Global Doctors habits. Manhattan research. Overview. Russia is a leader in professional online communities usage.

1. 1

2. 2
§ Cybercitizen Health EU – 2012 –
Cancer
§ Cybercitizen Health US – 2011
Cancer
2012 ADD ADHD
2012 HIV/AIDS
2012 MS
§ ePharma Consumer US – 2011
Epilepsy Segmentation
§ Cybercitizen Health US – 2013
Reference Deck
§ ePharma Consumer US – 2012
Manhattan Research consumer
study
Manhattan Research
Consumer HCP
§ ePharma Physician US 2011 – Urologists
§ Taking the Pulse US – 2010 Allergists
2010 Neurologists
§ Taking the Pulse – 2012 Pharmacists
§ Taking the Pulse – 2013
Cardiologists
Endocrinologists
Neurologists
Oncologists
PCPs
Psychiatrists
Rheumatologists
§ ePharma Physician US – 2012
§ Taking the Pulse 2011 – Europe
§ Taking the Pulse 2012 - BRIC
§ Taking the Pulse 2013 - US

3. 3
Manhattan Research: Taking the Pulse Global
Country-specific HCP technology/social usage,
resources, pharma company relationships
Taking the Pulse
§ Australia 2014
§ Brazil 2014
§ Canada 2014
§ China 2014
§ Europe 2013
§ France
§ Germany
§ Italy
§ Spain
§ UK
§ India 2014
§ Japan 2014
§ Mexico 2014
§ Middle East 2013
§ Russia 2014
§ South Africa 2013
§ Turkey 2014
Digital Workflow: How are physicians flowing across screens
and platforms and how can marketers provide value-add
content and services ?
Media Mix: Which sources are physicians relying on day-to-
day to conduct their practices?
Mobile optimization: How are smartphones and tablets
impacting decisions?
Pharma relationship: How can pharma leverage
relationships with physicians both online and offline?

4. 4
Taking the Pulse® Global 2014 Study Methodology Summary
Source: Manhattan Research, Taking the Pulse® Global 2014
How was the survey
conducted?
When was the survey
fielded/released?
The 2014 survey was conducted online.
The survey was fielded in Q1 of 2014.
Where was the
survey conducted?
In order to optimize the study and provide geographic diversity, various regions were targeted in each
country. First, second, and third tier cities were targeted, as well as segments of non-urban physicians in each
country, including rural physicians from towns, villages, outer-suburbs, county-level cities, and the
countryside. Of the physicians who participated in the survey, 50% live in Tier 1 cities, 35% live in Tier 2
cities, and 15% live in Tier 3 cities.
Australia
Brazil
Canada
China
India
Japan
Mexico
Russia
Turkey
Total
Participants
228
205
230
362
201
202
203
204
202
PCPs
121
99
111
151
100
100
100
101
101
Specialists
107
106
119
211
101
102
103
103
101
Surveyed
face-to-
face/phone
-
103
-
157
100
-
101
90
102
Surveyed
Online
228
102
230
205
101
202
102
114
100
Non-urban
physicians
34
50
50
87
44
51
45
46
47

5. 5
Taking the Pulse® Global 2013 Study Methodology Summary
Source: Manhattan Research, Taking the Pulse® Global 2014
How was the survey
conducted?
When was the survey
fielded/released?
The Taking the Pulse Europe 2013 survey was conducted online and recruited via email.
The Middle East and South Africa Taking the Pulse 2013 surveys were conducted via face to
face interviews.
The Europe survey was fielded and released in Q4 of 2013. The Middle East survey and
the South Africa survey were both conducted December 2013 – February 2014.
Where was the
survey conducted?
The 2013 survey was conducted online and physicians were recruited via email. Physicians were told it was
regarding “communication channels” within their practice and were given the option to complete the survey
in the language of their choice (options were German, Spanish, French, Italian, or English).
Europe:
France
Europe:
Germany
Europe:
Italy
Europe:
Spain
Europe:
UK
Middle
East
South
Africa
Total
Participant
s
256
248
249
252
250
110 (50
United
Arab
Emirates,
30 Kuwait,
30 Saudi
Arabia)
51

6. 6
Today’s Focus
• What’s New?
• What’s Unexpected and Surprising?
• How are HCPs different?

7. 7
Digital WorkFlow

8. 8
Digital
Workflow:
Triple
screen
threat:
The
majority
of
all
2014
surveyed
na8ons’
HCPs
u8lize
their
desktop/laptop,
smartphone,
and
tablet
in
their
workday.
• Japan
is
the
only
excep8on,
where
less
than
half
of
their
physicians
(47%)
u8lize
triple
screens
for
professional
purposes.

9. 9
Digital
Workflow:
Top
Screen:
While
many
HCPs
use
desktop/
laptop
the
most
as
their
top
screen
during
the
workday
and
during
pa8ent
consulta8ons,
some
HCPs
in
certain
markets
do
spend
the
most
8me
on
other
devices
• Notably,
physicians
in
China,
India,
Mexico,
and
Russia
spend
more
8me
on
their
smartphones
during
the
workday
than
on
their
desktop/laptop
or
tablet
device
• When
comparing
tablet
and
smartphone
professional
usage,
most
polled
countries
indicate
equal
usage,
with
a
few
excep8ons
• HCPs
in
Japan
are
more
likely
to
own
a
tablet
than
a
smartphone
• Physicians
in
Turkey
are
more
likely
to
use
their
smartphone
during
the
day
than
a
tablet

10. 10
Device
Profile:
In
terms
of
frequency
of
use,
desktops/laptops
are
the
leading
screen.
These
sessions
last
longer
than
sessions
on
tablets
and
smartphones
Digital
Workflow:
• HCPs
use
their
desktop/laptop
anywhere
from
4
8mes
a
day
to
25
8mes
a
day,
with
sessions
las8ng
15
minutes
to
24
minutes
EACH
Sharing
Resources:
Physicians
vary
in
terms
of
their
openness
with
sharing
a
digital
resource
with
pa8ents
during
a
pa8ent
consulta8on
• In
countries
such
as
Brazil,
Canada,
and
South
Africa,
physicians
are
open
to
usually
showing
a
resource
to
a
pa8ent
during
a
consulta8on
• HCPs
in
Australia,
China,
India,
Japan,
Middle
East,
Russia,
and
Turkey
occasionally
or
never
show
a
digital
resource
to
their
pa8ent

11. 11
Digital
Workflow:
Typical
workday:
In
all
countries,
physicians
spend
the
majority
of
their
workday
seeing
pa8ents
(anywhere
from
4.7
hours
to
7.5
hours
a
day)
• In
countries
such
as
China
and
Turkey,
physicians
do
not
report
spending
8me
on
EHR
plaWorms
in
their
workday
Low EHR
usage
High EHR
usage
Australia
– 72%
Brazil –
62%
Canada –
60%
India –
33%
Japan –
60%
Mexico –
51%
Russia –
33%
Turkey –
0%
China –
0%
France–
70%
Italy 21%
Germany-
46%
Spain –
74%
UK – 59%

12. 12
Media Mix

13. 13
Media
Mix:
Source
of
InformaMon:
In
all
polled
countries,
the
majority
of
HCPs
prefer
digital
format
over
print
as
their
first
choice
when
looking
for
informa8on
to
guide
their
clinical
decisions
India –
60%
China –
62%
Japan –
66%
Russia &
South
Africa –
71%
Turkey
and
Middle
East- 73%
Canada –
80%
Brazil –
81%
Mexico –
82%
Australia
– 86%
% of HCPs who prefer digital resources

14. 14
Media
Mix:
Pharma
website
visitaMon:
Pharma
website
weekly
visita8on
amongst
physicians
ranges
from
19%
to
82%
in
a
country.
Pharma
websites
are
defined
as
pharmaceu8cal
product
websites,
customer
service
websites,
corporate
websites
and
disease/condi8on
websites
• Of
all
polled
countries,
the
majority
physicians
in
Russia
(82%)
visit
any
pharma
website
weekly
or
more
o[en,
indica8ng
that
those
physicians
are
most
willing
or
open
to
pharma-­‐sponsored
sources
for
informa8on
and
digital
assets

15. 15
Media
Mix:
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Utilization and Interest in HCP communities
Already Use
Very Interested
Somewhat Interested
Not interested

16. 16
Media
Mix:
Local
Networks
Doctors.net.uk
Coliquio
Egora
Medscape
Physician
Connect
Medicitalia
NIH
Medportal.Ru
Weibo
Orkut
Quora
Bebo
Viadeo
Tuen8
Xing

17. 17
Mobile Optimization

18. 18
Mobile
OpMmizaMon:
Top
Smartphone/Tablet
• The
Top
Smartphone
is
iOS/Apple
in
Australia,
Brazil,
Canada,
EU,
Japan,
Turkey,
and
South
Africa
• Android
is
the
top
smartphone
in
China,
India,
Mexico,
Middle
East,
and
Russia
• Incidentally,
physicians
in
China,
India,
Mexico,
and
Russia
also
reported
that
they
spend
more
8me
on
their
smartphone
than
on
their
desktop/
laptop
during
the
workday,
indica8ng
that
the
Android
plaWorm
may
be
more
conducive
to
longer
usage
sessions
than
the
iOS
plaWorm
for
HCPs
• Android
plaWorm
is
gaining
trac8on
in
the
EU
smartphone
market
• The
Top
Tablet
is
iOS/Apple
in
Australia,
Brazil,
Canada,
China,
Japan,
EU,
Mexico,
Middle
East,
Turkey,
and
South
Africa
• Android
is
the
top
tablet
in
both
India
and
Russia
• Physicians
in
India
and
Russia
are
also
more
likely
to
have
both
a
smartphone
and
tablet
on
the
Android
plaWorm

19. 19
Mobile
OpMmizaMon:
Interest
in
InteracMng
with
Pharma
via
Smartphone
• HCPs
vary
in
their
interest
in
using
pharma
resources
on
their
smartphone.
The
most
common
interests
that
respondents
chose
were
product
websites,
condiMon
specific
websites,
or
an
app
provided
by
a
pharma
company.
55%
79%
48%
81%
74%
75%
90%
86%
75%
63%
63%
0%
20%
40%
60%
80%
100%
HCP interest in smartphone pharma resources
*EU
not
depicted

20. 20
Relationship with Pharma

21. 21
Pharma
RelaMonship:
Sales
Rep
Access:
Sales
rep
penetraMon
in
HCP
offices
vary
by
country
87%
92%
77%
70%
83%
83%
91%
93%
91%
83%
91%
76%
92%
90%
81%
75%
0
5
10
15
20
25
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Rep Access
Mean number of times
Saw a rep last 6 months

22. 22
Pharma
RelaMonship:
Why
do
HCPs
feel
that
rep
visits
are
beneficial?
• Product
informaMon
is
the
number
one
reason
why
HCPs
find
rep
visits
to
be
beneficial
• Physicians
in
India,
Russia,
and
Turkey
find
value
in
printed
brochures/pa8ent
educa8onal
materials
–
these
are
also
the
three
countries
with
lowest
EHR
usage
0
1
2
3
4
5
6
7
8
9
Product Information
Answering Specific
questions relating to
products
Drug Samples
Clinical Trial Results
Information about Medical
conferences/meetings
Printed brochures and
other printed patient ed
leave behinds
Top Benefits
Excluding Middle East and South Africa

23. 23
Pharma
RelaMonship:
Tablet
Reps
Australi
a
Brazil
Canada
China
France
German
y
India
Italy
Japan
Mexico
Middle
East
Russia
South
Africa
Spain
Turkey
UK
Saw an iPad rep
84%
63%
78%
46%
54%
60%
31%
68%
71%
70%
76%
22%
71%
75%
71%
65%
Agree tablets add value to the meeting
50%
50%
44%
71%
27%
18%
63%
7%
10%
71%
81%
63%
63%
9%
68%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tablet Rep Details

24. 24
Pharma
RelaMonship:
Why
do
HCPs
not
uMlize
Pharma
websites?
Almost
all
polled
countries
listed
“InformaMon
is
biased”
as
the
number
one
reason
why
physicians
do
not
use
pharma
websites
However,
the
majority
of
HCPs
agree
that
they
would
use
pharma
websites
more
with
certain
improvements:
• Regularly
updated
content
• Beder
quality
pharma
websites
• Links
to
other
medical
resources
• Easier
to
navigate

25. 25
Country by Country

26. 26
• Reason for not using pharma websites is because HCPs feel the information is
biased. 10% read professional email newsletters from pharma companies
• Most HCPs find Rx information on their own, but 92% are interested in sharing
pharma provided patient educational materials with their patients
• About half of Australian HCPs show interest in using pharma resources on a
smartphone
• They under-index in their social network usage
• About half carry their smartphone with them all day, and 86% prefer digital
resources for clinical information. However, they spend the most time on desktops/
laptops
Trusts Pharma?
Mobile Friendly?
Australia
Social Savvy?

27. 27
• Their pharma website visitation is strong (60%). They are also the most ikely
to trust a pharma-sponsored website and would find value in pharma
company interaction in an online physician community.
• There is a high demand for content catered specifically to Brazil
• Reps have a broad reach in Brazil. HCPs refer to them for drug samples
• HCPs in Brazil are more likely to go on social networks (Facebook is a top
choice)
• They spend more time on EHR platforms in a given workday than physicians in
other countries
• 81% agree that their first choice for clinical information is digital sources
Trusts Pharma?
Mobile Friendly?
Brazil
Social Savvy?

28. 28
• Low pharma site visitation, and low social network
utilization. They do not use pharma websites because they
feel the information is biased
• Physicians use their tablets/smartphones almost equally
compared to their desktops. About half carry their
smartphone all day
• They primarily use their smartphone/tablet devices to read
news articles and abstracts
Trusts Pharma?
Mobile Friendly?
Social Savvy?
Canada

29. 29
• Heavy smartphone usage. Physicians report it is the top screen used
throughout the workday, followed by desktop
• There is an interest in Chinese-specific resources from pharma. Their
top reason for not using pharma websites more is because they do not
know which website will have the information that they need
• 56% use the Weibo social network for professional purposes. While the
minority use physician-only communities, 85% are very receptive with
pharma involvement. 81% are interested in using a pharma-sponsored
mobile resource
• 46% physicians in China reported seeing a rep with an iPad (iPad detail),
with the majority still using printed materials. However, the majority agree
that tablets add value to a rep visit
China
Trusts Pharma?
Mobile Friendly?
Social Savvy?

30. 30
• More
EU
physicians
own
a
smartphone
than
any
other
device
for
professional
use
• But
more
8me
is
spent
on
their
desktop,
and
physicians
do
not
u8lize
tablet
very
o[en
in
the
work
day
• 59%
access
medical
resources
in
English,
and
61%
are
interested
in
resources
created
specifically
for
their
country
• Their
top
social
networks
are
Google+,
LinkedIn,
and
Facebook
• 18%
are
currently
on
physician
only
networks
• 85%
recalled
seeing
a
rep
in
person,
and
reps
are
more
o[en
u8lizing
print
materials
rather
than
an
ipad
detail
Trusts Pharma?
Mobile Friendly?
Social Savvy?
European Union: France, Germany, Italy, Spain, UK

31. 31
• HCPs in India over-index in their agreement that pharma-sponsored
communications are credible (26%). However, their top reason for not
using pharma website is because they feel the information is biased
• Majority are interested in pharma involvement in physician-only
communities
• Physicians use their three devices (desktop, tablet, and smartphone) but
smartphone is the top screen during a typical workday
• EHR platforms are used sparingly in the workday, and adoption is low
• 60% prefer digital resources (under-index compared to other countries)
Trusts Pharma?
Mobile Friendly?
Social Savvy?
India

32. 32
• The percentage of physicians who use a tablet during the workday over-
indexes compared to other countries
• While their top screen used throughout the day is the desktop, their
smartphone/tablet usage is equal. Only 17% agree that smartphone is a
critical resource in their working day
• 89% utilize websites designed for HCP audience. Half use any pharma
website
• Physicians predominately use Facebook, followed by Google+, for
professional social networking
• 25% are currently on physician-only communities, and the majority are
receptive to pharma company interactions
Trusts Pharma?
Mobile Friendly?
Social Savvy?
Japan

33. 33
• HCPs in Mexico, on average, over-index in their time spend on digital
resources in a typical workday when compared with other markets
(2.9 hours)
• Smartphone is their top screen used during the workday, and their
tablet sessions are longer than desktop sessions
• A strong percentage (82%) prefer digital resources and half would like
to see a pharma-sponsored mobile app
• 61% visit any pharma website, and 94% are interested in pharma
interaction in an HCP-only community
• They also believe that pharma sources are credible
Trusts Pharma?
Mobile Friendly?
Social Savvy?
Mexico

34. 34
• A strong percentage of physicians use Facebook for
professional purposes (78%)
• 69% carry their smartphone and use it constantly
• 99% access materials in English because they feel they
have the most complete information available, but half would
like to see more country-specific professional resources
• 66% would prefer a physician online community without other
information like medical news
Trusts Pharma?
Mobile Friendly?
Social Savvy?
Middle East (United Emirates, Kuwait, Saudi Arabia)

35. 35
• Smartphones are their top screen used throughout the day
• 82% of physicians visit any pharma website, over-
indexing other countries
• 94% indicate they are open to pharma interaction in
physician only networks, and 75% indicate an interest in
pharma resources on their smartphone
• Their top reason for not visiting pharma websites is because
they do not know which websites have the information they
need
Trusts Pharma?
Mobile Friendly?
Social Savvy?
Russia

36. 36
• Percentage of physicians who use a smartphone is nearly equal to
that of those who use a desktop, however, they still spend the most
time on desktop devices in a typical workday
• 70% carry a smartphone and use it constantly. Of those who are
interested in pharma resources on their smartphone, they would like
to see condition-specific websites or product websites
• High demand for specific patient education materials as well as
materials created specifically for South Africa. 98% are interested
in sharing patient educational materials provided from pharma
companies
• 92% saw a rep and the majority agree that they trust and respect
the professional opinion of their reps
Trusts Pharma?
Mobile Friendly?
Social Savvy?
South Africa

37. 37
• Physicians in Turkey are moving towards mobile, however 22%
carry a smartphone and use it constantly throughout the day
• They do not use pharma communications because they feel
information is biased or superficial, but 75% would be interested in
pharma interaction in physician networks
• 64% are satisfied with the quality of medical digital resources in
their local language
• Pharma rep reach is not as broad as in other countries, but those
who do see a rep have higher than average frequency
Trusts Pharma?
Mobile Friendly?
Social Savvy?
Turkey