Health Smartees 2011 (by InSites Consulting)

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

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

[client
logo]

Key challenges for physicians today

4

360° HEALTH STUDY
PATIENT & HCP STUDY in 8 COUNTRIES, 4TH EDITION

WEB-FACILITATED IN-DEPTH INTERVIEWS
Discussions research

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

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

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

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

UpToDate is a clinical decision support system that helps clinicians throughout the world provide the best patient care.
. 9


logo]
[client

10

[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.”

11

[client
logo]

Bnf.org promises
the HCP to help
him/her in efficiently
making a medication
choice.

(British Medical Association /
Royal Pharmaceutical Society).

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.

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)

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)

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

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

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

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

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.”

20

[client
logo]

This site is often
suggested to the
patient by the GPs
in the UK.

21

[client
logo]

Sources approved
by government
are really helpful
for HCPs in UK.

22

[client
logo]

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.

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

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

26

[client
logo]

NEWS IS NECESSARY
BUT manageable, fast-to-digest & applicable in practice

27

[client
logo]

NEW MEDIA CAN FACILITATE
But today they are not used to the fullest extent. The clutter is too large !

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!”

29

[client
logo]

Challenges faced in physician research

30


logo]
[client

31

[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

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

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)...

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

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

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

37

[client
logo]

Community research

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.

39

[client
Consumer / patient community research
logo]

• Exemplary set-up

40

[client
logo]


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?

41

[client
logo]


42

[client
Experience for Danone? logo]

High involvement, but truly rewarding

Rich information
Detailed information Inspiring

Real-life vocabulary

Allow time for
involving team

43

[client
Lesson learned for us logo]

Better to join a ‘party’ where the ambiance is already installed

44

[client
logo]

Recruitment via highly
involved and very
interactive community of
experts in the field.

45

[client
logo]

Recruitment via highly
involved and very
interactive community of
experts in the field.

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.

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.”

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

• …

49

[client
logo]

… of
research
as we
know it?

50

[client
logo]
Old media
can
survive
next to
new media

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?

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


Project Description


Methodology

1.

2.

3.

• In-depth interviews rather than large-scale market research
• Small sample size: KOLs, GPs & Med students


“All applications of Information and
Communication Technology (ICT)
related to the healthcare sector”


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


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


General findings
• 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


General findings

• 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


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%


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


General findings
Professional Social Media
• Well developed in the US/UK (e.g. Physician Connect / Ozmosis etc.)
• Do physicians use social media?


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


General Findings
Social Media

What type of usage?

Not used at all solely for professional reasons


General Findings
Social Media
• Why not use social media?


General findings
Smartphones and mobility: Phones

What brand?
Own a Smartphone?

Specialists
(n=40) (n=39)


General findings
Smartphones and mobility: Apps
> 1000 applications for medical purpose on iTunes App Store

Launched 2 June 2010


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


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

General findings

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


General findings

• 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!


Physicians’ Potential Benefits
from Electronic Solutions


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

Benefits
- Add value to their daily work
- No increase in workload
- Credible – KOL involvement


Benefits

- User-friendly solution
- Password/ login
- Integrated in existing software
- Mobile solutions


Benefits

- Decrease administration time
- Digital version of reimbursement forms
- Online interaction with authorities
- Increase the number of patients seen


Benefits

- Need for data management
- Comparison with peers
- Statistics about their practice
- CT enrolling


Benefits

- Similar to and enhancing common
programs
- Fits in and improves regular habits
and behavior


Benefits

-Ego
- Publish articles on hot topics
- Competition between hospitals


Benefits
- Mainly GPs
- Create a link with hospitals


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!


Finally…
• Report available - Contact me at danny.belkin@abbott.com


Up, close & personal with the empowered patient

Health SMARTEES 2011
Saartje Van den Branden, Research Manager Health, Saartje.VandenBranden@insites.eu
May 19, 2011

[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%

87% China 93%


[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

Health Study 2009, N Europe = 2841 / Filter = Patients suffering from at least one disorder


[client
So we got up, close & personal with the logo]
empowered patients to understand what they expect


360° HEALTH STUDY
PATIENT & HCP STUDY in 8 COUNTRIES, 4TH EDITION

VISUAL ETHNOGRAPHY WEB-FACILITATED IN-DEPTH INTERVIEWS
Observational research Discussions research

21 Patients in UK, Belgium & the Netherlands 15 Patients in US, Italy, Spain, France & Germany


[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

Health Study 2009, N Europe = 2841 / Filter =
Patients suffering from at least one disorder


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


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



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


logo]
Role of the internet

They hardly ever use the internet for health purposes
because of their low involvement in their own health.


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


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



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


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!”


Healthy laidback

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


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%


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”

21%


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.


Healthy laidback

Health, lifestyle &
fitness should be
prominent.

Diseases are somewhere
in the bottom and not

eye-catching


Track your wellness


Gamification


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



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


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.”


Health expert

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


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


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


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


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


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”


Health expert

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

messages of HCPs.

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


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


Web applications

OK! But…
close collaboration with and follow-up by an HCP is crucial.


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



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


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…).


Hedonist

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


Hedonist
Online sources

“I just type in Google what to find out about the over the counter
solutions for athlete's foot. No need for a doctor’s visit.”
Male, 42 yo, US


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


Hedonist

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.


Hedonist

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.


WebMD App
Keeps it simple and straightforward


Health Smartees 2011 (by InSites Consulting)

Health Smartees 2011 (by InSites Consulting)

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (19)

Similar to Health Smartees 2011 (by InSites Consulting)

Similar to Health Smartees 2011 (by InSites Consulting) (20)

More from InSites Consulting

More from InSites Consulting (20)

Health Smartees 2011 (by InSites Consulting)