COREMETRICS: DEFARE ON/OFF

Physicians’ demands from their relationships with laboratories (2014)

Results report

COREMETRICS April 2014

Index

1.- Objectives and Methodology

2.- Main Results

3.- Conclusions

1.- Objectives and Methodology

4

1.- Objectives

What is the current relationship between laboratories and physicians? And what should this relationship be like according to physicians?

Digital strategy vs. traditional visit

What laboratories are the best-rated in terms of their digital strategy?

Digital strategy:what formats?what contents?

5

Quantitative methodology in the form of ONLINE interviews as information gathering technique.

Universe: Physicians visited by pharmaceutical laboratories.

The sample was segmented between General Practice and Family Medicine (GP/FM) and Medical

Specialists (MS)-including hospital pharmacy-.

A total of 204 online interviews were conducted, which means accepting a margin of error for

overall data of 6.9% for p=q=50% and a significance level of 95%.

Speciality SAMPLE Error

GP/FM 65 12.1%

MS 139 8.3%

Total 204 6.9%

2.- Methodology

6

Geographic distribution of the sample:

Fieldwork conducted:

The fieldwork was conducted during the month of March, 2014

2.-Methodology

Areas n %

Madrid Community 70 34.3%

Catalonia and Aragon 50 24.5%

Andalusia and Extremadura 26 12.7%

Valencian Community and Murcia 19 9.3%

Castile and Leon plus Castile-La Mancha

16 7.8%

Navarre, Basque Country and Cantabria 11 5.4%

Galicia and Asturias 10 4.9%

Canary Islands 2 1.0%

TOTAL 204 100%

2.- Main Results

8

Physician profiles

Aged under 50

52%

Aged 51 or over

48%

Public62%

Private12%

Both26%

SettingAge

9

Current relationship with pharmaceutical laboratories

18.1% 2.5% 79.4%

Most laboratories are approaching physicians using a combination of traditional visits and

digital media

Only via traditional visit Only via digital media A mix of both

16.1%

19.0%

4.8%

1.5%

79.0%

79.6%

GP/FM

MS

The setting where they practice (public/private) leads to significant differences in the way in which

laboratories approach physicians.

12.9%

31.8%

24.5%

2.4%

9.1%

84.7%*

59.1%*

75.5%

Public

Private

Both

* Sign. Diff. 95%

Q.1. Thinking about your current relationship with pharmaceutical laboratories, how are they approaching you at the current time?

10

Satisfaction with their current relationship with pharmaceutical laboratories

6.91 6.68 7.02

0

2

4

6

8

10

Total physicians MG/MF MS

7.1% 11.3% 5.1%

25.8% 24.2%26.5%

67.2% 64.5% 68.4%

Total physicians GP/FM MS

0 to 4 (Area of Dissatisfaction) 5 to 6 (Neutral) 7 to 10 (Area of Satisfaction)

Scale from 0.- Not at all satisfied to 10.-Very satisfied

Mean Mean Mean

Q.2. Rate on a scale of 0 to 10 –in which 0 is not at all satisfied and 10 very satisfied, with all intermediate scores to qualify your opinion-to what extent you are satisfied with the way in which laboratories are approaching you

11

6.6

5.0

6.87.0

5.0

7.07.0

5.0

6.9

0

1

2

3

4

5

6

7

8

9

10

Only via the traditional visit Only via digital media A mix of both

GP/FM MS Total

Satisfaction with their current relationship with pharmaceutical laboratories by type of relationship

Scale from 0.- Not at all satisfied to 10.-Very satisfied

0 to 4 (Area of Dissatisfaction) 5 to 6 (Neutral) 7 to 10 (Area of Satisfaction)

Q.2. Rate on a scale of 0 to 10 –in which 0 is not at all satisfied and 10 very satisfied, with all intermediate scores to qualify your opinion-to what extent you are satisfied with the way in which laboratories are approaching you

12

13.4% 2.6% 84.0%

Only via the traditional visit Only via digital media

A mix of both

19.0%

11.0%

3.4%

2.2%

77.6%

86.8%

GP/FM

MS

Expectations of their future relationship with pharmaceutical laboratories

But in the GP group there are 19% who expect communication with the laboratory based

solely on the traditional visit (significant data at 90% vs. MS).

In general, the demand is increasing for communication combining the traditional visit with

the digital media available.

Q.3. Thinking about your future relationship with pharmaceutical laboratories, how would you like to be approached?

13

Ideal communication: offline channel vs. online channel

63.8% 68.7% * 61.7%

36.2% 31.3% 38.3%*

Total Physicians GP/FM MS

Offline channel-Traditional visit Online channel- digital mediaWhen designing the "ideal

relationship" with the laboratory, the

heaviest weight always falls on the

traditional visit.

Nevertheless, medical specialists

consider that the online channel

should have greater importance in the

relationship with the

laboratory, 38.3% vs. 31.4% (GP/FM)

–statistically significant difference -.

This figure stands out particularly in

groups such as Oncologists

(46.9%), and Hospital Pharmacy

(50.3%)

* Sign. Diff. 95%

Q.4. What weight do you consider that the offline channel (traditional visit) should have vs. the online channel (digital media)?

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Online channel: CONTENT

22.9% 23.3% 22.7%

16.7% 17.5% 16.3%

24.9% 24.7% 25.0%

35.5% 34.5% 36.0%

Total Physicians GP/FM MS

21.8%33.6%*

20.7%

14.0%11.7%

25.3%*

25.9%26.4% 21.9%

38.3%*28.3% 32.1%

Public Private Both

Portfolio info.

Personal interests

Disease info.

Training

Portfolio info.

Personal interests

Disease info.

Training

Online training stands out as physicians’ main demand, particularly in the public setting.

* Sign. Diff. 95%

Q.5. If a laboratory approached you using digital media, what weight do you think the different content should have in order to gain your interest?

15

Online channel: Format of digital content

28.2%

12.0%

11.6%

11.3%

9.5%

7.7%

7.6%

6.9%

5.1%

Free access to scientific journals

Smartphone/tablet apps

Expert forums

Online platforms with personalised assistance for possible queries (via chats)

Videoconferences

ebooks

Laboratory website

Product website

Blogs

GP/FM MS

21.7% 31.0%*

14.7%* 10.8%

11.5% 11.7%

13.4% 10.4%

8.6% 9.9%

7.7% 7.7%

8.4% 7.3%

7.9% 6.5%

6.1% 4.7%* Sign. Diff. 95%

Free access to scientific journals is the format that raises the most interest amongst

healthcare professionals, particularly amongst specialists.

Q.6. In what format would you like to access this digital content?

16

Online channel: When would physicians access them?

Online channel: Where would they access them from?

During working hours In my free time

Mean-TOTAL 100%-

45.8% 54.2%Access to digital media

would on average take place

54% of the time in their

free time and 45.8% during

physicians’ working hours.

GP/FM MS

During working hours 42.9% 47.2%

In my free time 57.1% 52.8%

100% 100%

From practice/office At home Other (restaurant, transport)

Mean-TOTAL 100%-

46.9% 48.4% 4.7%

Q.7. At what time would you access these digital media for interacting with laboratories?

Q.8. Where would you access them from?

17

Online channel: What type of terminal would they access them from?

65.6% 61.9%*69.9%*

14.6%16.7%*

12.0%*

19.9% 21.4% 18.1%

Total physicians Aged under 50 Aged 51 and over

Computer Smartphone Tablet

34.4% 38.1%* 30.1%*

Although computers would be the main mode of access to digital content, mobile devices

should be taken into account in content design. Physicians would access content from these

devices 34.4% of the time on average, a figure which increases in a statistically significant

way among the under 50s.

Q.9. And which terminal would you access the content from?

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Do you consider that it’s important for a laboratory to offer the choice between traditional visit or digital visit (“a la carte”) depending on their preferences or

professional needs?

YES82%

NO18%

YES87%

NO13%

YES80%

NO20%

GP/FM

MS

Q.10. Do you consider that it’s important for a laboratory to offer you the possibility of choosing between the traditional visit and the digital visit (“a la carte”) depending on your preferences or professional needs?

19

Would a digital communication strategy where they could choose HOW and WHEN to receive information improve their relationship with the laboratory?

YES72%

NO28%

YES71%

NO29%

YES72%

NO28%

GP/FM

MS

Q.11. Would a digital communication strategy where you could choose HOW and WHEN to receive information improve your relationship with the laboratory?

20

To what extent would a digital communication strategy enabling them to choose how and when to receive information improve their relationship with pharmaceutical laboratories?

6.375.78

6.60

0

2

4

6

8

10

Total Physicians GP/FM MS

15.3% 23.5%*11.9%

25.4%27.5%

24.6%

59.3% 49.0%63.5%*

Total physicians GP/FM MS

Scale from 0.- Not at all to 10.-It would improve substantially

0 to 4 (Area of No Improvement) 5 to 6 (Neutral) 7 to 10 (Area of Improvement)

Mean Mean Mean

* Sign. Diff. 95%Q.12. State to what extent this kind of strategy would improve your relationship with the laboratory. Use a scale of 0 to 10 where 0 means not at all and 10 would improve substantially, with all intermediate scores to qualify your opinion.

21

12 3

Ranking of Laboratories handling the digital relationship the best -unprompted-

From physicians point of view, MSD leads the digital relationship model

12 3

12 3

MSGP/FM

Q.14. Laboratories that are handling the digital relationship with you the best.

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Recommendations to the laboratory for developing its digital strategy

Ask for physicians’ prior opinion-test content 15.9% 10.6% 18.3%

Wouldn’t have one- the rep is essential for defining strategies and as a direct

spokesperson with the laboratory13.2% 25.5%* 7.7%

There should be one, but always complementary to the personal visit 7.9% 8.5% 7.7%

Group of mentions about information design (precise, simple, truthful,

novel, quick to consult,…) 42.4% 36.2% 46.2%

Mentions about interface design (easy access, attractive, interactive,…) 21.1% 17% 23%

Mentions about Content/formats (access to journals, info on products,

videoconferences …)21.9% 23.4% 21.2%

Other 8.6% 2.1% 11.5%

TOTAL GP/FM MS

-Unprompted and multiple response -

Q.13. What would you recommend to a laboratory that’s thinking about designing a communication strategy?

23

Mentions about information design: 42.4% 36.2% 46.2%

Exact-specific information 13.9% 10.6% 15.4%

Simple-clear communication 13.2% 8.5% 15.4%

The information provided should be truthful, rigorous, unbiased 5.3% 4.3% 5.8%

Offer something new, different 4.6% 6.4% 3.8%

Enable consulting it quickly-little time needed to consult it 6.0% 6.4% 5.8%

Mentions about interface design: 21.1% 17% 23%

Ease of access 13.2% 12.8% 13.5%

Attractive interface- highly visual 3.3% 2.1% 3.8%

Versatile and interactive 2.6% 0.0% 3.8%

Provide free terminals for access 2.0% 2.1% 1.9%

Mentions about Content/formats (access to journals, info on products, videoconferences…) 21.9% 23.4% 21.2%

Ask for physicians’ prior opinion-test content 15.9% 10.6% 18.3%

Wouldn’t have one- the rep is essential for defining strategies and as a direct spokesperson with the laboratory

13.2% 25.5%* 7.7%

Yes , but always complementary to the personal visit 7.9% 8.5% 7.7%

TOTAL GP/FM MS

Recommendations to the laboratory for developing its digital strategy

Other 8.6% 2.1% 11.5%

- Unprompted and multiple response -

3.- Conclusions

25

The current relationship between physicians and laboratories is a combination of the

traditional visit and digital media.

When rating their current relationship with the laboratory, physicians are more satisfied

in those cases in which the rep is present, that is, when the relationship is only via

personal visits or using a mix of both (offline + online) - with a rating of 7 out of 10 in

both cases-.

In the few cases in which the laboratory approaches them exclusively through an online

strategy, the rating decreases to 5 out of 10.

Amongst general and family practitioners we can see, in terms of the future, a greater

demand for the reps’ visits, which they consider essential as direct form of

communication with the laboratory, viewing the digital strategy as a possible “threat” to

the medical rep.

26

Although in the design of the "ideal relationship" with the laboratory, the greatest

weight falls on the traditional visit -63.8% - doctors already place significant importance

on the online part of the relationship -36.2% -. This percentage rises to 38.3% in the

case of specialists, with statistically significant differences vs. 31.4% of general

practitioners.

Training is physicians’ main online demand in general.

Amongst digital content, what particularly stands out is free access to scientific

journals, followed by apps for smartphones/tablets and expert forums.

Access to digital media would take place 54.2% of the time during their free time, and

45.8% during the workday. Along these same lines, 46.9% of access would be from

their practices, and 48.4% from home.

The devices used for access would vary accordingly: 65.6% of the time they’d use

computers, and 34.4% through mobile terminals (smartphones y tablets)

27

The digital strategy should be taken heavily into account since:

82% consider that it’s important for a laboratory to offer the choice

between traditional visit or digital visit depending on their preferences or

personal needs

72% stated that this strategy, enabling how and when to receive

information, would improve their relationship with the laboratory.

16% mentioned unprompted the need for the pharmaceutical industry to

consult them about their needs, and test the digital content on them before

launching it.

Contacts:

Francis Ibáñez (Managing Director)

francis.ibanez@coreresearch.es

Inmaculada Redondo (Quantitative research manager)

inmaculada.redondo@coreresearch.es

www.coreresearch.es