October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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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…

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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…

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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…

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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

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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

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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

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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.

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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

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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!

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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

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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

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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

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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.

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=

# 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.

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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?

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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.

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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

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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

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