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October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
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MEDIA & ASSOCIATION PARTNERS
Harnessing Mobile Technology to Draw Insights from Health Care Professionals Richard Goosey - Chief Methodologist Kantar Health
The Journey so far
The Context
The Implication
Everything is moving towards mobile; physicians are moving towards mobile…
2
1. Physicians are using mobile devices in their practice…1
% 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
Smartphone
Tablet
US EU5 Highest Lowest
84% 62% UK 69% DE 52%
54% 41% ES 50% FR 29%
Everything is moving towards mobile; physicians are moving towards mobile…
3
2. And with many physicians using these devices directly in
patient consultations2
% 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
Smartphone
Tablet
US EU5 Highest Lowest
65% 64% IT 80% UK 50%
61% 53% IT 71% FR 29%
… but does it matter in Marketing Research?
4
If mobile is redefining the practice of medicine,
does marketing research need to follow?
… and would it solve our research issue?
5
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
So we asked ourselves…
6
Conduct Research on Research
First step to be taken:
Do results differ between
online and mobile?
Is mobile limited to
short, simple studies?
Is there urgency
for MR to move
to mobile?
Are we missing
physicians by only
offering PC online
surveys?
What kind of MR can
be done on mobile
devices?
Our Research on Research was designed to identified…
Creating Mobile Surveys
Fielding Mobile Surveys
7
2. Are the results comparable?
3. Are there additional learnings?
vs.
1. What are the limitations/challenges with mobile surveys
Tablet vs. Smartphone Users
Overall Study Design: Demand Study With A Design That Mirrored The Online Survey
Online survey, May 2012
45 minutes
n=302 completes
8
Mobile, November 2012
10-15 minutes core questions
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.
Recruitment
9
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
Currently, mobile-only requires a larger panel pool potentially making recruitment of narrow respondent groups more challenging.
10
Completion of Mobile Survey
(n=291)
Invite to Mobile Survey (n=503)
PC based Online Screening
(n=1055)
• No smartphone/tablet 14%
• No survey on Apple/Android
possible/desired 8%
• Screenouts 26%
(comparable to regular online study)
Attrition due to:
• Did not access link 22%
• Accessed with wrong device 14%
• Quit during survey 6%
(comparable to online study)
App vs Online Browser - Online Browser was selected for this study
11
Browser based platform optimized for mobile
devices.
Allows direct comparison to online survey
for Research-on-Research purposes
A single program can be used for all
mobile devices
Provides device detection:
Control which devices can access the survey
Manage quotas
Optimize screen on device
Question layout is familiar to respondents
Allowed responses to be piped in from
previous questions
Download of mobile app not needed
Does not allow full functionality of
mobile operating system, including
user ergonomics, game-based
technology, mobile device data.
Revisiting product profiles
Viewing a link requires the device to
open a new window and can present
challenges getting back to the main
survey.
Challenges Benefits
Verbatim comments on the survey experience were mostly focused on the content rather than the format!
12
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
I enjoyed the survey and
look forward to additional
ones. Thank you
Great survey
Good study on
an important
topic
Well done!
Interesting, thought
provoking, informative
Let’s start looking at some comparisons now…
Creating Mobile Surveys
Fielding Mobile Surveys
13
2. Are the results comparable?
3. Additional Learnings:
vs.
1. Limitations/challenges with mobile surveys
Tablet vs. Smartphone Users
In terms of basic screening criteria and other key variables, the only difference we did see was by Patient Volume…
Mobile Survey (A)
(n=291)
Online Survey (B)
(n=302)
Screening Criteria
Board Certified 98% 98%
Years in Practice (mean) 17 yrs 18 yrs
Direct Patient Care (mean %
of time) 97% 96%
Main Practice Setting: Office
or Private Practice 97% 95%
% Prescribers of…
Drug Class A 100% 100%
Drug Class B 80% 79%
Patient Volume
Average number of patients 444B 408
% 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
Comparison of Key Variables
14
Maybe most importantly: The reactions to the new drug profiles were nearly identical.
25%
21%
30% 30%
23% 21%
31% 31%
0%
10%
20%
30%
40%
Patient Allocations For Product Profiles 1 and 2
15
Q5, Q7
Mobile Survey (A)
Online Survey (B)
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
Patient Type A Patient Type B
Profile 1 Profile 2 Profile 1 Profile 2
Now, did we see any difference with…
Creating Mobile Surveys
Fielding Mobile Surveys
16
2. If results are comparable:
3. Additional Learnings?
vs.
1. Limitations/challenges with mobile surveys
Tablet vs. Smartphone Users
For the vast majority of questions, smartphone and tablet users showed a very similar response pattern.
17
=
# of Total Patients
# of Patients with Indication
Patient Types
Current Treatments by Patient Types
Choice Model Results: Importances and Sensitivities
However, physicians using their smartphone did take longer to complete the survey, possibly limiting research with phone users.
18
Apple iPhone (A) (n=132)
Apple iPad (B) (n=127)
Android Smartphone (C) (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
So what does all of this mean for MR with physicians?
19
20
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.
21
Conclusions - Mobile Market Research in Health Care?
Mobile Market Research Can Be Used More Broadly
than it is Currently Being Used
1Source: Casro Technology Conference in New York June 2012. “Smartphone-ready respondents find research industry unprepared”. 2Source: Kantar Health Research: All Global Research Sept 2013
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
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.
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
To get the full benefit requires a rethinking of survey design for mobile and agency investment
22
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 [email protected]
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry