Embed Size (px)
DESCRIPTION
In complex and hyper-competitive markets, brand teams need every tool available to succeed. The evening will start with a short presentation discussing the challenges in predicting the influence that physicians and patients have on each other when choosing treatments and brands. Considering this interaction can help to build stronger brand and messaging communications as well as better understanding the impact of patient focused messages on the physician’s brand recommendations. Not only are complex influencing scenarios occurring; it's also now important to consider the complex interactions taking place between patients and physicians. Find out more at http://www.skimgroup.com/bhbia-staying-connected-forum-2014.
Citation preview
expect great answers
BHBIA Staying Connected Forum Are we really accounting for patient influence on prescription in market research?
October 16, 2014
SKIM, London Office 18:00 – 20:00
2
3
Who has ever
done research on
the interaction
between patients
& physicians?
Who has ever
done a research
project about
patients with
physicians (or vice
versa)?
Who notices more
client questions
about patients than
5 years ago?
Who has ever
done a research
project with
patients?
4
Patients have stepped forward to actively participate in their health
5
Patients’ 1st power tool is information
6
7
Dr. Google
8
e-Patient Dave
“Gimme my damn data”
Diagnosed with stage IV kidney cancer 2007
Took an active role in his treatment & survived
Inspiration for Patients & Novartis !
@ePatientDave
9
Eli Lilly:‘engaging with patients’
Doctors role is also changing
10
Defending of diagnosis Referring to sources Coupled with more admin pressure ---> more manager then clinician
* Source: GMC 2012
x 252,553*
• Average # appointments per day = 25
• Duration of appointments = 10 min
= 250 min per day = 4.2 hours per day
x (365-25 days holiday) = 1428 hours per year
x 252,553
= 360,645,684 hours of direct patient interaction per year
12
What happens during these interactions is still a ‘black box’
2013 total turnover pharmaceutical
sector in UK = £29.3 billion
13
Perfect solution:
14
• How close are we?
• How close can we really get?
Just because we do patient research, does that mean we
are accounting for patient influence on prescription?
15
1. Non-digital 2. Must have something digital
3. Futuristic!
contact us or follow us online!
Debora Corfield | Research Director
+44 208 222 7701
Eelke Roos | Senior Research Manager
+44 208 222 7706
Robert Dossin | Client Solutions Director [email protected]
+44 7904 288898 (mob) +44 208 222 7703 (direct)
@robert_dossin
uk.linkedin.com/in/robertdossin/
