doctors_net_uk  

Tim  Ringrose,  CEO  

Online  Physician  Communi;es:  Opportuni;es  for  Pharma  

>3  million  doctors  are  members  of  online  professional  networks  –  Len  Starnes  

•  Alliance  of  20  physician  communi>es  

•  Over  1.2  million  doctors  are  part  of  the  Networks  in  Health  communi>es  

•  600,000  doctors  in  Europe  5    

Doctors  use  a  complex  combina>on  of  devices  for  internet  access  

“I  have  an  iPhone  and  I  use  it  more  than  my  laptop  these  days”  [Specialist]  

“Desktop  and  laptop  at  work,  iPad  (mostly),  laptop  and  iPhone  at  home,  

iPhone  on  the  move”  [GP]  

“In  home,  general  use,  throughout  day  mainly  laptop  and  blackberry  

iPad  device”  [GP]  

“I  use  iPad  for  social  use  mainly  at  home,  laptop  mainly  for  

professional  at  home  ,  and  iPhone  for  both  wherever  I  am  ”  [GP]  

“At  home:  laptop,  tablet  and  phone,  At  work:  phone  and  desktop  pc”  [Specialist]  

3  

Use  of  Internet  by  device  –  UK  GPs    

Laptop,  desktop  or  netbook  

Smartphone  

Tablet/iPad)  Games  Console  

e-­‐Reader   TV   Other  

GPs  (1,005)  0  %  

10  %  

20  %  

30  %  

40  %  

50  %  

60  %  

70  %  

80  %  

%  >me  on

line    

*July  2012  medeSource  n  –  1,004  GPs   medeSource  

email   Networking   Resolving  clinical  

problems  

News   General  informa;on  gathering  

Training   Appraisals   Other  

Ac>vi>es  undertaken  via  mobile  vs  desktop  /  laptops  

Mobile   Desktop  /  laptop  

Please  select  which,  if  any,  of  the  following  func;ons  you  access  via  mobile  internet  devices  (tablets  and  smartphones)    /  desktops  or  laptops  

UK  Doctors  reasons  for  using  top  3  websites  

80  %  

7  %  

10  %  

10  %  

3  %  

10  %  

37  %  

88  %  

22  %  

3  %  

25  %  

19  %  

44  %  

31  %  

56  %  

31  %  

31  %  

31  %  

38  %  

41  %  

41  %  

56  %  

59  %  

To  access  a  clinical  paper  of  interest  

To  receive/read  a  news  update/  email  newsle]er  

To  read  blogs  

Catch  up  on  news  about  new  products/  products  in  development  

To  take  part  in  an  online  Con;nued  Medical  Educa;on  (CME)  module  

To  catch  up  on  local  or  na;onal  policy/guidelines  

Catch  up  on  news  about  the  healthcare  system  of  UK  

General  update  of  my  medical  knowledge  

Reasons  for  using  top  3  websites  %  of  respondents  

Physician  Network   Google   PubMed  

Medical  journals  (online  or  in  a  paper  format)  

Independent  medical  websites/  networks  (i.e.  not  funded  by  a  pharmaceu>cal  company  or  the  government)  

Product  websites  provided  by  the  manufacturer  

General  medical  websites  generated  by/  sponsored  by  a  pharmaceu>cal  company  

Electronic/  emailed  sales  presenta>ons  for  products  (which  you  navigate  through)  

Medical  blogs  or  tweets  

1   4   7  

Credibility  of  informa;on  source   Usefulness  of  informa;on  sources  

Credibility  of  informa>on  source  vs.  Usefulness  of  informa>on  sources  Mean  score  

 

Using  a  ra;ng  scale  where  1  =  not  at  all  credible  and  7  =  extremely  credible,  please  rate  how  credible  you  find  the  following  informa;on  sources  for  providing  medical/  professional  informa;on  for  you?  Using  a  ra;ng  scale  where  1  =  not  at  all  useful  and  7  =  extremely  useful,  please  rate  how  useful  you  find  each  of  the  following  informa;on  sources  for  providing  medical/  professional  informa;on  for  you?    Base:  All  HCV  Physicians  (50)          

What  sources  of  informa>on  do  doctors  trust?  

8  

Base:  200  GPs  and  200  nurses  working  in  primary  care,  UK  Source:  Primary  Healthcare  Professionals  Monitor,  Sep  10,  nfpSynergy    

“There  are  many  ways  in  which  healthcare  professionals  keep  up  to  date  with  condi;ons  and  treatments.      Which  of  the  following  are  your  preferred  methods,  if  any?    Please  choose  up  to  3.”  

14%

14%

13%

9%

30%

16%

23%

27%

35%

43%

74%

3%

4%

8%

15%

12%

30%

24%

21%

31%

79%

57%

8%

9%

10%

12%

21%

23%

23%

24%

33%

61%

65%

0% 20% 40% 60% 80% 100%

Contact with a condition-specific charity

Charity websites

Attending hospital clinics/shadowing other healthcare professionals

Textbooks

Visits from pharmaceutical reps

Distance learning courses

Online journals

Print versions of journals

Informal discussions with other members of the primary healthcare team

Internet resources, e.g. Doctors.net, OnMedica, EMIS Mentor, websites ofcolleges such as RCGP and RCN

Local/national study days, courses and conferences

All respondents

GPs

Nurses

Preferred  methods  of  upda>ng  knowledge  –  Primary  Care  

Only  14%  of  doctors  say  they  visit  the  websites  of  pharmaceu>cal  companies  once-­‐a-­‐month  or  more  

38%  

48%  

10%  3%  0%  

Frequency  of  visi>ng  pharmaceu>cal  company  websites  

Never  

Less  than  once  a  month  

More  than  once  a  month  but  less  than  once  a  week  

More  than  once  a  week  

Daily  

How  oien  do  you  visit  websites  of  pharmaceu;cal  companies?    

 Base:  Sept  2011  =  1025  GPs  

Engage  in  your  audience’s  channel  of  choice  

Blending  digital  ac>vi>es  with  tradi>onal  sales  and  marke>ng  -­‐  beder  reach  and  greater  depth  of  engagement    

Doctors  accessible  by  sales-­‐force  

‘No  See’  doctors  

Digital  increases  depth  &  frequency  of  engagement  for  doctors  accessible  by  rep  force  

Digital  increases  coverage  

Primary  Care  

0  

10000  

20000  

30000  

40000  

50000  

60000  

France   Germany   Italy   Spain   UK  

Universe  

Reach  

Secondary  Care  by  Market  

0  

50000  

100000  

150000  

200000  

250000  

300000  

350000  

France   Germany   Italy   Spain   UK  

Universe  

Reach  

Reasons  for  Accessing  Physician-­‐Only  Social  Networks  in  Major  European  Markets  

Among physicians who use online communities created for physicians Source: Taking the Pulse® Europe 2011 (countries surveyed: France, Germany, Italy, Spain, UK)

Percentage  of  physicians  

Informa>on  retrieval  ac>vi>es  

To  stay  up  to  date  with  medical  informa;on   66%  

To  get  informa>on  efficiently   48%  Interac>ve  ac>vi>es  

To  ask  a  clinical  ques>on   35%  

To  network   32%  

To  ask  a  ques;on  or  get  advice  on  how  to  manage  prac>ce   27%  

To  access  physicians  or  specialists  that  can’t  be  found  offline   23%  

Other   1%  

Share of physicians in France, Germany, Italy, Spain, and the UK

15  

Why  doctors  use  online  networks  

Informa>on  • Researching  medical  literature  • Keeping  up  to  date  with  medical  journals  

• Gathering  relevant  clinical  informa;on  from  colleagues  

• Reviewing  the  latest  medical  imagery  

Educa>on  • Comple;ng  online  accredited  CME  • Tracking  and  managing  their  professional  development  

• Viewing  highlights  from  interna;onal  medical  conferences  

Collabora>on  • Exchanging  views  and  opinions  in  clinical  fora  

• Discussing  key  medical  issues  together  

• Professional,  portable,  fully  accessible  email  service  

15  

“  

18  

What  maders  most  to  GPs/PCPs  about  online  learning?  

Based  around  real  clinical  scenarios  

Concise  

The  accredita>on  for  CPD  credits  

Simplicity  

The  editorial  quality  of  the  material  

The  independence  of  the  material  

Ability  to  interact  with  material  

Use  of  mul>media  

The  na>onal  standing  of  the  author  

20  

Learning  needs  analysis  iden>fies  knowledge  gaps  

     In  pa>ents  with  type  2  diabetes  and  CKD:   Op>on  Correct  

Correct  answers  

Incorrect  answers  

Correct  answers  %  

           Hypertension  should  be  treated  with  an  ACE  inhibitor   Correct   725   395   64.73%  

           The  target  for  blood  pressure  is  140/80  mmHg   Incorrect   937   183   83.66%  

           Dietary  protein  restric;on  will  slow  the  progression  of  renal  damage   Incorrect   928   192   82.85%  

           Aspirin  is  a  rou;ne  part  of  management   Correct   273   847   24.37%              The  targets  for  total  and  LDL  cholesterol  are  <4  mmol/L  and  <2  mmol/L                      respec;vely   Correct   623   497   55.62%  

Learning  should  cover  a  wide  range  of  styles…  

Integrate  with  the  sales  funnel  

24  

What  are  the  available  op>ons?    Product  promo>on:  

  Self-­‐directed  eDetail      Factsheet    Mode  of  ac;on  

  Branded  learning:    Clinical  Summary    Pa;ent  Case  Studies    Guidelines  

  Independent  educa>on:    Learning  Needs  Analysis    Case-­‐based  learning  

  Interac;vity  is  key  for  all  these  elements  to  engage  the  doctors  in  a  dialogue  

 

Tac>cal  implementa>on:  Campaign  pathway  

Test  brand  percep;on  with  GPs  

Development  of  evidence-­‐based  message  hierarchy  

Development  of  addi;onal  digital  hooks  

Promo;onal  strategy  implemented  following  A/B  message  tes;ng  

Full  in-­‐campaign  op;misa;on  26  

Pre-­‐launch   Op>misa>on  Launch  

How  digital  can  support  the  sales-­‐cycle  

Time

Gather  insight  

 Engage  the  

target  segment  in  disease,  therapy  or  procedure  

 Benefits-­‐led  

engagement  &  educa;on    Launch  &  promo  solu;on  

 Con;nue  

educa;on  &  promo  

messaging,  building  on  rela;onship  with  target  doctors  

Measure,  gather  insight,  evaluate  &  op;mise  

1 2 3 4 5

Increasing value to doctors

What  are  the  most  important  factors  for  engagement?  

Clinical  relevance  

▪  Target/segmenta;on  ▪  Be]er,  cheaper,  safer?  

Usability  ▪  Design  ▪  Accessibility  ▪  User-­‐centred  

Use  of  mul>media  

▪  Jus;fiable  ▪  Bite-­‐sized  ▪  Accessible  

Clinical  Relevance  

Use  of  mul>media  

Usability  

Channel  of  choice  

ENGAGEMENT  

Engagement  through  a  clinician  community  

promo;on   message  &  content  

repor;ng   ac;ons  

 Content  interac;on  

 Campaign  op;misa;on  

 Customer  profile  

 Inform  future  online  and  offline  tac;cs        

Evidence-­‐based  programme  design  

How  the  NHS  engages  with  doctors  

31    

Case  Study  Overview:  Online  vs  rep  

Objec>ve  1.  Reduce  the  cost  of  promo;on  to  GPs  by  

switching  from  a  CSO  to  an  en;rely  online  approach  

2.  Maintain  sales  growth  as  the  CSO  team  had  delivered  

 

Results  •  Audience  reached  at  higher  

frequency  than    50-­‐strong  sales  team  

•  Over  23%  sales  growth  for  brand  at  lower  cost  than  CSO  

Programme  •  12  month  mul;-­‐wave  campaign  

consis;ng  of  educa;onal  and  promo;onal  content  

•  Ongoing  message  development  based  on  ac;vi;es  and  Doctors.net.uk  member  feedback  

•  Campaign  impact  market  research  assessment  carried  out  by  medeConnect  

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Sales  vs  expenditure  and  ROI  

Promo>onal  programme  

PNE  Programme:  Resource  Center  Germany  

34    

What  can  we  measure?    

1   Awareness  and  engagement  with  specific  key  messages  and  informa>on  resources  by:  ▪  Unique  doctors  exposed  to  key  messages    ▪  Unique  doctors  visi;ng  content  pages  ▪  Frequency/repeat  visits  –  CUVs  (campaign  user  views)  ▪  Time  spent    

2   Change  in  prescribing  inten>on,  percep>ons,  behaviour:  ▪  Research  impact  with  specific  studies,  interactors  vs.  non-­‐interactors  ▪  Large  scale  surveys      

3   Educa>onal  programmes  and  content  ▪ Measurement  of  specific  knowledge  gaps    ▪ Measure  specific  change  and  improvement  in  knowledge      

Interac>on  repor>ng  example  

Specialty   Unique  Drs    

Campaign  Visits  

Visit  Frequency  

Avg  Time  Per  Dr  

Avg  Time  Per  Visit  

Total  Time  Spent      

All  Doctors       24,920   51,357   2.1   4m  49s       2m  20s   83d:7h:56m:23s    

Oncologists     955   9,822   10.3   29m  11s       2m  50s   19d:8h:25m:26s    

Snr  Grade  Oncs   607   6,835   11.3   29m  17s       2m  36s   12d:8h:15m:53s    

Haematology     655   3,899   6.0   13m  10s     2m  13s   5d:23h:44m:2s    

Snr  Grade  Haems   388   2,649   6.8   15m  44s       2m  18s   4d:5h:48m:43s    

General  Prac>ce   8,352   15,794   1.9   6m  54s       3m  39s   40d:1h:39m:1s    

76%  of  all  UK  oncologists  have  engaged  with  the  programme  

Message  reten>on:  74%  of  ‘e-­‐detail’  doctors  and  60%  of  ‘rep  visit’  doctors  recalled  4  or  more  of  the  key  messages  when  prompted  

4  %  2  %  

2  %  

10  %  

14  %  

24  %  

52  %  

24  %  

24  %  

22  %  

8  %  

14  %  

XXXX  'e-­‐detail'  drs  

XXXX  'rep  visit'  drs  

Number  of  prompted  messages  recalled  

0   1   2   3   4   5   6  

Thinking  about  this  online  product  informa;on  module  for  XXXX,  which  of  the  following  points,  if  any,  were  included?    

Thinking  about  this  discussion  of  XXXX  which  of  the  following  points,  if  any,  did  the  pharmaceu;cal  representa;ve  discuss  with  you?    

Base:  XXXX‘rep  visit’  drs  n  =  50;  XXXX‘e-­‐detail’  drs  n  =  50  

Ave  =  3.8  

Ave  =  4.2  

14  %  

38  %  

80  %  

56  %  

6  %  

6  %  

XXXX  'e-­‐detail'  drs  

XXXX  'rep  visit'  drs  

Future  prescribing  of  XXXX  

Decrease  significantly   Decrease  a  li]le   No  change   Increase  a  li]le   Increase  significantly  

As  a  result  of  the  online  product  informa;on  module  for  xxxx  how,  if  at  all,  do  you  expect  your  prescribing  of  XXXX  to  change?    As  a  result  of  the  discussion  you  had  with  the  pharmaceu;cal  representa;ve,  how  do  you  think  your  prescribing  of  XXXX  will  change  over  the  next  month?  Base:  XXXX  ‘rep  visit’  drs  n  =  50;  XXXX  ‘e-­‐detail’  drs  n  =  50  

Campaign  impact  assessment:  Rep  vs  edetail  example  

Summary  

1.   Take  a  longer  term  view  to  engaging  physician  customers  

2.   Engage  customers/physicians  in  their  preferred  channels  

3.   Think  beyond  promo>on,  share  knowledge  &  educate  

4.   Gather  insight  and  integrate  engagement  into  plans    

5.   Measure  each  phase  at  different  levels,  to  con>nually  op>mise,  inform  and  feed  the  sales  pipeline