Digital State of the Nation - Q1 2014


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Selected stats showing the use of Internet and Social in health for Q1 2014. If you market healthcare products on digital channels, you want to review this.

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Digital State of the Nation - Q1 2014

  1. 1. THE NEW NORMAL: DIGITAL, SOCIAL MEDIA, & HEALTHCARE 1 April 11, 2014Brad Einarsen
  3. 3. ABOUT BRAD Director of Digital Insights • Digital communities since 1988 • Web since 1994 • Pharma since 2007 Lead editor of Klick social properties • Digital Rx – Award winning Klick Health Blog • Klick Wire – weekly summary of Digital Health Marketing news every Monday at 7AM Primary guidance author • Social media guidelines, global and regional • FDA regulatory POVs
  4. 4. DIGITAL Apparently, it’s not a fad • PEW Internet Project is a non- profit research group • All demographics are heading toward saturation PEW Internet 2014
  5. 5. DIGITAL PEW Internet 2014 86% of boomers want to access health information online 66% of boomers use social media for health topics
  6. 6. SOCIAL Depending on the survey, social media use for health ranges from 50% to 72% Patients welcome engagement from Pharmaceutical companies • Facebook page • Sponsored disease education community • Disease education blog / microblog Patients’ advice? • Actively engage the community • Embody transparency • Shape strategy around patient needs 72% said that social resources can spark conversations between patients and HCPs Wego Health
  7. 7. SOCIAL There are subtle gender and age skews to social media Women 45+ are a prime demographic for discussing health and using social online 80% of health decisions in the family are made by women
  8. 8. SOCIAL PLATFORMS AND CHANGE Change is a constant on social platforms Requires diligence by the content owner, but: • That is “baked in” if the channel is active • Most changes have little effect and content is easy to manage FDA does want new submissions when channels change • Seems to be for all change, not just “substantial” change
  9. 9. PATIENTS WANT PHARMA INVOLVEMENT Want information on • Medications • Chronic conditions Want it in • Email • Physical • Web (with mobile) • And some social 76%Think pharma companies should provide information 74%Want information when they start taking a medication Accenture
  10. 10. PATIENTS AS CONSUMERS 25% of patients are using online reviews 62% of these patients use online reviews as their first step • 60% of the participants considered doctor rating sites "somewhat important" • 37% of respondents stayed away from doctors with bad reviews • 35% of respondents would go to a doctor who had bad reviews Software Advice
  11. 11. MOBILE Time with mobile now surpasses the PC Consumers are “omnivores” and will start on mobile and finish on the PC Women spent 1.5 hours more at 30h 58m while men were at 29h 32m weekly The U.S. mobile ad market rose 122% in 2013 to $9.69 billion and is projected to hit $17.73 billion in 2014 Smartphones are now over 66% of the mobile market comScore
  12. 12. MOBILE USAGE IS INCREMENTAL comScore US Digital Future in Focus 2014
  13. 13. AND INFLUENCES PATIENTS 13 Manhattan Research
  14. 14. WEARABLE TECH Wearables were everywhere at CES in 2014 Fitness dominates but health (vital signs, elderly monitoring, chronic condition management) is catching up All of this data needs a home, no one can manage it all separately MobiHealthNews
  15. 15. APPLE HEALTHBOOK FINALLY MAKES THE PHR A REALITY The rumor mill is abuzz with the iWatch and HealthBook • Fitness • Heart rate and blood pressure • Other blood metrics • Hydration and respiration • Sleep • Emergency card M7 integration • Motion and location to be built in We believe that Apple can succeed with a mobile personal solution where Microsoft and Google have failed with web-based tools Coming in iOS8 9to5 Mac
  16. 16. HCPS AND MOBILE 78%Use smartphones in their practice 51%Use tablets in their practice 37%Have already prescribed a mobile app to a patient 42%Have not, typically because of a lack of proof that they work Kantar Health
  17. 17. HCPS ARE DIGITAL OMNIVORES computer smartphone tablet digital omnivore 82% of HCPs expected to be digital omnivores by June 2014 Epocrates
  18. 18. HCPS AND MOBILE Glass to EHR system for seamless integration and more natural doctor / patient interactions "It really boils down to the doctor wearing Google Glass, going into the clinic, interacting with the patient and having that humane, high touch conversation that they always wanted to have. At the end of the visit, all of the structured data, all of the EHR information, is in the EHR where it belongs. The way he wants it. Following a visit, doctors [go to their computer] and check that the information entered into their EHR doesn't need any edits and then click confirm.“ -- CEO and co-founder Ian Shakil
  19. 19. NEXT ON MOBILE: NURSES 67% of hospitals say that their nurses are using personal smartphones for professional purposes on the job 51% of hospitals plan to either invest in, or research nursing smartphone solutions over the next 18 months If hospitals follow through with their research we could see a lot more of the US’ 2.9 million nurses in the clinical environment equipped with smartphone technology and using it daily MobiHealthNews
  20. 20. NEXT ON MOBILE: PAYERS Independence Blue Cross  The Independence Blue Cross (IBX) app health plan manager Kaiser Permanente  Care Where I Am health care finder  KP Balance Tracker health plan manager  Everybody Walk health challenge UnitedHealthcare  Health4Me health plan manager  OptumizeMe health challenge MobiHealthNews
  21. 21. FDA DRAFT SOCIAL REPORTING GUIDANCE Recognized the ownership of content resides with the author Holds pharmaceutical companies responsible for material they control or influence Provides clarity to the industry and generally reinforces current practice For example, Facebook Reviews are ok under new guidance Reporting handled largely by links – what browser will they use? Comments were due: April 14 Klick analysis available
  22. 22. FDA STAYS THE COURSE ON MMA Pre-Submission Program and Meetings with Food and Drug Administration Staff Guidance for Industry and Food and Drug Administration Staff Updates lists of App types to make enforcement discretion clearer Expect more scrutiny, software is in the FDA’s sights