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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 #rnwebinars22 © 2012 Research Now