Digital Savvy HCP 2017 - Indegene · 2019. 5. 14. · 06 / THE DIGITAL SAVVY HCP 2017 Frequency, time, and channels THE DIGITAL SAVVY HCP 2017 / 07 2. HCP PREFERENCE TO ACCESS MEDICAL

DIGITALTHE

SAVVY HCP2017

Toptrends

Years of ClinicalPractice of HCPs

Executive Summary

In our previous report “THE DIGITAL SAVVY HCP 2015,” we had noted a

substantial increase in interactions through digital channels. In this year’s survey,

we are witnessing a continuation of this trend where digital channels are slowly

but surely gaining ground over traditional ones; this year, the gap further

narrowed to around 12%.

China is the fastest growing digital country in the world with 61% of HCPs willing

to participate in remote virtual engagements and over 75% recommending

on-demand interactions versus a scheduled meeting.

Websites, KOL Webinars, and Self-Directed Web Detailing are the top 3 digital

channels preferred by HCPs worldwide.

Cardiologists, General Surgeons, Pulmonologists, Endocrinologists, and

Oncologists are the top 5 specialists with the highest digital adoption.

AstraZeneca, Elli Lilly, and GSK are perceived to be “ahead of the curve” by

HCPs in meeting their digital engagement needs. Merck and Pfizer have

witnessed a drop in their perception score versus the previous survey.

02 / THE DIGITAL SAVVY HCP 2017 THE DIGITAL SAVVY HCP 2017 / 03

*Cardiology, Dermatology, Endocrinology, Emergency Medicine, Gastroenterology, Geriatrics, General Surgery,

Neurology, Obstetrics and Gynecology, Oncology, Ophthalmology, Orthopedics, Pediatrics, Psychiatry,

Pulmonology, Urology.

Respondent Type

GeneralPhysicians

43%

GeograPhy Mix of RespondEnts

26%

40%

34%

China

RoW

USA

Respondent DemographicsTHE DIGITAL SAVVY HCP 2017 has participation of 1276 respondents, covering HCPs

from USA, China, and RoW with a wide range of work experience. The HCPs are mainly

divided into 2 functional areas — General Medicine and Specialty.

More than10 years

of experience

Less than 10 yearsof experience

86%

14%

*Specialists

57%


1. CHANNEL PREFERENCE

Digital channels preferred by HCPs when accessing

medical information

Channel preference by regions

Websites KOL WebinarsSelf-DirectedWeb Detailing

Top 3 Digital Channels

0 10 20 4030 50 60 8070 10090

2017

0 10 20 4030 50 60 8070

74%Face-to-Face Tablet

62%Websites

61%KOL Webinars/Webcasts

59%Medical Science Liaison

53%Rep-Triggered Emails

57%Self-Directed Web Detailing

GLOBAL

USA

CHINA

RoW

70%

71%

81%Face-to-Face

Tablet

74%

54%

82%

58%Websites

62%

53%

91%

57%KOL Webinars

61%

52%

57%

45%Self-DirectedWeb Detailing

57%

41%

92%

53%Rep-

TriggeredEmails

54%

54%

58%

14%MedicalScienceLiaison

59%

52%Apps

46%Tele Rep

Text Messaging 44%

06 / THE DIGITAL SAVVY HCP 2017

Frequency, time, and channels

THE DIGITAL SAVVY HCP 2017 / 07

2. HCP PREFERENCE TO ACCESS MEDICAL INFORMATION

Rep-Triggered Emails

KOL Webinars

Websites

Top Digital Channels

Websites

KOL Webinars

Self-Directed Web Detailing


Optimal frequency is not more

than one touch point per month

Optimal frequency is between

1 and 2 touch points per month

Optimal frequency is not more

than one touch point per month

Rep-Triggered Emails

KOL Webinars

Apps


RoW

8:00 PM - 11:00 PM

PR

EFE

RR

ED T

IME

USA

11:00 AM - 2:00 PM

PREFERRED TIME

CHINA

5:00 PM - 8:00 PM

PREFERRED TIME


3. HCP DIGITAL AFFINITY BY SPECIALISTs

Digital readiness based on adoption — globally

Ophthalmology

Cardiology

PulmonologyGeneral Surgery Urology

Oncology

Endocrinology

Gastroenterology

FamilyMedicine

EmergencyMedicine

Psychiatry Obstetrics andGynecology

DermatologyNeurology

Medicine/Pediatrics

Geriatrics

Primary CarePhysician

Internal Medicine

Orthopedics

Pediatrics

(High Affinity)(Low Affinity)

AHEAD OF THE CURVEFENCE SITTERS


4. A Day in THE life of a physician

MORNING — 8:00 AM-11:00 AM

AFTERNOON — 11:00 AM-2:00 PM

EVENING — 5:00 PM-8:00 PM

USA

China

RoW

Face-to-FaceTablet

Apps

Apps

Remote Engagement(Live Rep)

MarketingEmails

MarketingEmails

Rep-TriggeredEmails

Rep-TriggeredEmails

Rep-TriggeredEmails

Face-to-Face Tablet

MSL

Apps

Tele Rep

Tele Rep

Websites

Websites

Websites

KOLWebinars

KOLWebinars

KOLWebinars

Self-DirectedWeb Detailing


Top Pharma Performers in Digital Engagement

Globally as perceived by HCPs


5. CHANNEL EFFECTIVENESS –Reach VERSUS Influence

Efficiency of a channel based on its reach and influence

on the minds of HCPs

RE

AC

H

Apps

INFLUENCE

100%

75%

50%

25%

0%

25% 50% 75% 100%

Face-to-FaceTablet

BrandWebsites

KOL Webinars

MSL

Tele Rep

Text Messaging


Rep-TriggeredEmails

Marketing Emails

Web Banners

Remote Engagement

Pfizer

Novartis

GSK

Eli Lilly

Merck

JnJ

Roche

Sanofi

AstraZeneca 1

2

3

4

5

6

7

8

9


Disclaimer

All findings, inferences, and data shared in this report are solely the views of the

respondents and may, or may not represent the views of any organization.

PharmaFuture bears no liability in any capacity to the authenticity, accuracy, or

completeness of the information shared.

PharmaFuture has in no way modified or influenced the results presented in this

report, which contains information in summary form and is therefore intended

for general guidance only. It is not intended to be a substitute for detailed

research or the exercise of professional judgment. PharmaFuture is not liable for

any loss occasioned to any person acting, or refraining from acting, as a result of

any material in this publication.

If you intend to reuse, copy, or reproduce any content in the report in any form,

due credit has to be given to Indegene by mentioning “Source: THE DIGITAL

SAVVY HCP 2017” as the source of information for all reproductions.

To reproduce, copy, or use any or all parts of this report for commercial,

non-commercial, or academic purposes, express written permission must be

sought by writing to [email protected].

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Digital Savvy HCP 2017 - Indegene · 2019. 5. 14. · 06 / THE DIGITAL SAVVY HCP 2017 Frequency, time, and channels THE DIGITAL SAVVY HCP 2017 / 07 2. HCP PREFERENCE TO ACCESS MEDICAL