedited.
I am on the Scientific Advisory Board of OMOP (Observational Medical
Outcomes Partnership), the FDA, PhRMA and FNIH public-private partnership
designed to help improve the monitoring of drugs for safety
PERSONA - SAFETY
“A lot is at stake in my projects. Patients‘ lives, the relationship we have with stakeholders and
the impact negative findings could have on the company share price.”
I am also a member of eHealthplus (www.ehealthplus.org), a UK-based public-
private sector “think tank” researching the application of digital technologies in
healthcare.
Who do I buy from and why?
We need to be able to rely on the data gathered being interpreted accurately
and on all the boxes being ticked at every stage. People’s lives are at risk. I
don’t tend to centre on any one supplier although it would be good to do this. I
will use Registrat Mapi for late stage research because they are reliable and
have global reach . Quintiles also has a good offering; but mainly at clinical
stages, particularly in phase two/three trials. I am not really clear on what Kantar
Health can do for me. I know about the Treatment Value offering but it seems to
be broad and I need specific. Yours is a company website with service offerings.
but nothing to offer me and no reason to visit again.
What issues do I face now and in future?
Our challenge can be summarized by looking at this article
http://www.fiercebiotechresearch.com/story/study-industry-backed-clinical-trials-
are-odds-success/2010-08-
03?utm_medium=nl&utm_source=internal#ixzz0vYcsLysi.. Stockholders don't
pay for negative results. When we prove what drugs can do and prove it to the
satisfaction of the scientific and regulatory community, we are showing a
marketable product which permits investors to feel secure in subsidizing further
research . If we also allow people to contribute further to society through
managing cardiology, heart disease and a myriad of other concerns
which would previously remove them from workforce and taxpayer populations
then we have achieved our goals.
I struggle with new media and I am not alone in that. It’s so tough because of
the restrictions. Now the public have a voice and they are determined to be
heard, our job is made so much harder. I’d like to understand how social media
can be used positively but I just can’t see the up side right now.
Dan Briggs, Director of Regulatory and Medical Affairs
Scenarios for Dan Briggs
Director of Regulatory and Medical Affairs
Task What does Dan want to do online?
Looking for
information
- phase 1-3
safety
Arrives at site, looks for safety, tries practices, can’t see anything. Then
searches around press and events areas, before leaving and Googling
“Kantar Health safety” and finds optimized entry in InPharm directory
Search with filters;
testimonials/case
studies; podcasts;
practice area by
client need; SEO
Looking
for case
studies/pr
of
capability
Can’t find anything on site. Tries searching on Google and comes up
with an ex Kantar Health employee proficient in playing drums. A lower
ranked entry in German appears to describe InDrums
Update
content.
Better search.
Non PDF content.
Checks if
KH
recruiting
clinical
researchers
Goes to About Us but there is no section on recruitment. Searches on
Google instead
Editable job site
area with forms and
contacts in local
language
Looks for
local
safety
contacts
Can only find locations, goes there and can only find practice area. Not
quite sure which practice area safety is in.
Intuitive navigation;
search
Video, up to date
press area, white
paper downloads
Functionality/contentsuggested
Can’t see anything but descriptive text of practice area on site.
Doesn’t look to him like KH offer a full solution for safety so he
goes elsewhere
Has heard
about
InDrums and
wants info
11
PERSONA – EMEA HEALTH OUTCOMES
Chris Jackson, Head of Health Economics - EMEA “I have to interpret large amounts of technical and other data from internal and external
sources, and keep up-to-date on the latest in health economics via academia, industry
bodies and government sources.”
fellow of the Royal College of Medicine, the Royal Society of Public Health
and the Royal Society for the encouragement of Arts, Manufactures and
Commerce.
I will be attending the ISPOR congresses , Clinical Outsourcing World
Europe , NextLevelPharma's Risk-Sharing & Value-Based Pricing and
Reimbursement Schemes Conference , NICE BIO and the Annual
International Conference on Health Economics, Management & Policy . I
will sometimes go to Marcus Evans events – they have a good one on
planning and portfolio management. I am regularly out on the circuit myself;
I present and submit posters to many conferences . I also recently
participated at a workshop at the University of York on how to manage and
interpret hospital episode data and I am a visiting lecturer at at the
University of Surrey, as module leader on Health Economics . In terms of
networking, I use the Healtheconomics.com forum, I am a member of the
Health Outcomes Scientists group on LinkedIn which doesn’t have a lot of
activity and I am an elected member of the PharmaTimes Directors' Club.
Who do I buy from and why?
As I deal mainly in Europe, I tend to use research agencies that understand
local as well as global issues . I have used Abacus
http://www.abacusint.com/ for quality of life studies and strategic research
and also Aegis http://www.aegisnet.org/. I’ll buy reports from Adis online
http://adisonline.com/home/- I like the way their reports are organized. I.
didn’t realize Kantar Health was in this space. The website looks very
doesn’t really give an impression of any areas of expertise. It’s a bit dull and
there are also no pictures of the people , just an odd picture of drawing pins.
What issues do I face now and in future?
I am passionate about the promotion of cost-effective, evidence-based
medicine. It’s key that I keep costs low while improving quality,
strengthening weak operational areas. Keeping on top of regulatory criteria
and shortening the time needed to bring products to market are key
concerns. Also, I need to keep up to speed with the issues surrounding
personalized medicine and any other current/future trends.
About me
Age | 38
Socio-tech profile | Collector/ Crtic
Name/location of company| large pharma company, HQ UK
My role
I work within cross-functional matrix teams carrying out multiple systematic reviews
and meta analyses, reviewing/developing economic models in many healthcare
settings to show that our products have meaningful patient reported outcomes and
strong value propositions . I also advise on which operational research measures
should be included within clinical studies. I deal with national and regional Health
Technology Assessment bodies and networks, and have formed good working
relationships with academic and professional groups. I’ve worked closely with NICE
http://www.nice.org.uk/ since its inception, and has also been closely involved with
the Scottish Medicines Consortium http://www.scottishmedicines.org.uk , I am the
Health Economics member of the Joint Committee on Vaccines and Immunisations
and act as a consultant health economic evaluation within the NHS Research Design
Service .
Where I find information to do my job
I tend to get my information online as it more up to date than it would be in a journal
although I do read physical publications – Pharma Times, The Economist and Future
Science Group’s journals.– especially when travelling. Online , I look at Scrip World,
Pharmaceutical Executive. InPharm for general news . I use Google Scholar and
Healtheconomics.com is a good overall resource. I use http://wonder.cdc.gov/ for
wide ranging epidemeology research, and Knowledge@Wharton, ,. I also use
resources on the ISPOR and the CEA sites plus https://www.htainsite.com/ to review
past NICE decisions.. I’ll look at YouTube and Slideshare to see if there are any good
presentations I am a Professional member of the Institute of Clinical Research, an
honorary Fellow in Health Economics at the University of Warwick and an elected
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About me
Age | 41
Socio-tech profile | Collector
Size/location of company| Large pharma, Germany (HQ)
My role
There are three core elements to my job which centres on oncology . I spend 70% of
my time actionable solutions to business objectives by conducting international
primary qualitative and quantitative market research studies and analysis , 10%
providing insights into oncology treatment standards, competitor and market trends
and dynamics through business and competitive intelligence, and 20% on
commercial forecasting, contributing to pipeline analysis and conducting launch
oncology product assessments/projections on the basis of a validated epidemiology
database. I tend to do large quant studies across multiple markets. We are
considering social media usage in our research as far as we can for generics ;given
the regulatory environment, anything we are planning is within a closed forum. Our
Knowledge Management Group also keep an eye on what’s going on using buzz
monitoring tools. I have to do training as part of my remit too so any supplier who
helps me with that – traditional research and social media style - gets the thumbs up.
Where I find information to do my job
I will make use of webinars if the topics are specific to my role. A company in the US
did a good webinar on strategic competitive analysis recently. I do follow forums but
won’t tend to comment on other people’s opinions as the comments can be traced
back, although I will post questions. I like podcasts because i can listen to them when
i want to. I am a member of the MRA and EPHMRA but my team don’t really go to
any of their events. We will go to the larger oncology conferences like the ASCO
Annual Meeting. In terms of media sites, blogs and publications, I used to be able to
get Pharma Marketing Europe when i was working in the UK but they won’t send me
it now I am back in Germany. I read MRS News , the journal of the MRS and also
read the International Journal of Market Research. I look at Scrip World online,
FirstWord and the HemOnc Today blog. We also get quite a few of German and
European publications – Planung&Analyse, Research&Results, Horizont, Strategies
,.
PERSONA – GLOBAL INSIGHTS, EUROPEAN HQ
“I am constantly trying to keep internal stakeholders happy. It’s important that I have a good
relationship with my research suppliers, that they just get on with it and deliver the goods”
The Journal of Health. I don’t tend to read the US trade press – I just look at
blogs . Although I am on LinkedIn, I don’t use any of the forums or groups on
there. I am not signed up to any other social media networks for work but as I
am away from family, I use Facebook when not at work and I do post pictures
and video online
Who do I buy from and why?
Although online is part of our jobs nowadays, relationships are key to me so I try
to speak to people to get an idea of what they would be like to work with. I love
The Research Partnership because they don’t just say they will partner with me
– they walk the talk. I love their Therapy Knowledge database and this
dashboard feature – dashboards are so much the way forward
http://www.researchpartnership.com/files/FusionMain.html. I am fdoing a 16
country report through them and they are fantastic. They give me a complete
overview of every project then report on progress every week and answer any
questions I have at the end of it without a fuss. I can see what i am going to get
on their website too which is great- no surprises. And unlike with Kantar Health,
I can choose who I want to work with. I was seriously fed up when I called up
about a project and I had to work with Germany, even though i was told the
oncology centre of excellence was in Spain. The website gives you no idea of
who is who and it is so difficult to get through to that one named person. It also
doesn’t make you look any different from anyone else. It’s not offensive, it’s just
very samey and gives me no real confidence. I like sites like Amazon – so clear,
light and friendly -no images coming at me like the Kantar Health site. Having
lived in the UK, the BBC site is good too.
What issues do I face now and in future?
With more than 20 projects on the go at any given time, I have to juggle
resources and manage all internal stakeholders including the global proposal
teams, strategic marketing groups, new product deployment groups. Keeping up
with trends and keeping our profile strong as an internal supplier is always a
key concern. We also have to strike the right balance between mature markets
and research for the newer , possibly more lucrative but more risky ones.
Shelley Schmidt, Associate Director Global Business Intelligence
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About me
Age | 40
Socio-tech profile | Collector/Joiner
Size/location of company| Large pharma, Turkey (Switzerland HQ)
My role
I am a strategic data planner . I work in a very small team , focussing on local
oncology issues. I have to do all types of research – ad hoc, MROCs, video diaries,
KOL studies – but I have to do it on a very small budget. We have a hard time finding
global agencies who are prepared to work with us. I am always looking for innovative
suppliers.
Where I find information to do my job
I have a Blackberry and so I am online all the time – filtering through Twitter,
Facebook. I am on Linkedin and have joined any groups that look relevant. It is
important to have a good network when you are in a small region. In terms of
websites. Everyone is on YouTube and I am no exception.
I love it when sites have a good search facility and when they have done their
optimization well so I can find them easily on Google. I have signed up for
PharmaLive , I like the WebMD site and EvaluatePharma is good too. I get
enewsletters from Datamonitor – they are useful but I don’t want to get this sort of
thing too often and it always has to be on my terms because I am busy. Forums and
webinars are part of the job and a good way to get information quickly although there
are not many that are specific enough for me. I am a member of EPHMRA and the
Turkish Association of Marketing and Public Opinion Researchers. My company uses
software to track keywords so that we can keep track of various subjects, so I get a
filtered down daily competitive highlights and trends email, plus we have bi-monthly
reports posted online.
In terms of information formats, I don’t like pdfs because i can’t cut and paste from it
and i always need to send things on to colleagues in another format. I like Word and
online or not.
PERSONA – CEE /EMERGING MARKETS MARKETING INSIGHTS
“I run a local team with small budgets and large workloads. I find it difficult to find innovative
suppliers but I am a small fish in a big sea for them”
PowerPoint is OK . I don’t have time for long proposals of 20 pages or more.
Summaries are always good and being able to organize the data myself is great
as long as it doesn’t take too long. I like to be able to see graphs and charts –
not too many words.
Who do I buy from and why?
We like to innovate in Turkey but we can’t find many suppliers to innovate with.
None of your suppliers stands out and I am used to working with TNS. I
searched on Google for ‘innovative market research companies’ TNS was the
only one that came up that I recognized. I am a bit confused as I buy from TNS
– what relationship does it have with Kantar Health? I like working with my
account person at your company but i wouldn’t have a clue who else to turn to
from your website. You say also Turkey is in the Middle East on your contact
page? I am not keen on websites with too much text like yours with no links
through to proper contacts in the right geography or business area. You need to
show your difference by showing my output and show that you know how to do
your own market research by segmenting. There are no case studies, no proof.
Show me some engaging content. Also, how can I find anything with no search
button? And are you not on social media – there aren’t any links here or on your
autosignatures.
What issues do I face now and in future?
My biggest challenge is working in a subsidiary. We face all the usual issues
that market researchers have in an organization- a need to constantly deliver
work that makes a difference, keeping on top of research trends and keeping
training up to date - but magnified because we are operating like a small fish in
a big sea. It is quite frustrating. I need to find good local suppliers who have a
good reputation but my budgets are smaller and my team is tiny. I haven’t got
the manpower or time to manage multiple suppliers but then that limits me.
Güliz Gavez, VP Strategic Planning
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About me
Age | 45
Socio-tech profile | Collector
Size/location of company| Large pharma, USA New Jersey (HQ), operating from
Singapore subsidiary
My role
I have created a fluid market research process for market research projects in the
diabetes, generics, cardiovascular and oncology areas to be conducted across the
Asia Pacific region with HCPs and patients. The brand and positioning work is all
done at a global level in the US. What we do locally is validation and adaptation. To
be honest, a lot of it is about gut feel and having good local relationships. Asia is a
very different market but not a lot of large research suppliers understand this.
Where I find information to do my job
Online is always a first base for me. Although Wikipedia is maybe not that reliable, I
get some ideas from it. I also love Google Trends. I mainly sign up for RSS feeds and
will look at Pharmafocus and Pharmaceutical Executive online. I also like the
FiercePharma blog- I tend to look at that on my mobile in between appointments or
travelling on the train. Forums and webinars are good ways to catch up. I am
personally interested in the implications of social media on market research and
would certainly tune in to any online event that was on that topic. I am on LinkedIn
and would use the groups and also follow Twitter but we don’t have any access at
work. We also have some different social media channels in Asia, like Orkut. I love
YouTube and think video is great for research as it gives the patients a voice. There
was a campaign not so long ago when a mother complained about formula milk on
YouTube and the manufacturer was forced to change the product – what power!. I
know the company is looking at MROCs but I am not sure how that will manifest itself
here. So I just try to keep myself up to speed.
In terms of information formats I like summaries and tables, and love to be able to
organize my own information in an account space or dashboard online. I don’t like
big reports.
PERSONA – REGIONAL INSIGHT, EMERGING MARKETS(ASIA PAC)
“I run local projects in the Asia Pacific region. I need to work in true partnership with companies
that have a good depth of understanding scientifically and strong local knowledge.”
I’d like to see that book you do (NH&W) online, possibly on my phone. It would
be much easier to use the information if I could get it online
Who do I buy from and why?
This is not a homogenous region – it cuts across many cultures and I need to
work with companies that understand the local aspect well as the big picture. I
have worked with IMS but they are not good enough at the local knowledge or
the depth of knowledge, so if I want to know what certain moelcules are used
for, I don’t go to them. I have used Synovate who were quite good. I like
http://www.pharmasols.com. The website is good – easy to find everything and
has interesting news features. They know the Australasian market well which is
useful to me.
I use Kantar Health for primary research; secondary research tends to be done
on the back of corporate level work. You are a pretty tight outfit, having
confidence in your work is not a problem but you are a bit inflexible . If you
recommend something, there is no give and take. The website has little added
value for me. I can’t go on there and get a feel for the people or find out who my
local contact is. I would have no concept of anything but an American company
talking the talk. We are all wise to that. I will make my judgement based on my
personal relationships with your team but if I didn’t have an existing relationship
with you, this website would not inspire me to hire you. I want to see examples,
case studies, something engaging. The pictures should be of people not
drawing pins.
What issues do I face now and in future?
Managing a tough sales pipeline with limited resource is always our biggest
issue. We want to work as true partners with our internal stakeholders including
the global research teams but sometimes they don’t understand local side of
things which can be frustrating.
Senior Manager - Research