Harnessing Mobile Technology to Draw Insights from Health Care Professionals - Kantar Health

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Presented by Richard Goosey, Chief Methodologist, Kantar Health
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Harnessing Mobile Technology to Draw Insights from Health Care Professionals - Kantar Health

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. Harnessing Mobile Technology to Draw Insights from Health Care Professionals Richard Goosey - Chief Methodologist Kantar Health The Journey so far The Context The Implication
  5. 5. Everything is moving towards mobile; physicians are moving towards mobile… 1. Physicians are using mobile devices in their practice…1 US EU5 Highest Lowest Smartphone 84% 62% UK 69% DE 52% Tablet 54% 41% ES 50% FR 29% % Among Total US Physicians (n=506), EU5 (n=1005 ~ 200 per country) % Among Total US/EU5 Physicians That Use Smartphones/Tablets Professionally (base size varies by device) 1Source: US: Google/Manhattan Research June 2012. “Screen to script: The Doctor’s Digital Path to Treatment”; EU5: Kantar Health: All Global Research Sept 2013 2
  6. 6. Everything is moving towards mobile; physicians are moving towards mobile… 2. And with many physicians using these devices directly in patient consultations2 US EU5 Highest Lowest Smartphone 65% 64% IT 80% UK 50% Tablet 61% 53% IT 71% FR 29% % Among Total US Physicians (n=506), EU5 (n=1005 ~ 200 per country) % Among Total US/EU5 Physicians That Use Smartphones/Tablets Professionally (base size varies by device) 2Source: US: Kantar Health Research December 2011. “Physician Channel Optimization Segmentation”; EU5 Kantar Health: All Global Research Sept 2013 3
  7. 7. … but does it matter in Marketing Research? If mobile is redefining the practice of medicine, does marketing research need to follow? 4
  8. 8. … and would it solve our research issue? Research Issues for Big Pharma: • • • • • • Multi-national studies Small specialised audience recruited via panels Audience becoming more difficult to reach Over researched Complex issues - new drug profiles Industry restricting surveys to PC based online 5
  9. 9. So we asked ourselves… Are we missing physicians by only offering PC online surveys? Is there urgency for MR to move to mobile? What kind of MR can be done on mobile devices? Is mobile limited to short, simple studies? Do results differ between online and mobile? First step to be taken: Conduct Research on Research 6
  10. 10. Our Research on Research was designed to identified… 1. What are the limitations/challenges with mobile surveys Creating Mobile Surveys Fielding Mobile Surveys 2. Are the results comparable? vs. 3. Are there additional learnings? Tablet vs. Smartphone Users 7
  11. 11. Overall Study Design: Demand Study With A Design That Mirrored The Online Survey  Online survey, May 2012  Mobile, November 2012  45 minutes  10-15 minutes core questions  n=302 completes  n=291 completes  Created a 1:1 comparison between the Online and Mobile surveys  Mirrored sampling methods/quotas  Screening criteria matched the Online survey  Key questions were identical to Online survey  The same methodological approach was used for the choice exercise. 8
  12. 12. Recruitment Physicians were invited and screened as they would be for any online study Qualifying respondents were then sent an invite to complete the survey using their mobile device 9
  13. 13. Currently, mobile-only requires a larger panel pool potentially making recruitment of narrow respondent groups more challenging. Attrition due to: PC based Online Screening (n=1055) Invite to Mobile Survey (n=503) • No smartphone/tablet 14% • No survey on Apple/Android possible/desired 8% • Screenouts 26% (comparable to regular online study) • Did not access link • Accessed with wrong device • Quit during survey (comparable to online study) 22% 14% 6% Completion of Mobile Survey (n=291) 10
  14. 14. App vs Online Browser - Online Browser was selected for this study Browser based platform optimized for mobile devices. Benefits Challenges  Allows direct comparison to online survey  Does not allow full functionality of mobile operating system, including for Research-on-Research purposes user ergonomics, game-based  A single program can be used for all technology, mobile device data. mobile devices  Revisiting product profiles  Provides device detection:  Control which devices can access the survey  Manage quotas  Optimize screen on device  Viewing a link requires the device to open a new window and can present challenges getting back to the main survey.  Question layout is familiar to respondents  Allowed responses to be piped in from previous questions  Download of mobile app not needed 11
  15. 15. Verbatim comments on the survey experience were mostly focused on the content rather than the format! Out of the 291 respondents, 9 (3%) had negative comments about the Mobile experience, of which 8 were smartphone users. By comparison there was 24 comments about the Survey Topic Great survey I enjoyed the survey and look forward to additional ones. Thank you Good study on an important topic Well done! Interesting, thought provoking, informative 12
  16. 16. Let’s start looking at some comparisons now… 1. Limitations/challenges with mobile surveys Creating Mobile Surveys Fielding Mobile Surveys 2. Are the results comparable? vs. 3. Additional Learnings: Tablet vs. Smartphone Users 13
  17. 17. In terms of basic screening criteria and other key variables, the only difference we did see was by Patient Volume… Comparison of Key Variables Mobile Survey (A) Online Survey (B) (n=291) (n=302) 98% 98% Years in Practice (mean) Direct Patient Care (mean % of time) Main Practice Setting: Office or Private Practice % Prescribers of… 17 yrs 18 yrs 97% 96% 97% 95% Drug Class A 100% 100% Drug Class B 80% 79% 444B 408 Screening Criteria Board Certified Patient Volume Average number of patients % of Patients by Severity No differences Use by Product Class No differences Mean / % Among Total Physicians Mobile survey results were weighted to reflect the specialty composition of Online survey Letters indicate statistically significant difference between subgroups @ 95% confidence level 14
  18. 18. Maybe most importantly: The reactions to the new drug profiles were nearly identical. Patient Allocations For Product Profiles 1 and 2 Patient Type A Profile 1 Profile 2 Patient Type B Profile 1 Profile 2 40% 30% 31% 30% 30% 31% 25% 23%  Mobile Survey (A) 21% 21% 20%  Online Survey (B) 10% 0% Q5, Q7 Mean % Among Total Physicians Who Saw Product B/U Profile (Varying Base Sizes) No statistically significant difference @ 95% confidence level between groups Mobile survey results were weighted to reflect the specialty composition of Online survey 15
  19. 19. Now, did we see any difference with… 1. Limitations/challenges with mobile surveys Creating Mobile Surveys Fielding Mobile Surveys 2. If results are comparable: vs. 3. Additional Learnings? Tablet vs. Smartphone Users 16
  20. 20. For the vast majority of questions, smartphone and tablet users showed a very similar response pattern. # of Total Patients # of Patients with Indication = Patient Types Current Treatments by Patient Types Choice Model Results: Importances and Sensitivities 17
  21. 21. However, physicians using their smartphone did take longer to complete the survey, possibly limiting research with phone users. Apple iPhone (A) Apple iPad (B) Android Smartphone (C) (n=132) (n=127) (n=30) Median Length Of Interview 15 min. 12 min. 15 min. Completion Rate 88% 95%A 88% % Among Total Physicians (Android Tablet Users Not Shown Due To Extremely Low Base) Letters indicate statistically significant difference between subgroups @ 95% confidence level 18
  22. 22. So what does all of this mean for MR with physicians? 19
  23. 23. Key Learnings Mobile vs. Online results are comparable.  Mobile Doctors appear to be busier – but this does not appear impact results It is absolutely feasible to conduct complex studies, like demand studies on mobile devices.  But, it does require a rethinking of the survey design Is there an urgency to go Mobile?  Same results,  But, mobile does have so much more to offer. 20
  24. 24. Conclusions - Mobile Market Research in Health Care? Mobile Market Research Can Be Used More Broadly than it is Currently Being Used Health Care Professionals mobile device users are very willing to take online surveys and the results currently are comparable between mobile and online. Clearly, the use of mobile devices is growing, and will continue to grow, already 7-20% of survey respondents in the USA are trying to take surveys on mobile devices.1 Across the EU5, a mobile device is now the most preferred device for answering a market research survey by 35% of physicians, this higher than the Office PC at 23%, and slightly behind the Personal PC at 42%2 Great potential lies in fully harnessing mobile devices and carrying out research at the point of engagement to including context specific insights and application technologies. To get the full benefit requires a rethinking of survey design for mobile and agency investment Casro Technology Conference in New York June 2012. “Smartphone-ready respondents find research industry unprepared”. 2Source: Kantar Health Research: All Global Research Sept 2013 1Source: 21
  25. 25. And therefore the Journey continues… Thank You! Richard Goosey Chief Methodologist Kantar Health The catalyst for successful decision-making in the life sciences industry T: +44 (0)1372 825 894 M: +44 (0)7740 109858 richard.goosey@kantarhealth.com 22
  26. 26. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  27. 27. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  28. 28. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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