The UK social and digital agency has developed a peer-reviewed real-world evidence (RWE) collection methodology, sourcing data via social media platforms that it then collates, analyses and sends for publishing in journals as academic papers.
So far, Orbital Media has worked with a couple of companies in over-the-counter medicines, including Teva UK with its Sudocrem Antiseptic Healing brand. The RWE study sourced just over 2,000 Sudocrem users via Facebook, Twitter and a parenting club mailing list to partake in the online questionnaire study and results were published in the British Journal of Nursing. Results mean Sudocrem can now specifically claim that '99.3% of users see nappy rash improve' and 'over half of users see an improvement to nappy rash the same day', as well as use words like 'anti-inflammatory' in marketing.
Peter Brady, CEO and founder of Orbital Media, said his company's RWE methodology holds equal promise for functional food and nutrition companies.
“Real-world evidence has been around for a while but it's starting to permeate as a methodology. The sky is the limit with this and we've pioneered it, so, the barrier is high, it's very difficult to do but we've got the advantage of being the first into market with it,” Brady told NutraIngredients.
“...Competitors will try but it will take a couple of years to do it. There's a lot of IT and if you're going to do it you have to have the right client who is willing to be experimented on. We're very, very excited about our position.”
A 'vast reservoir' of data
Brady said the ability to secure such large quantities of data – Orbital Media's latest project is a 6,500-strong RWE study for a functional food company – is “absolutely valuable” for any manufacturer or brand owner.
“In what is a challenging retail environment in the UK and other parts of Europe I think companies are going to have to become better about communicating what their product does, how effective it is, and be able to hone their marketing acceptability; hone the packaging; improve the product,” he said.
Strengthening product claims, for example, is one huge area of opportunity with a social media sourced RWE study, Brady said, because it provides quantitative data to make “consumer-friendly” claims like '9 out of 10' or use percentages to demonstrate efficacy, which can really refresh and reinvigorate a brand.
In addition, it also gives companies fascinating insight on how, why and where consumers are using the brand, he said. “Think about the fact you're engaging with 6,000 people. Talking about your brand and where it's heading can be a powerful opportunity.”
Overall, real-world evidence provides a “a vast reservoir of data” that can help produce a product that is better for the consumer in a cost-effective way, he said, and that can only be a good thing for the consumers and company involved.
Asked if this type of study methodology is only suited to digitally-active firms, Brady said whilst an online or social media presence obviously helps it's not essential as that can be built during the RWE study.
The clinical trial replacement?
Orbital Media conducts its RWE studies in a matter of three or four weeks, with the entire process from start to finish (peer-reviewed papers published) taking around four months.
Brady said gathering RWE so rapidly and online means costs are “very, very low” compared to randomized control trials (RCTs) but the data stands strong.
“There are lots of cross-checks and lots of ways we can filter data, clean it, reject people from the study if they're not answering in a way we feel they're trying to race through it. There's a lot of traceability here to ensure the data we're getting is high-quality data and robust enough for a peer-reviewed academic paper.”
However, he said for the time being it was best to consider the social media-sourced RWE studies as an adjunct support for existing clinical trials.
“It's not a substitute for RCTs but there is a grey area where we think that could evolve. We see there's potential but that needs to develop further,” he said. “There may be opportunities to look at ways of potentially replacing or evolving into something that might negate the need for a full clinical trial.”
Peter Brady will be presenting more about Orbital Media's RWE methodology at Vitafoods 2018 in Geneva, Switzerland on the first day of the Education Programme – Tuesday 15 May at 12:40 – under the Business and Marketing Forum stream.