Ομιλία – παρουσίαση: Νίκος Κωστάρας, Γενικός Διευθυντής Ελλάδας, IMS Health Τίτλος παρουσίασης: «Μείωση Δαπάνης μέσω αύξησης Πληροφόρησης»

1. 0 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
IMS Health Technology
Enhanced awareness:
Can it help reduce healthcare expenditure?
Insights from Greek internet media usage in Healthcare
7o Pharma & Health Conference
July, 2016 – Athens
Nikos Kostaras, General mgr, IMS Health Greece

2. 1 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
The amount of soda Americans drink has declined
The average number of daily calories has fallen
Physical activity has started to rise
Educated Americans have seen improvements
After decades of relentless
rise, the number of new cases
of diabetes in the United States
has finally started to decline
Higher awareness increases prevention...

3. 2 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
Can Digital Media serve this objective?

4. 3 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
Research area
Asthma / COPD is a popular area of discussion in the web; Internet
buzz is focused on diagnosis, prevention and treatment
Key Findings:
A great number of specialized sites, many of which
are owned by HCPs create rich and reliable content
Therapeutic approaches are often described and
presented to public
Prevention is an important area including advice on
how to adopt a healthier way of living
Key terms searched:
“Άσθμα”, “ΧΑΠ” and
“χρονια αποφρακτικη
πνευμονοπαθεια”
1,321 distinct links were identified
from 831 distinct domains
Focused on 856 links & 447 domains;
rest were excluded due to minor importance or foreign language

5. 4 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
Top websites
Top-20 sites have original content, are better ranked and set the
standards for others
4% of the sites create ~20% of the buzz
pneymonologos.net
www.onmed.gr
respi-gam.net
www.pneumonologia.gr
www.iatropedia.gr
www.iator.gr
blog.doctoranytime.gr
www.pneumon.org
Top 20 HCP domains are very well
ranked and generate 41% of the total
HCP buzz
Among top
websites 18% of the sites belong to HCPs
Among top HCP’s websites
pneymonologos.net
www.pneumonologos.site90.com
www.georgoudakis.gr
e-pneumonologos.gr
www.pneumonologikokentro.gr

6. 5 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
Domain’s Theme Content Type
# of Mentions per Domain’s Theme and Content type
Asthma / COPD is mostly mentioned in scientific sites that mainly
post original content
Scientific
40%
1%
News
32%
Blogs
28%
Social Media
5%
Community
33%Copy
Original
62%

7. 6 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
Top 20 domains based on Search Engine Ranking
Almost half of the top-20 domains are scientific
9
5
6Blogs
News
Scientific

8. 7 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
% of Mentions per Domain’s different attributes
Most of Asthma / COPD mentions can be found in websites with
focus on health care
Health Focus
62%
1%
17%
0%
Patient Group
20%
PharmaCos News
(general interest)
HCPs

9. 8 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
Themes/ Keywords of conversation
Asthma / COPD prevention is the 2nd most common discussion topic
Discussion topics
Disease description Diagnosis
• Scientific disease
description
• Symptoms
• Clinical Description
• Product Characteristics
• Disease diagnosis
techniques
• Keywords:
o Έγκαιρη διάγνωση
o Σπιρομέτρηση
o Λειτουργικός
έλεγχος αναπνοής
Prevention
• Ways to prevent
Asthma/ COPD for
general population
• Keywords:
o Πρόληψη
o Πρόλαβε και
αντιμετωπισε
Treatment
• Holistic treatment using
medicine and way of
living
• Keywords:
o Θεραπεία
o Σωστή διατροφή
o Kάπνισμα
• New products
• Keywords:
o [Company X]
o Καινοτόμα
φάρμακα
16% 21% 36%27%

10. 9 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
Indicative comments related to Asthma / COPD
Comments on
Prevention
Comments
on Products
«Ζήσε με υγεία», πρόλαβε και
αντιμετώπισε τη ΧΑΠ»
«3η αιτία θανάτου η ΧΑΠ
μέχρι το 2020»
«Οι Βιταμίνες που βοηθουν
όσους πάσχουν από άσθμα»
«Η ΧΑΠ σκοτώνει, η έγκαιρη διάγνωση
και η στοχευμένη θεραπεία σώζουν»
«PharmaCo 1: Νέα θεραπεία
για άσθμα και ΧΑΠ»
«Καινοτόμος θεραπεία της
PharmaCo 1»
«Η ''ΒΙΤΑΜΙΝΗ ΤΟΥ ΗΛΙΟΥ''
ΘΕΡΑΠΕΙΑ ΓΙΑ ΤΟ ΑΣΘΜΑ»

11. 10 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
Key findings
Stakeholders could use the internet to create buzz focused on
diagnosis & prevention aiming to enhance awareness
• People actively use internet to get information & advice
• Web users are interested in diseases prevention: “Prevention” ranked 2nd, right after “Treatment”
and above “Diagnosis” and “Disease description”
• Sites with Original and rich content attarct more users
• In the digital era, it seems there is the opportunity to attract interest and enhance awareness
via added-value, high traffic sites, enhancing awareness creating rich & original content
• COPD attracts the interest of the users, and is ranked above other important diseases

12. 11 IMS Health Confidential Insights from Greek internet media usage in Healthcare • July 2016
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