digital resources - healthcare professional demand versus pharmaceutical company supply
DESCRIPTION
This presentation contains 10 slides of headline insights from an independent study conducted in April 2014 by EPG Health Media, publisher of www.epgonline.org (an independent website for healthcare professionals). The study includes two sample groups; 326 healthcare professionals (HCPs) and 146 pharmaceutical industry marketers (including pharmaceutical company and agency) and is designed to provide insight into factors surrounding HCP demand and pharma supply of digital resources, both educational and promotional.TRANSCRIPT
Digital resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply
July 2014
About the research
This presentation contains headline insights from an independent study conducted in April 2014 by EPG Health Media, publisher of www.epgonline.org (an independent website for healthcare professionals).
The study includes two sample groups; 326 healthcare professionals (HCPs) and 146 pharmaceutical industry marketers (including pharmaceutical company and agency) and is designed to provide insight into factors surrounding HCP demand and pharma supply of digital resources.
For further information and free access to the full report visit:www.epghealthmedia.com/industry-reports/digital-demand-versus-supply
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply - Full report 01
HCPs access digital resources via multiple devices …
99% use PC daily for work
81% for over an hour
29% for 5+ hours
82% also use mobile phones daily
and 62% use tablet PCs, with around one third doing so for over an hour per day via each device
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply - Full report 01
Personal computer/
laptop
Mobile/cell phone Tablet PC (e.g iPad)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
29%
6% 5%
15%
4% 5%
16%
8% 5%
20%
17%18%
13%
22%
14%
5%
24%
15%
1%
18%
38%
Approximately how much time do you spend EACH DAY using the following
devices for work/professional pur-poses?
None
Up to 0.5 hours
0.5 - 1 hour
1 - 2 hours
2 - 3 hours
3 - 4 hours
More than 5 hours
HCPs demand better access to educational rather than promotional resources
At least half of respondents want better access to 12 of the 14 types of digital resources listed.
There are clear opportunities for industry to support HCP audiences but, in catering to their specific demands, attention should be focused on delivering educational content as opposed to promotional content or engagement opportunities via social media.
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply - Full report 01
Social networking with patientsSocial networking with pharmaceutical companies
Pharmaceutical brand websiteseDetails (key messages for a branded drug)
Medical blogsSocial networking with healthcare professionals
Pharmaceutical educational websitesPatient education tools/downloads
Webcasts /video from medical conferencesMedical apps (for mobile devices)
Drug dataMedical Association websites
Online Continuing Medical Education (eCME)Clinical trials
Medical newsIndependent medical websites
Diagnostic toolsTreatment guidelines
Journal articles / publications
22%
25%
30%
31%
33%
37%
44%
50%
52%
52%
53%
54%
56%
58%
59%
60%
61%
71%
76%
78%
75%
70%
69%
67%
63%
56%
50%
48%
48%
47%
46%
44%
42%
41%
40%
39%
29%
24%
Do you require better online access to the following types of digital re-
sources?YES NO
HCPs expect pharma to provide funding and (to a lesser extent) input, for online resources
75% of HCPs stated pharma should be involved in the provision of digital resources
Over half thought pharma should be involved in the provision of all digital resources listed
In particular, HCPs accept pharma involvement in the provision of brand websites, patients tools (for HCPs to provide), online CME and webcasts/video from medical conferences
HCPs are divided on whether pharma should provide funding only (arms-length) or also have input in terms of content, especially for resources of an educational nature and those presented via independent platforms
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply - Full report 01
Social networking with patients
Social networking with HCPs
Treatment guidelines
Independent medical websites
Journal websites / publications
Medical Association websites
Diagnostic tools
Online CME
Patient education tools/downloads
Webcasts / video from conferences
Pharmaceutical brand websites
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
26%
33%
33%
22%
31%
33%
34%
39%
40%
37%
62%
29%
29%
31%
43%
38%
38%
39%
41%
41%
44%
25%
45%
38%
37%
35%
32%
30%
26%
20%
19%
19%
13%
Do you think pharmaceutical com-panies should be involved in pro-vision of the following digital re-
sources?
YES - FUNDING AND INPUT YES - FUNDING ONLY NO
Industry demonstrates awareness of HCP demands for digital resources
Both pharma and agency respondents correctly identified online CME and educational content on independent websites as the digital resources most valued by HCPs
Banner advertising, eDetails, social networks and brand websites were correctly identified as those held of least value by HCPs
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply - Full report 01
Industry supply exceeds demand for promotion and falls short of demand for education
Despite pharma demonstrating a sound awareness of HCPs preferences for independent and educational resources over pharma owned or promotional resources, featuring most significantly in marketing activities are; educational content on pharma websites and brand websites, with 70% of pharma respondents reporting that these constitute a ‘moderate’ to ‘very significant’ feature.
Meanwhile, focus on digital resources such as mobile apps, online CME and educational content on independent websites falls short of HCP demand
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply - Full report 01
Insight into HCP demands does not translate into execution of a clear marketing strategy
Although 70% of pharma respondents claimed measurement of customer needs significantly influences decisions related to marketing channels used (agencies were more sceptical),
just 50% reported that their marketing strategy is ‘usually’ or ‘always’ based on these.
Similarly, just 50% of pharma respondents and 33% of agency respondents reported that marketing activities are ‘usually’ or ‘always’ based on clear marketing strategy, including defined KPIs and implementation of measurements tools
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply - Full report 01
PHARMA
AGENCY
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15%
6%
35%
29%
32%
48%
18%
15% 2%
Are marketing strategies based on clear, measured insight & under-
standing of customer needs?
Always Usually Sometimes Rarely Never I don't know
PHARMA
AGENCY
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
6%
2%
44%
31%
32%
48%
18%
15% 4%
Are marketing activities based on a clear marketing strategy?
Always Usually Sometimes Rarely Never I don't know
Industry reports extensive challenges and failure to meet goals for HCP marketing100% of pharma respondents reported that at least some marketing activities fail to meet their goals. Only 12% reported that ‘few’ do. The most likely reason, as cited by one third of pharma respondents was ‘content / message’, indicating that pharma are aware that the resources they delivered often did not meet the needs of their target audiences.
Most pharma respondents reported the following as ‘moderate’ to ‘major’ challenges; internal regulations, quantifying ROI, achieving customer centricity, budget, audience acquisition, customer insight and multichannel integration
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply - Full report 01
3%9%
71%
12%
6%
In your experience, what proportion of digital marketing activities for
HCPs fail to meet their goals?
All Most Some
Few None I don't know
Third party relationships (agencies)
Aligning global and local strategy/activity
Communicating a strong brand message
Sales force integration
Internal regulations
Achieving customer centricity
Budget
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
6%9%12%
21%18%21%
29%18%
29%32%32%35%35%
41%
26%41%38%
32%50%
41%32%56%
53%41%44%
35%38%
35%
53%38%41%
26%24%
32%35%
21%18%
18%15%
24%21%18%
15%12%
9%21%
9%6%3%
6%
9%9%6%6%6%
To what extent do the following present a challenge to HCP market-
ing for you in 2014? MAJOR CHALLENGE MODERATE CHALLENGE MINOR CHALLENGE NO CHALLENGE
In summary …
This study uncovers evidence of significant unmet demand from HCPs for a range of digital resources, primarily of an independent (arm’s-length) educational nature. The majority of HCPs welcome support from the pharmaceutical industry in the provision of these resources. While pharma respondents demonstrated reasonably sound understanding of HCP demands for digital resources, there is a clear tendency to focus on a more promotional agenda. Industry respondents identified a range of significant barriers (largely internal/self-imposed) to executing a clear and effective marketing strategy and successfully meeting end goals. The findings of this study point to the fact that failure to align strategies, activities and goals with the known customer (HCP) needs, is likely to be a contributing factor.
Download the full report, including 29 pages and 30 figures, at:www.epghealthmedia.com/industry-reports/digital-demand-versus-supply/
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply 01
How can EPG Health Media help you?
Digital Resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply - Full report 01
Further information: Website: www.epghealthmedia.comPhone: +44 (0)1892 526776Twitter: @epghealthmedia
EPG Health Media (Europe) Ltd publishes www.epgonline.org, the independent website for healthcare professionals in Europe and worldwide. Providing doctors with access to disease and treatment information, carefully curated from reputable sources and presented by disease topic, the website contains more than 110,000 pages of clinical content and attracts over half a million active users. Via epgonline.org, EPG Health Media works with pharmaceutical and healthcare organisations to
reach, engage and measure target audiences online with sponsored and grant-funded educational content.
Digital resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply
July 2014