1. Healthcare Leaves the Desktop:
How Mobile Research Impacts the Healthcare Industry
Mike Billingsley
VP, Client Development, Research Now Mobile
John F. Turner
Director, Healthcare Solutions, Research Now
#rnwebinars

2. Agenda
How Mobile Research Impacts the Healthcare Industry
 Mobile Market Research Overview
 Use of Mobile Devices in the Healthcare Industry
 Patients
 Physicians
 Case Studies
 Study Results: Physician study on mobile phone usage
 Conclusion
2 © 2012 Research Now

3. Defining Mobile Market Research
Using a mobile device to conduct survey or behavioral
data collection. Mobile devices can include:
 iPhone, iPad and iPod Touch
 Android smartphones and tablets
 BlackBerry smartphones and Playbook
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4. Why Conduct Mobile Market Research?
Mobile Research gives you
BETTER, FASTER and
MORE COST-EFFECTIVE
RESULTS
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5. A Matter of ‘Facts’
Mobile phones are the most adopted technology in history.
• Smartphone usage is growing rapidly globally:
 55% penetration in the US (2012)
 51% share in the Europe (2011)
 45% penetration in Canada (2011)
 19% in APAC/wide variations by country (2011)
Smartphones have become the preferred method for accessing popular
social media and business platforms:
 53% of Facebook traffic is via mobile as of May 2012
 60% of Salesforce hits is via mobile as of May 2012
More than 80 of doctors use smartphones & 62% use a tablet in
their practice
Internet is accessed via mobile more often than computer in China
Source:
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6. It’s Not Just About the App; It’s About
People Too
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7. Multiple Launch Methods
 Push notification
 Geo fencing
 Geo targeting
 QR code trigger
 Diary studies - calendar trigger
 Self-opted via short code SMS
 Interviewer mode for F2F / CAPI
 Email invites
 SMS invites
 In-app intercepts & mobile web
intercepts
7 © 2012 Research Now

8. Mobile Use in the Healthcare Industry
Why are mobile devices important?
 Physicians
 85% use a smartphone at work
 62% use a tablet within the
workplace
 Use is one of the highest as a
profession
 Uses
 Communication
 Dictation
 Patient interaction
 Education
 Market Research
8 © 2012 Research Now

9. Multimode Healthcare Recruitment
 Traditional
 Email
 Direct Mail
 Traditional Phone
 Referral
 New
 Mobile  Benefits
 Expands total targetable
universe
 Targets  Improves response rates
 Physicians  Convenience
 Patients  Increases deliverables
 HCPs
 HB2B
9 © 2012 Research Now

10. Healthcare Case Studies
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11. Case Study: Diabetes Patient Study
 Mobile study for major pharmaceutical company
 Objectives:
 Track awareness and interest of a product among diabetes
patients who own a smartphone.
 Understand differences in the product awareness, ownership,
intent and interest by different categories.
 Understand the profile of the product. Owner vs. Non-Owners
who are unaware of the product in order to identify likely
determinants of sales.
 10 min survey triggered via SMS invites
Key Features: Key Benefits:
• SMS invites • Speed/field time efficiencies
• HTML5 web app • High level of respondent
• Real time reports engagement
11 © 2012 Research Now

12. Case Study: Physician Study
 Mobile study among physicians
 Objective:
 Understand message recall – newly marketed diabetes product
 Require a response rate within 48 hours of being detailed
by a pharmaceutical representative
 To improve response rates and to receive response within
the short time frame, the study was ran as a mobile
survey with a text invite and HTML5 web app survey
instrument
Key Features: Key Benefits:
• SMS invites • Closer to moment of
• HTML5 web app experience for fresh insights
• Real time reports • Speed/field time efficiencies
• High level of respondent
engagement
12 © 2012 Research Now

13. Mobile Physician Research Study Overview
Internal Study to understand perceptions and use of mobile
devices among physicians
 8 minute survey
 N=101 Physicians
 PCPs/Specialists
 Pediatricians, OBGYNs,
Cardiologists, Oncologists,
Orthopaedic Surgeons
 Half of respondents took the survey on their mobile
device and half took the survey online
 Respondents were asked about mobile usage in the
workplace as well as perceptions of and interest in
using mobile devices to take surveys
13 © 2012 Research Now

14. Nearly 9 in 10 physicians own a smartphone
iPhones and iPads are commonly used for professional purposes
Devices Owned Devices Used for
Professional Purposes
89% 86%
79%
73% 74%
66% 68%
52%
47%
19%
14% 11%
Q. S2, Which of the following electronic devices do you currently own? Base: 139
Q. S11. Which of the following devices do you currently use for professional purposes? Base: 101
14 © 2012 Research Now

15. Mobile devices are used in the office for a
variety of purposes
Uses of Mobiles Device in the Office
Personal 87%
Drug/treatment information 70%
Communication with fellow medical… 66%
Schedule/calendar 61%
Continuing medical education 54%
Patient charts (electronic medical records) 36%
Patient communication 36%
Medical research 40%
Online marketing research 43%
View lab or x-ray results 29%
Q2_1. For what purposes do you use your mobile device (tablet, iPhone, etc) in the office? Base: 101
15 © 2012 Research Now

16. Physicians express a high level of interest in
taking mobile surveys
Feelings about using mobile are overwhelmingly positive
Interest in Participating Feeling About Using
on Mobile Device Mobile for Surveys
Definitely
83% Interested 59% 87% Very Positive 56%
Somewhat
Interested 24% Somewhat Positive 31%
Neutral 8% Neutral 10%
Probably Not
Interested 8% Somewhat Negative 4%
Definitely Not
Interested 2% Very Negative 0%
Q. S3. How interested are you in participating in a Marketing Research Study on your mobile device (i.e. Tablet, iPad, etc)? Base: 127
Q. S4. How do you feel about using your mobile device for online Marketing Research Surveys? Base:115
16 © 2012 Research Now

17. 9 in 10 are willing to download our app
8 in 10 are likely to take a 15 minute mobile-based survey
Willingness to Likelihood to Take 15
Download Native App Minute Survey
12%
79% Very Likely 46%
No
Somewhat Likely 33%
Neutral 8%
Yes
Somewhat Unlikely 9%
Very Unlikely 4%
88%
Q, S5a. Would you be willing download an application to your mobile device (i.e. Tablet, SmartPhone) so that you can be alerted when a Marketing
Research Survey opportunity is available? Base: 115
Q. S5c. Assuming you were offered a survey on your mobile device that would take 15 minutes, how likely are you to participate in a survey on your
mobile device during business hours? Base:: 102
17 © 2012 Research Now

18. Physicians like being able to take surveys
when and where they want
Nearly 40% are more likely to take a survey because they can do so
on their mobile device
Interest in Participating on Mobile Device
Can take survey where I want to take it 90%
Can take the survey when I want to take it 87%
I can respond to survey quickly 78%
Effective (good) way to reach me 48%
More likely to take on mobile 39%
Effective (good) way to take a survey 32%
Easy to read on mobile device 30%
Easy to answer on mobile device 34%
I'm in control 25%
Easy to understand how to take on mobile 24%
Fun 17%
Q. S6. What are the advantages of using your mobile device for completing online Marketing Research Surveys? Baee:101
18 © 2012 Research Now

19. Likelihood of taking a variety of types of
surveys is high
Which Types of Mobile Surveys Would You Take?
General Healthcare Industry studies 93%
Specific disease treatment studies 91%
Pharmaceutical effectiveness studies 84%
Medical software evaluation studies 81%
Pharmaceutical sales force effectiveness studies 77%
Q7. If available, which of the following types of marketing research studies would you take on your mobile device? Baee:101
19 © 2012 Research Now

20. 4 in 10 respondents think that at least half of their
colleagues who take surveys would use mobile
Colleagues Who Would Use Mobile for Surveys
26%
39%
18%
12%
11%
9%
90-100% 70-89% 50-69% 25-49% 1-24%
Q10. To the best of your knowledge, of your colleagues who participate in online marketing research surveys, what percent do you
think will use their mobile devices to complete the surveys? Baee:101
20 © 2012 Research Now

21. Future Use
Mobile Use for Patient Interactions will Increase in…
95%
90%
81%
1 Year 5 Years 10 Years
Q5_1, 2, 3. In thinking about the future, for each time frame listed below, do you believe the use of mobile devices in physician-
patient interactions will…Baee:101
21 © 2012 Research Now

22. Mike Billingsley
VP, Global Client
Development,
Research Now Mobile
mbillingsley@researchnow.
com
John Turner
Director, Healthcare
Solutions, Research Now
jturner@researchnow.com
#rnwebinars
22 © 2012 Research Now