Healthcare Leaves the Desktop: How Mobile Research Impacts the Healthcare IndustryMike BillingsleyVP, Client Development,...
Agenda    How Mobile Research Impacts the Healthcare Industry          Mobile Market Research Overview          Use of M...
Defining Mobile Market Research    Using a mobile device to conduct survey or behavioral    data collection. Mobile device...
Why Conduct Mobile Market Research?                          Mobile Research gives you                    BETTER, FASTER a...
A Matter of ‘Facts’        Mobile phones are the most adopted technology in history.    •      Smartphone usage is growing...
It’s Not Just About the App; It’s About    People Too6    © 2012 Research Now
Multiple Launch Methods        Push notification        Geo fencing        Geo targeting        QR code trigger       ...
Mobile Use in the Healthcare Industry    Why are mobile devices important?          Physicians                 85% use a...
Multimode Healthcare Recruitment           Traditional             Email             Direct Mail             Tradition...
Healthcare Case Studies10   © 2012 Research Now
Case Study: Diabetes Patient Study      Mobile study for major pharmaceutical company      Objectives:           Track ...
Case Study: Physician Study      Mobile study among physicians      Objective:         Understand message recall – newl...
Mobile Physician Research Study Overview     Internal Study to understand perceptions and use of mobile        devices amo...
Nearly 9 in 10 physicians own a smartphone     iPhones and iPads are commonly used for professional purposes              ...
Mobile devices are used in the office for a      variety of purposes                                            Uses of Mo...
Physicians express a high level of interest in     taking mobile surveys      Feelings about using mobile are overwhelming...
9 in 10 are willing to download our app      8 in 10 are likely to take a 15 minute mobile-based survey                   ...
Physicians like being able to take surveys      when and where they want       Nearly 40% are more likely to take a survey...
Likelihood of taking a variety of types of      surveys is high                             Which Types of Mobile Surveys ...
4 in 10 respondents think that at least half of their     colleagues who take surveys would use mobile                    ...
Future Use                         Mobile Use for Patient Interactions will Increase in…                                  ...
Mike Billingsley                           VP, Global Client                           Development,                       ...
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October Webinar: Healthcare Leaves the Desktop

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October Webinar: Healthcare Leaves the Desktop

  1. 1. Healthcare Leaves the Desktop: How Mobile Research Impacts the Healthcare IndustryMike BillingsleyVP, Client Development, Research Now MobileJohn F. TurnerDirector, Healthcare Solutions, Research Now #rnwebinars
  2. 2. Agenda How Mobile Research Impacts the Healthcare Industry  Mobile Market Research Overview  Use of Mobile Devices in the Healthcare Industry  Patients  Physicians  Case Studies  Study Results: Physician study on mobile phone usage  Conclusion2 © 2012 Research Now
  3. 3. Defining Mobile Market Research Using a mobile device to conduct survey or behavioral data collection. Mobile devices can include:  iPhone, iPad and iPod Touch  Android smartphones and tablets  BlackBerry smartphones and Playbook3 © 2012 Research Now
  4. 4. Why Conduct Mobile Market Research? Mobile Research gives you BETTER, FASTER and MORE COST-EFFECTIVE RESULTS4 © 2012 Research Now
  5. 5. A Matter of ‘Facts’ Mobile phones are the most adopted technology in history. • Smartphone usage is growing rapidly globally:  55% penetration in the US (2012)  51% share in the Europe (2011)  45% penetration in Canada (2011)  19% in APAC/wide variations by country (2011) Smartphones have become the preferred method for accessing popular social media and business platforms:  53% of Facebook traffic is via mobile as of May 2012  60% of Salesforce hits is via mobile as of May 2012 More than 80 of doctors use smartphones & 62% use a tablet in their practice Internet is accessed via mobile more often than computer in China Source:5 © 2012 Research Now
  6. 6. It’s Not Just About the App; It’s About People Too6 © 2012 Research Now
  7. 7. Multiple Launch Methods  Push notification  Geo fencing  Geo targeting  QR code trigger  Diary studies - calendar trigger  Self-opted via short code SMS  Interviewer mode for F2F / CAPI  Email invites  SMS invites  In-app intercepts & mobile web intercepts7 © 2012 Research Now
  8. 8. Mobile Use in the Healthcare Industry Why are mobile devices important?  Physicians  85% use a smartphone at work  62% use a tablet within the workplace  Use is one of the highest as a profession  Uses  Communication  Dictation  Patient interaction  Education  Market Research8 © 2012 Research Now
  9. 9. Multimode Healthcare Recruitment  Traditional  Email  Direct Mail  Traditional Phone  Referral  New  Mobile  Benefits  Expands total targetable universe  Targets  Improves response rates  Physicians  Convenience  Patients  Increases deliverables  HCPs  HB2B9 © 2012 Research Now
  10. 10. Healthcare Case Studies10 © 2012 Research Now
  11. 11. Case Study: Diabetes Patient Study  Mobile study for major pharmaceutical company  Objectives:  Track awareness and interest of a product among diabetes patients who own a smartphone.  Understand differences in the product awareness, ownership, intent and interest by different categories.  Understand the profile of the product. Owner vs. Non-Owners who are unaware of the product in order to identify likely determinants of sales.  10 min survey triggered via SMS invites Key Features: Key Benefits: • SMS invites • Speed/field time efficiencies • HTML5 web app • High level of respondent • Real time reports engagement11 © 2012 Research Now
  12. 12. Case Study: Physician Study  Mobile study among physicians  Objective:  Understand message recall – newly marketed diabetes product  Require a response rate within 48 hours of being detailed by a pharmaceutical representative  To improve response rates and to receive response within the short time frame, the study was ran as a mobile survey with a text invite and HTML5 web app survey instrument Key Features: Key Benefits: • SMS invites • Closer to moment of • HTML5 web app experience for fresh insights • Real time reports • Speed/field time efficiencies • High level of respondent engagement12 © 2012 Research Now
  13. 13. Mobile Physician Research Study Overview Internal Study to understand perceptions and use of mobile devices among physicians  8 minute survey  N=101 Physicians  PCPs/Specialists  Pediatricians, OBGYNs, Cardiologists, Oncologists, Orthopaedic Surgeons  Half of respondents took the survey on their mobile device and half took the survey online  Respondents were asked about mobile usage in the workplace as well as perceptions of and interest in using mobile devices to take surveys13 © 2012 Research Now
  14. 14. Nearly 9 in 10 physicians own a smartphone iPhones and iPads are commonly used for professional purposes Devices Owned Devices Used for Professional Purposes 89% 86% 79% 73% 74% 66% 68% 52% 47% 19% 14% 11% Q. S2, Which of the following electronic devices do you currently own? Base: 139 Q. S11. Which of the following devices do you currently use for professional purposes? Base: 10114 © 2012 Research Now
  15. 15. Mobile devices are used in the office for a variety of purposes Uses of Mobiles Device in the Office Personal 87% Drug/treatment information 70% Communication with fellow medical… 66% Schedule/calendar 61% Continuing medical education 54% Patient charts (electronic medical records) 36% Patient communication 36% Medical research 40% Online marketing research 43% View lab or x-ray results 29% Q2_1. For what purposes do you use your mobile device (tablet, iPhone, etc) in the office? Base: 10115 © 2012 Research Now
  16. 16. Physicians express a high level of interest in taking mobile surveys Feelings about using mobile are overwhelmingly positive Interest in Participating Feeling About Using on Mobile Device Mobile for Surveys Definitely 83% Interested 59% 87% Very Positive 56% Somewhat Interested 24% Somewhat Positive 31% Neutral 8% Neutral 10% Probably Not Interested 8% Somewhat Negative 4% Definitely Not Interested 2% Very Negative 0% Q. S3. How interested are you in participating in a Marketing Research Study on your mobile device (i.e. Tablet, iPad, etc)? Base: 127 Q. S4. How do you feel about using your mobile device for online Marketing Research Surveys? Base:11516 © 2012 Research Now
  17. 17. 9 in 10 are willing to download our app 8 in 10 are likely to take a 15 minute mobile-based survey Willingness to Likelihood to Take 15 Download Native App Minute Survey 12% 79% Very Likely 46% No Somewhat Likely 33% Neutral 8% Yes Somewhat Unlikely 9% Very Unlikely 4% 88% Q, S5a. Would you be willing download an application to your mobile device (i.e. Tablet, SmartPhone) so that you can be alerted when a Marketing Research Survey opportunity is available? Base: 115 Q. S5c. Assuming you were offered a survey on your mobile device that would take 15 minutes, how likely are you to participate in a survey on your mobile device during business hours? Base:: 10217 © 2012 Research Now
  18. 18. Physicians like being able to take surveys when and where they want Nearly 40% are more likely to take a survey because they can do so on their mobile device Interest in Participating on Mobile Device Can take survey where I want to take it 90% Can take the survey when I want to take it 87% I can respond to survey quickly 78% Effective (good) way to reach me 48% More likely to take on mobile 39% Effective (good) way to take a survey 32% Easy to read on mobile device 30% Easy to answer on mobile device 34% Im in control 25% Easy to understand how to take on mobile 24% Fun 17% Q. S6. What are the advantages of using your mobile device for completing online Marketing Research Surveys? Baee:10118 © 2012 Research Now
  19. 19. Likelihood of taking a variety of types of surveys is high Which Types of Mobile Surveys Would You Take? General Healthcare Industry studies 93% Specific disease treatment studies 91% Pharmaceutical effectiveness studies 84% Medical software evaluation studies 81% Pharmaceutical sales force effectiveness studies 77% Q7. If available, which of the following types of marketing research studies would you take on your mobile device? Baee:10119 © 2012 Research Now
  20. 20. 4 in 10 respondents think that at least half of their colleagues who take surveys would use mobile Colleagues Who Would Use Mobile for Surveys 26% 39% 18% 12% 11% 9% 90-100% 70-89% 50-69% 25-49% 1-24% Q10. To the best of your knowledge, of your colleagues who participate in online marketing research surveys, what percent do you think will use their mobile devices to complete the surveys? Baee:10120 © 2012 Research Now
  21. 21. Future Use Mobile Use for Patient Interactions will Increase in… 95% 90% 81% 1 Year 5 Years 10 Years Q5_1, 2, 3. In thinking about the future, for each time frame listed below, do you believe the use of mobile devices in physician- patient interactions will…Baee:10121 © 2012 Research Now
  22. 22. Mike Billingsley VP, Global Client Development, Research Now Mobile mbillingsley@researchnow. com John Turner Director, Healthcare Solutions, Research Now jturner@researchnow.com #rnwebinars22 © 2012 Research Now
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