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What's Next: Engaging HCPs in a Digital World

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Description

Ten years ago, fewer than half of physicians owned a smartphone. Tablets were even rarer and finding credible medical information on social media was next to impossible.
 
How does the new, digitally-empowered global physician get things done? In this webinar we discuss the digital opportunities for today’s life sciences marketers.

Transcription

  1. 1. Powered by What’s Next: Engaging HCPs In a Digital World
  2. 2. Welcome Jeff Greene VP of Strategy, DRG Digital Thomas Crampton Consulting Principal, Marketing Transformation Ogilvy Consulting
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
  5. 5. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. www.DRGDigital.com DRG DIGITAL | MANHATTAN RESEARCH !5 Customer Trends in the Era of Data Engaging HCPs in a 
 Digital World @Jeff_Greene VP, DIGITAL STRATEGY & INSIGHTS DECISION RESOURCES GROUP jgreene@TeamDRG.com
  6. 6. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !6 QUIZ: What’s this? DRG Digital | Manhattan Research Clock radio Air purifier Dial-up modem White noise generator
  7. 7. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !7 The digital physician … circa 2008 DRG Digital | Manhattan Research
  8. 8. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !8 The digital physician … circa 2010 DRG Digital | Manhattan Research
  9. 9. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !9 The digital physician … today DRG Digital | Manhattan Research
  10. 10. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !10 The digital physician … today DRG Digital | Manhattan Research
  11. 11. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. ” ” “ Silicon Valley innovations are behind this huge shift !11 DRG Digital | Manhattan Research
  12. 12. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. ! !12 Many pharma digital teams we see are pivoting to focus on 
 “customer experience” Campaigns, blasts, 
 advertisements Consistent, useful, 
 personalized
 relationships DRG Digital | Manhattan Research
  13. 13. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. 
 For physicians, today’s digital landscape is overwhelming, overly promotional, and often, 
 poorly designed. We need to respond with solutions that are: Personalized, Credible, & Painless !13 DRG Digital | Manhattan Research P C P
  14. 14. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. Today’s Speaker JEFF GREENE More than 20 years guiding clients into the digital age Worked with pharma past 9 years to evolve their multichannel approaches First computer: Texas Instruments 99/4A Same birthday as Google (9/27) @Jeff_Greene !14 DRG Digital | Manhattan Research
  15. 15. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !15 About DRG Digital – help leading pharmas sustain brand trust with objective data and marketing support Manhattan Research validate investments and innovations Multichannel Intelligence benchmark marketing effectiveness Voice of the 
 Customer identify 
 breakthrough 
 opportunities INDEPENDENT, ACTIONABLE ANSWERS TO TOUGH BUSINESS QUESTIONS DRG Digital | Manhattan Research
  16. 16. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. 
 We are part of DRG’s suite of healthcare intelligence !16 DRG DIGITAL The next evolution of Manhattan Research – one of the industry’s most trusted sources for independent multichannel expertise
 Offering DRG capabilities: • Proprietary data assets including 
 RWE database • Custom analytics team and advanced methodologies • Access to 200+ analysts; world’s leading disease experts DRG Digital | Manhattan Research
  17. 17. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research Trend #1 – Physician Fatigue !17 P
  18. 18. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !18 “Going through it and trying to analyze and extract meaning from it was not really feasible.” Dr. Paul Abramson,
 San Francisco, CA
  19. 19. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !19 Physician targets are overwhelmed with information Over half of U.S. HCPs agree.. “I do not have time to manage all of the data I receive from my patients and outside resources” Medical journals Patient reported symptoms Clinical trial data Population data Genomic data Patient reported device data Among U.S. physicians Source: Taking the Pulse® U.S. 2017
  20. 20. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !20 They spend 3+ hours each day with EHR and other digital sources Hours global physicians spend during the workday 
 in front of a screen: 7.2 hours seeing patients Source: Taking the Pulse® U.S., EU, Global, 2015-2018 4.63.2 4.7
  21. 21. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !21 Not surprisingly, they are attempting to block your ads 88%have used, or interested in using, an ad blocking feature on their smartphone 40% of U.S. HCPs have opted out from a professional email the past 6 months Among U.S. physicians Source: Taking the Pulse® U.S. 2018
  22. 22. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !22 ersonalize to combat HCP fatigue 1. Create specialty-based experiences 2. Default to preferences 3. Judiciously manage comms cadences P
  23. 23. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research Trend #2 – Eroding trust !23 C
  24. 24. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !24 “I am concerned about the loss of trust between my patients and I in 2018.” Physician interviewed in a DRG Digital qual study, 2018
  25. 25. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !25 When thinking about pharma, physicians don’t think “Trust” “Pharma is my trusted partner in care” Fewer than half of European and Mexico HCPs agree: Source: Taking the Pulse® Europe, Global 2017
  26. 26. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !26 For at least half of U.S. physicians, advertising context matters I pay more attention to a Rx drug ad if it is on a website I trust Among U.S. physicians Source: Taking the Pulse® U.S. 2018, Digital HCP Sources 2018 Pharma companies should only advertise in healthcare-focused websites and publications AD 50% 55%
  27. 27. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !27 Is the Brand.com on its way out? Source: Taking the Pulse® U.S., Europe 2017 “Pharma websites are primarily product advertisements” 62% of U.S. physicians agree 59% of EU physicians agree
  28. 28. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !28 redible content can rebuild trustC 1. Focus on the science 2. Support patients 3. Be where HCPs are (with the right partners)
  29. 29. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research Trend #3 – UX issues !29 P
  30. 30. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !30 “Patient websites are so much more simple. You made the doctors’ stuff too confusing.” Physician interviewed in a DRG Digital UX study, 2017
  31. 31. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !31 #1 Reason U.S. HCPs don’t visit pharma mobile sites more often
 Among U.S. physicians Source: ePharma Physician® 2017 It takes too long to find the information I need Physicians are struggling to find relevant content on pharma sites DRG Digital | Manhattan Research
  32. 32. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !32 Designing for marketing vs. designing for customers All Content Here Is Promotional
  33. 33. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !33 Inconsistency across platforms – another thorn in their side “It is important that I have a consistent experience (e.g. look, feel, offerings available) when using a pharma website, mobile pharma website, or pharma app.” More than half of U.S. physicians agree: Source: ePharma Physician® 2017
  34. 34. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research 5% 29% 53% 76% 100% !34 Which pharma brands are getting it right? Top pharma companies providing a consistent experience across digital offerings: Source: ePharma Physician® 2017, Taking the Pulse® Europe 2017 10% 33% 55% 78% 100%
  35. 35. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !35 ainless experiences are mission-criticalP 1. Find and fix UX misses 2. Map device content to customer behavior 3. De-silo digital
  36. 36. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research What’s next? Looking toward 2019 !36
  37. 37. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !37 Leading-edge opportunities for engaging HCPs EHRs Social Media Voice &
 A.I.
  38. 38. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !38 Global HCPs are excited about EHR/EMR innovations ithms in EMR that support diagnosis Virtual reality applications for medical education Use Interested in using Resources used/interested to support clinical practice (EU5 physicians): Among EU5 physicians Source: Taking the Pulse® Europe 2017 EHR
  39. 39. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !39 Fill gaps in EHRs by offering prescribing and 
 patient-related resources Among EHR users Source: Taking the Pulse® U.S., Europe 2017-2018 Physicians in U.S. and EU5 most interested in these pharma-provided resources: 86% of EU5 HCPs agree “I would be interested in using resources provided by a pharma company in my EHR” EHR Treatment guidelines Patient education materials Product & dosing info
  40. 40. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. ” DRG Digital | Manhattan Research !40 Capture physicians when they leave their EHRs PatientPrescribing Dosing information 
 Safety/adverse 
 event information 
 
 Contraindications 
 
 Patient education materials 
 
 Formulary 
 information Types of information HCPs typically leave EHR to access: 35% 38% 39% 42% 67% 72% “I typically leave my EHR because the information I need is not provided in my EHR system” Among EHR users who leave their EHR system Source: Taking the Pulse® U.S. 2018 EHR
  41. 41. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !41 Social media and messaging apps are commonplace – 
 especially outside the U.S. Among all physicians by country Source: Taking the Pulse® US 2017, EU 2017 and Global 2018 Monthly = Once a month or more for professional purposes 29% of U.S. physicians use monthly 59% of EU physicians use monthly 63% of Mexico physicians use monthly 96% of China physicians use monthly Social
  42. 42. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !42 Allocate innovation budgets for social and messaging 
 programs … that don’t involve advertising Among all physicians by country Source: Taking the Pulse® US 2017, EU 2017 and Global 2018 Percent of physicians who have used, or interesting in using 62% 78% 93% 94% Social Use, or interested in using, professional social networks
  43. 43. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !43 Voice-enabled search heating up in global markets * Among those using a voice assistant program
 Source: Taking the Pulse® Global 2018 57% use or interested 38% 19% Use Interest Neither 67% 42% 7% Top assistants for professional purposes*: Voice &
 A.I. 80% use or interested 48% 33% Use Interest Neither 71% 46% 9%
  44. 44. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research Scenario plan for the voice-enabled future Among U.S. physicians *Among those who have used or interested in using voice assistant for professional purposes Source: Taking the Pulse® U.S. 2018 To look up disease information 68% To check my schedule 66% To verify dosing information 65% To research a disease 65% To look up treatment guidelines 65% To verify product efficacy and safety information 59% Clinical scenarios for voice assistants*: USE OR INTEREST !44 Voice &
 A.I. “It is much easier to obtain information about a medical diagnosis by utilizing this technology.“ HCP verbatim
  45. 45. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !45 (Carefully!) explore A.I. interventions of U.S. HCPs: 
 ‘I am not comfortable interacting with Chatbots’ 47% Voice &
 A.I. Source: Taking the Pulse® U.S. 2017
  46. 46. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !46 Key 2019 implications • Understand the complete EHR/EMR journey – particularly content gaps • See social and messaging for what they are: tools for personal promotion • Prepare for Siri’s Next Step
  47. 47. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !47 Digital@
 TeamDRG.com DRG Digital | Manhattan Research REQUEST MORE INSIGHTS Jeff Greene
  48. 48. Questions? Jeff Greene VP of Strategy, DRG Digital Thomas Crampton Consulting Principal, Marketing Transformation Ogilvy Consulting
  49. 49. Powered by Thank you!

Description

Ten years ago, fewer than half of physicians owned a smartphone. Tablets were even rarer and finding credible medical information on social media was next to impossible.
 
How does the new, digitally-empowered global physician get things done? In this webinar we discuss the digital opportunities for today’s life sciences marketers.

Transcription

  1. 1. Powered by What’s Next: Engaging HCPs In a Digital World
  2. 2. Welcome Jeff Greene VP of Strategy, DRG Digital Thomas Crampton Consulting Principal, Marketing Transformation Ogilvy Consulting
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
  5. 5. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. www.DRGDigital.com DRG DIGITAL | MANHATTAN RESEARCH !5 Customer Trends in the Era of Data Engaging HCPs in a 
 Digital World @Jeff_Greene VP, DIGITAL STRATEGY & INSIGHTS DECISION RESOURCES GROUP jgreene@TeamDRG.com
  6. 6. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !6 QUIZ: What’s this? DRG Digital | Manhattan Research Clock radio Air purifier Dial-up modem White noise generator
  7. 7. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !7 The digital physician … circa 2008 DRG Digital | Manhattan Research
  8. 8. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !8 The digital physician … circa 2010 DRG Digital | Manhattan Research
  9. 9. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !9 The digital physician … today DRG Digital | Manhattan Research
  10. 10. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !10 The digital physician … today DRG Digital | Manhattan Research
  11. 11. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. ” ” “ Silicon Valley innovations are behind this huge shift !11 DRG Digital | Manhattan Research
  12. 12. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. ! !12 Many pharma digital teams we see are pivoting to focus on 
 “customer experience” Campaigns, blasts, 
 advertisements Consistent, useful, 
 personalized
 relationships DRG Digital | Manhattan Research
  13. 13. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. 
 For physicians, today’s digital landscape is overwhelming, overly promotional, and often, 
 poorly designed. We need to respond with solutions that are: Personalized, Credible, & Painless !13 DRG Digital | Manhattan Research P C P
  14. 14. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. Today’s Speaker JEFF GREENE More than 20 years guiding clients into the digital age Worked with pharma past 9 years to evolve their multichannel approaches First computer: Texas Instruments 99/4A Same birthday as Google (9/27) @Jeff_Greene !14 DRG Digital | Manhattan Research
  15. 15. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !15 About DRG Digital – help leading pharmas sustain brand trust with objective data and marketing support Manhattan Research validate investments and innovations Multichannel Intelligence benchmark marketing effectiveness Voice of the 
 Customer identify 
 breakthrough 
 opportunities INDEPENDENT, ACTIONABLE ANSWERS TO TOUGH BUSINESS QUESTIONS DRG Digital | Manhattan Research
  16. 16. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. 
 We are part of DRG’s suite of healthcare intelligence !16 DRG DIGITAL The next evolution of Manhattan Research – one of the industry’s most trusted sources for independent multichannel expertise
 Offering DRG capabilities: • Proprietary data assets including 
 RWE database • Custom analytics team and advanced methodologies • Access to 200+ analysts; world’s leading disease experts DRG Digital | Manhattan Research
  17. 17. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research Trend #1 – Physician Fatigue !17 P
  18. 18. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !18 “Going through it and trying to analyze and extract meaning from it was not really feasible.” Dr. Paul Abramson,
 San Francisco, CA
  19. 19. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !19 Physician targets are overwhelmed with information Over half of U.S. HCPs agree.. “I do not have time to manage all of the data I receive from my patients and outside resources” Medical journals Patient reported symptoms Clinical trial data Population data Genomic data Patient reported device data Among U.S. physicians Source: Taking the Pulse® U.S. 2017
  20. 20. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !20 They spend 3+ hours each day with EHR and other digital sources Hours global physicians spend during the workday 
 in front of a screen: 7.2 hours seeing patients Source: Taking the Pulse® U.S., EU, Global, 2015-2018 4.63.2 4.7
  21. 21. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !21 Not surprisingly, they are attempting to block your ads 88%have used, or interested in using, an ad blocking feature on their smartphone 40% of U.S. HCPs have opted out from a professional email the past 6 months Among U.S. physicians Source: Taking the Pulse® U.S. 2018
  22. 22. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !22 ersonalize to combat HCP fatigue 1. Create specialty-based experiences 2. Default to preferences 3. Judiciously manage comms cadences P
  23. 23. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research Trend #2 – Eroding trust !23 C
  24. 24. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !24 “I am concerned about the loss of trust between my patients and I in 2018.” Physician interviewed in a DRG Digital qual study, 2018
  25. 25. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !25 When thinking about pharma, physicians don’t think “Trust” “Pharma is my trusted partner in care” Fewer than half of European and Mexico HCPs agree: Source: Taking the Pulse® Europe, Global 2017
  26. 26. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !26 For at least half of U.S. physicians, advertising context matters I pay more attention to a Rx drug ad if it is on a website I trust Among U.S. physicians Source: Taking the Pulse® U.S. 2018, Digital HCP Sources 2018 Pharma companies should only advertise in healthcare-focused websites and publications AD 50% 55%
  27. 27. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !27 Is the Brand.com on its way out? Source: Taking the Pulse® U.S., Europe 2017 “Pharma websites are primarily product advertisements” 62% of U.S. physicians agree 59% of EU physicians agree
  28. 28. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !28 redible content can rebuild trustC 1. Focus on the science 2. Support patients 3. Be where HCPs are (with the right partners)
  29. 29. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research Trend #3 – UX issues !29 P
  30. 30. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !30 “Patient websites are so much more simple. You made the doctors’ stuff too confusing.” Physician interviewed in a DRG Digital UX study, 2017
  31. 31. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !31 #1 Reason U.S. HCPs don’t visit pharma mobile sites more often
 Among U.S. physicians Source: ePharma Physician® 2017 It takes too long to find the information I need Physicians are struggling to find relevant content on pharma sites DRG Digital | Manhattan Research
  32. 32. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !32 Designing for marketing vs. designing for customers All Content Here Is Promotional
  33. 33. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !33 Inconsistency across platforms – another thorn in their side “It is important that I have a consistent experience (e.g. look, feel, offerings available) when using a pharma website, mobile pharma website, or pharma app.” More than half of U.S. physicians agree: Source: ePharma Physician® 2017
  34. 34. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research 5% 29% 53% 76% 100% !34 Which pharma brands are getting it right? Top pharma companies providing a consistent experience across digital offerings: Source: ePharma Physician® 2017, Taking the Pulse® Europe 2017 10% 33% 55% 78% 100%
  35. 35. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !35 ainless experiences are mission-criticalP 1. Find and fix UX misses 2. Map device content to customer behavior 3. De-silo digital
  36. 36. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research What’s next? Looking toward 2019 !36
  37. 37. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !37 Leading-edge opportunities for engaging HCPs EHRs Social Media Voice &
 A.I.
  38. 38. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !38 Global HCPs are excited about EHR/EMR innovations ithms in EMR that support diagnosis Virtual reality applications for medical education Use Interested in using Resources used/interested to support clinical practice (EU5 physicians): Among EU5 physicians Source: Taking the Pulse® Europe 2017 EHR
  39. 39. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !39 Fill gaps in EHRs by offering prescribing and 
 patient-related resources Among EHR users Source: Taking the Pulse® U.S., Europe 2017-2018 Physicians in U.S. and EU5 most interested in these pharma-provided resources: 86% of EU5 HCPs agree “I would be interested in using resources provided by a pharma company in my EHR” EHR Treatment guidelines Patient education materials Product & dosing info
  40. 40. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. ” DRG Digital | Manhattan Research !40 Capture physicians when they leave their EHRs PatientPrescribing Dosing information 
 Safety/adverse 
 event information 
 
 Contraindications 
 
 Patient education materials 
 
 Formulary 
 information Types of information HCPs typically leave EHR to access: 35% 38% 39% 42% 67% 72% “I typically leave my EHR because the information I need is not provided in my EHR system” Among EHR users who leave their EHR system Source: Taking the Pulse® U.S. 2018 EHR
  41. 41. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !41 Social media and messaging apps are commonplace – 
 especially outside the U.S. Among all physicians by country Source: Taking the Pulse® US 2017, EU 2017 and Global 2018 Monthly = Once a month or more for professional purposes 29% of U.S. physicians use monthly 59% of EU physicians use monthly 63% of Mexico physicians use monthly 96% of China physicians use monthly Social
  42. 42. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !42 Allocate innovation budgets for social and messaging 
 programs … that don’t involve advertising Among all physicians by country Source: Taking the Pulse® US 2017, EU 2017 and Global 2018 Percent of physicians who have used, or interesting in using 62% 78% 93% 94% Social Use, or interested in using, professional social networks
  43. 43. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !43 Voice-enabled search heating up in global markets * Among those using a voice assistant program
 Source: Taking the Pulse® Global 2018 57% use or interested 38% 19% Use Interest Neither 67% 42% 7% Top assistants for professional purposes*: Voice &
 A.I. 80% use or interested 48% 33% Use Interest Neither 71% 46% 9%
  44. 44. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research Scenario plan for the voice-enabled future Among U.S. physicians *Among those who have used or interested in using voice assistant for professional purposes Source: Taking the Pulse® U.S. 2018 To look up disease information 68% To check my schedule 66% To verify dosing information 65% To research a disease 65% To look up treatment guidelines 65% To verify product efficacy and safety information 59% Clinical scenarios for voice assistants*: USE OR INTEREST !44 Voice &
 A.I. “It is much easier to obtain information about a medical diagnosis by utilizing this technology.“ HCP verbatim
  45. 45. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !45 (Carefully!) explore A.I. interventions of U.S. HCPs: 
 ‘I am not comfortable interacting with Chatbots’ 47% Voice &
 A.I. Source: Taking the Pulse® U.S. 2017
  46. 46. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. DRG Digital | Manhattan Research !46 Key 2019 implications • Understand the complete EHR/EMR journey – particularly content gaps • See social and messaging for what they are: tools for personal promotion • Prepare for Siri’s Next Step
  47. 47. www.DRGDigital.com © 2018 DR/Decision Resources, LLC. All rights reserved. !47 Digital@
 TeamDRG.com DRG Digital | Manhattan Research REQUEST MORE INSIGHTS Jeff Greene
  48. 48. Questions? Jeff Greene VP of Strategy, DRG Digital Thomas Crampton Consulting Principal, Marketing Transformation Ogilvy Consulting
  49. 49. Powered by Thank you!

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