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Asentech LLC
Digital Trends & its Implications
on Patients and HCPs in India
Thursday, February 16, 2017
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
Overall healthcare market size
2
Healthcare industry in
India e...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
Regulations
3
 Direct to consumer (DTC) branded marketing is N...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
Internet subscribers in India are ~350MM (@~35% penetration)
wi...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
3G / 4G devices represent ~35% of current wireless broadband
an...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
Indian physicians have higher preference for personal promotion...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
There’s a plethora of service providers trying to tap into the ...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
Patient Awareness in India: Although per capita searches for sp...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
According to Pew Research, 31% of India’s online adult
populati...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
Consumer Digital tactics: examples
10
 According to practo.com...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
Consumer Digital tactics: examples
11
• Available on iOS and An...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
Industry example: knowledgegenie.org, an HCP tactic by
Abbott i...
Innovate Energize GrowCopyrights reserved @ Asentech, LLC.
Contact
13
Anil Bhaskar
Co-Founder, Managing Partner
Ph.: 908 7...
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Digital trends and its Implications on Patients and HCPs in India

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A research by Asentech on the Digital Trends in India and its implications on healthcare, patients, and health care providers.

Published in: Healthcare
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Digital trends and its Implications on Patients and HCPs in India

  1. 1. Asentech LLC Digital Trends & its Implications on Patients and HCPs in India Thursday, February 16, 2017
  2. 2. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. Overall healthcare market size 2 Healthcare industry in India expected to grow at a CAGR of 16.5% in the 2008-2020period due to strengthening coverage, services and increasing expenditure by public & private players ” Population which can afford sophisticated medical treatment is significant ~250 MM ” Total industry size is expected to touch US $160 billion by 2017 ...and $280 billion by 2020 ” Ref.: https://www.ncbi.nlm.nih.gov/pmc/ articles/PMC3724242/
  3. 3. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. Regulations 3  Direct to consumer (DTC) branded marketing is NOT allowed for Prescription drugs in India  Unbranded or disease state DTC marketing is allowed for such Prescription drugs  No specific India regulation is in effect that is similar to the FDA’s “Fair Balance”  Similar to the US’s Sunshine Act, MCI (Medical Council of India) has issued guidelines on marketing to doctors, however implementation is a challenge, allowing companies to push the envelop regarding policies; note, no reporting requirements akin to Sunshine law exist in India what this means  Leading publications suggest that in emerging markets, market leaders stand to benefit the most from unbranded awareness campaigns  Lack of regulations similar to Fair Balance allow medical device marketers to implement higher levels of creativity as they launch campaigns. e.g. paid journalistic articles in prominent publications, without having to declare it as advertisement.
  4. 4. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. Internet subscribers in India are ~350MM (@~35% penetration) with mobile wireless subscriptions contributing 94% to it 4 35% penetration 116 137 239 286 325 409 489 584 669 2011 2012 2013 2014 2015 2016 2017 2018 2019 Internet Subscribers (millions) 5.9% 0.2% 93.9% Composition of Internet Subscriptions Wired Fixed Wiredless Mobile Wireless Rapidly increasing mobile data adoption “Source: Telecom subscription data December 2015 issued by TRAI; Telecom services analyst presentation 2016 by CRISIL Research”
  5. 5. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. 3G / 4G devices represent ~35% of current wireless broadband and expected to grow to 60% by 2018 5 120M 3G /4G mobile devices in India @ 10% penetration 3G / 4G phones are expected to increase to ~300 MM phones by 2018 (210MM of those are expected to be 4G) representing 60% of wireless broadband by 2018 17M wired broadband connections (1.5% per hundred inhabitants)
  6. 6. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. Indian physicians have higher preference for personal promotion but they are not far behind on digital adoption as compared to their American colleagues 6 Digital communication channel preference of physicians Digital communication channel Channel preference of physicians India USA Personal Promotion Face to face Tablet 90% 76% Medical Science Liaison 56% 44% Non- personal Promotion Email 56% 53% Websites 46% 55% Online-Detailing 55% 54% Webinars/ Webcasts 40% 50% Tele Rep 35% 34% Apps 36% 27% Text Messages 31% 29% “Source: Digital Savvy HCP, 2015 - Indegene”
  7. 7. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. There’s a plethora of service providers trying to tap into the digital healthcare economy (driven by technology as well as Prime Minister’s announcement of Digital India Initiative) 7 “Source: Indian healthcare on the cusp of a digital transformation, 2016 - PWC” Doctor search, online appointment booking, drug delivery, etc. One of the targets of Digital India is to connect all the villages at the panchayat level through some 250,000 common service centers that will act as access points for delivery of various government services to citizens including Telemedicine Patient monitoring products that can measures blood pressure, pulse, blood sugar, etc with a mobile application for smartphones. Example: Fitbit launched its fitness wristbands across 300 towns in India and expects the country to be among its top five markets in next two years. Curofy.com - India’s Largest Community of Verified Doctors Under Digital India initiative, companies are launching the concepts of EMR / EHR in India but the adoption is limited to large hospitals Online Patient Services Remote Diagnosis Patient Engageme nt Peer to Peer Learning EMR /EHR The Digital India Initiative is a flagship program launched by the Government of India with a vision to transform India into a digitally empowered society and knowledge economy through information technology
  8. 8. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. Patient Awareness in India: Although per capita searches for specific diseases in India are low compared to US, Indian patients are actively searching for healthcare information online 8 Google Search Trends Source: Salesforce tool/ Radian 6 - total conversations on social media (Twitter, Facebook, Mainstream Media, Forums, and Blogs) based on three month data (Nov’16 till Jan’17) Conversations involving “patient/ consumer engagement in healthcare” in India vs. in US 2.5 K Posts India 70 K Posts USA Social Media Conversations Disease State Search Trends (Avg. monthly searches) India USA Diabetes 1M – 10M 1M – 10M Hypertension 100K – 1M 1M – 10M stroke 100K – 1M 1M – 10M cancer 1M – 10M 10M – 100M HIV/AIDS 100K – 1M 1M – 10M Source: Google AdWords Search Trends based on one year data (Jan’16 till Dec’16)
  9. 9. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. According to Pew Research, 31% of India’s online adult population uses the internet to seek health related information 9 “Source: Spring 2014 Global Attitudes survey, PEW Research Center” What are the online activities of the adult Indian Internet user? Stay in touch with family and friends Get political news Get health info Get government or services info Look/ apply for a job Make or receive payments Buy products Take an online class INDIA 63 38 31 43 55 23 22 22 USA 60 According to Online Activities in Emerging and Developing Nations by Pew Research Center, among adults surveyed in India, 31% use the internet to seek health information. In US, the number exceeds 60%
  10. 10. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. Consumer Digital tactics: examples 10  According to practo.com, over 2 million people are already using Practo  Available on iOS and Android  Practo provides several services to patients including: • Asking free health questions • Searching for clinics, doctors, diagnostics, etc • Consulting a doctor • Ordering medicines  Online market place for users to buy prescription medicines, OTC, women health products among other categories.  Available on iOS and Android  Zigy offers consumers: • Online availability of wide variety of products • Ability to upload, store, and access prescriptions online • Convenience • Timely delivery • Payment options
  11. 11. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. Consumer Digital tactics: examples 11 • Available on iOS and Android • Practo provides several services to physicians including: • Practo Consult to give online consultation • Practo Health Feed to share experience • Practo Profile to get discovered and connect with people • Practo Ray to delight the patients with digital services • Practo Tab to increase patient engagement at practice • According to Curofy.com, over 190K doctors are using Curofy App from 1.5K+ cities to discuss 70K+ difficult medical cases. • Available on iOS and Android • Provides several services to physicians including: • Discuss latest news • Discuss and refer cases • Get the best jobs • Showcase their profiles
  12. 12. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. Industry example: knowledgegenie.org, an HCP tactic by Abbott in India 12 • Provides: o Access to medical and scholarly articles o Clinical guidelines for treatments across specialties o Challenging cases to solve o Webinars o Conference Planner HCP Portal
  13. 13. Innovate Energize GrowCopyrights reserved @ Asentech, LLC. Contact 13 Anil Bhaskar Co-Founder, Managing Partner Ph.: 908 751 4121 ext. 111 anil@asentechllc.com Swati Bhaskar Co-Founder, Managing Partner Ph.: 908 751 4121 ext. 113 swati@asentechllc.com Jacob Williams Principal, Software Services Ph.: 908 751 4121 ext. 163 jacob@asentechllc.com Rajesh Parekar Principal, Technology Solutions Ph.: 908 751 4121 ext. 189 rajeshp@asentechllc.com

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