Medical education in a world of digital natives

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• What are the e-medical needs of your customers: today and tomorrow?
• Fusion meded strategy: how to integrate "e" within your traditional medical education mix
• How to optimising your medical education channel mix?
• How to measuring impact in a medical education context?
• Case study

For the recorded version of this webinar and voice-over please visit us at http://bit.ly/1hZaj37

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  • Physicians are on a pile of data they can’t manage nor use
  • Medical education in a world of digital natives

    1. 1. Across Health Webinar Medical education in a world of digital natives Beverly Smet, VP Across Health Kerry Gilzene, MD UK Across Health 2/28/2014 Across Health 1
    2. 2. Across Health: Focused Fusion Consulting Customer Innovation Strategy & Execution Life Sciences Focus • 60+ strong consultancy • Focus on innovative customer-centric approaches (e-powering traditional channels – “fusion”) • Holistic approach: From strategy to implementation & success metrics/KPIs • Unique offering in the industry • Global footprint (offices in 9 strategic markets) Presenters: Pharmaceuticals Devices & Diagnostics Consumer Health Patient & Professional Associations Kerry Gilzene MD UK Beverly Smet VP 2/28/2014 • • • • Across Health 2
    3. 3. Agenda • What are the e-medical needs of your customers today and tomorrow? • Fusion meded strategy: how to integrate "e" within your traditional medical education mix • How to optimise your medical education channel mix • How to measure impact in a medical education context 2/28/2014 Across Health 3
    4. 4. 2014 is not only the “Year of the Horse”… 2/28/2014 Across Health 4
    5. 5. 2/28/2014 Across Health 5
    6. 6. …It is also the year where the tipping point will be reached! Source: LBI Health 2/28/2014 Across Health 6
    7. 7. And change will only be accelerating… Source: LBI Health 2/28/2014 Across Health 7
    8. 8. Physician educational needs evolve… 2/28/2014 Across Health 8
    9. 9. At the same time, “ACCESS” is getting tighter (example: US oncologists) “within just a few years, the average rep may be unable to meet with a doctor face-to-face more than four times each year” Physicians also are able to access scientific About 61 percent of oncologists placed moderate-to-severe restrictions on visits from pharmaceutical sales reps. …only 39% were accessible (ie accept 70+% of calls) data in real time through other channels Increased patient load and more time spent on reimbursement issues limit the time they have available. http://bit.ly/RjzaLB 2/28/2014 Across Health 9
    10. 10. In the US, physicians prefer to learn about new medical developments OUTSIDE office hours… while reps focus DURING office hours Cardiology Endocrinology/ Diabetology General Practice and Family Practice Internal Medicine Neurology Oncology Pediatrics Psychiatry Urology During weekday office hours 20% 40% 31% 27% 35% 40% 43% 43% 28% Evening (after office hours) 59% 69% 56% 67% 71% 59% 53% 58% 60% Weekends (during time off) 40% 54% 39% 37% 38% 30% 36% 45% 35% What Physicians Want and Need from Pharma 2013 – CMI/Compas 2/28/2014 Across Health 10
    11. 11. HCPs use a combination of channels today – online & offline 2/28/2014 Across Health 11
    12. 12. Our European research shows the same… 2/28/2014 Across Health 12
    13. 13. 2/28/2014 Across Health 13
    14. 14. Performance map for main channel categories (GPs) Emeded (non-promo) has a similar impact as fieldforce (promo), but a much lower reach… The reach & impact of offline meded (nonpromo) is also higher… 2/28/2014 Across Health 14
    15. 15. …and a similar picture for SPECs (EU5, all 2013 research) 2/28/2014 Across Health 15
    16. 16. Summary of findings • E-medical has a lower reach & impact than “offline” medical, both in GP and SPEC markets • E-promo is reaching many more HCPs today than emeded, reflecting higher investment in this area • E-meded has the opportunity to move to a higher reach and higher impact if the right investment is made… Sunshine Act in US and Europe will accelerate the move to lower-cost digital education vs expensive F2F meetings and congresses 2/28/2014 Across Health 16
    17. 17. This upside potential is also clear from the Across Health Digital Barometer 2013….only 50% of respondents use emedical vs 70+% for websites Company website 84% Product website 7% 71% Disease website 12% 65% eMail marketing 4% 10% 4% 17% 26% 2 20% 5% 4% HCP self-service portal 47% 27% 22% SEO 47% 27% 20% SEA 38% Mobile marketing 29% 34% Integrated cross-channel campaigns Social media monitoring 23% Patient compliance/adherence Virtual eDetailing 20% e-MSL ePrescribing advertising personal health records advertising Remote patient monitoring 12% 6% 38% 43% 10% 42% 25% 48% 15% 62% 22% Pilot / Ongoing Across Health Never 5% 9% 11% 62% Often / Standard Practice 2 11% 57% 21% 3% 35% 33% 10% 4% 30% 32% 17% 3% 45% 44% 20% 2 22% 27% 20% Social media marketing 6% 16% 43% 24% 5% 27% 47% 32% eRep 2/28/2014 3% 23% 30% 49% 3% 11% 18% 52% Online MedEd 11% 27% 55% Web conference 4% 22% 59% Web banners 13% 14% 70% Tablet eDetailing 6% 3% 11% Do not know/ NA 17
    18. 18. In summary… F2F edu meetings Reach Impact Cost-effective Frequency Customer preference Personalised learning 2/28/2014 Digital/Cross-channel + ++ -+ + + ++ + + ++ Across Health 18
    19. 19. ? What’s NEXT 2/28/2014 Across Health 19
    20. 20. Digital channels wil enable the power of BIG DATA to define future treatment algorithms 2/28/2014 Across Health 20
    21. 21. 2/28/2014 Across Health 21
    22. 22. Sanofi US Diabetes Innovation challenge 2/28/2014 Across Health 22
    23. 23. Crowdsourcing for oncology 2/28/2014 Across Health 23
    24. 24. The Quantified Self 2/28/2014 Across Health 24
    25. 25. 2/28/2014 Across Health 25
    26. 26. Agenda • What are the e-medical needs of your customers today and tomorrow? • Fusion meded strategy: how to integrate "e" within your traditional medical education mix • How to optimise your medical education channel mix • How to measure impact in a medical education context 2/28/2014 Across Health 26
    27. 27. How to build a FUSION meded strategy? Insights generation - Educational needs - Multichannel journey Identify educational needs in buying process Define meded drivers (key leverage points) and desired behavior Step 1 Buying process; selection of key leverage point(s) and behavioral objectives for target group(s) Identify conversion points to trigger behavior List channels/tools for conversion points Prioritize tools– Reach/Impact Step 2 Link the eTools to the selected strategy and prioritise based on impact and fit Define 3 year roadmap and develop concepts Step 3 Define the 3-year roadmap for the brand
    28. 28. Step 1 : Understand multichannel journey Which meded channels are most effective? How and where can you engage with your customers? What is the competitive landscape? 2/28/2014 ? Some tools • Virtual focus groups • Multichannel Mix Assessment How does the multichannel journey for information and services looks like? Across Health 28
    29. 29. Example of virtual focus group channel discussion HCPs need to select the most appealing channels Whiteboard area Client area HCP area 2/28/2014 Across Health 29
    30. 30. Understand your MEDMEETING equivalence Medmeeting equivalence map – COUNTRY X 100% A MEdMeeting Equivalent = a weighted combination of medical education channels that has an equal impact than a scientific meeting 90% 80% Reach% 70% 60% 50% 40% edu call 30% local sc meet 20% service ctr 10% int sc meeting pat adherence smartph app MSL eMedEd Meded webcast eMSL phase IV 0% - 2/28/2014 0.20 0.40 0.60 0.80 MedEq Imp Across Health 1.00 1.20 nonpromo 1.40 enonpromo 30
    31. 31. How to build a FUSION meded strategy? Insights generation - Educational needs - Multichannel journey Identify educational needs in buying process Define meded drivers (key leverage points) and desired behavior Step 1 Buying process; selection of key leverage point(s) and behavioral objectives for target group(s) Identify conversion points to trigger behavior List channels/tools for conversion points Prioritize tools– Reach/Impact Step 2 Link the eTools to the selected strategy and prioritise based on impact and fit Define 3 year roadmap and develop concepts Step 3 Define the 3-year roadmap for the brand
    32. 32. Translating your MEDED drivers into conversions and channels Buying process MedEd driver Behavioural objective Conversion tool Tactic (channel) Success is... Adherence Increase awareness regarding the consequences of medication nonadherence Consider LAI as opposed to oral medication for patients at risk Patient relapse risk assessment tool Mobile app Desktop widget Download and repeat use by x% of target audience 2/28/2014 Across Health 32
    33. 33. Paid – Owned – Earned Example of a balanced media plan Earned Media  Wikipedia edit  PR campaign  KOL message board  eKOLs Paid Media • • • • • • • • 2/28/2014 Fans … Linkedin ads Google adwords Sponsorship (Educational grants) Email address renting Mobile app sponsorship 3rd party teasers Congress activities … Owned Media Strangers Customers Across Health • • • • • • • • • Meded site Live Webcast Scientific booth (e)-MSLs DM/ e-mail Round tables Websticks Mobile apps … 33
    34. 34. No brainer & continue ! Recommended ? Experiment x Not recommended And then prioritise them Pubs High Congress eCME/ eMeded Medium ? Nurse ed site Enewsletter NP ! Pat ed site Act owned ! KOL discussion board x Virt rnd table ! x Personalized emailing Sponsored Mobile app ! 3rd sci site ! Live webinar/ eKOL Leave behind ! Pat Mobile app Conf webcast ! Peer to peer disc/webinar ? ! ? Nurse email Meded site advertorials ? ! banners Branded site w/ Self edetaiiling Low 2/28/2014 ? MSL iPAD Self service portal Low Effectiveness (impact x reach) Pat assc site !! Medium Feasibility Across Health High 34
    35. 35. Agenda • What are the e-medical needs of your customers today and tomorrow? • Fusion meded strategy: how to integrate "e" within your traditional medical education mix • How to optimise your medical education channel mix • How to measure impact in a medical education context 2/28/2014 Across Health 35
    36. 36. 2/28/2014 Across Health 36
    37. 37. ROI should not be measured…but the 3 other quadrants can & should be monitored 2/28/2014 Across Health 37
    38. 38. Example : scientific webcast IMPACT measurement REACH # physicians that register for the webcast ENGAGEMENT CONVERSION 2/28/2014 # physicians that login to the live or on-demand webcast # physicians that watch >50% of the webcast Across Health Optional KPI: Cost/ converted viewer - 38 -
    39. 39. Example- scientific webcast ADVOCACY & LOYALTY (try to align with offline activity) Question Was the information relevant to your clinical practice? What was the educational standard of the lectures? CONTENT RELATED The lectures provided well-balanced presentations supported by scientific information and fair description of all therapeutic options. The lectures provided enough opportunity for questions and discussion. How did CME accreditation influence your decision to attend this event? Would you attend a similar webcast in the future? FORMAT RELATED How likely would you be to recommend this webcast to a colleague? (NPS) 2/28/2014 Across Health 39
    40. 40. Thank you! For the recorded version of this webinar and voice-over please visit us at http://bit.ly/1hZaj37
    41. 41. Don’t miss our next webinar! 3 April 2014 Cross-channel acceleration in emerging markets http://bit.ly/1dJ2B5C 2/28/2014 Across Health 41

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