Medical education in a world of digital natives

Across Health Webinar

Medical education in a world

of digital natives

2/28/2014 1 Across Health

Beverly Smet, VP Across Health

Kerry Gilzene, MD UK Across Health

Across Health: Focused Fusion Consulting

2

Customer Innovation

Strategy & Execution

• 60+ strong consultancy

• Focus on innovative customer-centric

approaches (e-powering traditional

channels – “fusion”)

• Holistic approach: From strategy to

implementation & success metrics/KPIs

• Unique offering in the industry

• Global footprint (offices in 9 strategic markets)

Life Sciences Focus

• Pharmaceuticals

• Devices & Diagnostics

• Consumer Health

• Patient & Professional Associations

Presenters:

Kerry Gilzene

MD UK Beverly Smet

VP

2/28/2014 Across Health

Agenda

• What are the e-medical needs of your customers

today and tomorrow?

• Fusion meded strategy: how to integrate "e" within

your traditional medical education mix

• How to optimise your medical education channel mix

• How to measure impact in a medical education context


2/28/2014 Across Health 4

2014 is not only the “Year of the Horse”…

…It is also the year where the tipping point will be reached!

6

Source: LBI Health


And change will only be accelerating…

2/28/2014 7

Source: LBI Health

Across Health

Physician educational needs evolve…


At the same time, “ACCESS” is getting tighter

(example: US oncologists)

About 61 percent of oncologists placed

moderate-to-severe restrictions on visits

from pharmaceutical sales reps.

…only 39% were accessible

(ie accept 70+% of calls) Increased patient load and more time

spent on reimbursement issues limit the

time they have available.

http://bit.ly/RjzaLB

“within just a few years, the average rep may be

unable to meet with a doctor face-to-face

more than four times each year”

Physicians also are able to access scientific

data in real time through other channels


In the US, physicians prefer to learn about new medical developments

OUTSIDE office hours… while reps focus DURING office hours

10

What Physicians Want and Need from Pharma 2013 – CMI/Compas


Cardiology Endocrinology/

Diabetology

General

Practice and

Family Practice

Internal

Medicine Neurology Oncology Pediatrics Psychiatry Urology

During weekday

office hours 20% 40% 31% 27% 35% 40% 43% 43% 28%

Evening

(after office

hours)

59% 69% 56% 67% 71% 59% 53% 58% 60%

Weekends

(during time off) 40% 54% 39% 37% 38% 30% 36% 45% 35%

HCPs use a combination of channels today –

online & offline

11 2/28/2014 Across Health

Our European research shows the same…

Across Health 12 2/28/2014

Across Health 13 2/28/2014

2/28/2014 14

Emeded (non-promo) has a similar impact as

fieldforce (promo), but a much lower reach…

The reach & impact of offline meded (non-

promo) is also higher…

Performance map for main channel categories (GPs)

Across Health

…and a similar picture for SPECs (EU5, all 2013 research)


Summary of findings

• E-medical has a lower reach & impact than “offline”

medical, both in GP and SPEC markets

• E-promo is reaching many more HCPs today than

emeded, reflecting higher investment in this area

• E-meded has the opportunity to move to a higher reach

and higher impact if the right investment is made…

Sunshine Act in US and Europe will accelerate the move to lower-cost

digital education vs expensive F2F meetings and congresses


84%

71%

70%

65%

59%

55%

52%

49%

47%

47%

38%

34%

32%

24%

23%

20%

20%

20%

17%

12%

10%

6%

7%

12%

14%

22%

27%

18%

30%

26%

27%

27%

29%

47%

43%

27%

44%

32%

43%

33%

25%

15%

22%

21%

6%

13%

11%

10%

11%

23%

17%

20%

22%

20%

27%

16%

22%

45%

30%

38%

35%

42%

48%

62%

57%

62%

3%

4%

4%

3%

3%

4%

2

5%

4%

5%

6%

2

3%

4%

3%

10%

2

5%

9%

11%

11%

11%

Company website

Product website

Disease website

Tablet eDetailing

eMail marketing

Web banners

Web conference

Online MedEd

HCP self-service portal

SEO

SEA

Mobile marketing

Integrated cross-channel campaigns

eRep

Social media monitoring

Patient compliance/adherence

Social media marketing

Virtual eDetailing

e-MSL

ePrescribing advertising

personal health records advertising

Remote patient monitoring

Often / Standard Practice Pilot / Ongoing Never Do not know/ NA

This upside potential is also clear from the Across Health Digital Barometer

2013….only 50% of respondents use emedical vs 70+% for websites


In summary…

F2F edu meetings Digital/Cross-channel

Reach + -

Impact ++ +

Cost-effective -- ++

Frequency - +

Customer preference + +

Personalised learning + ++


What’s NEXT

2/28/2014 19

?

Across Health

Digital channels wil

enable the power of

BIG DATA

to define future

treatment algorithms



http://transparencyls.com/

Sanofi US Diabetes Innovation challenge


Crowdsourcing for oncology


The Quantified Self


Agenda


today and tomorrow?






How to build a FUSION meded strategy?

Identify conversion points to

trigger behavior

Identify educational

needs in buying process

Define meded drivers (key

leverage points) and

desired behavior

List channels/tools for conversion

points

Prioritize tools–

Reach/Impact

Define 3 year roadmap and

develop concepts

Step 1

Buying process; selection of key

leverage point(s) and behavioral

objectives for target group(s)

Step 2

Link the eTools to the selected

strategy and prioritise based on

impact and fit

Step 3

Define the 3-year

roadmap for the brand

Insights generation

- Educational needs

- Multichannel journey

Step 1 : Understand multichannel journey

Which meded channels are

most effective? How and where can you engage with your customers?

How does the multichannel journey for

information and services looks like?

? What is the competitive landscape?

Some tools

• Virtual focus

groups

• Multichannel Mix

Assessment


Example of virtual focus group channel discussion HCPs need to select the most appealing channels

2/28/2014 29

Client area

HCP area

Whiteboard area

Across Health

Understand your MEDMEETING equivalence


int sc meeting

local sc meet

MSL

pat adherence

phase IV

edu call

service ctr

Meded eMedEd eMSL smartph app

webcast

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

- 0.20 0.40 0.60 0.80 1.00 1.20 1.40

Re

ach

%

MedEq Imp nonpromo enonpromo

Medmeeting equivalence map – COUNTRY X

A MEdMeeting Equivalent = a weighted combination of medical education channels

that has an equal impact than a scientific meeting

How to build a FUSION meded strategy?

Identify conversion points to

trigger behavior

Identify educational

needs in buying process

Define meded drivers (key

leverage points) and

desired behavior

List channels/tools for conversion

points

Prioritize tools–

Reach/Impact

Define 3 year roadmap and

develop concepts

Step 1

Buying process; selection of key

leverage point(s) and behavioral

objectives for target group(s)

Step 2

Link the eTools to the selected

strategy and prioritise based on

impact and fit

Step 3

Define the 3-year

roadmap for the brand

Insights generation

- Educational needs

- Multichannel journey

Translating your MEDED drivers into conversions

and channels

Buying process MedEd driver Behavioural objective

Conversion tool Tactic (channel) Success is...

Adherence Increase awareness regarding the consequences of medication non-adherence

Consider LAI as opposed to oral medication for patients at risk

Patient relapse risk assessment tool

Mobile app Desktop widget

Download and repeat use by x% of target audience


Earned Media

Wikipedia edit

PR campaign

KOL message

board

eKOLs

… • Linkedin ads

• Google adwords

• Sponsorship

(Educational

grants)

• Email address

renting

• Mobile app

sponsorship

• 3rd party teasers

• Congress activities

• …

Paid Media

• Meded site

• Live Webcast

• Scientific booth

• (e)-MSLs

• DM/ e-mail

• Round tables

• Websticks

• Mobile apps

• …

Owned Media

Paid – Owned – Earned Example of a balanced media plan

Strangers Customers

Fans


And then prioritise them


Lo

w

Me

diu

m

Hig

h

Low Medium High

Feasibility

Effe

ctive

ne

ss

(im

pa

ct x r

ea

ch

)

No brainer & continue

Recommended

Experiment

Not recommended x ? !

Congress Pubs

MSL iPAD eCME/

eMeded !!

Enewsletter NP ! Nurse ed site ? Pat assc site ?

Self service

portal ! Pat ed site

Act owned ! KOL discussion

board x Virt rnd table x

Pat Mobile app ?

Branded site w/

Self edetaiiling

Meded site

Sponsored

Mobile app ?

Personalized emailing !

! advertorials

banners

Nurse email ?

Peer to peer

disc/webinar !

Leave behind 3rd sci site ! Live webinar/

eKOL ! Conf webcast !

Agenda


today and tomorrow?






ROI should not be measured…but the 3 other

quadrants can & should be monitored


Example : scientific webcast

IMPACT measurement

- 38 -

REACH

ENGAGEMENT

CONVERSION

# physicians that register for the

webcast

# physicians that login to the

live or on-demand webcast

# physicians that

watch >50% of

the webcast

Optional KPI:

Cost/ converted

viewer


Example- scientific webcast

ADVOCACY & LOYALTY

(try to align with offline activity)


Question

Was the information relevant to your clinical practice?

What was the educational standard of the lectures?

The lectures provided well-balanced presentations supported by scientific information and fair description of all therapeutic options.

The lectures provided enough opportunity for questions and discussion.

How did CME accreditation influence your decision to attend this event?

Would you attend a similar webcast in the future?

How likely would you be to recommend this webcast to a colleague? (NPS)

CONTENT

RELATED

FORMAT

RELATED

Thank you! For the recorded version of this webinar and

voice-over please visit us at http://bit.ly/1hZaj37

http://bit.ly/1hZaj37

Don’t miss our next webinar!

3 April 2014

Cross-channel acceleration

in emerging markets


http://bit.ly/1dJ2B5C

http://bit.ly/1dJ2B5C

Medical education in a world of digital natives

Health & Medicine

Transcript of Medical education in a world of digital natives