Contenu connexe Similaire à Health Smartees 2011 (by InSites Consulting) (20) Plus de InSites Consulting (20) Health Smartees 2011 (by InSites Consulting)1. 2011
HEALTH SMARTEES 2011, May 19
WELCOME @ InSites Consulting
Taking Health Research Forward
© InSites Consulting
2. 2011
09.00 – 09.30 : Breakfast
09.30 – 09.35 : Welcome @ our 2011 Health SMARTEES
Carl Vandeloo, Research Manager Health, InSites Consulting
09.35 – 10.05 : Daily challenges for physicians and for physician research
Magali Geens, Research Director Health, InSites Consulting
10.05 – 10.35 : Characterization of the electronic working environment
Danny Belkin, PhD MBA, Abbott
10.35 – 11.00 : Coffee break
11.00 – 11.30: How do different patients define a good patient website?
Saartje Van den Branden, Research Manager Health, InSites Consulting
11.30 – 12.00: Ethnographic research on the ideal cardiovascular patient site
Ad-Willem van de Wijgert, Customer Intelligence Manager EBE-Primary Care, Pfizer
12.00 – 12.15 : Questions before drinks & sandwiches
© InSites Consulting
Health SMARTEES 2010 2
3. Daily challenges for physicians & for physician research
Health SMARTEES 2011
Magali Geens, Managing Partner, Director Health, Magali.geens@insites.eu
May 19, 2011
© InSites Consulting
4. [client
logo]
Key challenges for physicians today
© InSites Consulting
4
5. 360° HEALTH STUDY
PATIENT & HCP STUDY in 8 COUNTRIES, 4TH EDITION
WEB-FACILITATED IN-DEPTH INTERVIEWS
Discussions research
© InSites Consulting
20 Doctors in Belgium, Netherlands, UK and USA
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 5
6. [client
logo]
Being a
physician
is not only about
practicing
medicine
anymore,
but also about
running a
business
© InSites Consulting
6
7. [client
1. Continued (medical) education is required logo]
HCPs operate in an ever-changing environment and need to stay informed
“We just have to stay on top of so many things. Like what are the new
(UK) guidelines concerning treatments & what is reimbursed?”
“Which new drugs are going to be launched (in Belgium)
and how should we prescribe them.”
“What is going to be in the (Dutch) tabloids.
Patients read them and will refer to them in our practice.”
Frustration : all the required information to keep up-to-date has to be sourced
from a broad variety of information providers & sources
© InSites Consulting
7
8. [client
logo]
Very popular
information and
service centre for
HCPs.
“I even made a
patient site using
Univadis and it is
really
professional.”
GP NL
© InSites Consulting
univadis® brings HCPs the latest news in the medical world from impartial sources in your areas of interest. univadis® is a service for healthcare
professionals provided by MSD, 8
.
9. [client
logo]
“This really saves me a lot of time !” UK
© InSites Consulting
UpToDate is a clinical decision support system that helps clinicians throughout the world provide the best patient care.
. 9
11. [client
2. Impact of payers increases and the administrative burden grows
logo]
Administrative challenges imposed by authorities (to provide the best
possible care for the best price) are said to be ever more demanding &
consume up to 20% of the physicians‟ working time !
“(Belgian) insurance companies do not consider what is best for the
patient or which product has the best quality, they only care about
the cheapest option and we have to find that. (...) in some
cases you risk to be fined if you still prescribe the branded alternative.”
“Every 3 months, the advised (generic) medication or
guideline for a condition changes (in the Netherlands).
All depends on the cheapest product of the moment (...) Imagine the time we
need to invest to stay on top of things and also to explain to our patients yet
another change of treatment.”
© InSites Consulting
11
12. [client
logo]
Bnf.org promises
the HCP to help
him/her in efficiently
making a medication
choice.
(British Medical Association /
Royal Pharmaceutical Society).
© InSites Consulting
The BNF is a joint publication of the British Medical Association and the Royal Pharmaceutical Society. It is published biannually under the
authority of a Joint Formulary Committee which comprises representatives of the two professional bodies and of the UK Health Departments. 12
13. [client
logo]
UpToDate is
worldwide
community platform
that helps HCPs to
provide the best
care, including a
popular cost
containment tool as
it is very easy-to-
use.
4,400 HCPs act as
editors and
reviewers.
© InSites Consulting
UpToDate is a clinical decision support system that helps clinicians throughout the world provide the best patient care.
. 13
14. [client
logo]
“Luckily, I have my mobile internet.
I can check things when I am waiting for the kids at
school or when I go to bed at night.”
(GP, NL)
“Even between patient visits, I am doing things :
administration, looking up information…”
(GP, BE)
“Everybody is busy, ok, but I need to see 30
patients per day ! Well, that’s busy !”
(GP, UK)
© InSites Consulting
14
15. [client
3. Empowered patients are ever more demanding logo]
New media have strongly empowered patients over the past years
and they want to be actively involved in their (family‟s) health management
“I often spend extra time reassuring the patient that he does NOT
suffer from the disease in the previous Doctor Oz Show (popular in the US).”
“Treatment choice has become a joint decision with the patient, he needs to agree.”
“These days a lot of time is spent on setting-up a management plan
with the patient for his treatment.” (GP, UK)
The increased patient involvement can come with important advantages
(i.e. doctors mainly emphasize the shift towards prevention and an improved treatment
compliance by involved patients)
But the patient emancipation also poses true challenges !
(i.e. time needed to frame and sometimes counter (online) information gathered by the
patient and also decreased compliance by patients taking things in their own hands)
© InSites Consulting
15
16. [client
logo]
“The experiences of
others on Doctissimo
are interesting to read
although I don‟t often
post myself.”
Male, 33 years, France
“I often visit consumer fora. Why?
Because I think it is necessary to
give my professional opinion
when patients are going crazy &
coming up with weird & unreal stories.
Then I am the reality check for them.”
GP, NL
© InSites Consulting
Doctissimo is part of the commercial group Lagardère Active. Doctissimo.fr was launched in May 2000 as the first health portal targeted
towards the larger audience. 16
17. [client
logo]
“I compare online
pharmacies and try to find the
most advantageous deals and
then I buy the medication
online.”
Female, 58 years, Germany
© InSites Consulting
Versandapothekenverglleich.com allows visitors to find – quote – serious online pharmacies that offer sharp prices. Everything is compared,
including shipment costs, to support the buyer in finding the best deal all-in. 17
18. [client
logo]
“I only use
expert
sources,
I wouldn‟t just
use Wikipedia
for my health.”
Female, 46 years, US
© InSites Consulting
PubMed comprises over 20 million citations for biomedical literature from MEDLINE, life science journals, and online books. PubMed citations
and abstracts include the fields of medicine, nursing, dentistry, veterinary medicine, the health care system, and preclinical sciences. 18
19. [client
logo]
“Doctors in the UK often
advise this website to
patients.”
“It can save you a lot of
time as well. Not needing
to explain everything in
detail yourself.”
GP, UK
© InSites Consulting
NHS Choices is a comprehensive information service that helps consumers to take control of their healthcare. The service is intended to help
them make choices about their health, from lifestyle decisions about things like smoking, drinking and exercise. 19
20. From patient-centricity to servicing the empowered patient [client
The internet is a commonly used source for the HCP
logo]
“When a patient comes to me
“I sometimes print
with e.g. a specific rash, I first
diagnose the patient & then information for them
show some pictures via from the internet.
Google images to proof Patient.co.uk has a variety
that the diagnosis is correct. It of good concise information
is also an extra check for me…” leaflets available.”
© InSites Consulting
20
21. [client
logo]
This site is often
suggested to the
patient by the GPs
in the UK.
© InSites Consulting
21
22. [client
logo]
Sources approved
by government
are really helpful
for HCPs in UK.
© InSites Consulting
22
23. [client
logo]
© InSites Consulting
Patients expect „the doctor‟ to be always „on‟ 23
24. [client
logo]
THINK B2B2C
Do not only think about tools for
HCPs, but also for HCPs to
confidently refer their patients to.
© InSites Consulting
24
25. [client
True challenge for physicians is time management
logo]
Continuous education required, consuming ever more time
Impact of payers and administration consumes a lot of time
Empowered patients want to dialogue and require more time
© InSites Consulting
25
26. [client
logo]
“I truly hate the fact that I sometimes
need to say NO to a patient visit, simply
because I really don’t have the time...”
GP, BE
“There is a shortage of doctors & I cannot
blame people for not wanting to be one,
it is a hectic life. It never stops.”
GP, UK
© InSites Consulting
26
27. [client
logo]
NEWS IS NECESSARY
BUT manageable, fast-to-digest & applicable in practice
© InSites Consulting
27
28. [client
logo]
NEW MEDIA CAN FACILITATE
But today they are not used to the fullest extent. The clutter is too large !
© InSites Consulting
28
29. [client
logo]
“It’s my dream to be able to access up-to-date
patient information online. In hospital, we have
several meetings with colleagues & nurses all day long, we
then need accurate & recent information on
patient like medication intake, blood values...
Often, this is not available now, which makes it
inefficient. Our discussions are not up-to-date at all!”
© InSites Consulting
29
30. [client
logo]
Challenges faced in physician research
© InSites Consulting
30
32. [client
Physician research
logo]
Traditional surveys
Repetitive questions
Seemingly irrelevant questions
Fundamental time investment (QT surveys up to 45‟)
No room for open answers (to avoid AE reporting)
No question / feedback options
Requiring large samples in short time spans
Monetary incentive, no insight incentive
© InSites Consulting
32
33. [client
logo]
Response rates are going down
Participation rates below 5% are no exception
Sampling bias is real danger
Global warming of physician panels to be expected
Need for quality control increases
Completion time checks, scaling controls, verification of
consistency between answers required
Advanced interviewing skills necessary and/or
extremely complex technical implementation of surveys
Cost per interview is excessive
Cost per completed survey very high
Cost per incentive often hard to defend
Often in conflict with internal restrictions
© InSites Consulting
33
34. [client
logo]
In sharp contrast with
research panel
evolutions, we experience the
rapidly growing success of
physician communities
like Doctors.net.uk (UK),
Sermo (US), Coliquio (GE)...
© InSites Consulting
Doctors.net.uk is for UK-registered doctors in primary & secondary care. It is a secure service offering a professional e-mail facility, clinical & non-
clinical forums, the latest medical news and free accredited education allowing doctors to maintain Continuing Professional Development (CPD). 34
35. [client
logo]
Relevant for the physician “It‟s easy to post a question &
check answers in between
One central location with need-to-knows patient visits.”
Always available, at their fingertip
Relevant peer experience is the incentive
Large active community = fast replies
“I often ask questions to the doctor
community about practical things: how do
they manage this (…) or even information
on medical appliances, which supplier do
© InSites Consulting
they like etc…”
35
36. [client
Panel versus community : a true paradigm
logo]
PANEL COMMUNITY
• One-way, asking questions • Two-way, sharing insights
• Departs from commercial challenges • Departs from broad day-to-day experiences
• Sampling based on respondent profile • Discussions based on participant interests
• Monetary incentives • Rewarding content
• At the marketers’ convenience • At the physicians’ convenience
• Targeted facts • Rich insights embedded in relevant context
• To measure • To discover, to learn
© InSites Consulting
36
37. [client
Panel versus community : a true paradigm
logo]
PANEL COMMUNITY
• One-way, asking questions Critical questions for traditional research :
• Departs from commercial challenges Do we really need 200 doctors per market?
Do we really need to ask 45 questions?
• Sampling based on respondent profile
How can we make the survey attractive?
• Monetary incentives What can we give back to the participants?
• At the marketers’ convenience
• Targeted facts
• To measure
© InSites Consulting
37
38. [client
logo]
Community research
© InSites Consulting
COMMUNITY SMARTEES on June 16th 2011 - split researchers / marketers
38
39. [client
“I had exactly the same when I was in my thirties. logo]
Don‟t worry too much. They could really help me at
the time and medicine has evolved really fast.”
• Capturing relevant conversations
as they happen in real-life
settings. Get the rich emotional
context to understand why
people speak and act the way
they do. Understand how to
address needs better.
© InSites Consulting
39
40. [client
Consumer / patient community research
logo]
• Exemplary set-up
© InSites Consulting
40
41. [client
Consumer / patient community research
logo]
• Exemplary set-up
DEPRIVATION ACTIVATION
What happens on a psychological and What happens on psychological and
physical level when heavy fruit/smoothies physical level with participants who don’t
eaters don’t consume their regular amount often eat fruit/smoothies, when they start
of fruit/smoothies? eating more?
© InSites Consulting
41
42. [client
Consumer / patient community research
logo]
• Exemplary set-up
© InSites Consulting
42
43. [client
Experience for Danone? logo]
High involvement, but truly rewarding
Rich information
Detailed information Inspiring
Real-life vocabulary
Allow time for
involving team
© InSites Consulting
43
44. [client
Lesson learned for us logo]
Better to join a ‘party’ where the ambiance is already installed
© InSites Consulting
44
45. [client
logo]
Recruitment via highly
involved and very
interactive community of
experts in the field.
© InSites Consulting
45
46. [client
logo]
Recruitment via highly
involved and very
interactive community of
experts in the field.
© InSites Consulting
46
47. [client
“46 yo, white, and there is a family history of
“I had exactly the same when I was in my thirties. mother with menopause at age 45. Brain MRI w/
logo]
Don‟t worry too much. They could really help me at and w/o Magnevist is normal except for a
the time and medicine has evolved really fast.” 11x7x6mm parieto-occipital meningioma. Is this
constellation more c/w basilar migraine or (…)?
• Capturing relevant conversations • Capturing real challenges in
as they happen in real-life the daily practice of physicians
settings. Get the rich emotional when dealing with patients,
context to understand why colleagues, products, devices,
people speak and act the way administration, prescriptions...
they do. Understand how to • Get embedded insight of how
address needs better. HCPs can be better supported.
© InSites Consulting
47
48. [client
logo]
“Interesting to depart
BLOG : HCP solution today from real-life challenges.”
• Map the day-in-the life of... and capture
unfulfilled needs
• Capture diagnosis challenges & choices
• Understand treatment expectations,
challenges, decisions...
• Evaluate (digital) detail aids and other
commercial materials (flow, visuals,
copy)
• Evaluate new service ideas (digital rep „”Really fun to do! And
visit, smartphone apps...) does not take too much
time.”
© InSites Consulting
48
49. [client
logo]
THE
BLOG : to COMMUNITY FUTURE...
• Brainstorm about services to optimize
day-to-day practice and deal better with
challenges faced
• Exchange and consolidate best
practices for diagnosing and treatment
initiation / switching
• Optimize (digital) detail aids and other
commercial materials (flow, visuals,
copy)
• Co-create on new services in a given
context
• …
© InSites Consulting
49
50. [client
logo]
… of
research
as we
know it?
© InSites Consulting
50
51. [client
logo]
Old media
can
survive
next to
new media
© InSites Consulting
51
52. T +32 9 269 16 04
M +32 497 523 526
E magali.geens@insites.eu
http://connectwith.insites.eu/magaligeens
Ghent I Rotterdam I London
Questions?
© InSites Consulting
© InSites Consulting
53. Danny Belkin, PhD MBA
Strategic Projects & Innovation Manager
Pieter Maes & Marc Renard
© 2010 Abbott Belgium
54. Contents
1. Project description & Methodology
Findings
2. Results
Benefits from e-solutions
3. Conclusion
© 2010 Abbott Belgium
56. Methodology
1.
2.
3.
• In-depth interviews rather than large-scale market research
• Small sample size: KOLs, GPs & Med students
© 2010 Abbott Belgium
57. “All applications of Information and
Communication Technology (ICT)
related to the healthcare sector”
© 2010 Abbott Belgium
60. General findings
General remarks
• Belgian physicians are quite traditionalistic and individualistic
• Differences between electronic work environments depend
on the type of institute:
• University hospital
• Non-university hospital
• Private practice
• Huge heterogeneity of utilized software packages
© 2010 Abbott Belgium
61. General findings
Medical Information Sources
100%
90% GPs Specialists 80%
80% (n= 10) (n= 40)
70%
60% 53%
50%
37%
40%
30%
20% 20%
20% 13% 13%
7%
10%
0% 0% 0% 0%
0%
Pubmed MedScape Medline UpToDate Ovid Google
© 2010 Abbott Belgium
62. General findings
Medical Information Sources
• Specialists:
– Online websites and electronic version of medical journals
• Why? Relevant ; Up-to-date ; Objective ; Very specific
– Congresses/meetings and CME
• GPs:
– Google: why?
• Want fast, easy and free access to information
• Online articles/subscriptions are expensive
– Congresses/meetings and CME
© 2010 Abbott Belgium
63. General findings
Medical Information Sources
• What do physicians want from websites:
– Comprehensive website & varied literature
– Single, simple login
– Free
– Differences between specialties:
• Some are overloaded with info, work + no time
• Others are open to discover new routes to get information
© 2010 Abbott Belgium
64. General findings
eCME
80% (n= 10) (n= 7) (n= 5) (n= 3) (n= 6) (n= 8) (n= 6)
70% 60%
60%
50%
40% 33% 33% 33%
29%
30%
20%
10% 0% 0%
0%
© 2010 Abbott Belgium
65. General findings
eCME
• Preference for congresses instead of online courses
– Value of social contact is very high
– Ability to get a lot of information in an informal way
– Few eCME courses currently approved for accreditation points –
beginning to grow
– Physicians do not always know what is available online
• In general:
– Older specialists go on congress
– Assistants are more likely to use eCME
© 2010 Abbott Belgium
66. General findings
Professional Social Media
• Well developed in the US/UK (e.g. Physician Connect / Ozmosis etc.)
• Do physicians use social media?
© 2010 Abbott Belgium
67. General Findings
Social Media
91%
100%
80%
90%
GPs Specialists
80%
n=40 (inc. students) n= 52 (inc. students)
70%
60%
50%
33%
40%
30%
12%
20% 5% 0%
10%
0%
< 30 years > 30 - 45 years > 45 years
© 2010 Abbott Belgium
68. General Findings
Social Media
What type of usage?
Not used at all solely for professional reasons
© 2010 Abbott Belgium
69. General Findings
Social Media
• Why not use social media?
© 2010 Abbott Belgium
70. General findings
Smartphones and mobility: Phones
What brand?
Own a Smartphone?
Specialists
(n=40) (n=39)
© 2010 Abbott Belgium
71. General findings
Smartphones and mobility: Apps
> 1000 applications for medical purpose on iTunes App Store
Launched 2 June 2010
© 2010 Abbott Belgium
72. General findings
Smartphones and mobility: Apps
• Even if professional apps are available, most physicians are not yet aware
80%
70% 58%
60%
50%
40%
30%
14%
20% 5%
10%
0%
GPs who use prof. Specialists who use GPs and specialists
apps prof. apps not aware that prof.
apps exist
© 2010 Abbott Belgium
73. General findings
Governmental eHealth platform
Source: “Overview of some on-going eHealth projects in Belgium”, a presentation by Frank Robben
(http://www.law.kuleuven.be/icri/frobben/presentations/20081118.ppt), accessed 31.08.10
© 2010 Abbott Belgium
74. General findings
Governmental eHealth platform
88%
90%
GPs Specialists
80% (n= 8) (n= 40)
70%
55%
60%
42%
50%
40%
30%
13%
20%
3%
0%
10%
0%
Knows it and uses Knows it but does Does not know
eHealth not use eHealth eHealth
© 2010 Abbott Belgium
75. General findings
Governmental eHealth platform
• Usefulness and acceptance of the platform and associated
services will depend on:
– Communication
– Value (help physicians in their practice vs. data collection/monitoring)
– User-friendliness, easy access (design)
– Workload!
© 2010 Abbott Belgium
77. The Benefit Ladder
Brian Wansink, (2003) "Using laddering to understand and leverage a brand‟s equity", Qualitative Market Research: An International Journal, Vol. 6 Iss: 2,
pp.111 - 118
© 2010 Abbott Belgium
78. Benefits
- Add value to their daily work
- No increase in workload
- Credible – KOL involvement
© 2010 Abbott Belgium
79. Benefits
- User-friendly solution
- Password/ login
- Integrated in existing software
- Mobile solutions
© 2010 Abbott Belgium
80. Benefits
- Decrease administration time
- Digital version of reimbursement forms
- Online interaction with authorities
- Increase the number of patients seen
© 2010 Abbott Belgium
81. Benefits
- Need for data management
- Comparison with peers
- Statistics about their practice
- CT enrolling
© 2010 Abbott Belgium
82. Benefits
- Similar to and enhancing common
programs
- Fits in and improves regular habits
and behavior
© 2010 Abbott Belgium
83. Benefits
-Ego
- Publish articles on hot topics
- Competition between hospitals
© 2010 Abbott Belgium
84. Benefits
- Mainly GPs
- Create a link with hospitals
© 2010 Abbott Belgium
85. Conclusions
• Belgian electronic healthcare is still in its early years
• Traditionalism and passiveness from physicians concerning
electronic and online tools
• High software heterogeneity leads to difficulty in
standardization
• Pharma not yet meeting physicians’ needs
• Opportunities exist!
© 2010 Abbott Belgium
86. Finally…
• Report available - Contact me at danny.belkin@abbott.com
© 2010 Abbott Belgium
87. Up, close & personal with the empowered patient
Health SMARTEES 2011
Saartje Van den Branden, Research Manager Health, Saartje.VandenBranden@insites.eu
May 19, 2011
© InSites Consulting
88. [client
83%
logo]
already used the internet
to look for information on health related topics
(this is 50% when corrected to the offline population)
74%
82% 80%
70%
95%
69%
79% 97%
United States 83%
Brazil 93%
Australia 79%
79%
© InSites Consulting
87% China 93%
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 88
89. [client
THE PATIENT ACTION FLOW logo]
Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder?
Waited for a while
Looked for information
General Practitioner
Pharmacy
General Practitioner
Special Practitioner
Something Else
© InSites Consulting
Health Study 2009, N Europe = 2841 / Filter = Patients suffering from at least one disorder
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 89
90. [client
So we got up, close & personal with the logo]
empowered patients to understand what they expect
© InSites Consulting
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 90
91. 360° HEALTH STUDY
PATIENT & HCP STUDY in 8 COUNTRIES, 4TH EDITION
VISUAL ETHNOGRAPHY WEB-FACILITATED IN-DEPTH INTERVIEWS
Observational research Discussions research
© InSites Consulting
21 Patients in UK, Belgium & the Netherlands 15 Patients in US, Italy, Spain, France & Germany
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 91
92. [client
WE RECRUITED DIFFERENT TYPES OF PATIENTS
logo]
Non-Conformist
21%
24% 21% Health Conscious
Healthy Laidback 29%
Alternative
24% NonConfirmist
29% Expert
Expert
Involvement
25% Hedonist
25% Hedonist
© InSites Consulting
Health Study 2009, N Europe = 2841 / Filter =
Patients suffering from at least one disorder
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 92
93. WE RECRUITED DIFFERENT TYPES OF PATIENTS
HEALTHY LIFESTYLE
Non-Conformist
(24%)
LOW HIGH
Healthy laidback
(21%)
HEALTH INVOLVEMENT
LOW HIGH
Hedonist
(25%)
ALTERNATIVE VIEWPOINT
Expert
(29%)
LOW HIGH
© InSites Consulting
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 93
94. Non-conformist [client
logo]
Non-Conformist
21%
24% 21% Health Conscious
Un-healthy life-style, bad eating
Alternative
24% NonConfirmist
habits, little to no physical exercise 29% Expert
No regular doctor‟s visit, no health
reference for friends and family
Involvement
They say they would rather change
habits than take medication
25% Hedonist
© InSites Consulting
Health Study 2009, N Europe = 2841 / Filter =
Patients suffering from at least one disorder
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 94
95. Non-conformist [client
logo]
Who are they?
Couch potato
Find their lives quite stressful Often smokers
Lack of healthy examples in For food, taste & price are
Higher chance of overweight
their immediate surroundings most important
© InSites Consulting
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 95
96. Non-conformist [client
logo]
Role of the internet
They hardly ever use the internet for health purposes
because of their low involvement in their own health.
© InSites Consulting
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 96
97. OUR PARTICIPANTS
+300 +100 open +30
pictures answers movies
• taken by participants • to predefined questions • health in their home
• posted on the blog with • in patient language • ideal website presentation
comments to help • possibility to ask for further •…
interpretation explanation
© InSites Consulting
Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011. 97
98. 21%
21% Health Conscious
Healthy Laidback
Alternative
24% NonConfirmist
29% Expert
Healthy life-style, good eating habits, and sufficient physical exercise
Involvement
But they are little involved in health because they have no need to worry
Believe prevention is better than cure & natural products are better
25% Hedonist
© InSites Consulting
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99. Healthy laidback
WHO are they?
Exercise to lose weight &
to stay fit
Integrate health
Radiate health in daily life
Tea = always a cure!
A healthy laidback is a busy
person: exercising, healthy
cooking, shopping for natural
products...
Efficiency is important &
Mental health = crucial! planning is crucial in their life!
Balanced way of living
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100. Healthy laidback
Medication
Often they do not have a real medicine cabinet: (chemical) medication is put somewhere
far away in the highest kitchen cupboard
High penetration of natural products and food supplements
Low penetration of Rx
“I enjoy being healthy but I am really not
keen on taking medicine.”
“I use Paracetamol when I‟m having migraine, I know
stronger products exist, but I don‟t want to take that.”
“Food supplements seem to „cure‟ as much as medication
does, only take them upfront, it‟s less harmful!”
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101. Healthy laidback
Role of the internet
Why?
Tool for prevention and general well being
What?
Websites about well being in general, fora and blogs
home remedies, alternative treatments
When?
Regularly, about once a week
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102. Healthy laidback
Online sources
“I don‟t know the specific sites, I just type in what I need in Google”
Female, 46 yo, Italy
21%
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103. Healthy laidback
Online sources
“I visit Staibene because it offers all kind of information
about physical and psychological well being and health.
There is all sorts of information there, on nutrition, dieting, allergies … they
have a forum that I like to read and all kinds of health tests on the site”
Female, 36 yo, Italy
21%
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104. Healthy laidback
Their ideal health site
holistic health approach
Web site must deal with health in its broadest sense:
focus not only on physical health but also on mental wellbeing.
Interest in how to obtain a healthy life style & how to feel good .
personal health tests
Possibility to take all sorts of health tests whenever they feel something is
not ok. The sooner they know what is wrong, the sooner they can react.
connecting with others
Very critical when something is wrong. Don‟t consider themselves as „expert‟
concerning diseases or treatments, so they like to connect with others!
E.g. on a forum or a chat where you they read about other people‟s experiences
and share stories with each other.
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105. Healthy laidback
Their ideal health site
Health, lifestyle &
fitness should be
prominent.
Diseases are somewhere
in the bottom and not
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eye-catching
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106. Track your wellness
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108. Health expert
21%
24%
Healthy life-style, good eating habits, Conscious
21% Health 29%
physically active and go to see a doctor for a yearly
Alternative
24% NonConfirmist
29% Expert
check-up
Expert
Highly involved in health, inquire about
health and actively collect health information
Involvement
Believe in prevention, but natural products are
not necessarily considered to be better
Hedonist
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109. Health expert
Who are they?
“Being healthy involves so
much: knowing which diseases are
current, taking vitamins, checking if the
medication box is still filled, visiting the p
GP when needed, checking if my
family is in good health...” (NL)
Combining exercise & health
Good relation with GP
& pharmacist
They HATE to be sick A lot of mums, but also empty-nesters,
caring for themselves & their family
Healthy food is a
minimum
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110. Health expert
Medication
They have a special medicine cabinet, which is well filled: they are prepared for most of
the common diseases.
29%
When they feel sick, they start taking medication right away.
“I find that I automatically turn to medication for a cure
rather than seeing if the problem goes away with time.”
“I might be relying too much on medication and opt for it
when I could do something else.”
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111. Health expert
Role of the internet
Why?
Tool for education and updates about health and medication
What?
(new) medication and active ingredients
Analysis of their own symptoms
Renowned sources with sufficient credibility
When?
Often, at least twice a week
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112. Health expert
Online sources
“I visit drugs.com. There you can enter any drug you want and then all the
info you need appears like side effects, interactions with other drugs”
Female, 39 yo, US
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113. Health expert
Online sources
“I only use expert sources (such as PubMed),
I wouldn‟t just use Wikipedia for my health”
Female, 46 yo, US
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114. Health expert
Mobile apps
““For my smartphone I use a few health apps like Loose It
which tells you how many calories you‟ve burnt in one day and
the Allergy Alert that warns me about the air quality”
Female, 46 yo, US
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115. Health expert
How do they use online information?
“Online information is very valuable as it helps me to make
up my own little health routine to get better: take this
type of medication, add that kind of supplements…
After I have seen a doctor of course to check it!”
Healthy experts are into personalized health management.
Their health management is a mutual decision by both patient and HCP
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116. Health expert
They influence others as well
“I looked up the test online that my husband had to do so he
already had his test done before seeing the urologist, he came to
the appointment prepared with his test already done”
Female, 45 yo, Italy
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117. Health expert
Their ideal health site
educational focus
Their ideal site educates about pathologies & medication & keeps
them up to date on new evolutions.
specialist interaction
Opportunity to ask questions to a HCP (for minor or urgent issues).
They need a knowledgeable sparring partner, who‟s always available.
scientific backbone
The information needs to be scientifically supported (by means of tests,
statistics…) to guarantee its credibility.
Interest in MOA (mechanism of action) videos & video
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messages of HCPs.
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118. Health expert
Their ideal health site: a one-stop portal
“I really would love to create my own website where I can
find all the answers without going anywhere!”
Female, 29 yo, UK
Phone / direct
chat in case of
urgent questions.
Efficiently fix
appointments
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119. Health expert
Their ideal health site: the doctor @ home
A HOLOGRAM DOCTOR
… whom the patient can consult @ home.
Relevant in case of minor complaints
If the situation is more severe hologram refers patient to a „real‟ doctor
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120. Web applications
OK! But…
close collaboration with and follow-up by an HCP is crucial.
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121. Hedonist
21%
They do not highly value a healthy way of living, but they do not feel
24 unhealthy either
particularly %
21% Health Conscious
They are not a health reference for their surroundings, but do search for
Alternative
24% NonConfirmist
health info when needed 29% Expert
They are not prevention-oriented and take medication whenever necessary
to feel better
Involvement
25% Hedonist
25% Hedonist
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122. Hedonist
Who are they?
Don‟t always take their
health seriously
Their motto:
“At work, we laughed
with my breathing
Enjoy the good things in life. sound (squeaking &
hissing), fun!”
Coke light = being healthy They just painkillers!
“What do I need more?” Enjoying life = instant relief from „unpleasant‟ things
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123. Hedonist
Medication
= instant relief
= the guarantee that nothing will stop you from enjoying life.
Hedonists are open to buy OTC medication online (after all, it‟s a commodity)
Examples of hedonist medicine cabinets:
In the bathroom, close to beauty products – so considered to be a „tool‟
that helps them to live life to the fullest.
In the kitchen, in reach from the breakfast table (and exposed to the
heath of the radiator below and the sun light…).
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124. Hedonist
Role of the internet
Why?
Tool for acute problem solving
What?
Interpretation of symptoms
Advised medication (dosage and side effects)
Preferably in simple language
When?
Depends on their health condition
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125. Hedonist
Online sources
“I just type in Google what to find out about the over the counter
solutions for athlete's foot. No need for a doctor’s visit.”
Male, 42 yo, US
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126. Hedonist
Online sources
“Web MD is really popular in America, it‟ s a well known site where you can
find all sorts of information when you suffer from a condition”
Male, 42 yo, US
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127. Hedonist
Their ideal health site
symptoms & treatment
Hedonists want to be able to interpret their symptoms & see
suggested treatments.
easy-to-understand
No special tools required.
The information should just be easy to understand, not too scientific.
well-structured
The site should be well structured and to the point.
This way, they can quickly find what they‟re looking for without loosing any time.
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128. Hedonist
Their ideal health site
Hedonists like websites that are easy
to navigate (not too complicated, not too much
information) so they can quickly find the solution to their problem.
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129. WebMD App
Keeps it simple and straightforward
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