Elevating the Use of Micro Expression Analysis in Focus Groups for Authentic Pharma Marketing Excellence

Within the complexities of content and omnichannel strategy evaluation in pharma, a pressing challenge persists — the discrepancy between what healthcare professionals and patients, who participate in these evaluations, convey and what they genuinely mean. This discrepancy is particularly noteworthy in contexts where honesty is paramount, such as focus groups where individuals are compensated for providing candid opinions. Even within these paid environments, genuine sentiments can be elusive.

In a recent exploration of the evolving landscape of commercial pharma, my earlier article delved into the untapped potential of advanced multi-modal analysis in omnichannel marketing. The piece highlighted the critical need for pharmaceutical companies to embrace advanced techniques during the inception of omnichannel marketing strategies, campaign mapping, content creation, and channel development.

Titled "A multifaceted strategy for revealing the authentic sentiments of HCPs when exposed to pharmaceutical omnichannel campaigns ," the original article outlined the significance of micro expression, macro expression, body language, and speech pattern recognition analyses. It stressed the necessity for a transformative shift, urging companies to incorporate these analyses into the early stages of campaign and content development.

In this article I want to look at how we can achieve this in more practical, rather than theoretical way, focusing on Micro Expression Analysis.

Dynamic Group Interactions:

Traditionally, focus groups usually bring together a small, diverse assembly, comprising of patients or healthcare professionals, under the guidance of a facilitator. This unveils opinions and elicits fresh insights, capturing the perspectives of both healthcare professionals and patients. By including advanced multi-modal analysis, we could gain a deeper view of emotional and cognitive responses to our marketing and communications efforts.

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Interactive Conversations Redefined:

In the typical focus group setting, participants react to stimuli that could include raw content, a specific user experience (UX) such as healthcare professional or patient journeys as well as a plethora of content delivery mechanisms such as email, websites, detail aids and video.

The incorporation of micro expression analysis into focus groups allows facilitators to capture nuanced facial expressions, providing deeper insights into the genuine emotions of participants. This enhanced level of interaction ensures that marketing strategies resonate authentically across our customer’s user experiences, and varied journeys.

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Instilling Emotional Intelligence from the Outset:

By incorporating advanced techniques into focus groups involving both patients and healthcare professionals, pharmaceutical marketers can infuse emotional intelligence into their campaigns right from the outset. Understanding the nuanced emotional cues of both groups becomes a strategic imperative, especially in the development of various content modalities, learning platforms, and omnichannel initiatives.

Micro Expression Analysis in Action – a Cardiology Example:

1.???? The Scenario:

• The identification of pain points and subsequent refinement of a Detail Aid can ensure the creation of a tailored and impactful promotional tool, solidifying the position of a therapy at the forefront of the industry. ??
• A focus group with cardiologists, who consent to their micro expressions being analysed, is conducted in a controlled environment. The session commences with a brief introduction to foster a collaborative and relaxed atmosphere. The eDetail aid is then presented to the group by an experienced sales professional, and multiple cameras capture facial expressions from various angles of the participants.
• Facial recognition software is utilised, allowing for the detailed examination of micro expressions. While real-time feedback mechanisms are available, the facial recognition software will also analyse micro expressions post-session, tracking them against the content presented.
• This setup facilitates engagement assessment, comprehension checks, emotional response monitoring, and identification of pain points.
• The comprehensive insights obtained from both real-time feedback and facial recognition software contribute to objective evaluation and effective refinement of the eDetail aid.

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2.???? Engagement Assessment:

• As the cardiologists interact with the eDetail aid, micro expression analysis is employed to observe their facial expressions, particularly the subtle and brief micro expressions that may reveal genuine emotional responses.
• Positive micro expressions, such as smiles or raised eyebrows, during key moments in the eDetail aid presentation can indicate engagement and interest.

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3.???? Comprehension Check:

• Micro expression analysis helps identify moments where confusion or uncertainty may arise. Furrowed brows, squints, or other micro expressions of confusion can be crucial indicators.
• If a particular section of the eDetail aid elicits negative micro expressions associated with confusion, it signals a need for clarification or modification in the content.

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4.???? Emotional Response Monitoring:

• Understanding the emotional responses of healthcare professionals is essential for assessing the aid's effectiveness. Micro expression analysis allows for the detection of subtle emotional cues that might not be explicitly communicated.
• Positive micro expressions, such as nods or genuine smiles, can signify emotional resonance with the presented information.

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5.???? Identification of Pain Points:

• Micro expression analysis aids in pinpointing specific content areas that evoke negative micro expressions, indicating potential concerns or objections.
• By identifying pain points through micro expression analysis, the pharmaceutical company can address these issues proactively, refining the eDetail aid for improved reception.

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6.???? Real-Time Feedback:

• Micro expression analysis provides real-time feedback during the focus group session, enabling facilitators and observers to adjust their approach based on the immediate reactions of the healthcare professional.
• This dynamic feedback loop allows for on-the-fly adjustments to enhance the eDetail aid's effectiveness.

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Benefits of Micro Expression Analysis:

• Granular Insights: Micro expression analysis provides granular insights into the healthcare professional's real-time emotional and cognitive responses, offering a detailed understanding of their engagement with the eDetail aid.
• Objective Evaluation: The analysis adds an objective layer to the subjective feedback, allowing for a more comprehensive and nuanced evaluation of the eDetail aid's impact.
• Refinement Opportunities: By identifying specific moments that trigger positive or negative micro expressions, the pharmaceutical company can refine the eDetail aid to better align with the healthcare professional's preferences and expectations.

In summary, micro expression analysis within a focus group setting with healthcare professionals and patients can serve as a powerful tool for evaluating Omnichannel effectiveness. It provides nuanced insights into engagement, comprehension, emotional responses, and potential areas for improvement, enabling pharmaceutical companies to tailor their promotional materials for maximum impact during sales calls.

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Conclusion:

This proactive and transformative approach sets a new standard for the strategic development of pharmaceutical marketing materials that resonate authentically with both patients and healthcare professionals across a myriad of platforms and channels. By infusing advanced multi-modal analysis into traditional focus groups, the industry can achieve the goal of doing less, but doing it better — becoming more targeted, relevant, and authentic in its communication and connection with the audience. This shift represents a commitment to excellence and effectiveness in pharmaceutical marketing.