Digital Savvy HCP 2017 - Pharmafuturepharmafuture.org/pdf/digital-savvy-hcp-2017.pdf · Top Pharma...
Transcript of Digital Savvy HCP 2017 - Pharmafuturepharmafuture.org/pdf/digital-savvy-hcp-2017.pdf · Top Pharma...
DIGITALTHE
SAVVY HCP2017
Toptrends
Years of ClinicalPractice of HCPs
Executive Summary
In our previous report “THE DIGITAL SAVVY HCP 2015,” we had noted a
substantial increase in interactions through digital channels. In this year’s survey,
we are witnessing a continuation of this trend where digital channels are slowly
but surely gaining ground over traditional ones; this year, the gap further
narrowed to around 12%.
China is the fastest growing digital country in the world with 61% of HCPs willing
to participate in remote virtual engagements and over 75% recommending
on-demand interactions versus a scheduled meeting.
Websites, KOL Webinars, and Self-Directed Web Detailing are the top 3 digital
channels preferred by HCPs worldwide.
Cardiologists, General Surgeons, Pulmonologists, Endocrinologists, and
Oncologists are the top 5 specialists with the highest digital adoption.
AstraZeneca, Elli Lilly, and GSK are perceived to be “ahead of the curve” by
HCPs in meeting their digital engagement needs. Merck and Pfizer have
witnessed a drop in their perception score versus the previous survey.
02 / THE DIGITAL SAVVY HCP 2017 THE DIGITAL SAVVY HCP 2017 / 03
*Cardiology, Dermatology, Endocrinology, Emergency Medicine, Gastroenterology, Geriatrics, General Surgery,
Neurology, Obstetrics and Gynecology, Oncology, Ophthalmology, Orthopedics, Pediatrics, Psychiatry,
Pulmonology, Urology.
Respondent Type
GeneralPhysicians
43%
GeograPhy Mix of RespondEnts
26%
40%
34%
China
RoW
USA
Respondent DemographicsTHE DIGITAL SAVVY HCP 2017 has participation of 1276 respondents, covering HCPs
from USA, China, and RoW with a wide range of work experience. The HCPs are mainly
divided into 2 functional areas — General Medicine and Specialty.
More than10 years
of experience
Less than 10 yearsof experience
86%
14%
*Specialists
57%
04 / THE DIGITAL SAVVY HCP 2017 THE DIGITAL SAVVY HCP 2017 / 05
1. CHANNEL PREFERENCE
Digital channels preferred by HCPs when accessing
medical information
Channel preference by regions
Websites KOL WebinarsSelf-DirectedWeb Detailing
Top 3 Digital Channels
0 10 20 4030 50 60 8070 10090
2017
0 10 20 4030 50 60 8070
74%Face-to-Face Tablet
62%Websites
61%KOL Webinars/Webcasts
59%Medical Science Liaison
53%Rep-Triggered Emails
57%Self-Directed Web Detailing
GLOBAL
USA
CHINA
RoW
70%
71%
81%Face-to-Face
Tablet
74%
54%
82%
58%Websites
62%
53%
91%
57%KOL Webinars
61%
52%
57%
45%Self-DirectedWeb Detailing
57%
41%
92%
53%Rep-
TriggeredEmails
54%
54%
58%
14%MedicalScienceLiaison
59%
52%Apps
46%Tele Rep
Text Messaging 44%
06 / THE DIGITAL SAVVY HCP 2017
Frequency, time, and channels
THE DIGITAL SAVVY HCP 2017 / 07
2. HCP PREFERENCE TO ACCESS MEDICAL INFORMATION
Rep-Triggered Emails
KOL Webinars
Websites
Top Digital Channels
Websites
KOL Webinars
Self-Directed Web Detailing
Top Digital Channels
Optimal frequency is not more
than one touch point per month
Optimal frequency is between
1 and 2 touch points per month
Optimal frequency is not more
than one touch point per month
Rep-Triggered Emails
KOL Webinars
Apps
Top Digital Channels
RoW
8:00 PM - 11:00 PM
PR
EFE
RR
ED T
IME
USA
11:00 AM - 2:00 PM
PREFERRED TIME
CHINA
5:00 PM - 8:00 PM
PREFERRED TIME
08 / THE DIGITAL SAVVY HCP 2017 THE DIGITAL SAVVY HCP 2017 / 09
3. HCP DIGITAL AFFINITY BY SPECIALISTs
Digital readiness based on adoption — globally
Ophthalmology
Cardiology
PulmonologyGeneral Surgery Urology
Oncology
Endocrinology
Gastroenterology
FamilyMedicine
EmergencyMedicine
Psychiatry Obstetrics andGynecology
DermatologyNeurology
Medicine/Pediatrics
Geriatrics
Primary CarePhysician
Internal Medicine
Orthopedics
Pediatrics
(High Affinity)(Low Affinity)
AHEAD OF THE CURVEFENCE SITTERS
10 / THE DIGITAL SAVVY HCP 2017 THE DIGITAL SAVVY HCP 2017 / 11
4. A Day in THE life of a physician
MORNING — 8:00 AM-11:00 AM
AFTERNOON — 11:00 AM-2:00 PM
EVENING — 5:00 PM-8:00 PM
USA
China
RoW
Face-to-FaceTablet
Apps
Apps
Remote Engagement(Live Rep)
MarketingEmails
MarketingEmails
Rep-TriggeredEmails
Rep-TriggeredEmails
Rep-TriggeredEmails
Face-to-Face Tablet
MSL
Apps
Tele Rep
Tele Rep
Websites
Websites
Websites
KOLWebinars
KOLWebinars
KOLWebinars
Self-DirectedWeb Detailing
Self-DirectedWeb Detailing
Top Pharma Performers in Digital Engagement
Globally as perceived by HCPs
12 / THE DIGITAL SAVVY HCP 2017 THE DIGITAL SAVVY HCP 2017 / 13
5. CHANNEL EFFECTIVENESS –Reach VERSUS Influence
Efficiency of a channel based on its reach and influence
on the minds of HCPs
RE
AC
H
Apps
INFLUENCE
100%
75%
50%
25%
0%
25% 50% 75% 100%
Face-to-FaceTablet
BrandWebsites
KOL Webinars
MSL
Tele Rep
Text Messaging
Self-DirectedWeb Detailing
Rep-TriggeredEmails
Marketing Emails
Web Banners
Remote Engagement
Pfizer
Novartis
GSK
Eli Lilly
Merck
JnJ
Roche
Sanofi
AstraZeneca 1
2
3
4
5
6
7
8
9
14 / THE DIGITAL SAVVY HCP 2017 THE DIGITAL SAVVY HCP 2017 / 15
Disclaimer
All findings, inferences, and data shared in this report are solely the views of the
respondents and may, or may not represent the views of any organization.
PharmaFuture bears no liability in any capacity to the authenticity, accuracy, or
completeness of the information shared.
PharmaFuture has in no way modified or influenced the results presented in this
report, which contains information in summary form and is therefore intended
for general guidance only. It is not intended to be a substitute for detailed
research or the exercise of professional judgment. PharmaFuture is not liable for
any loss occasioned to any person acting, or refraining from acting, as a result of
any material in this publication.
If you intend to reuse, copy, or reproduce any content in the report in any form,
due credit has to be given to Indegene by mentioning “Source: THE DIGITAL
SAVVY HCP 2017” as the source of information for all reproductions.
To reproduce, copy, or use any or all parts of this report for commercial,
non-commercial, or academic purposes, express written permission must be
sought by writing to [email protected].
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