• Share
  • Email
  • Embed
  • Like
  • Private Content
Health Smartees 2011 (by InSites Consulting)
 

Health Smartees 2011 (by InSites Consulting)

on

  • 2,423 views

Key conclusions of the InSites Consulting global patient and physician study presented at the Health Smartees in May 2011. Find out more about our Smartees at www.insites.eu/smartees

Key conclusions of the InSites Consulting global patient and physician study presented at the Health Smartees in May 2011. Find out more about our Smartees at www.insites.eu/smartees

Statistics

Views

Total Views
2,423
Views on SlideShare
2,353
Embed Views
70

Actions

Likes
5
Downloads
92
Comments
0

5 Embeds 70

http://www.insights-qualitativos.com 52
http://www.smartees.be 12
http://smartees.insites.eu 4
https://demo-23.knowledgeplaza.net 1
https://global.slu.edu 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Health Smartees 2011 (by InSites Consulting) Health Smartees 2011 (by InSites Consulting) Presentation Transcript

    • 2011 HEALTH SMARTEES 2011, May 19 WELCOME @ InSites Consulting Taking Health Research Forward© InSites Consulting
    • 2011 09.00 – 09.30 : Breakfast 09.30 – 09.35 : Welcome @ our 2011 Health SMARTEES Carl Vandeloo, Research Manager Health, InSites Consulting 09.35 – 10.05 : Daily challenges for physicians and for physician research Magali Geens, Research Director Health, InSites Consulting 10.05 – 10.35 : Characterization of the electronic working environment Danny Belkin, PhD MBA, Abbott 10.35 – 11.00 : Coffee break 11.00 – 11.30: How do different patients define a good patient website? Saartje Van den Branden, Research Manager Health, InSites Consulting 11.30 – 12.00: Ethnographic research on the ideal cardiovascular patient site Ad-Willem van de Wijgert, Customer Intelligence Manager EBE-Primary Care, Pfizer 12.00 – 12.15 : Questions before drinks & sandwiches© InSites Consulting Health SMARTEES 2010 2
    • Daily challenges for physicians & for physician research Health SMARTEES 2011 Magali Geens, Managing Partner, Director Health, Magali.geens@insites.eu May 19, 2011© InSites Consulting
    • [client logo] Key challenges for physicians today© InSites Consulting 4
    • 360° HEALTH STUDY PATIENT & HCP STUDY in 8 COUNTRIES, 4TH EDITION WEB-FACILITATED IN-DEPTH INTERVIEWS Discussions research© InSites Consulting 20 Doctors in Belgium, Netherlands, UK and USA Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 5
    • [client logo] Being a physician is not only about practicing medicine anymore, but also about running a business© InSites Consulting 6
    • [client 1. Continued (medical) education is required logo] HCPs operate in an ever-changing environment and need to stay informed “We just have to stay on top of so many things. Like what are the new (UK) guidelines concerning treatments & what is reimbursed?” “Which new drugs are going to be launched (in Belgium) and how should we prescribe them.” “What is going to be in the (Dutch) tabloids. Patients read them and will refer to them in our practice.” Frustration : all the required information to keep up-to-date has to be sourced from a broad variety of information providers & sources© InSites Consulting 7
    • [client logo] Very popular information and service centre for HCPs. “I even made a patient site using Univadis and it is really professional.” GP NL© InSites Consulting univadis® brings HCPs the latest news in the medical world from impartial sources in your areas of interest. univadis® is a service for healthcare professionals provided by MSD, 8 .
    • [client logo] “This really saves me a lot of time !” UK© InSites Consulting UpToDate is a clinical decision support system that helps clinicians throughout the world provide the best patient care. . 9
    • © InSites Consulting logo] [client10
    • [client 2. Impact of payers increases and the administrative burden grows logo] Administrative challenges imposed by authorities (to provide the best possible care for the best price) are said to be ever more demanding & consume up to 20% of the physicians‟ working time ! “(Belgian) insurance companies do not consider what is best for the patient or which product has the best quality, they only care about the cheapest option and we have to find that. (...) in some cases you risk to be fined if you still prescribe the branded alternative.” “Every 3 months, the advised (generic) medication or guideline for a condition changes (in the Netherlands). All depends on the cheapest product of the moment (...) Imagine the time we need to invest to stay on top of things and also to explain to our patients yet another change of treatment.”© InSites Consulting 11
    • [client logo] Bnf.org promises the HCP to help him/her in efficiently making a medication choice. (British Medical Association / Royal Pharmaceutical Society).© InSites Consulting The BNF is a joint publication of the British Medical Association and the Royal Pharmaceutical Society. It is published biannually under the authority of a Joint Formulary Committee which comprises representatives of the two professional bodies and of the UK Health Departments. 12
    • [client logo] UpToDate is worldwide community platform that helps HCPs to provide the best care, including a popular cost containment tool as it is very easy-to- use. 4,400 HCPs act as editors and reviewers.© InSites Consulting UpToDate is a clinical decision support system that helps clinicians throughout the world provide the best patient care. . 13
    • [client logo] “Luckily, I have my mobile internet. I can check things when I am waiting for the kids at school or when I go to bed at night.” (GP, NL) “Even between patient visits, I am doing things : administration, looking up information…” (GP, BE) “Everybody is busy, ok, but I need to see 30 patients per day ! Well, that’s busy !” (GP, UK)© InSites Consulting 14
    • [client 3. Empowered patients are ever more demanding logo] New media have strongly empowered patients over the past years and they want to be actively involved in their (family‟s) health management “I often spend extra time reassuring the patient that he does NOT suffer from the disease in the previous Doctor Oz Show (popular in the US).” “Treatment choice has become a joint decision with the patient, he needs to agree.” “These days a lot of time is spent on setting-up a management plan with the patient for his treatment.” (GP, UK) The increased patient involvement can come with important advantages (i.e. doctors mainly emphasize the shift towards prevention and an improved treatment compliance by involved patients) But the patient emancipation also poses true challenges ! (i.e. time needed to frame and sometimes counter (online) information gathered by the patient and also decreased compliance by patients taking things in their own hands)© InSites Consulting 15
    • [client logo] “The experiences of others on Doctissimo are interesting to read although I don‟t often post myself.” Male, 33 years, France “I often visit consumer fora. Why? Because I think it is necessary to give my professional opinion when patients are going crazy & coming up with weird & unreal stories. Then I am the reality check for them.” GP, NL© InSites Consulting Doctissimo is part of the commercial group Lagardère Active. Doctissimo.fr was launched in May 2000 as the first health portal targeted towards the larger audience. 16
    • [client logo] “I compare online pharmacies and try to find the most advantageous deals and then I buy the medication online.” Female, 58 years, Germany© InSites Consulting Versandapothekenverglleich.com allows visitors to find – quote – serious online pharmacies that offer sharp prices. Everything is compared, including shipment costs, to support the buyer in finding the best deal all-in. 17
    • [client logo] “I only use expert sources, I wouldn‟t just use Wikipedia for my health.” Female, 46 years, US© InSites Consulting PubMed comprises over 20 million citations for biomedical literature from MEDLINE, life science journals, and online books. PubMed citations and abstracts include the fields of medicine, nursing, dentistry, veterinary medicine, the health care system, and preclinical sciences. 18
    • [client logo] “Doctors in the UK often advise this website to patients.” “It can save you a lot of time as well. Not needing to explain everything in detail yourself.” GP, UK© InSites Consulting NHS Choices is a comprehensive information service that helps consumers to take control of their healthcare. The service is intended to help them make choices about their health, from lifestyle decisions about things like smoking, drinking and exercise. 19
    • From patient-centricity to servicing the empowered patient [client The internet is a commonly used source for the HCP logo] “When a patient comes to me “I sometimes print with e.g. a specific rash, I first diagnose the patient & then information for them show some pictures via from the internet. Google images to proof Patient.co.uk has a variety that the diagnosis is correct. It of good concise information is also an extra check for me…” leaflets available.”© InSites Consulting 20
    • [client logo] This site is often suggested to the patient by the GPs in the UK.© InSites Consulting 21
    • [client logo] Sources approved by government are really helpful for HCPs in UK.© InSites Consulting 22
    • [client logo]© InSites Consulting Patients expect „the doctor‟ to be always „on‟ 23
    • [client logo] THINK B2B2C Do not only think about tools for HCPs, but also for HCPs to confidently refer their patients to.© InSites Consulting 24
    • [client True challenge for physicians is time management logo] Continuous education required, consuming ever more time Impact of payers and administration consumes a lot of time Empowered patients want to dialogue and require more time© InSites Consulting 25
    • [client logo] “I truly hate the fact that I sometimes need to say NO to a patient visit, simply because I really don’t have the time...” GP, BE “There is a shortage of doctors & I cannot blame people for not wanting to be one, it is a hectic life. It never stops.” GP, UK© InSites Consulting 26
    • [client logo] NEWS IS NECESSARY BUT manageable, fast-to-digest & applicable in practice© InSites Consulting 27
    • [client logo] NEW MEDIA CAN FACILITATE But today they are not used to the fullest extent. The clutter is too large !© InSites Consulting 28
    • [client logo] “It’s my dream to be able to access up-to-date patient information online. In hospital, we have several meetings with colleagues & nurses all day long, we then need accurate & recent information on patient like medication intake, blood values... Often, this is not available now, which makes it inefficient. Our discussions are not up-to-date at all!”© InSites Consulting 29
    • [client logo] Challenges faced in physician research© InSites Consulting 30
    • © InSites Consulting logo] [client31
    • [client Physician research logo] Traditional surveys Repetitive questions Seemingly irrelevant questions Fundamental time investment (QT surveys up to 45‟) No room for open answers (to avoid AE reporting) No question / feedback options Requiring large samples in short time spans Monetary incentive, no insight incentive© InSites Consulting 32
    • [client logo] Response rates are going down Participation rates below 5% are no exception Sampling bias is real danger Global warming of physician panels to be expected Need for quality control increases Completion time checks, scaling controls, verification of consistency between answers required Advanced interviewing skills necessary and/or extremely complex technical implementation of surveys Cost per interview is excessive Cost per completed survey very high Cost per incentive often hard to defend Often in conflict with internal restrictions© InSites Consulting 33
    • [client logo] In sharp contrast with research panel evolutions, we experience the rapidly growing success of physician communities like Doctors.net.uk (UK), Sermo (US), Coliquio (GE)...© InSites Consulting Doctors.net.uk is for UK-registered doctors in primary & secondary care. It is a secure service offering a professional e-mail facility, clinical & non- clinical forums, the latest medical news and free accredited education allowing doctors to maintain Continuing Professional Development (CPD). 34
    • [client logo] Relevant for the physician “It‟s easy to post a question & check answers in between One central location with need-to-knows patient visits.” Always available, at their fingertip Relevant peer experience is the incentive Large active community = fast replies “I often ask questions to the doctor community about practical things: how do they manage this (…) or even information on medical appliances, which supplier do© InSites Consulting they like etc…” 35
    • [client Panel versus community : a true paradigm logo] PANEL COMMUNITY • One-way, asking questions • Two-way, sharing insights • Departs from commercial challenges • Departs from broad day-to-day experiences • Sampling based on respondent profile • Discussions based on participant interests • Monetary incentives • Rewarding content • At the marketers’ convenience • At the physicians’ convenience • Targeted facts • Rich insights embedded in relevant context • To measure • To discover, to learn© InSites Consulting 36
    • [client Panel versus community : a true paradigm logo] PANEL COMMUNITY • One-way, asking questions Critical questions for traditional research : • Departs from commercial challenges Do we really need 200 doctors per market? Do we really need to ask 45 questions? • Sampling based on respondent profile How can we make the survey attractive? • Monetary incentives What can we give back to the participants? • At the marketers’ convenience • Targeted facts • To measure© InSites Consulting 37
    • [client logo] Community research© InSites Consulting COMMUNITY SMARTEES on June 16th 2011 - split researchers / marketers 38
    • [client “I had exactly the same when I was in my thirties. logo] Don‟t worry too much. They could really help me at the time and medicine has evolved really fast.” • Capturing relevant conversations as they happen in real-life settings. Get the rich emotional context to understand why people speak and act the way they do. Understand how to address needs better.© InSites Consulting 39
    • [client Consumer / patient community research logo] • Exemplary set-up© InSites Consulting 40
    • [client Consumer / patient community research logo] • Exemplary set-up DEPRIVATION ACTIVATION What happens on a psychological and What happens on psychological and physical level when heavy fruit/smoothies physical level with participants who don’t eaters don’t consume their regular amount often eat fruit/smoothies, when they start of fruit/smoothies? eating more?© InSites Consulting 41
    • [client Consumer / patient community research logo] • Exemplary set-up© InSites Consulting 42
    • [client Experience for Danone? logo] High involvement, but truly rewarding Rich information Detailed information Inspiring Real-life vocabulary Allow time for involving team© InSites Consulting 43
    • [client Lesson learned for us logo] Better to join a ‘party’ where the ambiance is already installed© InSites Consulting 44
    • [client logo] Recruitment via highly involved and very interactive community of experts in the field.© InSites Consulting 45
    • [client logo] Recruitment via highly involved and very interactive community of experts in the field.© InSites Consulting 46
    • [client “46 yo, white, and there is a family history of “I had exactly the same when I was in my thirties. mother with menopause at age 45. Brain MRI w/ logo] Don‟t worry too much. They could really help me at and w/o Magnevist is normal except for a the time and medicine has evolved really fast.” 11x7x6mm parieto-occipital meningioma. Is this constellation more c/w basilar migraine or (…)? • Capturing relevant conversations • Capturing real challenges in as they happen in real-life the daily practice of physicians settings. Get the rich emotional when dealing with patients, context to understand why colleagues, products, devices, people speak and act the way administration, prescriptions... they do. Understand how to • Get embedded insight of how address needs better. HCPs can be better supported.© InSites Consulting 47
    • [client logo] “Interesting to depart BLOG : HCP solution today from real-life challenges.” • Map the day-in-the life of... and capture unfulfilled needs • Capture diagnosis challenges & choices • Understand treatment expectations, challenges, decisions... • Evaluate (digital) detail aids and other commercial materials (flow, visuals, copy) • Evaluate new service ideas (digital rep „”Really fun to do! And visit, smartphone apps...) does not take too much time.”© InSites Consulting 48
    • [client logo] THE BLOG : to COMMUNITY FUTURE... • Brainstorm about services to optimize day-to-day practice and deal better with challenges faced • Exchange and consolidate best practices for diagnosing and treatment initiation / switching • Optimize (digital) detail aids and other commercial materials (flow, visuals, copy) • Co-create on new services in a given context • …© InSites Consulting 49
    • [client logo] … of research as we know it?© InSites Consulting 50
    • [client logo] Old media can survive next to new media© InSites Consulting 51
    • T +32 9 269 16 04 M +32 497 523 526 E magali.geens@insites.eu http://connectwith.insites.eu/magaligeens Ghent I Rotterdam I London Questions?© InSites Consulting© InSites Consulting
    • Danny Belkin, PhD MBA Strategic Projects & Innovation Manager Pieter Maes & Marc Renard© 2010 Abbott Belgium
    • Contents 1. Project description & Methodology Findings 2. Results Benefits from e-solutions 3. Conclusion© 2010 Abbott Belgium
    • Project Description© 2010 Abbott Belgium
    • Methodology 1. 2. 3. • In-depth interviews rather than large-scale market research • Small sample size: KOLs, GPs & Med students© 2010 Abbott Belgium
    • “All applications of Information and Communication Technology (ICT) related to the healthcare sector”© 2010 Abbott Belgium
    • © 2010 Abbott Belgium
    • © 2010 Abbott Belgium
    • General findings General remarks • Belgian physicians are quite traditionalistic and individualistic • Differences between electronic work environments depend on the type of institute: • University hospital • Non-university hospital • Private practice • Huge heterogeneity of utilized software packages© 2010 Abbott Belgium
    • General findings Medical Information Sources 100% 90% GPs Specialists 80% 80% (n= 10) (n= 40) 70% 60% 53% 50% 37% 40% 30% 20% 20% 20% 13% 13% 7% 10% 0% 0% 0% 0% 0% Pubmed MedScape Medline UpToDate Ovid Google© 2010 Abbott Belgium
    • General findings Medical Information Sources • Specialists: – Online websites and electronic version of medical journals • Why? Relevant ; Up-to-date ; Objective ; Very specific – Congresses/meetings and CME • GPs: – Google: why? • Want fast, easy and free access to information • Online articles/subscriptions are expensive – Congresses/meetings and CME© 2010 Abbott Belgium
    • General findings Medical Information Sources • What do physicians want from websites: – Comprehensive website & varied literature – Single, simple login – Free – Differences between specialties: • Some are overloaded with info, work + no time • Others are open to discover new routes to get information© 2010 Abbott Belgium
    • General findings eCME 80% (n= 10) (n= 7) (n= 5) (n= 3) (n= 6) (n= 8) (n= 6) 70% 60% 60% 50% 40% 33% 33% 33% 29% 30% 20% 10% 0% 0% 0%© 2010 Abbott Belgium
    • General findings eCME • Preference for congresses instead of online courses – Value of social contact is very high – Ability to get a lot of information in an informal way – Few eCME courses currently approved for accreditation points – beginning to grow – Physicians do not always know what is available online • In general: – Older specialists go on congress – Assistants are more likely to use eCME© 2010 Abbott Belgium
    • General findings Professional Social Media • Well developed in the US/UK (e.g. Physician Connect / Ozmosis etc.) • Do physicians use social media?© 2010 Abbott Belgium
    • General Findings Social Media 91% 100% 80% 90% GPs Specialists 80% n=40 (inc. students) n= 52 (inc. students) 70% 60% 50% 33% 40% 30% 12% 20% 5% 0% 10% 0% < 30 years > 30 - 45 years > 45 years© 2010 Abbott Belgium
    • General Findings Social Media What type of usage? Not used at all solely for professional reasons© 2010 Abbott Belgium
    • General Findings Social Media • Why not use social media?© 2010 Abbott Belgium
    • General findings Smartphones and mobility: Phones What brand? Own a Smartphone? Specialists (n=40) (n=39)© 2010 Abbott Belgium
    • General findings Smartphones and mobility: Apps > 1000 applications for medical purpose on iTunes App Store Launched 2 June 2010© 2010 Abbott Belgium
    • General findings Smartphones and mobility: Apps • Even if professional apps are available, most physicians are not yet aware 80% 70% 58% 60% 50% 40% 30% 14% 20% 5% 10% 0% GPs who use prof. Specialists who use GPs and specialists apps prof. apps not aware that prof. apps exist© 2010 Abbott Belgium
    • General findings Governmental eHealth platform Source: “Overview of some on-going eHealth projects in Belgium”, a presentation by Frank Robben (http://www.law.kuleuven.be/icri/frobben/presentations/20081118.ppt), accessed 31.08.10© 2010 Abbott Belgium
    • General findings Governmental eHealth platform 88% 90% GPs Specialists 80% (n= 8) (n= 40) 70% 55% 60% 42% 50% 40% 30% 13% 20% 3% 0% 10% 0% Knows it and uses Knows it but does Does not know eHealth not use eHealth eHealth© 2010 Abbott Belgium
    • General findings Governmental eHealth platform • Usefulness and acceptance of the platform and associated services will depend on: – Communication – Value (help physicians in their practice vs. data collection/monitoring) – User-friendliness, easy access (design) – Workload!© 2010 Abbott Belgium
    • Physicians’ Potential Benefits from Electronic Solutions© 2010 Abbott Belgium
    • The Benefit Ladder Brian Wansink, (2003) "Using laddering to understand and leverage a brand‟s equity", Qualitative Market Research: An International Journal, Vol. 6 Iss: 2, pp.111 - 118© 2010 Abbott Belgium
    • Benefits - Add value to their daily work - No increase in workload - Credible – KOL involvement© 2010 Abbott Belgium
    • Benefits - User-friendly solution - Password/ login - Integrated in existing software - Mobile solutions© 2010 Abbott Belgium
    • Benefits - Decrease administration time - Digital version of reimbursement forms - Online interaction with authorities - Increase the number of patients seen© 2010 Abbott Belgium
    • Benefits - Need for data management - Comparison with peers - Statistics about their practice - CT enrolling© 2010 Abbott Belgium
    • Benefits - Similar to and enhancing common programs - Fits in and improves regular habits and behavior© 2010 Abbott Belgium
    • Benefits -Ego - Publish articles on hot topics - Competition between hospitals© 2010 Abbott Belgium
    • Benefits - Mainly GPs - Create a link with hospitals© 2010 Abbott Belgium
    • Conclusions • Belgian electronic healthcare is still in its early years • Traditionalism and passiveness from physicians concerning electronic and online tools • High software heterogeneity leads to difficulty in standardization • Pharma not yet meeting physicians’ needs • Opportunities exist!© 2010 Abbott Belgium
    • Finally… • Report available - Contact me at danny.belkin@abbott.com© 2010 Abbott Belgium
    • Up, close & personal with the empowered patient Health SMARTEES 2011 Saartje Van den Branden, Research Manager Health, Saartje.VandenBranden@insites.eu May 19, 2011© InSites Consulting
    • [client 83% logo] already used the internet to look for information on health related topics (this is 50% when corrected to the offline population) 74% 82% 80% 70% 95% 69% 79% 97% United States 83% Brazil 93% Australia 79% 79%© InSites Consulting 87% China 93% Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 88
    • [client THE PATIENT ACTION FLOW logo] Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder? Waited for a while Looked for information General Practitioner Pharmacy General Practitioner Special Practitioner Something Else© InSites Consulting Health Study 2009, N Europe = 2841 / Filter = Patients suffering from at least one disorder Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 89
    • [client So we got up, close & personal with the logo] empowered patients to understand what they expect© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 90
    • 360° HEALTH STUDY PATIENT & HCP STUDY in 8 COUNTRIES, 4TH EDITION VISUAL ETHNOGRAPHY WEB-FACILITATED IN-DEPTH INTERVIEWS Observational research Discussions research© InSites Consulting 21 Patients in UK, Belgium & the Netherlands 15 Patients in US, Italy, Spain, France & Germany Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 91
    • [client WE RECRUITED DIFFERENT TYPES OF PATIENTS logo] Non-Conformist 21% 24% 21% Health Conscious Healthy Laidback 29% Alternative 24% NonConfirmist 29% Expert Expert Involvement 25% Hedonist 25% Hedonist© InSites Consulting Health Study 2009, N Europe = 2841 / Filter = Patients suffering from at least one disorder Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 92
    • WE RECRUITED DIFFERENT TYPES OF PATIENTS HEALTHY LIFESTYLE Non-Conformist (24%) LOW HIGH Healthy laidback (21%) HEALTH INVOLVEMENT LOW HIGH Hedonist (25%) ALTERNATIVE VIEWPOINT Expert (29%) LOW HIGH© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 93
    • Non-conformist [client logo] Non-Conformist 21% 24% 21% Health Conscious Un-healthy life-style, bad eating Alternative 24% NonConfirmist habits, little to no physical exercise 29% Expert No regular doctor‟s visit, no health reference for friends and family Involvement They say they would rather change habits than take medication 25% Hedonist© InSites Consulting Health Study 2009, N Europe = 2841 / Filter = Patients suffering from at least one disorder Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 94
    • Non-conformist [client logo] Who are they? Couch potato Find their lives quite stressful Often smokers Lack of healthy examples in For food, taste & price are Higher chance of overweight their immediate surroundings most important© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 95
    • Non-conformist [client logo] Role of the internet They hardly ever use the internet for health purposes because of their low involvement in their own health.© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 96
    • OUR PARTICIPANTS +300 +100 open +30 pictures answers movies • taken by participants • to predefined questions • health in their home • posted on the blog with • in patient language • ideal website presentation comments to help • possibility to ask for further •… interpretation explanation© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 97
    • 21% 21% Health Conscious Healthy Laidback Alternative 24% NonConfirmist 29% Expert Healthy life-style, good eating habits, and sufficient physical exercise Involvement But they are little involved in health because they have no need to worry Believe prevention is better than cure & natural products are better 25% Hedonist© InSites Consulting Health Study 2009, N Europe = 2841 / Filter = Patients suffering from at least one disorder Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 98
    • Healthy laidback WHO are they? Exercise to lose weight & to stay fit Integrate health Radiate health in daily life Tea = always a cure! A healthy laidback is a busy person: exercising, healthy cooking, shopping for natural products... Efficiency is important & Mental health = crucial! planning is crucial in their life! Balanced way of living© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 99
    • Healthy laidback Medication Often they do not have a real medicine cabinet: (chemical) medication is put somewhere far away in the highest kitchen cupboard High penetration of natural products and food supplements Low penetration of Rx “I enjoy being healthy but I am really not keen on taking medicine.” “I use Paracetamol when I‟m having migraine, I know stronger products exist, but I don‟t want to take that.” “Food supplements seem to „cure‟ as much as medication does, only take them upfront, it‟s less harmful!”© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 100
    • Healthy laidback Role of the internet Why? Tool for prevention and general well being What? Websites about well being in general, fora and blogs home remedies, alternative treatments When? Regularly, about once a week© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 101
    • Healthy laidback Online sources “I don‟t know the specific sites, I just type in what I need in Google” Female, 46 yo, Italy 21%© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 102
    • Healthy laidback Online sources “I visit Staibene because it offers all kind of information about physical and psychological well being and health. There is all sorts of information there, on nutrition, dieting, allergies … they have a forum that I like to read and all kinds of health tests on the site” Female, 36 yo, Italy 21%© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 103
    • Healthy laidback Their ideal health site holistic health approach Web site must deal with health in its broadest sense: focus not only on physical health but also on mental wellbeing. Interest in how to obtain a healthy life style & how to feel good . personal health tests Possibility to take all sorts of health tests whenever they feel something is not ok. The sooner they know what is wrong, the sooner they can react. connecting with others Very critical when something is wrong. Don‟t consider themselves as „expert‟ concerning diseases or treatments, so they like to connect with others! E.g. on a forum or a chat where you they read about other people‟s experiences and share stories with each other.© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 104
    • Healthy laidback Their ideal health site Health, lifestyle & fitness should be prominent. Diseases are somewhere in the bottom and not© InSites Consulting eye-catching Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 105
    • Track your wellness© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 106
    • Gamification© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 107
    • Health expert 21% 24% Healthy life-style, good eating habits, Conscious 21% Health 29% physically active and go to see a doctor for a yearly Alternative 24% NonConfirmist 29% Expert check-up Expert Highly involved in health, inquire about health and actively collect health information Involvement Believe in prevention, but natural products are not necessarily considered to be better Hedonist© InSites Consulting Health Study 2009, N Europe = 2841 / Filter = Patients suffering from at least one disorder Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 108
    • Health expert Who are they? “Being healthy involves so much: knowing which diseases are current, taking vitamins, checking if the medication box is still filled, visiting the p GP when needed, checking if my family is in good health...” (NL) Combining exercise & health Good relation with GP & pharmacist They HATE to be sick A lot of mums, but also empty-nesters, caring for themselves & their family Healthy food is a minimum© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 109
    • Health expert Medication They have a special medicine cabinet, which is well filled: they are prepared for most of the common diseases. 29% When they feel sick, they start taking medication right away. “I find that I automatically turn to medication for a cure rather than seeing if the problem goes away with time.” “I might be relying too much on medication and opt for it when I could do something else.”© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 110
    • Health expert Role of the internet Why? Tool for education and updates about health and medication What? (new) medication and active ingredients Analysis of their own symptoms Renowned sources with sufficient credibility When? Often, at least twice a week© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 111
    • Health expert Online sources “I visit drugs.com. There you can enter any drug you want and then all the info you need appears like side effects, interactions with other drugs” Female, 39 yo, US© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 112
    • Health expert Online sources “I only use expert sources (such as PubMed), I wouldn‟t just use Wikipedia for my health” Female, 46 yo, US© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 113
    • Health expert Mobile apps ““For my smartphone I use a few health apps like Loose It which tells you how many calories you‟ve burnt in one day and the Allergy Alert that warns me about the air quality” Female, 46 yo, US© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 114
    • Health expert How do they use online information? “Online information is very valuable as it helps me to make up my own little health routine to get better: take this type of medication, add that kind of supplements… After I have seen a doctor of course to check it!” Healthy experts are into personalized health management. Their health management is a mutual decision by both patient and HCP© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 115
    • Health expert They influence others as well “I looked up the test online that my husband had to do so he already had his test done before seeing the urologist, he came to the appointment prepared with his test already done” Female, 45 yo, Italy© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 116
    • Health expert Their ideal health site educational focus Their ideal site educates about pathologies & medication & keeps them up to date on new evolutions. specialist interaction Opportunity to ask questions to a HCP (for minor or urgent issues). They need a knowledgeable sparring partner, who‟s always available. scientific backbone The information needs to be scientifically supported (by means of tests, statistics…) to guarantee its credibility. Interest in MOA (mechanism of action) videos & video© InSites Consulting messages of HCPs. Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 117
    • Health expert Their ideal health site: a one-stop portal “I really would love to create my own website where I can find all the answers without going anywhere!” Female, 29 yo, UK Phone / direct chat in case of urgent questions. Efficiently fix appointments© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 118
    • Health expert Their ideal health site: the doctor @ home A HOLOGRAM DOCTOR … whom the patient can consult @ home. Relevant in case of minor complaints If the situation is more severe  hologram refers patient to a „real‟ doctor© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 119
    • Web applications OK! But… close collaboration with and follow-up by an HCP is crucial.© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 120
    • Hedonist 21% They do not highly value a healthy way of living, but they do not feel 24 unhealthy either particularly % 21% Health Conscious They are not a health reference for their surroundings, but do search for Alternative 24% NonConfirmist health info when needed 29% Expert They are not prevention-oriented and take medication whenever necessary to feel better Involvement 25% Hedonist 25% Hedonist© InSites Consulting Health Study 2009, N Europe = 2841 / Filter = Patients suffering from at least one disorder Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 121
    • Hedonist Who are they? Don‟t always take their health seriously Their motto: “At work, we laughed with my breathing Enjoy the good things in life. sound (squeaking & hissing), fun!” Coke light = being healthy They just  painkillers! “What do I need more?” Enjoying life = instant relief from „unpleasant‟ things© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 122
    • Hedonist Medication = instant relief = the guarantee that nothing will stop you from enjoying life. Hedonists are open to buy OTC medication online (after all, it‟s a commodity) Examples of hedonist medicine cabinets: In the bathroom, close to beauty products – so considered to be a „tool‟ that helps them to live life to the fullest. In the kitchen, in reach from the breakfast table (and exposed to the heath of the radiator below and the sun light…).© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 123
    • Hedonist Role of the internet Why? Tool for acute problem solving What? Interpretation of symptoms Advised medication (dosage and side effects) Preferably in simple language When? Depends on their health condition© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 124
    • Hedonist Online sources “I just type in Google what to find out about the over the counter solutions for athletes foot. No need for a doctor’s visit.” Male, 42 yo, US© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 125
    • Hedonist Online sources “Web MD is really popular in America, it‟ s a well known site where you can find all sorts of information when you suffer from a condition” Male, 42 yo, US© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 126
    • Hedonist Their ideal health site symptoms & treatment Hedonists want to be able to interpret their symptoms & see suggested treatments. easy-to-understand No special tools required. The information should just be easy to understand, not too scientific. well-structured The site should be well structured and to the point. This way, they can quickly find what they‟re looking for without loosing any time.© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 127
    • Hedonist Their ideal health site Hedonists like websites that are easy to navigate (not too complicated, not too much information) so they can quickly find the solution to their problem.© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 128
    • WebMD App Keeps it simple and straightforward© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 129
    • KEY TAKE-AWAYS Empowered patient Engaged patient Patients want more autonomy, more control over their health management. Users have become more demanding The volume of online health enquiries is high, but is likely to remain stable. In order to keep satisfying patients’ needs, online services need to evolve from static information towards interactive tools, which facilitate patient-HCP interactions. HCP is still the most important information source Patient services need to support HCPs as well and compensate for their increased time investment in demanding patients. One size does not fit all Different patients have different expectations when they visit a doctor, website…© InSites Consulting Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 130
    • T +32 9 269 15 11 M +32 479 611 878 E saartje.vandenbranden@insites.eu http://connectwith.insites.eu/saartjevandenbranden Ghent I Rotterdam I London Questions?© InSites Consulting