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5 Ways Healthcare Brands Can Stand out to HCPs in the Digital Ecosystem

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Learn 5 ways healthcare brands can stand out to physicians in the digital ecosystem:

- Key physician trends and best practices you need to know for more effective campaigns
- New Manhattan Research Taking the Pulse® physician study findings

Published in: Healthcare

5 Ways Healthcare Brands Can Stand out to HCPs in the Digital Ecosystem

  1. 1. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 1 Analyst: Kelly Pinola SENIOR ANALYST, PHYSICIAN RESEARCH kpinola@TeamDRG.com Contact: Digital@TeamDRG.com @DRGDigital www.DRGDigital.com
  2. 2. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 2 Manhattan Research is part of DRG’s suite of healthcare intelligence DRG Digital | Manhattan Research DRG DIGITAL We’re still Manhattan Research – the industry’s best source for multichannel research and expertise Enhanced further with DRG capabilities:  Proprietary DRG data assets e.g. RWE database  Custom analytics team and advanced methodologies  Access to 200+ analysts; world’s leading disease experts TO GET YOU COMPREHENSIVE AND ACTIONABLE ANSWERS TO YOUR TOUGHEST BUSINESS QUESTIONS
  3. 3. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 3 As your challenges and opportunities evolve, so does DRG Digital DRG Digital | Manhattan Research Make the case for digital Prioritize investment Optimize customer experiences & digital execution Plan technology interventions to support outcomes Infuse digital as a competitive driver across functions Break down siloes and fully operationalize digital within organizations Transform go-to-market strategy and offerings Yesterday, we helped clients…. Today, we partner to…. Tomorrow, we’ll tackle what comes next…. Work towards solutions for tomorrow
  4. 4. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 4 Vast coverage to support brands and markets across your organization DRG Digital | Manhattan Research  Type 1 & 2 diabetes  Oncology  Cardiovascular disease  Multiple sclerosis  Rheumatoid arthritis  Asthma  Alzheimer's disease  Atopic dermatitis  Vaccines  Rare diseases - custom research expertise  Many more HCPs ■ Payers ■ Patients ■ Caregivers 28 countries  US  Canada  Europe  Asia-Pac  LatAm  MEA 50+ brand categories
  5. 5. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 5 Taking the Pulse® U.S. research methodology DRG Digital | Manhattan Research How many respondents were surveyed? The survey included a total sample of 2,784 U.S. practicing physicians. How was the survey conducted? The 2017 survey was conducted online among 2, 784 physicians When was the survey fielded/released? The Taking the Pulse® U.S. 2017 survey was fielded in February and March 2017. How do the U.S. physicians surveyed compare to the overall physician population? The final data set is compared to the known national universe of practicing U.S. physicians by age, gender, region, practice setting, and specialty. DRG Digital can state with confidence that the research is accurate and reflective of the overall population of U.S. practicing physicians today.
  6. 6. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 6 DRG Digital | Manhattan Research Taking the Pulse® US 2017: Specialty Areas Covered Allergy/Immunology Cardiology Interventional Cardiology Non-Interventional Cardiology Dermatology Emergency Medicine Endocrinology Gastroenterology Hepatitis C: Identify or diagnose at least one Hep C patient per month Refer at least one Hep C patient per month to a specialist Manage or treat at least one Hep C patient per month Hospitalist Oncology Hematology Oncology Medical Oncology Infectious Disease Neurology Nephrology Obstetrics/Gynecology Ophthalmology Pain management Pediatrics PCPs (GP/FM/IM) General practice/Family medicine Internal medicine Psychiatry Radiology Rheumatology Pulmonology Surgery - general Surgery - orthopedic Urology Physicians who: • Treat at least one patient per week with Cystic Fibrosis • Treat at least one patient per week with Multiple Sclerosis • Treat at least one patient per week with HIV/AIDS • Treat at least one patient per week with Type 1 Diabetes • Treat at least one patient per week with Type 2 Diabetes • Treat at least one patient per week with Hepatitis C • Treat at least one patient per week with Atrial Fibrillation
  7. 7. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 7 Taking the Pulse shows you the best ways to reach and engage your physicians – based on them telling you what they want... Point of care interactions • Use of and satisfaction with Electronic Health Record systems • Use of digital resources outside of the EHR for professional information • Demand for resources to enrich patient-physician dialogue from pharma Healthcare landscape and emerging tech • Concerns about costs, the shift to qualitative and outcomes-based performance benchmarks • Attitudes regarding the shift away from fee-for-service and new qualitative benchmarks • Impact of remote care, apps and online health information on patient care Video • Type of professional video watched in the past 12 months • Influence of online video on clinical decisions • Time spent watching professional video and ideal length of online video, which factors encourage longer viewings Mobile • Preferred device for different clinical scenarios (ex.: when away from desktop, while accessing EHR, etc.) • Professional tasks for which smartphones and tablets are the preferred device • Relative difficulty of logins on mobile websites Building partnerships • Perceived credibility of online professional resources by source • Interest in accessing pharma-sponsored resources on third-party websites • Attitudes toward trustworthiness of pharma-sponsored content online Medical affairs and education • Creating multichannel experiences to deliver scientific and medical information • Impact of educational and scientific resources from pharma on trustworthiness, website visits • Preferred formats for scientific and educational content • Role of MSLs and other key influencers Info-seeking • Sources of professional information and influence on clinical decisions • Use of digital resources between and during patient consults • Attitudes toward and barriers to use of websites for professional info Social • Trust and impact of professional social media • Professional networks and communities used 2,784 physicians, 25+ specialties surveyed on….
  8. 8. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 8 Companies who subscribe to Taking the Pulse® US receive: DRG Digital | Manhattan Research • Presentations • Analyst calls • Data pulls and questions Analyst hours that can be used for Industry’s most trusted multichannel physician study Deep dive reports into strategic marketing topics “Strategic Insight” one-pagers to keep you up to date on latest thinking • Full data • Executive findings • Takeaways for pharma
  9. 9. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 9 DRG Digital | Manhattan Research The 2017 healthcare landscape
  10. 10. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 10 Physicians are managing multiple information sources… DRG Digital | Manhattan Research Top channels accessed for professional information (weekly basis) Online professional journal 74% Search 66% HCP website Pharma website 24% Social Networks ColleaguePharma sales rep Among U.S. physicians Source: Taking the Pulse® U.S. 2017 Professional society website
  11. 11. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. Use Interested in Using 11 …as well as emerging technologies DRG Digital | Manhattan Research Resources used/interested to support clinical practice: Among U.S. physicians Source: Taking the Pulse® U.S. 2017 Virtual consults with patients Insights from population health data in EHR Remote monitoring of patients Clinical algorithms in EHR that support diagnosis Virtual reality applications for medical education/training 3D Printing
  12. 12. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 12 EHR and value metrics demand an increasing share of physicians’ time, strain patient care DRG Digital | Manhattan Research Among U.S. physicians Source: Taking the Pulse® U.S. 2017 , Taking the Pulse® U.S. 2016, Taking the Pulse® U.S. 2015, Taking the Pulse® U.S. 2014 2.8 3.3 3.5 3.9 1.5 1.6 2.2 2.0 2014 2015 2016 2017 Hoursspentperday Using digital resources* for professional purposes Using an EHR Hours spent conducting professional activities on a typical workday: 3 out of 4 of U.S. physicians agree: “Adjusting to new quality and care metrics detracts from the time I can spend with my patients”
  13. 13. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 13 It is crucial that marketers consider the concerns of HCPs throughout the workday to align themselves as a true “partner in care” DRG Digital | Manhattan Research How can I ensure patient adherence? How can I improve my patients’ experience? How do I stay up to date on necessary scientific information? How can I get the information I need when I want it? How can I avoid the clutter of information I don’t need? Where can I find more engaging and immersive content? Source: Taking the Pulse® U.S. 2017
  14. 14. 14© 2017 DR/Decision Resources, LLC. All rights reserved. www.DRGDigital.com Pharma can no longer rely on product- focused messages to move the needle on decisions in 2017. Pharma needs to be a partner to physicians and provide value beyond the product to influence decisions pharma physicians 2017 Source: Taking the Pulse® U.S. 2017
  15. 15. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 15 Wondering where to start? DRG Digital | Manhattan Research
  16. 16. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 16 5 ways healthcare brands can reach HCPs in the digital ecosystem DRG Digital | Manhattan Research Increase engagement through strategic content planning Utilize strong SEO strategies to increase visibility Embed resources at the point of care Know HCP format preferences for educational information Understand device preferences, plan accordingly
  17. 17. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 17 DRG Digital | Manhattan Research #1: Increase engagement through strategic content planning
  18. 18. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 18 Physicians prioritize finding information over the type of website used DRG Digital | Manhattan Research 65%of physicians agree: “I don’t care whether I use a product or service website from pharma, I just care that I find the info I need.” Among U.S. physicians Source: ePharma Physician® 2016
  19. 19. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 19 Non-product resources are critical to increase stickiness on pharma websites DRG Digital | Manhattan Research 48% of U.S. physicians agree: “I would visit pharma websites more frequently if additional resources not related to a specific product were available.” Top information interested in accessing on pharma-websites: Product info:  Dosing info  Clinical trial data Patient info:  Disease info  Patient education for download/print Additional info:  Journal reprints  CME Among U.S. physicians Source: ePharma Physician® 2016
  20. 20. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 20 Prioritize educational, non-product, sponsored content to increase physician trust DRG Digital | Manhattan Research “Information that pharmaceutical companies provide on websites created for healthcare professionals are always advertisements for their products” Two-thirds of U.S. physicians agree Among U.S. physicians Source: Taking the Pulse® U.S. 2017
  21. 21. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 21 U.S. physicians have little to no interest in pharma playing an active role on social media DRG Digital | Manhattan Research Disagree Indifferent Agree “It is important to me that pharma companies are active on social media” Among U.S. physicians Source: Taking the Pulse® U.S. 2017
  22. 22. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 22 DRG Digital | Manhattan Research #2: Utilize strong SEO strategies to increase visibility
  23. 23. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 23 Physicians rely on search daily – however it is difficult for pharma brands to rank high organically for condition terms due to high-authority content hubs DRG Digital | Manhattan Research Top non-ad websites include WebMD, Mayo Clinic and Medline Plus One pharma and two disease advocacy groups are shown for advertisements All U.S. Physicians Source: Taking the Pulse® U.S. 2017 51% of US physicians use search engines daily
  24. 24. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 24 Using search for Re“Search” DRG Digital | Manhattan Research 1 2 3 Understand and prioritize the informational needs of your physician audience to ensure you are providing the right content that addresses their queries Determine key pain points and challenges along their clinical journey and where they go for information at these intersections Identify the lexicon and terminology used by professionals online to inform messaging and website copy Source: DRG Digital | Manhattan Research
  25. 25. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 25 The future of SEO DRG Digital | Manhattan Research Physicians interested in using voice assistance programs to look up medical information Among U.S. physicians Source: Taking the Pulse® U.S. 2017 58% of U.S. physicians currently use or are interested in using voice assistance programs (e.g. Siri, Alexa, Google assistant)
  26. 26. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 26 DRG Digital | Manhattan Research #3: Embed resources at the point of care
  27. 27. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 27 Eight years after passage of the HITECH Act, EHR use approaches universality DRG Digital | Manhattan Research 83% Use an electronic health record (EHR) system Among U.S. physicians *Among EHR users Source: Taking the Pulse® U.S. 2017
  28. 28. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 28 Pharma should work with EHR vendors, where possible, to provide patient support and financial support information within the EHR DRG Digital | Manhattan Research Information HCPs have accessed or interested in accessing from pharma inside EHR: EHR Patient support program info Patient assistance programs #1 Patient education materials (72%) Coupons/ vouchers Treatment guidelines Product dosing information Among EHR users Source: Taking the Pulse® U.S. 2017
  29. 29. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 29 DRG Digital | Manhattan Research #4: Know HCP format preferences for educational information
  30. 30. 30© 2017 DR/Decision Resources, LLC. All rights reserved. www.DRGDigital.com 70% of U.S. physicians agree: “It is crucial that pharma companies provide education resources rooted in science to gain my trust” Among U.S. physicians Source: Taking the Pulse® U.S. 2017 Over half of U.S. physicians do not think any pharma company is doing a good job providing quality medical education resources to physicians online DRG Digital | Manhattan Research
  31. 31. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 31 Featuring educational content on pharma websites can improve traffic if appropriate content is provided DRG Digital | Manhattan Research Two-thirds of U.S. HCPs are more likely to visit a pharma website if there are scientific information and resources available Among U.S. physicians Source: Taking the Pulse® U.S. 2017 Scientific publications Clinical trial summaries Medical journal reprints Full clinical trial data CME videos
  32. 32. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 32 DRG Digital | Manhattan Research #5: Understand device preferences, plan accordingly
  33. 33. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 33 Desktop/laptop remains the primary device for professional info overall; smartphones are utilized between consults and at home DRG Digital | Manhattan Research 49% 26% 69% 49% 71% 56% Device use among U.S. physicians: 16% 21% 45% At homeBetween patient consultsDuring patient consults Among U.S. physicians Source: Taking the Pulse® U.S. 2017
  34. 34. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 34 User experience plays a strong role in limited pharma website engagement on smartphones DRG Digital | Manhattan Research Reasons HCPs do not visit pharma websites on smartphones more often: It takes too long to find the information I need It is too difficult to navigate the website They do not have the information I need I don’t like that I have to log-in Among smartphone users Source: Taking the Pulse® U.S. 2017
  35. 35. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 35 DRG Digital | Manhattan Research #6: Assess, listen-adapt accordingly
  36. 36. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 36 DRG Digital- Manhattan Research Research packages to make your decisions easier, faster and smarter Physician Multichannel Playbook Digital Brand Audit • Focus on the right channels and partners • Plan data-driven content and digital presence • Deploy best practices across tactics • Based on surveys among 25+ specialties • Know your physicians, plan better • Holistic look at performance across channels • “Score” you on how your digital initiatives match up to what your audience actually wants • Websites, mobile, search, banners and content • Identify what missteps are costing you • Determine where you’re winning and why • Increase ROI by focusing on what’s working and fixing what’s not Specialty-specific Taking the Pulse® research available in playbooks 25+ specialties covered
  37. 37. www.DRGDigital.com © 2017 DR/Decision Resources, LLC. All rights reserved. 37 DRG Digital | Manhattan Research Questions? Kelly Pinola: Senior Analyst, Physician Research digital@teamdrg.com

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