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

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
SolutionsCoverage
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
services
Adherence 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 information
Information 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
10
Patient 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 medical
education programs
(CME)
Medical procedure
demonstrations
Slide shows with
disease and condition
information
Slide shows with
drug or treatment
information
Downloadable video
presentations 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 tablets
23% 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 regularly
Other
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
abstracts
Watch online video Communicate with
patients digitally
Look up pharma
info and services
Show patients
online resources
Use 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
Questions@TeamDRG.com

Digital Content for Physicians in Global Markets

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