Doctors attitudes to Pharma & digital initiatives

Jo Bell

Tim Ringrose

2

2,334

747 GPs 1,553 hospital doctors

1,935 England

191 Scotland

621 consultants 211 psychiatrists

52 cardiologists

51 oncologists 76 general surgery

3

42% of doctors say they have some trust in Pharma…..

0 %

5 %

10 %

15 %

20 %

25 %

30 %

Stronglydistrust

Somewhatdistrust

Slightlydistrust

Neither trustnor distrust

Slightly trust Somewhattrust

Strongly trust

10 %

16 %

19 %

21 %

25 %

25 %

31 %

32 %

34 %

36 %

37 %

40 %

46 %

55 %

Positive media stories

Corporate social responsibility

Gives direct support to my practice / centre

Delivers on their promises

Truthfulness

Strong heritage in therapy area

I trust the information I receive from the company

Plentiful supporting data

I trust the people I know there

Good information supporting products

Good clinical trial conduct

High quality of product representative

Personal experience

Good experience with its products

Attributes that drive trust in individual pharmaceutical companies

Q7 Please select which of the following attributes most contribute to your trust in this company? n = 1,660

Mean = 4.3 reasons

7 %

10 %

12 %

13 %

13 %

14 %

14 %

14 %

16 %

20 %

20 %

23 %

24 %

36 %

Lack of heritage in therapy area

Poor information supporting products

Fails to deliver on their promises

Bad experience with its products

I distrust the people I know there

Lack of supporting data

No direct support to my practice / centre

Poor clinical trial conduct

Absence of corporate social responsibility

Poor quality of product representative

Personal experience

Lack of truthfulness

Negative media stories

Sceptical about info I receive from the company

Attributes that erode trust in individual pharmaceutical companies

5

Q8 Please select which of the following attributes most contribute to your lower level of trust in this company? n = 870

Mean = 2.4 reasons

How doctors prefer to receive information from Pharma

55%

40%

33%

22% 22% 21% 19%

11% 10%

4%

Q5. How do you prefer to receive information about pharmaceutical products and medical devices? Base: Sept 2011 = 1025 GPs 6

BUT…

38%

48%

10%

3% 0%

Frequency of visiting pharmaceutical company websites

Never

Less than once a month

More than once a monthbut less than once a week

More than once a week

Daily

Q4. How often do you visit websites of pharmaceutical companies? Base: Sept 2011 = 1025 GPs 7

8

GPs experience of pharma promotion is often poor

“Well a lot of promotional material starts with describing a typical patient for whom they would like you to prescribe the drug. I find it really irritating as there is never a typical patient - all are different.”

“Hospital consultants talking 'down' to GP's really bugs me ... often these consultants are not exactly independent and do not present both sides of argument”

“Seeing a boring looking person on the webcast picture who I expect to drone on and bore me puts me off as do very flashy brand names which I would never prescribe!”

GPs rate CME as the most useful thing on the Internet

6%

3%

4%

4%

6%

7%

9%

16%

16%

20%

20%

20%

23%

24%

27%

28%

68%

Other (please specify)

Conference highlights

Presentations about pharmaceutical and device products

Online quizzes

Podcasts

Medical calculators

Medical images

Medical news

Case studies

Clinical paper reviews

Online handbooks

Clinical discussion forum

Databases of information (drugs, poisons, etc)

Journal articles

Online reference textbooks

Google

Accredited CME modules

Types of online resource rated in the Top 3 in terms of usefulness

Q3. What types of online resources do you find most useful? Base: Sept 2011 = 1025 GPs 9

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What are the most important factors for engagement?

Engagement

Use of multimedia

Usability

Clinical relevance

10

Clinical relevance

▪ Target/segmentation ▪ Better, cheaper, safer?

Usability ▪ User in control ▪ Intuitive navigation ▪ “Don’t make me think”

Use of multimedia

▪ Justifiable ▪ Bite-sized ▪ Accessible

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There are a number of innovative approaches that you can use to optimally influence doctors engagement with your messages

SOURCE: McKinsey

Vs. Traditional approaches

Pure promotion

One way communication

Focus on brand message only

Physician focused

Own platforms / Portals

PC-based

Innovative approaches

Educational value + UGC

True interaction

Focus on targeting barriers in the decision

journey

Support the patient, HCPs

3rd party platforms

Mobile, iPad, etc.

▪ Maximise relevance and value

▪ Clinically relevant questions with feedback

▪ Content focus beyond brand message on physician needs e.g. guidelines, EBM

▪ Janssen’s ADHD, UCBs patientslikeme

▪ Physician communities. e.g., Boehringer Ingelheim Asasantin

▪ Information and useful apps for physicians

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Thank You