5. Digital is Integral to Clinical Practice
83% Euro HCPs use the internet
during the workday
77% between consultations
67% to communicate
with patients
Online is Surpassing Offline
96% HCPs use online professional
sources weekly
Source: Manhattan Research, Taking the Pulse 2012
5
6. Mobile is Mainstream
81% Smartphone adoption
58% Tablet ownership/use
- doubled from 28% to 58% between 2011 and 2012
Physicians Are Increasingly Social
65% use mainstream social networks for
professional purposes
Source: Manhattan Research, Taking the Pulse 2012
6
8. THE IMPACT OF THE GENERATION GAP
Age 27 Span of ~40 Years Age 65
Early Career Late Career
Training and continuing education Set in ways, resists behavior change
Diverse/frequent information sources Narrow/infrequent information sources
Easiest to reach Most difficult to reach
Most impressionable Least impressionable
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9. A BRIEF HISTORY OF THE INTERNET
Internet Pre-History: eCommerce, high-speed
PCs, Dial-Up Services ISPs, mobile, social and
and Satellite Phones semantic web
10
13. DIGITALLY-NATIVE HCPs
A doctor who qualified during or after the internet
went mainstream – and has relied on digital
interactions through connective digital
technologies for his/her entire
professional career
14
14. GETTING TO KNOW
THE DIGITAL NATIVES
Age 8 (1995) Age 10 (1997) Age 14 (2001) Age 18 (2005)
the Web the dot-com boom doing homework using Facebook expands
went public Wikipedia to 21 universities
in the UK
15
19. THE HCP DIGITAL DIVIDE IN 2014
51 49 % %
Digital Native Analog Native
Age in 2014: 27–46 Age in 2014: 47 and up
More engaged with digital media Less engaged with digital media
55% ‘always‘ rely on digital sources 24% ‘always‘ rely on digital sources
20
21. WHERE IS OUR SPEND DIRECTED
TODAY?
Current Pharmaceutical Marketing Investment: 93%
22
22. WHERE SHOULD IT BE DIRECTED?
Current Pharmaceutical Marketing Investment: 7%
(Other Industries: 20%)
23
23. ‘INNOVATIVE’ FOR PHARMA IS NORMAL
FOR DIGITALLY-NATIVE CUSTOMERS
13 93% Online between
Online hours/wk consultations
71 % 92%Using
Using tablets smartphones
Source: Manhattan Research, Taking the Pulse 2012
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24. WE’RE STILL OVER-ESTIMATING
OFFLINE’S ABILITY TO DELIVER
DIGITALLY-NATIVE HCPs: “When looking for clinical information
to inform my clinical decisions, my first choice is to use ”
Digital sources 82%
Print sources 18%
25
29. PRINCIPLES OF NEW MODEL
Utility vs Promotion
Pull vs Push
Multi-Channel vs Multiple Channels
Portable Content vs Channel Tactics
Rep as Valuable Partner vs Sales Agent
30