Handling Personal Information &Observing/Distributing Recorded VideoJune 2019Japan Medical Marketing Research GroupIntroduction

Marketing Research (Market Research) *emphasis on personal information“Marketing research” is one approach on how to effectively provide/promotea supply of quality goods and services in order to maximize meeting
consumer demand.
It functions to connect the consumer/client/public with the marketer byusing information.
If the method used is “research,” then the act must be considered as
research and recognize advancements (e.g. social development, publichealth) as elements of sociology, even when handling matters not directly
related to marketing.
It is founded on the public’s trust and the respondent’s willingness tocooperate.
Research...
• strictly maintains the complete anonymity of research respondents.
• cannot be considered marketing research if the name, address, or affiliate ofsomeone involved is used for anything other than the objective of research.

At Japan Medical Marketing Research Group...

We incorporate the following with all the research agencies we are affiliated with:

We strive to be in strict accordance with personal information
protection laws when implementing marketing research that
handles personal information.

We abide by “The Current Framework of Compliance WhenImplementing Marketing Research” presented in 2017.
(Japan Medical Marketing Research Group Homepage. http://www.medi-ken.org/index.html)

We normally have research agencies conduct“Compliance/Information Security Training” once a year, but weare also looking to conduct periodical training on “The Current
Framework of Compliance When Implementing MarketingResearch.”

Do not submit personal information/data that could reveal personal information
Deliverables are not allowed to include Names, Facility Names, DCF Doctor
Codes, or DCF Facility Codes.
In certain situations, attributes such as Type of Facility, Job Title,Age/Age Group, and Location are not allowed to be submitted either.

Example:MedicalSpecialty

×Type ofFacility

Position×＝ “Oh, that’s Dr. _____.”

×

Prefect.

AgeIf multiple flags could be combined to reveal or infer a respondent’sidentity, those flags are not allowed to be submitted.
Example:Flag 1

Position×

Flag 2×Flag 3＝ “Oh, that’s Dr. _____.”

×
Age4

Questions cannot be asked/data cannot be submitted without the respondent’s consent
It is said information on public figures can be made public, but a doctor is
not considered to be a public figure, therefore their information should not
be made public.
Doctor’s names are published on research papers and websites because
they personally gave consent and/or wanted it there.
Questions that ask for the doctor’s name or facility name are not allowed tobe created/submitted as deliverables.
Example (KOL survey):“Doctor, who do you think the KOLs are in this region?”“Don’t mention myname with out myconsent, alright?”

In general, video/audio that capture respondent features (e.g. face) areconsidered personal information.
In other words, interview videos are a treasure trove of personal
information.
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Participating in and observing interviews
Have the respondent (e.g. doctor) sign both the participation consent form
and adverse event report form.
In addition to having the respondent agree not to divulge interview content
to third parties, you must also gain consent to not leak personal
information, receive their permission to record audio/video, watch videos
after the interview, etc.
Also have all interview participants (clients) sign a participation consent form.
Observers still need to sign a consent form even if they view the interview
remotely (e.g. Focus Vision, ODI System, Web Ex).

Japan Medical Marketing Research Group currently operates under different
rules for each research agency, but is looking into making the consent format
universal among its affiliate businesses.
6Remote viewing (live video) of interviews/post-interview
observation
We follow a different set of rules for each research agency for remoteviewing (e.g. Focus Vision, ODI System, Web Ex), so please ask if you would
like to know more.
The video/audio is unaltered with remote viewing.
We will begin offering post-interview observation *If the interview is observed later at a facility designated by the research agency...
• It can be observed with the unaltered video/audio.

If using the Focus Vision archive for observation...
• The observer can access it if they have signed the consent form:
When viewing the archive, please select “Observer.”(Please do not select “Researcher”)
If any issues arise with the video alteration service used to view the interview (this is the reason
why post-viewing was not available in the past), the pharmaceutical company (not themarketing agency) will be the one held responsible.
If using the ODI system for observation...
• The interview will be available for observation on a cloud server after video/audio has
been altered.
*Previously unavailable

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Things to note about observing interviews
What to do when the respondent (e.g. doctor) and participant (client) accidentally see eachother at the venue:
The general practice has always been that they were not allowed to participate, but thefollowing changes have been made.

When the respondent and/or client know one another...
...and the respondent learns who the client requesting the research is:• Make the decision to either carry on with the interview or cancel it.
The interview will not be considered as research once the identity of
the respondent is known because securing anonymity is a basic principleof research.
Please use your best judgment about whether the client who has seen
the respondent should remain quiet and participate or leave the room.*

The research will be conducted...

if the respondent and/or client do not know
one another.
* For EU: leave the room, For JPN/DE/CAN: handle case-by-case
8“I’m participating
because it’sanonymous.”Things to note about observing interviews
If the client knows the respondent (e.g. doctor) prior to the interview, theindividual should remain quiet and participate without mentioning that
information.*
Do not look up the names or facilities of respondents (e.g. doctor) on theinternet during the interview.
If a participant looks them up, or if they make it known to other participants(e.g. “That’s Dr. ____ from _____ Hospital”), that participant will be asked topromptly leave the room. (They will be unable to participate for theremainder of that interview, but can rejoin for any interviews that follow)
Research is founded upon strictly maintaining complete anonymity.
Leaking information that could reveal someone’s identity compromises
confidentiality.
For reference:
Sometimes there are requests like, “Recruit Dr. ____ from _____Hospital,”
but this is also generally not allowed.
“I’m participating
because it’sanonymous.”* For EU: leave the room, For JPN/DE/CAN: handle case-by-case9

The reuse of research interviewsExample of reuse: Using interview content for a study meeting or internal training.
This is possible if the respondent gives permission for it to be reused.
To gain their permission...
• Clarify the company name and department that will use it, and then
you will need to receive permission for the following:▪ Purpose of use▪ Method of use▪ Situation used in (e.g. large/small-scale)▪ Name or Name of Facility/If client saw respondent or not▪ To use the video...etc.

Example of reuse: Using interview content to create a hypothetical series of Q&As:

Alter the interview to create new content and do not use the interview
content as is.

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