In order to implement a strategic marketing plan, it is critical to understand what drives the decisions of physicians when they prescribe pharmaceuticals. Conventional market research methods fall short in the deeper understanding since often the measurement (physician interview) takes place long after the occurrence (patient consultation). The resulting time lapse leads to over-rationalization and generalization, missing the depth behind physicians’ prescribing decisions. SKIM has used mobile technology to overcome the lost time element by employing a Mobile Survey App to get closer to the moment of prescribing which has led to new insights and actions from Big Pharma. We use System 1 / System 2 theory developed by Daniel Kahneman to establish why prescribing decisions are often driven by emotions which makes conducting research “in-the-moment” so important. Find out more at http://skimgroup.com/mie-2016-mobile-oncology

1. When physicians
get emotional
Eelke Roos
Senior Research Manager – SKIM | London
Megan Long
Senior Analyst – SKIM | Hoboken
Using mobile devices to capture the truth
behind prescribing decisions
@skimgroup

2. Outline
System 1 /
System 2
1/2
Applicability
to Health care
Deeper Insights
from Mobile Research

3. Daniel Kahneman
System 1
Fast
Subconscious
Intuition
System 2
Slow
Conscious
Rational thought

5. System 1 System 2
The answer to 2 + 2 The answer to 2,486 x 9,996
Detect that one object is more Fill out a tax form
distant than another
Complete the phrase Complete a complex market
“bread and …” research survey
Read words on Count the letter A in a
large billboards piece of text
Play chess Play chess
(if you are Garry Kasparov) (if you are Eelke Roos)

6. What about prescribing?
System 2 activity
slow
System 1 activity
fast

7. ● Emotions wear off
● Recall fades
● Answer solely based on hard factors (e.g. hard clinical facts)
● Based on more softer factors
● Easier to recall why
● Answer based on a combination of soft and hard factors
OCCURRENCE MEASUREMENT
OCCURRENCE MEASUREMENT

8. Research
Facility
Post-hoc:
Patient
Consultation
Patient
Record
Patient
Consultation
Mobile
App
Data collection is changing
Ad-hoc:

9. Business problem
Brands perceived as
similar
Unclear what
drives prescribing
decisions
Need to understand
drivers

10. 3 minutes of
closed questions
2 minute
voice memo
Data collected via mobile app

11. Mobile
Research

12. Example

13. 50 physicians 65 physicians
Participation
254 262

14. Forms of patient influence on treatment
Decline the drug Proactively suggest
treatment
Physician
presents options
Findings

15. Tweak messaging
to support physician-
patient dialogue
Increase
Direct-To-Consumer
(DTC) advertising
Actions
taken by
client

16. Thank you!
skimgroup.com
Eelke Roos, Senior Research Manager
e.roos@skimgroup.com
+44 208 22 27 706
Megan Long, Senior Analyst
m.long@skimgroup.com
+1 201 685 8259