Borderless Access - Social Media Analytics in Healthcare_PMRC-US_Oct2021 - shareable

1. THE ROLE OF IN MAHESH LINGAIAH Healthcare Practice Lead Borderless Access Pvt Ltd JASON TIFFER SVP – Sales, Americas Borderless Access Pvt Ltd

2. The Role of Social Media in Healthcare Medical professionals are willing to stay on top of social media trends so they can communicate effectively with patients. Physicians & Specialists  Approx. 88% of physicians research medical tools and biotech data using the internet and social media platforms.  Physicians can use social media tools to build interactive patient strategies and direct patient engagement. Nurses & Caregivers Social Media Monitoring & Analytics  Nurses can use social media in healthcare to update patients on news from their hospital or medical facility.  Approx. 70% of the caregivers in the study said they looked online for medical advice and answers Public Health Professionals and Health Educators  The primary role of a public health educator is to “assess the health needs of the communities they serve”.  The public health educators can create a platform where patients can voice their health concerns. © 2021 Borderless Access 2

3. Benefits of Social Media in Healthcare Raise Awareness Combat Misinformation Crisis Public Health Monitoring Patient Support Answer Common Questions Communication Marketing        Raise public awareness about new, emerging, and annual health concerns. Social media helps spread information quickly to diverse groups and is great when the information is fact- based, helpful, and clear Canadian provincial medical health officers have used social media and healthcare communication effectively during Covid-19 time of crisis. People post everything online, including health and hashtags like #flu can reveal when diseases are popping up in new locations. Nearly 40% of young people (ages 14 to 22) have used online tools to connect with others with similar health challenges. That includes social media groups. Social tools offer creative ways for healthcare professionals to address common questions, e.g., WHO developed a Facebook Messenger Chatbot. It can answer questions, direct citizens to the right resources, and counter misinformation. 62% of U.S. healthcare marketers identified social media as the marketing channel with the most potential opportunity in 2020.  Will be a good tool for public outreach campaigns, since you can specifically target relevant population groups.  Using the right social media monitoring tools, public health organizations can even get a sense of the severity of symptoms.  The misinformation comes in the form of untrue statements and are relatively easily debunked. © 2021 Borderless Access 3

4. Why Does the Healthcare Industry Need Social Media Monitoring Tools & Analytics? To Get Real-time Updates and Understand Competition – Patient can provide quick insights on community involvement, customer pain points, and service lines. To Build Marketing Strategies – Analyze where patients share experiences with healthcare workers. To Quantify the Impact – Analyze organization’s reputation and measure the social media value generated through health and wellness campaigns. To Build Healthcare Brand and Relationships Online – Patient testimonials, positive reviews, and feedback play a significant role in building healthcare brand. To Create Patient-centric Social Media Campaigns – Brands can leverage social media to engage their audience through different social media campaigns. To Find Meaningful Market Insights – Use the abundant data available across the web to improve social media performance and gain more patients. To Maintain Transparency and Active Communication – Enable two-way public communication between patients, healthcare organizations, and other third parties. To Measure Efforts – Keep a stock of your audience’s responses and help uncover critical insights about marketing activities. To Foster Discussions with Stakeholders – Understand people’s attitudes towards the drug, device, treatment, manufacturer, payer, and provider. To Improve Service – Use social media monitoring to streamline customer service management. © 2021 Borderless Access 4

5. Our Approach for Digital Media Monitoring Planning & Data Extraction Benefits Finalize key intelligence questions (KIQs), variables, gather relevant conversations Know your industry and competitors Data Cleansing & Preparation Text mining, classify conversations for relevancy, segment conversations (+ve & -ve sentiments), data tables Manage reputation and respond to crisis situation News jacking i.e., spot trending topics and participate Data Analysis & Insight Generation Analyze brand/company related insights, summarize positive & negative sentiments Elevate your brand with key opinion leaders Measure the effectiveness of your communications Reporting & Visualization Design report, identify brand/company insight, infographics & data visualization Find ideas for new content Key Benefits for Brand Strategic Planning – campaign effectiveness, campaign planning Media Buying – measure costs, competitor benchmarks © 2021 Borderless Access 5

6. Our Approach for Social Media Analytics Data Coding, Data Processing & Analysis Data Extraction from Social Media Universe Storyboarding around clients’ KITs/KIQs Disease Specific Portals  Agreeing on a sample size (with client)  Data extraction and translation (if required)  Manual reading and coding of comments by key topics and questions  Quality control ~5,000 posts 1,000 -1,250 patients 500 - 700 posts 125 - 150 patients ~1000 -1200 posts 400 - 500 patients © 2021 Borderless Access 6

7. Key Metrics Used in Social Media Analysis Conversion Metrics Positive sentiment analysis, negative sentiment analysis, conversion rate, click- through rate (CTR) Sales KPIs Marketing KPIs Audience growth rate, post reach, average engagement rate, Amplification rate Sales growth, customer satisfaction, average order value, profit contribution Awareness Metrics Overall reach, potential reach, share-of-voice Engagement Metrics Applause rate, amplification rate, average engagement rate Website Visits Session, pages per session, average session duration, bounce rate Brand KPIs Potential reach, social share of voice, applause rate © 2021 Borderless Access 7

8. Case Study #1: Sentimental Analysis for Diabetes Patients Background Scope Data Sources & Sample Size Stakeholders  Twitter: Twitter mentions between  Brand Team  Marketing Team Client stakeholders wanted to assess Therapy Area: T2DM patient preference and response for Markets: USA 01-Jan-2017 and 28-Feb-2018  n=12500, n=6454 (qualified for analysis) anti-diabetes drugs in US Social Media Analysis – 9 Key Metrics Analysis of Patient Preference Approach Key Findings  Extract and categorize tweets  Create metrics for analyzing patient preference/patient response variables  Apply scores to the variables  Generate insights and publish report  Lantus (n=1946): Minimal side effects, high potency-low dose, Moderate onset time-moderate duration of action  Victoza (n=1633): Serious side effects, moderate potency-high dose, low onset time-high duration of action, moderate frequency (OD) Scoring Rationale Product Analysis – Lantus (n=1946)  Brand teams got a full view preference: side effects, dosage, efficacy, compliance, switch-in, switch-out Business Impact © 2021 Borderless Access 8

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