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Are You Ready for The DIG Mobile Physician? (OCT 2013)

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Digital Insights Group believes the market and pace of change in the mobile space will rapidly accelerate in the coming months and years and marketers must recalibrate their expectations and level of …

Digital Insights Group believes the market and pace of change in the mobile space will rapidly accelerate in the coming months and years and marketers must recalibrate their expectations and level of knowledge specific to mobile now.

It’s no longer sufficient to merely know physicians have a mobile device (of course they do)– the market has moved two levels deeper and to maintain a competitive advantage, forward thinking marketers must do the same.

For this reason, Digital Insights Group has introduced DIG™ Mobile Physician – a solution built for strategic marketers and brand leaders to guide their strategy based on high frequency strategic insight – grounded in robust data at the specialty level.

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  • 1. A"Digital"Insights"Group" Thought"Leadership"" White"Paper"" Are"You"Ready"for"the"Mobile"Physician?" Why"Marketers"Must"Prepare"for"Digital"First" …and"the"Coming"Age"of"Mobile"First October"2013"
  • 2. ! " " ©"2013"Digital"Insights"Group."All"rights"reserved."Unauthorized"reproduction"is"strictly" prohibited."Opinions"in"this"white"paper"reflect"our"judgment"at"the"time"of"publication" and"are"subject"to"change"–"just"like"the"market"and"trends"evolve."For"additional" information"please"visit"www.digitalinsightsgroup.com""" ! ! " Mobile"Medicine"is"a" Reality"Today"" " Imagine"you"are"a"physician"in"the" middle"of"a"busy"day"at"the"office."Set" aside"the"fact"you"are"debating"how"the" Affordable"Care"Act"(a.k.a."Obamcare)" will"impact"your"practice"over"the"next" decade"(or"even"the"next"year)."Now," think"about"how"you"would"access" clinical"information,"access"news," communicate"with"colleagues,"and"keep" up"with"practicing"medicine"in"general." If"you"are"like"the"vast"majority"of" primary"care"physicians"today"your" primary"device"is"not"your"PC,"laptop"or" Mac,"rather"it’s"your"smartphone."Now," compare"and"contrast"that"to"the" practice"of"medicine"just"10"years"ago"–"" let"alone"5"years"ago."The"world"has" moved"and"the"game"has"changed." Now,"think"mobile"first." " " " " " " Sitting"down"to"access"clinical" information"on"a"desktop"is"quickly" being"replaced"by"the"introduction"of" mobile"devices"that"offer"virtually"the" same"user"experience"–"albeit"on"a" much"smaller"screen"for"most"users." Yes,"there"will"be"even"more"rapid" change"in"the"coming"years"in"the"area" of"smartphones,"phablets,"tablets," glasses,"watches,"etc"…"but"for"now" when"asked"which"device"they"couldn’t" imagine"living"without,"the"primary" device"for"most"primary"case"physicians" is"a"smartphone"(think"iPhone,"Samsung" Galaxy,"or"equivalent)."" " " " About"Digital"Insights"Group" " The"team"at"DIG"is"focused"on"bridging"the"gap"between"the"mountains"of"data" created"by"the"social,"mobile,"and"digital"revolution"—"and"strategic"insight."We" believe"the"majority"of"strategists,"innovators,"and"marketers"are"relying"on"data" and"information"grounded"in"the"past"(and"historical"trends)."A"rear"view"mirror"is" great"for"knowing"where"you"have"been."Innovators"and"strategists"need"a"lens" into"the"future"to"plan"for"it."That"requires"products,"services,"and"data"based"on" current"and"future"trends."DIG"is"guided"by"a"vision"to"create"a"company"for"the" next"decade"–"serving"the"clients"preparing"for"it." "
  • 3. ! Mobile"Remains"Elusive"to" “Traditional”"Marketers"" " Now"transition"your"thinking"to"a"room" of"marketers"–"specifically,"you’re"now"a" pharmaceutical"marketer"in"the"midst"of" debating"a"strategy"to"engage"a"group"of" primary"care"physicians."Keep"in"mind" these"physicians"are"also"stating"loud" and"clear"that"access"by"traditional"sales" reps"will"continue"to"diminish"and"that" they"are"content"to"access"breaking" news,"clinical"trials,"and"education" through"digital"channels"–"mostly," including"mobile."" " Your"team"is"fairly"typical"and"decides" like"the"average"team"to"build"an" engagement"strategy"for"a"traditional" offline"experience"first"and"when"the" debate"shifts"to"digital,"your"team"does" as"so"often"the"case"today,"envisions"the" “traditional”"digital"experience"built"for" a"browser"or"desktop"experience— mobile"is"not"much"more"than"a" footnote"and"certainly"not"given"much" thought"nor"time"relative"to"“what’s" worked"in"the"past.”"" " Does"that"match"with"your"experience" above"as"a"physician?"No."Physicians"are" like"the"rest"of"the"professional"world"–" they"have"embraced"mobile"technology" –"and"in"their"case,"mobile"medicine." No,"we"don’t"have"fully"integrated" Electronic"Medical"Records"at"the"point" of"care"(and"in"hand)"but"physicians"by" and"large"have"figured"out"how"to"use" their"mobile"to"serve"as"a"primary" device."" " " " " " " " Is"the"typical"team"of"pharmaceutical" marketers"building"for"a"mobile" experience?"Do"they"really"understand" what"drives"a"mobile"(non`desktop)" experience"today?"While"it"may"be" difficult"to"make"the"argument"for"true" digital"integration"of"strategies"and" tactics,"the"reality"is"that"the"market"is" already"moving"towards"“digital"first”" and"increasingly"“mobile"first”"as"their" preferred"channel"preference."" " " Preparing"for"Mobile"First"" " Digital"Insights"Group"believes"the" market"and"pace"of"change"in"the" mobile"space"will"rapidly"accelerate"in" the"coming"months"and"years"and" marketers"must"recalibrate"their" expectations"and"level"of"knowledge" specific"to"mobile"now."" " It’s"no"longer"sufficient"to"merely"know" physicians"have"a"mobile"device"(of" course"they"do)–"the"market"has"moved" two"levels"deeper"and"to"maintain"a" competitive"advantage,"forward" thinking"marketers"must"do"the"same." For"this"reason,"Digital"Insights"Group" has"introduced"DIG™"Mobile"Physician"–" a"solution"built"for"strategic"marketers" and"brand"leaders"to"guide"their" strategy"based"on"high"frequency" strategic"insight"–"grounded"in"robust" data"at"the"specialty"level."" " "
  • 4. ! " DIG™"Mobile"Physician:"" " First"and"foremost,"DIG™"Mobile" Physician"is"built"from"the"ground"up" specific"to"a"specialist"segment."It"is"not" a"top"down"approach"where"a" population"study"is"created"and"then" “cut”"to"provide"the"answers"given"at" the"population"level."Secondly,"the" insights"are"deep"and"more"robust"…" focused"on"where"the"market"is"headed" (trends)"and"not"where"it"has"been"the" past"year."Finally,"the"product"is"built"to" offer"a"continuous"stream"of"insight" throughout"the"year"–"not"a"snapshot"in" time"that"year"–"and"therefore"allows" clients"to"integrate"areas"of"interest" over"time." " " " " " " " " " " " " " " " " " " " " " " " " " " " As"a"primer"on"what"“mobile”"means"to" today’s"physician,"we"have"provided"a" brief"overview"from"a"recent"directional" study"(qualitative"in"nature)"conducted" with"primary"care"physicians"by"Digital" Insights"Group"in"September"2013." Enjoy." " The"clear"winners"on"the"device"front" are"the"smartphone,"laptop,"and" desktop"(Figure"1)."Tablets"in"the" practice"and"for"professional"use"will" continue"to"evolve"as"a"market"segment" ``"and"the"space"between"smartphone" and"tablet"will"become"less"black"and" white"in"the"coming"years."However,"for" now"the"smartphone"and" laptop/desktop"drive"the"majority"of" use."" " " Figure"1"" Any"Use"of"a"Device"to"Access" Pharmaceutical"Information"(past"week)" Percent'of'Primary'Care'Physicians' " " " " " " " " " " " " " " " " Source:"Digital"Insights"Group!
  • 5. ! " Moving"on"from"“any"use”"by"physicians" to"“primary"use”"we"learn"the" smartphone"is"the"primary"device"for" physicians"today"–"by"a"wide"margin" (Figure"2)."In"fact,"they"are"2.4"times" more"likely"to"report"they"use"a" smartphone"as"their"primary"device"–" beating"out"their"laptop,"desktop,"and" tablet." " " Figure"2"" Primary"Device"to"Access" Pharmaceutical"Information"(past"week)"" Percent'of'Primary'Care'Physicians' " " " " " " " " " " " " " " " " " " " " The"activities"on"a"smartphone"are"not" that"surprising"or"shocking"–"but"still" important"to"understand."How"the" devices"are"being"used"and"how" engagement"and"frequency"are"driving" behavioral"changes"is"key"to"delivering" assets"that"meet"and"exceed" expectations."Accessing"portals"is"the" top"activity"by"a"narrow"margin"–"just" beating"out"communicating"with"their" colleagues"(Figure"3)."The"same"way" social"media"and"news"migrated"to"the" mobile"for"the"market"overall"–"the" same"trends"are"playing"out"in"the" mobile"physician"space"today."" " " Figure"3" Top"Activities"on"Smartphone"(monthly)" Percent'of'Primary'Care'Physicians' " " " " " " " " " " " " " " " " " " " " " " Source:"Digital"Insights"Group! Source:"Digital"Insights"Group! Primary!care!physicians! are!2.4!times!more!likely! to!report!their! smartphone!is!their! primary!device!
  • 6. ! " " Moving"on"from"activities"on"a" smartphone,"we"take"a"look"at"the" activities"on"tablets."Again,"no"shocking" insights"if"you"have"experience"using"a" smartphone"and"a"tablet"to"create"and" consume"content"today."Physicians"are" using"tablets"for"different"reasons" compared"to"their"smartphones."Tablets" are"being"using"for"more"in`depth" content"consumption"as"opposed"to" serving"as"a"tool"that"is"“always"on”"and" accessible"–"essentially"what"makes"the" smartphone"so"powerful." " " Figure"4" Top"Activities"on"Tablet"(monthly)" Percent'of'Primary'Care'Physicians' "" " " " " " " " " " " " " " " " " " " " " " " " " " Looking"beyond"broad"professional" activities"on"their"smartphone,"an"area" that"DIG"believes"is"important"for" pharma"marketers"to"understand"is"the" ability"to"frame"and"compare"the"use"of" apps"versus"mobile"web."Yes,"this" balance"will"continue"to"evolve"much"in" the"same"way"that"apps"versus"mobile"is" still"evolving"in"the"mobile"space"overall." At"this"time,"Epocrates"and"Medscape" own"the"physician"mind"set"in"the"app" space"–"or"make"that"home"screen" space."Apps"in"the"next"tier"include" UpToDate,"Sermo,"QuantiaMD"and" Doxmiity"to"name"a"few."Of"note,"the" number"of"social"apps"that"offer" communication"and"content"continues" to"flourish." " " " " Figure"5"" Hierarchy"of"Mobile"Device"Apps" Percent'of'Primary'Care'Physicians" " " " " " " " " " " " " " " " " " Source:"Digital"Insights"Group!
  • 7. ! " " " Do"physicians"really"want"content"that"is" seamless,"accessible"and"consistent" across"all"their"devices"and"screens?"The" answer"is"a"very"loud"“yes”"(Figure"6)." Only"10%"say"that"multi`screen"access"is" “not"very"important”"and"over"half" report"multi`screen"access"is"very" important." " Figure"6"" Importance"of"Multi`screen"Content" "Percent'of'Primary'Care'Physicians" " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " Pondering"the"digital"world"in"2020,"and" where"digital"fits"into"the"mix,"it"also" helps"to"reflect"on"where"we"have"been." We"have"quickly"moved"from"a"world"of" proving"channel"relevance"to"struggling" to"“integrate”"digital"into"the"mix."The" future"requires"a"mindset"and" realization"that"“digital"first”"becomes" the"norm"very"quickly"–"and"within"that" a"subset"of"the"market"is"“mobile"first.”" Are"you"ready?""" " " " Figure"7"" From"Digital"Integration"to"Digital"First"" " " " " " " " " " " " " " Source:"Digital"Insights"Group! Source:"Digital"Insights"Group!
  • 8. ! " " Products"from"Digital"Insights"Group" " " " " DIG™"Mobile"Physician:"mobile"is"no"longer"a"trend"–"it’s"a"way"of"doing"business."DIG" built"an"advisory"and"tracking"product"that"helps"you"and"your"team"better"understand" mobile"by"capturing"data"in"the"medium"and"then"providing"the"context"to"make"it" relevant"to"your"team."DIG™"Mobile"Physician"is"built"from"the"ground"up"specific"to" your"specialty"segment(s)"of"interest."" " " " DIG™"Digital"Physician:"you"know"your"physicians"are"online"–"you"don’t"need"to"know" the"share"of"digital"in"2013."You"need"to"know"how"they"engage"with"brands"and" content"online."Digital"Physician"is"built"to"answer"the"question"…"How"does"my"market" segment"engage"with"my"brand"and"relevant"content"online"today?"DIG™"Digital" Physician"is"built"from"the"ground"up"specific"to"your"specialty"segment(s)"of"interest." " " " DIG™"Digital"Consumer:"you"know"your"customers"are"online"–"you"don’t"need"to"know" the"share"of"digital"in"2013."You"need"to"know"how"they"engage"with"brands"and" content"online."Digital"Consumer"is"built"to"answer"the"question"…"How"does"my"market" segment"engage"with"my"brand"and"relevant"context"online"today?"DIG™"Digital" Consumer"is"built"from"the"ground"up"specific"to"your"therapeutic"segment(s)"of" interest." " " " DIG™"Social"Consumer:"we"believe"listening"to"customers"in"social"media"is"only"the"first" step."The"end"goal"is"strategic"insight."We"rely"on"multiple"sources"of"social"media"data" (specific"to"your"therapeutic"area"of"interest)"and"then"aggregate"that"data"into"a" platform"and"deliverables"your"team"can"use."Social"listening"without"relevance"and" insight"is"just"that"–"listening."Take"the"next"step"to"learn."DIG™"Social"Consumer"is"built" from"the"ground"up"specific"to"your"therapeutic"segment(s)"of"interest." " "