CASE STUDY Using Mobile At Medical Conferences And

CASE STUDYUsing Mobile at MedicalConferences and CongressesCraig Overpeck, COO Global ResearchAmber Esco, SVP Market Research

Agenda for Today Discuss basics of mobile Use cases Case Study: Medical Conferences and Congresses Demonstration Questions 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 2

What is Mobile? A unique way to collect data It looks like quant qual on a small screen Prepare for a closer more ethnographic relationship with the respondent The platform is different The panel is different Conclusion: Mobile is a New Methodology 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 3

Truer Real-time InsightEngaging Relevant To RespondentsFastCaptureEase of Communication Sticky Media RichBenefits of Measurement on MobileAuthentic No Recall Offline ValidatedRecording Behaviors And Why They Happen

Mobile is THE Emerging Trend “Mobile in the moment research” is the #1 Predicted Market ResearchTrend for 2016 according to MarketResearch.com “Market Research Increasingly Mobile” according to PharmaVoiceMarch 2016 IIEX Amsterdam Closing Keynote by Ray Poynter about Mobile First 5 Talks @ CASRO Digital in Austin on Mobile First 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 5

Types of MobileBrowser based MobileMOBILE OPTIMIZED SURVEY ON URLPROS: Many platforms to pick from, easier to program, real timechangesCONS: Only works where there isWi-Fi/LTE/3G, data submitted question by question slow experienceApplication based MobileMOBILE SURVEY IN APP ON DEVICEPROS: New question types and capabilities available, works without signal,data uploaded once at end, text alerts, push notifications, meta dataToday we are only discussingApplication based MobileCONS: Need trust to get people to download anything, Harder to program,upgrades to app as Google/Apple upgrade 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 6

Why Application Based Mobile MattersOfflineCapabilityMultimedia /Touch ScreenIn the MomentData Capture Does not require constantconnectivity Pictures, videos, voicerecordings Patient and doctordiaries / chars Point of contact / care Clicking and swiping iseasier, faster, and fun Sales rep visits(detailing) Emerging markets withlow internet penetration 2016 M3 USA Corporation. All rights reserved. Conference researchCase Study: Using Mobile at Medical Conferences and Congresses 7

Unique Data and Capabilities Survey Pushed to App Push notification and text notifications alert users Collect when application was logged into Start/end date-time of each entry Length of interview (seconds) per entry Location coordinates at time of entry (if permission given) Geofencing for a certain radius Device type Operating system 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 8

Mobile Panel Differences An Online Panel is not a Mobile Panel Mobile Panel N size smaller – more like qual panel ( 15% of typical online) Mobile panelists have higher response rates (85%) Mobile panelists more engaged with low abandon rates Mobile surveys longer than 20 minutes start to experience some drop off Mobile “River” or Mobile “Intercept” panels do not work – Panelists must trustthe app provider and be motivated to download the app 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 9

Example Question Types 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 10

Example Question Types 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 11

Example Question TypesRankOptions Indicator 2016 M3 USA Corporation. All rights reserved.SliderPictureVideoCase Study: Using Mobile at Medical Conferences and Congresses 12

Use CasesConference ResearchNew clinical trial results released atconference, measure the impactwith real time feedback fromattendees Physician Chart StudyDoctors record 5 diagnosis appointmentswith patients for a certain disease. Recordingsymptoms, medication required etc.Easier (and more likely) for Doctors tocomplete in the moment and on their mobilePost session feedbackEnd of day surveyPost conference surveysPatient DiariesA diary to record symptoms,medication consumption andmedication purchase. 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 13

Point of Care Chart StudyUnderstanding Prescription DriversNeedWhoMap cancer and supportive caretreatment decisions across US.300 Oncologists in USAdvantagesImplementationData captured at the point-of-care 3 4 minutes per patient visit reportedminimum of 15 patient visits eachmonth High participation rates Point-of-care vs. pure recall Portability drives convenience 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 14

Physician DiaryUnderstanding Detailing EfficacyNeedWhoUnderstand the effectiveness ofPharmaceutical representatives,brochures and marketing materials:“Detailing”Physicians in North AmericaAdvantagesImplementationPhysicians launch an App on theirsmartphone or tablet any time theyhave an encounter with a sales rep Offline availability and portabilityallows physicians to participateanytime and anywhere Multimedia capture (Voice, Videoand Photo) adds richness andconvenience to the insightsprogram Geo-location (provides footprint ofcovered area) 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 15

Mobile Data CollectionA Picture Worth a Thousand Words 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 16

Conferences Attend 70 conference annually Profiled panel by methodologyo Quant(online)o Qual (TDI)o Qual (in-person)o Mobile 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 17

ConferenceLocationDatesENDO 2016Boston, MAApril 1-4, 201662Oncology Nursing Society 41st Annual CongressSan Antonio, TX,April 28-May 1, 2016192016 Annual Meeting of the American Psychiatric AssociationAtlanta, GAMay 14-18, 2016127American Congress of Obstetricians and GynecologistsWashington, DCMay 14-17, 20169518th European Congress of Endocrinology (ECE 2016)Munich, GermanyMay 28-31, 2016162016 American Society of Clinical Oncology Annual MeetingChicago, ILJune 3-7, 2016159American Diabetes Association's 76th Scientific SessionsNew Orleans, LAJune 10-14, 201674American Society for MicrobiologyBoston, MAJune 16-20, 20162221st International AIDS Conference (AIDS 2016)Durban, South AfricaJuly 18-22, 201614European Society of Cardiology CongressRome, ItalyAugust 27-31, 201633European Society of Medical Oncology 2016 (ESMO)Copenhagen, DenmarkOctober 7-11, 201639American College of Gastroenterology (ACG 2016)Las Vegas, NVOctober 14-19, 2016114American Academy of Ophthalmology 2016Chicago, ILOctober 15-18, 201670141st American Neurological Association Annual MeetingBaltimore, MDOctober 16-18, 201644American Academy of PediatricsSan Francisco, CAOctober 22-25, 2016153ID Week 2016New Orleans, LAOctober 26-30, 201676Obesity Week 2016New Orleans, LAOct 31-Nov 5, 20165358th ASH Annual Meeting & ExpositionSan Diego, CADecember 3-6, 201611317th World Conference on Lung CancerVienna, AustriaDecember 4-7, 201626 2016 M3 USA Corporation. All rights reserved.Pre-qualified PanelCase Study: Using Mobile at Medical Conferences and Congresses 18

NeededA PURPOSEAN INSIGHTSPARTNERA MOBILE PANEL 2016 M3 USA Corporation. All rights reserved.A TECHNOLOGYPLATFORMAN AGILE PROJECTMANAGERCase Study: Using Mobile at Medical Conferences and Congresses 19

Case Study Conference ResearchA PURPOSEM3 recommended an approach using mobiletechnology with our downloaded app ratherthan more traditional online options.The benefits included:ASCO is a large oncology conference that attracts 37,000 attendees from around the world. Our clientwas interested in helping their Pharma client gaugeinsight and reaction ‘in the moment’ to five specificabstracts or oral sessions, and conduct immediateresponse research with attendees soon after specificsessions ended. Previous years online bulletin boardresearch failed to capture the in the momentresponses and failed to keep physicians engaged. 2016 M3 USA Corporation. All rights reserved. Ability to geofence respondents Utilization of Push Notifications as sessionsconcluded to remind recruited Oncologists toparticipate in surveys Participation with no/limited wi-fi signals – dataautomatically uploaded upon wi-fi connection Provided for physicians to dictate open endanswers for a more familiar comfortable method ofcollection for the doctors and more meaningful andin-depth responses for our client. Ability for immediate responsesCase Study: Using Mobile at Medical Conferences and Congresses 19

Case Study Conference ResearchAN INSIGHTS PARTNERAN INSIGHTS PARTNERA MOBILE PANELM3 Utilized their global panel of physicians,many had been pre-identified as attendingASCO and willing to use Mobile Recruited 40 US and 40 OUS Physicians Confirmed all were registered for 2015 ASCO Confirmed willingness to participate in all phases of research Conducted a pre-conference survey to ensure app presenceand familiarity 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 19

Case Study Conference ResearchA TECHNOLOGY PLATFORMUsing the M3 Survey Platform we wereable to manage the project seamlesslyon behalf of our client and themanufacturer Programmed session specific surveys as designedby our client Made surveys live/activated surveys followingsession/abstract completion Sent push reminders to Oncologists to log onto theapp and participate in research Collected and provided daily data files to our clientfor immediate insight 2016 M3 USA Corporation. All rights reserved.AN AGILE PROJECT MANAGERContinual oversight and agility providedfor a stress free engagement for ourclient.Schedules and arranged for follow up EnglishLanguage focus groups: Handled all programming and hosting Coordinated overnight “late breaking” abstractsurvey programming Handled all tech support Ensured physician participation Processed honorariaCase Study: Using Mobile at Medical Conferences and Congresses 19

Case Study Conference ResearchWhat We Learned Compensation was an important piece of the project, but not the only aspect. Oncologists received afirst honorarium for downloading the mobile app and taking the initial short survey While it can be challenging to get respondents to download an app onto their phone, once they haveexperienced the ease of participation with the app, they are hooked. It is considered easy-to-use,engaging, and much less cumbersome than an online survey It is critical to keep the survey short, focused on key objectives, and with clear questions It is essential to pre-recruit and have physicians download the free app and take a short survey. Techsupport was an important factor for any physicians having difficulty before or during the conference 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 23

Case Study Conference ResearchResults for Success Participation and engagement was high Our client did not need to constantly probe for interactions with respondents The data was fast Data was provided fast and was impactfulAnother Consideration Physicians on standby at medical conferences to address questions surrounding immediateinternal brand needs and breaking news 2016 M3 USA Corporation. All rights reserved.Case Study: Using Mobile at Medical Conferences and Congresses 24