Digital trends and its Implications on Patients and HCPs in India
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Transcript of Digital trends and its Implications on Patients and HCPs in India
Monday, May 1, 2023
Asentech LLCDigital Trends & its Implications on Patients and HCPs in India
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Overall healthcare market size
Healthcare industry in India expected to grow at
a CAGR of
16.5% in the
2008-2020 perioddue to strengthening
coverage, services and increasing expenditure by public & private players
”Population which can afford
sophisticated medical treatment is significant
~250 MM
”Total industry size is expected
to touch
US $160 billion by
2017 ...and $280 billion by
2020
”
Ref.: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3724242/
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Regulations
Direct to consumer (DTC) branded marketing is NOT allowed for Prescription drugs in India
Unbranded or disease state DTC marketing is allowed for such Prescription drugs
No specific India regulation is in effect that is similar to the FDA’s “Fair Balance”
Similar to the US’s Sunshine Act, MCI (Medical Council of India) has issued guidelines on marketing to doctors, however implementation is a challenge, allowing companies to push the envelop regarding policies; note, no reporting requirements akin to Sunshine law exist in India
what this means
Leading publications suggest that in emerging markets, market leaders stand to benefit the most from unbranded awareness campaigns
Lack of regulations similar to Fair Balance allow medical device marketers to implement higher levels of creativity as they launch campaigns. e.g. paid journalistic articles in prominent publications, without having to declare it as advertisement.
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Internet subscribers in India are ~350MM (@~35% penetration) with mobile wireless subscriptions contributing 94% to it
35% penetration
2011 2012 2013 2014 2015 2016 2017 2018 2019
116 137239
286 325409
489584
669
Internet Subscribers (millions)
5.9%0.2%
93.9%
Composition of Internet Subscriptions
Wired Fixed WiredlessMobile WirelessRapidly increasing mobile
data adoption
“Source: Telecom subscription data December 2015 issued by TRAI; Telecom services analyst presentation 2016 by CRISIL Research”
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3G / 4G devices represent ~35% of current wireless broadband and expected to grow to 60% by 2018
120M 3G /4G mobile devices in India
@ 10% penetration
3G / 4G phones are expected to increase to
~300 MM phones by
2018 (210MM of those are expected to be 4G)
representing 60% of wireless broadband by 2018
17M wired broadband
connections
(1.5% per hundred
inhabitants)
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Indian physicians have higher preference for personal promotion but they are not far behind on digital adoption as compared to their American colleagues
Digital communication channel preference of physicians
Digital communication channelChannel preference of physicians
India USA
Personal Promotion
Face to face Tablet 90% 76%
Medical Science Liaison 56% 44%
Non-personal Promotion
Email 56% 53%
Websites 46% 55%
Online-Detailing 55% 54%
Webinars/ Webcasts 40% 50%
Tele Rep 35% 34%
Apps 36% 27%
Text Messages 31% 29%
“Source: Digital Savvy HCP, 2015 - Indegene”
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There’s a plethora of service providers trying to tap into the digital healthcare economy (driven by technology as well as Prime Minister’s announcement of Digital India Initiative)
“Source: Indian healthcare on the cusp of a digital transformation, 2016 - PWC”
Doctor search, online appointment booking, drug delivery, etc.
One of the targets of Digital India is to connect all the villages at the panchayat level through some 250,000 common service centers that will act as access points for delivery of various government services to citizens including Telemedicine
Patient monitoring products that can measures blood pressure, pulse, blood sugar, etc with a mobile application for smartphones.Example: Fitbit launched its fitness wristbands across 300 towns in India and expects the country to be among its top five markets in next two years.
Curofy.com - India’s Largest Community of Verified Doctors
Under Digital India initiative, companies are launching the concepts of EMR / EHR in India but the adoption is limited to large hospitals
Online Patient Services
Remote Diagnosis
Patient Engageme
nt
Peer to Peer Learning
EMR /EHR
The Digital India Initiative is a flagship program launched by the Government of India with a vision to transform India into a digitally empowered society and knowledge economy through information technology
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Patient Awareness in India: Although per capita searches for specific diseases in India are low compared to US, Indian patients are actively searching for healthcare information online
Google Search Trends
Source: Salesforce tool/ Radian 6 - total conversations on social media (Twitter, Facebook, Mainstream Media, Forums, and Blogs) based on three month data (Nov’16 till Jan’17)
Conversations involving “patient/ consumer engagement in healthcare” in India vs. in US
2.5 KPostsIndia
70 KPostsUSA
Social Media Conversations
Disease State
Search Trends(Avg. monthly searches)
India USA
Diabetes 1M – 10M 1M – 10M
Hypertension 100K – 1M 1M – 10M
stroke 100K – 1M 1M – 10M
cancer 1M – 10M 10M – 100M
HIV/AIDS 100K – 1M 1M – 10M
Source: Google AdWords Search Trends based on one year data (Jan’16 till Dec’16)
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According to Pew Research, 31% of India’s online adult population uses the internet to seek health related information
“Source: Spring 2014 Global Attitudes survey, PEW Research Center”
What are the online activities of the adult Indian Internet user?
Stay in touch with family and
friends
Get political news Get health
info
Get government or services
info
Look/ apply for a job
Make or receive
payments
Buyproducts
Take an online class
INDIA 63 38 31 43 55 23 22 22
USA 60
According to Online Activities in Emerging and Developing Nations by Pew Research Center, among adults surveyed in India, 31% use the internet to seek health information. In US, the number exceeds 60%
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Consumer Digital tactics: examples
According to practo.com, over 2 million people are already using Practo
Available on iOS and Android
Practo provides several services to patients including:
• Asking free health questions• Searching for clinics, doctors,
diagnostics, etc• Consulting a doctor• Ordering medicines
Online market place for users to buy prescription medicines, OTC, women health products among other categories.
Available on iOS and Android
Zigy offers consumers:• Online availability of wide variety of
products• Ability to upload, store, and access
prescriptions online• Convenience• Timely delivery• Payment options
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Consumer Digital tactics: examples
• Available on iOS and Android
• Practo provides several services to physicians including:
• Practo Consult to give online consultation• Practo Health Feed to share experience• Practo Profile to get discovered and
connect with people• Practo Ray to delight the patients with
digital services• Practo Tab to increase patient engagement
at practice
• According to Curofy.com, over 190K doctors are using Curofy App from 1.5K+ cities to discuss 70K+ difficult medical cases.
• Available on iOS and Android
• Provides several services to physicians including:
• Discuss latest news• Discuss and refer cases• Get the best jobs• Showcase their profiles
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Industry example: knowledgegenie.org, an HCP tactic by Abbott in India
• Provides:o Access to medical and
scholarly articleso Clinical guidelines for
treatments across specialties
o Challenging cases to solve
o Webinarso Conference Planner
HCP Portal
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Contact
13
Anil BhaskarCo-Founder, Managing Partner
Ph.: 908 751 4121 ext. [email protected]
Swati BhaskarCo-Founder, Managing Partner
Ph.: 908 751 4121 ext. [email protected]
Jacob WilliamsPrincipal, Software Services
Ph.: 908 751 4121 ext. [email protected]
Rajesh ParekarPrincipal, Technology Solutions
Ph.: 908 751 4121 ext. [email protected]