We have entered the Age of Interactivity,connecting people and tools                  Web 2.0, Social Media, and Unified C...
To date, physicians rely on both people andtools to access health information       People                  Tools3
Virtually all US physicians are online today                                                                       Number ...
Yet Physicians use a variety of sourcesto stay informed about medicine                                Media vehicles are  ...
As such, promotion to physicians needs tomirror the way they consume media                                                ...
When online, physicians turn to searchengines most often                                   Physician Websites Used in Rese...
Physicians search most often to       inquire about healthcare info                                            Reasons for...
… and Physicians trust what they find from search      88%      Search engines                                       77%  ...
EU doctors are using portalsmuch more than US counterparts         Physician Resource                      Europe   US    ...
US Physicians use the internet more for literaturereview and drug references                                              ...
While online media usage is certainlyincreasing, it’s not an “Either/Or” situation             Physicians’ Usage of Offlin...
CMI data supports that theory – particularly theimportance of traditional media              Most Important Sources of Inf...
Physicians rely on traditional sources whenmaking important prescribing decisions             KRC Research: http://www.krc...
…Additionally, they rely on multiple complimentarychannels for info delivery      KRC Research: http://www.krcresearch.com...
Physician Smartphone usage is also on the rise…                 • 72% of US physicians now have                    Smartph...
Physicians rely on Smartphones for quick and easy accessto information                             Why do physicians use t...
Smartphones and apps are quickly becomingessential to a physician’s daily practice                          • One-third ac...
For clinicians, Smartphone apps offer an alternative tomore cumbersome IT formats19
eCollaboration between physician and patient alsofacilitates better health exchange                                       ...
Physician adoption of basic EMR systemshas grown 42% since 2007                                                           ...
Industry professionals believe social media will changethe way we engage with doctors       Source: LinkedIn user poll, 20...
23
Pharma companies are “tweeting”                              Companies share almost                               anythin...
And Pharma is exploringthe use of social media with HCPs                   A few companies have already started to dip the...
The majority of HCPs are willing to engage withpharma in social networks“I am interested in interacting with pharma, biote...
Physicians would use social media more if therewere established rules of engagement                                     20...
And hospitals are engaging in social                       All 14 hospitals listed on the 2010-2011                      ...
Summary of findingsMulti-channel engagement is essential    On average, more than three-quarters of consumers are using t...
It is so different than itwaseven10years ago30
How has the pharma media model changed?                From                             To     Building consumer awareness...
So what is the “Optimal Media Mix?”                       Developing the Optimal                       Media Mix is a proc...
Traditional offline resources still have wide reach and impact…Physicians use of resources and impact on professional deci...
Media mix best case scenario: A combination ofonline and offline channels Strengths – Online                             S...
Media Utilization and Preferences of Physicians: Trends in Engagement
Media Utilization and Preferences of Physicians: Trends in Engagement
Upcoming SlideShare
Loading in …5
×

Media Utilization and Preferences of Physicians: Trends in Engagement

4,965 views

Published on

A compilation of the latest physician media utilization and promotional access trends related to pharmaceutical DTP promotion

0 Comments
17 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,965
On SlideShare
0
From Embeds
0
Number of Embeds
25
Actions
Shares
0
Downloads
0
Comments
0
Likes
17
Embeds 0
No embeds

No notes for slide

Media Utilization and Preferences of Physicians: Trends in Engagement

  1. 1. We have entered the Age of Interactivity,connecting people and tools Web 2.0, Social Media, and Unified Communication Technologies have Changed Our World • Transforming the way people interact, and the companies and way companies do business  Revolutionizing the way people seek product information and engage in real-time opinion sharing  Moving one-way information gathering to multi-way communication andThe Internet is collaboration not only  Giving potential for every e-user to be heard transmitting news, it is  Proliferating communities, broad influence networks and product champions affecting news2
  2. 2. To date, physicians rely on both people andtools to access health information People Tools3
  3. 3. Virtually all US physicians are online today Number is up significantly from even 2 years ago (9.9 hours) Average time online per week 15.9 hours SOURCE: Manhattan Research, Taking the Pulse, 20094
  4. 4. Yet Physicians use a variety of sourcesto stay informed about medicine Media vehicles are now roughly 60% Push and 40% Pull; utilizing personal, traditional and eMedia channelsSource: KRC Research5
  5. 5. As such, promotion to physicians needs tomirror the way they consume media Conventions KOL Viral Mail Community MOA Animations 1 In Office 24 2 23 3 Mobile Apps Radio 22 4 Direct Mail PDAs 21 5 Newspaper Podcasts/ 20 6 Webcasts TV 19 7 eDetails 18 eCommerce Sales Force 17 Magazines/Journals Social Networks 16 16 On Demand Live Programming Support 15 Branded Games Search eNewsletters Widgets Banner Ads6
  6. 6. When online, physicians turn to searchengines most often Physician Websites Used in Research 92%90% 81%80% 74% use Google 65% **********70% 59%60% 55% 13%50% use Google Scholar40% 36% 29%30%20% 14% 11%10% 0% Search Engines General Health Health.org Drug-specific Pharma Co. Hospital or Clinic Medical Device Chat Rooms, Video Websites Websites Websites Websites Websites Websites Websites Message BoardsSource: Hall & Partners and Google Custom HCP Study, August 2009 7
  7. 7. Physicians search most often to inquire about healthcare info Reasons for Conducting Online Research Patient Drug/Treatments Questions 81% Specific drug information 77% Treatment side effects 68% Drug safety information 66% New medications 64% of physicians go to Contraindications 59% Search engines, Medication in development 45% more often than Clinical trial information 45% any other online resource Patient/ Conditions General condition information 75% Information for patients 61%Source: Hall & Partners and Google Custom Information to aid diagnosis 53%HCP Study, August 20098
  8. 8. … and Physicians trust what they find from search 88% Search engines 77% Rely more on have made looking for search engines than in information online easier. the past.73% Search engine 69% Tend to use searchresults tend to be engines throughout therelevant to my query. research process. 57% Trust the 60% Search engines are results listed in the my “go to” online source. search engine results page. Source: Hall & Partners and Google Custom HCP Study, August 2009 9
  9. 9. EU doctors are using portalsmuch more than US counterparts Physician Resource Europe US Physicians’ Portals 81 36 Half of European (Univadis, Doctors.net) physicians also believe that Wikipedia 58 66 pharmaceutical companies can and should offer digital services that can be HCP Online forums/ 57 59 integrated into their local primary and boards/communities secondary care services, Pharmaceutical company 51 68 websites compared to only a Video portals 24 30 quarter of US Reading blogs 14 14 physicians Source: Kantar Health and Digitas Health, 201010
  10. 10. US Physicians use the internet more for literaturereview and drug references Suggests that what big pharma has offered so far has been valued far less than other resources Source: Jupiter Research, US Online Physician Executive Survey11
  11. 11. While online media usage is certainlyincreasing, it’s not an “Either/Or” situation Physicians’ Usage of Offline & Online Media +20% +9% +26% -15% -14%Source: Manhattan Research Taking the Pulse v9.0, USNumbers represent significant changes over two years12
  12. 12. CMI data supports that theory – particularly theimportance of traditional media Most Important Sources of Info (10 Being Most Important) 9 8 7 6 5 4 3 2 1 0 Source: CMI’s ByDoctor® OnDemandsm 2009-201013
  13. 13. Physicians rely on traditional sources whenmaking important prescribing decisions KRC Research: http://www.krcresearch.com/pdfs/KRC_ReportPharmaceutical.pdf14
  14. 14. …Additionally, they rely on multiple complimentarychannels for info delivery KRC Research: http://www.krcresearch.com/pdfs/KRC_ReportPharmaceutical.pdf15
  15. 15. Physician Smartphone usage is also on the rise… • 72% of US physicians now have Smartphones1 • 80% of U.S. physicians who own a Smartphone or PDA agree that their device is essential to their practice, up from 65% in 2008 • Ads viewed on Smartphone typically have higher CTR than those viewed on a PC2 − Internet Banner: 0.2% average − Mobile Banner: 2.0 – 3.0% average 1 Manhattan Research 2 ABI Research, eMarketer16
  16. 16. Physicians rely on Smartphones for quick and easy accessto information Why do physicians use their Smartphones? 86% Any Clinical Use 81% 63% Drug Reference Database 53% 50% Prescription Dosage Calculator 38% PCP 49% Spec Treatment Guidelines 32% 43% Clinical Medical reference 41% 42% Checking Formulary Status 27% 31% Product Updates 27% 22% Reading Articles or Abstracts 25% 22% Continuing Medical Education 19% 0 18 36 54 Source: Manhattan Research – Taking the Pulse, 2008 – The Mobile Physician. 72 90 10817
  17. 17. Smartphones and apps are quickly becomingessential to a physician’s daily practice • One-third access their Smartphone during patient consultations1 • As of April 2010, 27% of healthcare apps were geared towards HCPs2 1: MobiHealthNews, April 2010 2: Manhattan Research, Taking the Pulse18
  18. 18. For clinicians, Smartphone apps offer an alternative tomore cumbersome IT formats19
  19. 19. eCollaboration between physician and patient alsofacilitates better health exchange Researchers found that the use of secure patient-physician messaging in any two-month period was associated with statistically significant improvements in HEDIS (Healthcare Effectiveness Data and Information Set) - Kaiser Permanente, 2010Source: Lightspeed Research, September, 200920
  20. 20. Physician adoption of basic EMR systemshas grown 42% since 2007  At the end of 2009, 20.5% of office-based physicians had what the CDC termed a basic EMR system in place*  Fully functional systems** still haven’t reached double-digit usage (currently around 6%) * Basic system" means one with a minimum of six certain functionalities ** Fully functional“ includes plus more, such as warnings of drug interactions or contraindications, medical history and follow-up, and orders for testsSource: National Ambulatory Medical Care Survey, National Center for Health Statistics, Centers for Disease Controland Prevention, released December 200921
  21. 21. Industry professionals believe social media will changethe way we engage with doctors Source: LinkedIn user poll, 200922
  22. 22. 23
  23. 23. Pharma companies are “tweeting”  Companies share almost anything—general news, job postings, pipeline updates, philanthropy efforts, even POV on social media Source: L2 and PHD Media, May 201024
  24. 24. And Pharma is exploringthe use of social media with HCPs A few companies have already started to dip their toes in the social media waters  For example, Medtronic has sponsored training videos for surgeons on OrLive  Novartis runs a virtual physician advisory board called the PCP Heartburn Advisory Board  AstraZeneca has partnered with the American College of Gastroenterology to launch ACG GI Circle, an online interactive community built for ACG members25
  25. 25. The majority of HCPs are willing to engage withpharma in social networks“I am interested in interacting with pharma, biotech and devicecompanies on HCP-only social networks.” 70% Strongly agree + agree30%Stronglydisagree+ disagreeSource: Manhattan Research, Taking the Pulse v8.026
  26. 26. Physicians would use social media more if therewere established rules of engagement 2010 Survey result: Would you be more likely to use social media for health if there were clear, established regulations & guidelines on how patient, doctors and healthcare companies can interact using them?Source: pharmaphorum.com27
  27. 27. And hospitals are engaging in social  All 14 hospitals listed on the 2010-2011 U.S. News Honor Roll are using social media  78% of the larger Best Hospitals List are also engaged on Facebook,Twitter and other social media sites Source: Social Media and the U.S. News Hospitals, JULY 28, 201028
  28. 28. Summary of findingsMulti-channel engagement is essential On average, more than three-quarters of consumers are using two or more channels to browse, research, and purchase products The Internet is no longer an add-on, it needs to be a core piece of the multichannel pharmaceutical media mix Smartphones and social media have given rise to immediate dissemination and sharing of information, but the information needs to fit the media As the use of Web 2.0 technology continues, HCPs direct influence on what the patient actually takes will diminish and shift towards other HCPs Because your customers are coming to merchants through multiple channels, it’s necessary to link those experiences and create a continuous conversation to avoid gaps where the sale could be lost The key is message consistency- you need to be saying the same thing no matter where you are to communicate the value proposition29
  29. 29. It is so different than itwaseven10years ago30
  30. 30. How has the pharma media model changed? From To Building consumer awareness Maximizing the patient / physician and influencing physicians dialogue Driving recommendations Driving two-way conversations Science as a proof point Science as a stimulus to dialogue Separate consumer & One world with two dialects HCP worlds Direct sales model Relationship marketing model Advertising-driven Marketing and publication-driven Supplying information Supporting all parties through a leading to a transaction transaction31
  31. 31. So what is the “Optimal Media Mix?” Developing the Optimal Media Mix is a process determined by measuring the impact past decisions had on all KPIs, which provides the ability to forecast the impact current decisions will have across KPIs over time32
  32. 32. Traditional offline resources still have wide reach and impact…Physicians use of resources and impact on professional decision making 80% • Offline resources • Online resources someor highimpact) Journals Pharma Reps 60 Printed references & textbooks Search engines Information Relative Impact from colleagues Newspaper or on television (%of usersreporting Online references & textbooks 40 Online news sources Online journals Physician-targeted portals CME Online message boards Disease specific websites chat rooms, or blogs Rx Product Web sites Online CME 20 Impact Pharma eDetailing Online corporate Conferences websites conferences 0 20 40 60 80 100% Reach (%usingsourceat leastweekly) Source: Manhattan Research, 2007 Study of Technology as a Complement to U.S. Detail Efforts 33
  33. 33. Media mix best case scenario: A combination ofonline and offline channels Strengths – Online Strengths – Offline  Patient-tailored interventions  Access to larger patient base (not only  Customized + dynamic content those online)  Potential for frequent interactions  Access to larger base of support and care givers (not only those online)  Two-way communication  Interactions don’t depend on patients’  Lower production costs actions or willingness to receive  Low incremental costs information  More viral potential  Diversity of channels (print, mail, call centers)  Ability to link real-time with other Web content or applications  Easy collection/analysis of data  Continuous fine tuning possible The choice of channel mix  ROI can be measured at multiple touch points should take into account the tradeoff between content richness and reach34

×