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Technology Adoption Lifecycle Physician Segments

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Technology Adoption for Physicians

Technology Adoption for Physicians


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  • 1. OgilvyHealthworld Technology Adoption Lifecycle Key customer segments Pragmatists are the target.
  • 2. OgilvyHealthworld The Technology Adoption Lifecycle Phase III trials Innovator Visionary Pragmatist Conservative Laggard Time How do we breakthrough? Source: Chasm Group LLC Launch
  • 3. OgilvyHealthworld Innovators - technology enthusiasts •Primary Motivation – Learn about new technologies for their own sake •Key Characteristics – Strong aptitude for technical information – Can ignore the missing elements – Do whatever they can to help •Challenges – Want access to top experts – Want free product (phase IV, V trials) •Key Role – Gatekeeper to the early adopter Source: Chasm Group LLC
  • 4. OgilvyHealthworld Early Adopters - the visionaries •Primary Motivation – Keen to set themselves apart from peers via new technology/outcomes •Key Characteristics – Great imaginations, take the theoretical to clinical practice – Attracted by high risk, high reward propositions – Perceive order of magnitude gains •Challenges – Demand high degree of service and support – Want rapid time to market •Key Role – Fund the development of the early market Source: Chasm Group LLC
  • 5. OgilvyHealthworld Early Majority – Pragmatists (the key target for messaging) •Primary Motivation – Gain sustainable improvements via evolutionary change •Key Characteristics – Understand real world issues and trade-offs – Focus on proven – Prefer market leaders •Challenges – Insist on good references from trusted colleagues – Want to see results in own clinical practice •Key Role – Gatekeeper to the mainstream market (conservatives) Source: Chasm Group LLC
  • 6. OgilvyHealthworld Late Majority - Conservatives •Primary Motivation – Avoid competitive disadvantage •Key Characteristics – Risk averse – Price sensitive – Prefer to be reliant on a single, trusted advisor •Challenges – Need complete proven solution – Would benefit from value added services but don’t want to pay for them •Key Role – Extend product life cycles Source: Chasm Group LLC
  • 7. OgilvyHealthworld Skeptics - Laggards •Primary Motivation – Maintain status quo •Key Characteristics – Good at debunking marketing hype – Disbelieve improvement arguments – Like taking a contrarian position – Seek to block purchases of new technology •Challenges – Not a customer – Can be formidable opposition to early adoption •Key Role – Retard the development of high technology markets Source: Chasm Group LLC
  • 8. OgilvyHealthworld Physician Adoption Lifecycle Factors that drive physician prescribing behaviour (Pragmatist) 12 14 38 51 Efficacy or Value Ongoing Cost of Ownership Transition Cost Risk of making a bad decision Adverse events, side effects, drug interactions Hassle factor, breaking habits Monitoring Source: Quantum Learning.,2000
  • 9. OgilvyHealthworld Physician Adoption Lifecycle What sales reps focus on during sales call (Early Adopters) 43 13 10 12 Efficacy or Value Ongoing Cost of Ownership Transition Cost Risk of making a bad decision Source: Quantum Learning.,2000 Rapidity, tolerability, safety, other features (% of time)
  • 10. OgilvyHealthworld The Technology Adoption Lifecycle Phase III trials Innovator Visionary Pragmatist Conservative Laggard Time How do we breakthrough? Source: Chasm Group LLC
  • 11. OgilvyHealthworld Model Breaks Down at Key Transition The Chasm Visionaries Adventurous Early buy-in attitude Think “Big” Independent of the “herd” First use experience Focus on outcome despite risk Think Pragmatists are pedestrian Pragmatists Prudent Wait-and-see Manage expectations Part of the “herd” Continued use experience Focus on achieving moderate improvement in outcome with minimal risk and disruption Think visionaries are dangerous Pragmatists may not trust visionaries as references VS. Source: Chasm Group LLC
  • 12. OgilvyHealthworld Discovering the Chasm Source: Chasm Group LLC Early Market Mainstream Market •Visionary Market Saturates •Pragmatists see no reason to start yet
  • 13. OgilvyHealthworld Chasm Crisis Chasm Crisis$ Early Market Chasm Mainstream Market Typical Actual Results Typical Forecast to management Typical Success Pattern Source: Chasm Group LLC
  • 14. OgilvyHealthworld Crossing the Chasm Source: Chasm Group LLC The Problem •80% of many solutions – 100% of none •Pragmatist won’t buy 80% solutions The Solution •Focus on a single customer segment and build whole product(messages) for that segment •Use experience and product(messages) to move to similar segments The “Beachead” Segment
  • 15. OgilvyHealthworld Physician Profiles • Innovators/Technology enthusiasts – 5-10% of market (specialists) – technologically oriented – involved in phase III/IV trials associated with universities/research – “My colleagues and I have found that this works!” • Early adopters/Visionaries – specialists with knowledge, confidence, expertise – “I want this to work, and my judgement/insights tell me it will.” • Pragmatist-Key target segment for communications – 35-40% of market, seeks minimal disruption and risk averse – “Show me it does what I need done - and why - and I’ll use it.” • Conservative – 35-40% of market, even more pragmatic – “Show me long-term problem-free data, and I’ll consider it.” • Laggards – 10-12% of market – “Once I see everyone else is using it, I probably will too.”
  • 16. OgilvyHealthworld Screening Questions to find Pragmatists Now I would like to read you a few statements. Please tell me whether you agree or disagree with each? 1. I insist on receiving good references from trusted colleagues who I personally know before adopting new medications. Agree – CONTINUE Disagree - TERMINATE 2. Clinical trials are not as important to me as seeing results in my own clinical practice. Agree - CONTINUE Disagree - TERMINATE 3. I can make a leap of faith that a new product will deliver favourable health outcomes before THE TRIAL DATA IS PUBLISHED. Agree - TERMINATE Disagree – CONTINUE 4. Show me a new product does what I need done – AND WHY - and I’ll use it. Agree - CONTINUE Disagree – TERMINATE NOTE: You may have difficulty finding physicians who give the right answer for all four statements above. If so, continue to screen on the basis of two of the four statements answered correctly (vs. all four answered correctly).