Digital Content for Physicians in Global Markets

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© 2016 DR/Decision Resources, LLC. All rights reserved. 1

Taking the Pulse® Global 2016 | Creating and Distributing Digital Content for Physicians in Global Markets

Creating and Distributing Digital Content

for Physicians in Global Markets

Taking the Pulse® Global 2016

Presenters:

Jeff Wray, Digital Healthcare Analyst

James Avallone, Director, Global Physician Research

http://www.decisionresources.com




DRG Global Digital Innovation Solutions

HCP & Patient Insights

Competitive Intelligence

• Digital Marketing

• Commercial Innovation

Social Business Insights

Influencer Analysis

Digital Ecosystem Mapping

Marketing Analytics

Workshops

Strategy

Execution guidance

Measurement & optimization

Digital transformation

So

lutio

ns

Co

ve

rag

e

Patients ● HCPs ● Payers

29 countries: US ● Europe ● Asia-Pac

LatAm ● MEA ● Canada

Advisory Services Custom Analytics Consulting




DRG Digital is your partner for data-driven global HCP engagement


Global HCP engagement

strategy & frameworks

Market-specific playbooks

& tactics

Analysts partner with you

to put insights into action

Measurement &

optimization support29 countries: US ● Europe ● Asia-Pac

LatAm ● MEA ● Canada





Global Digital Excellence Workshops

Our thought leaders run in-depth, interactive workshops to train your team and arm them with

customer insights and best practices tailored to their real life challenges.

• Tablet Rep Excellence

• Mobile Myths: How Your Customers

Really Use Mobile & Best Practices

• Global HCP Engagement Best Practices

• The New Healthcare Customer

Experience

• Social Strategy Playbook

• Custom topics

Sample topics





Markets Covered

Source: Taking the Pulse Global® 2016




Research Methodology


How many respondents

were surveyed?

The survey included 2,993 practicing physicians across the following 22 global countries: Argentina

(n=100), Australia (n=200), Brazil (n=202), Canada (n=207), China (n=353), Colombia (n=106), Denmark

(n=50), Egypt (n=50), Finland (n=52), India (n=200), Japan (n=201), Mexico (n=207), Norway (n=51),

Russia (n=203), Saudi Arabia (n=50), South Africa (n=50), South Korea (n=206), Sweden (n=50), Taiwan

(n=100), Turkey (n=205), UAE (n=50), Venezuela (n=100)

How was the survey

conducted?

The 2016 survey was conducted using face-to-face, telephone, and online interviews.

When was the survey

fielded/released?

The survey was fielded in Q1 of 2016.

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.

How do physicians

compare to overall

population?

Due to limited availability of information on practicing physicians by age, gender, and practice setting by

country, the final data set cannot be compared as the universe is unknown.

Segments in deck

Global Physicians: n=2,993




© 2016 DR/Decision Resources, LLC. All rights reserved.

What are the global digital trends for physicians?

What product, patient, and additional resources do physicians look for from

pharma companies?

Where and when should pharma promote content to maximize reach and

impact on physicians?

How can pharma marketers leverage mobile and social channels to connect

with physicians throughout the workday?

7

Key Questions Answered






Among Global Physicians



Areas Where Pharma Companies Should Play an Integral Role by

Driving Progress:

1 2 3

4 5 6

Providing patient support

& resources

Prevention and wellness

servicesAdherence programs

Integrating things I need

into the EMR

Defining and meeting

patient outcomes

Telehealth and remote

monitoring services

Physicians Look to Pharma to Play an Integral Role in Providing

Patient-Related Services




Patient Involvement in Decision Making Is Increasing

Among all physicians in each country



Percent of physicians who say their patients’

involvement in decision making has

increased over the past twelve months:

• 59% in Australia

• 47% in Canada

• 34% in Russia

• 27% in Japan




Reps Equipped with Tablets Are a Critical Physician Resource


Difference in Rep Meeting Influence on Physician Prescription Decisions*

when Reps Use a Tablet:

“Pharma sales reps will always play a helpful role in my practice.”

Among those seeing reps in person in each country

* Influence ranked 4 or 5 on a 5-point scale


• 69% of Taiwan physicians agree

• 62% of Brazil physicians agree

• 59% of Turkey physicians agree

• 42% of Mexico physicians agree

+30% in Taiwan

+20% in Mexico

+15% in Brazil

+14% in Turkey




11

Workday Mobile Devices Use Is Mainstream in Latin America and

Asia Pacific Markets

Among all physicians in each country



Desktop/Laptop

Smartphone

Tablet

Access digital resources on device during the workday

70% of Mexico physicians

45% of India physicians









Voice of the client:

“We need to enhance our

digital resources and

ensure we provide

physicians with truly relevant

and impactful content.”




Brazil Physicians Report High Interest in Non-Product Resources

from Pharma

Among Brazil Physicians



Top Services Interested when Accessing Information on a Pharma Website:

Product informationInformation not related

to a specific product

1 Searchable image database

2 Clinical trial information

3 Drug reference tools

4 Disease information

5 Journal reprints

6 Prescribing or treatment guidelines

7 Formulary information

8 Patient assistance programs or tools

9 Sample ordering

10Patient education materials for

download/print

Patient information






“We need to understand the

landscape and white space to support

physicians with the right content, in

the right place, at the right time.”





Partnerships with HCP Publishers Are Critical To Expand Pharma’s

Reach in Australia

12

Search engines

Websites for a HCP

audience

Wikipedia

Professional society

websites

Any pharma websites

Online resources/destinations used for professional purposes (used

weekly or more often):

Condition-specific 12%

Product 11%

Customer service 7%

Corporate 5%

Type of pharma website:

Among Australia Physicians





Australia Physicians Are Interested in a Variety of Pharma-

Sponsored Content on Non-Pharma Websites

Among Australia Physicians

* Among physicians interested in accessing mentioned content on non-pharma websites



92% of Australia Physicians are interested in accessing

some form of sponsored content from pharma on an

online journal or website for healthcare professionals

Top content interested in accessing if sponsored by pharma*

(among physicians interested in accessing that content on an HCP or online journal website):

Continuing medicaleducation programs

(CME)

Medical proceduredemonstrations

Slide shows withdisease and condition

information

Slide shows withdrug or treatment

information

Downloadable videopresentations featuring

KOLs






“We need to optimize the

tablet rep experience to

create a lasting impact on

physicians both inside

and beyond the meeting

room.”




All physicians who

see reps with tablets 20% 24% 34%

Physicians who see

patient-related

services on tablets23% 36% 55%

18

Showing Patient Resources During Tablet Details Moves the Needle

Among Japan physicians seeing reps with tablets

* Physicians who said they would visit a product website, visit a portal website, register for a conference, participate in an online webinar, share online resources with colleagues, or

share online patient resources with patients as a result of a tablet meeting



Likelihood of Follow-Up Activities as a Result of Tablet Reps:

Prescribe the product

discussed

Research more

information online

Engage with pharma

online*

16% of Japan Physicians have seen patient-related

services on a rep’s tablet during in-person meetings





Voice of the client: “We need to engage

physicians in a multichannel world by

understanding HCP behavior in emerging

digital channels.”





Information Source Used First on a Smartphone when Making a

Prescribing Decision:

Search engine

App

HCP website

Pharma website

China Physicians use an

average of 5 professional apps

on their smartphones regularly

1 pharma app

used regularlyOther

Physicians in China Use Multiple Resources, but Mobile Search

Engines Are Critical to Find Info

Among China smartphone users


18





Professional Activities Conducted on WeChat:

32 4

76

1

5 8

China Physicians Use WeChat Heavily for Reading, Online Video,

and Patient Interactions

Medical news Articles or

abstractsWatch online video Communicate with

patients digitally

Look up pharma

info and servicesShow patients

online resourcesUse patient health

tracking data

Interact with a

pharma company

80% of physicians

use on a daily basis

Among China physicians who use WeChat for professional purposes






Questions?

Jeff Wray, Digital Healthcare Analyst

James Avallone, Director, Global Physician Research

For any additional information or questions, please contact us at

[email protected]


mailto:[email protected]