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  • © 2013 Kantar Media © 2013 Kantar Mediawww.KantarMedia-healthcare.com

    Crisis, Opportunity…or the “New Normal”?

    Dave Emery

    VP/General Manager, Healthcare Research

    Kantar Media

    dave.emery@kantarmedia.com

    847-375-5071

    1

  • www.KantarMedia-healthcare.com’

    • HCP media consumption

    • The broader healthcare advertising environment

    – Journal advertising

    – Medical Website advertising

    • The AMM Digital Revenue Report

    • Connecting the dots

    What we’ll cover

    © 2013 Kantar Media

    2

  • www.KantarMedia-healthcare.com’

    • Detailed examination of HCP’s online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps,

    CME, conventions and more.

    • Conducted for 15+ years

    • Medical/Surgical, Pharmacy, NP/PA, Eyecare, Dental, Managed Care, Hospital Management and other markets

    • 7,500+ HCP respondents, including 3,200 physicians

    • Detailed data available for 22 medical/surgical specialties

    • 50%-50% paper and online data collection, with results weighted by specialty, and practice type/age within the specialty

    • Medical/Surgical edition currently released in two waves (Spring and Fall)

    Physician Media Consumption

    Kantar Media’s Sources & Interactions studies

    © 2013 Kantar Media

  • www.KantarMedia-healthcare.com’

    Physician Media Consumption

    Smartphone and tablet use for professional purposes

    © 2013 Kantar Media

    Source: Kantar Media, Sources & Interactions studies, 2007-2013

  • www.KantarMedia-healthcare.com’

    At home

    Off-hours while out of the home

    Breaks/mealtimes while on duty

    At desk/office/workstation

    In between examinations/consultations

    While commuting/travelling

    In the exam room/patient bedside

    Other

    Smartphone

    Tablet

    Base: users of each device

    Physician Media Consumption

    Locations mobile devices used

    © 2013 Kantar Media

    Source: Kantar Media, Mobile Usage Study, October 2013

  • www.KantarMedia-healthcare.com’

    93% - access Internet

    90% - email

    87% - research general medical

    issues/topics

    86% - research specific clinical

    situations

    82% - complete CME credits

    79% - access/maintain medical

    records

    74% - read articles from

    medical publications

    Computer (99% use) Smartphone (78% use)

    use

    Tablet (51% use)

    Physician Media Consumption

    Top professional tasks by device

    67% - access Internet

    64% - email

    47% - reference drug data

    44% - find/perform clinical

    calculations

    32% - make prescribing

    decisions

    31% - research general medical

    issues/topics

    31% - research specific clinical

    situations

    48% - access Internet

    41% - email

    28% - read articles from

    medical publications

    28% - research general medical

    issues/topics

    27% - research specific clinical

    situations

    26% - read abstracts

    23% - professional news

    updates

    © 2013 Kantar Media

    Source: Kantar Media, Sources & Interactions study, September 2013

  • www.KantarMedia-healthcare.com’

    0% 20% 40% 60% 80%

    Medical Journals: accessed via print

    Colleagues

    CME: meeting attendance

    Prescriptions: electronic software

    Mobile apps: drug reference

    Patient Medical Records: accessed online

    Medical Journals: accessed online

    Reference Pubs: printed

    Convention Attendance

    Reference Pubs: online

    Ten highest-rated information sources, out of 41 studied. Percentage represents Top 2 (out of 5) importance ratings.

    Physician Media Consumption

    Most important information sources

    © 2013 Kantar Media

    Source: Kantar Media, Sources & Interactions study, September 2013

  • www.KantarMedia-healthcare.com’

    0% 10% 20% 30% 40% 50% 60% 70% 80%

    2013

    2012

    2011

    2010

    2009

    2008

    Journals: print

    Journals: online

    Physician Media Consumption

    Change in “Importance” rating for journals (print and online)

    © 2013 Kantar Media

    Source: Kantar Media, Sources & Interactions study, 2008- 2013

  • www.KantarMedia-healthcare.com’

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

    Colleagues

    Medical Journals: accessed via print

    CME: meeting attendance

    Reference Pubs: printed

    Symposia on product/therapy: meeting attend.

    Convention Attendance

    Medical Journals: accessed online

    Reference Pubs: online

    Grand rounds/speaker programs

    CME: printed courses

    Ten highest reach information sources, out of 41 studied. Percent of doctors who are exposed to each information source.

    Physician Media Consumption

    Highest reach information sources

    © 2013 Kantar Media

    Source: Kantar Media, Sources & Interactions study, September 2013

  • www.KantarMedia-healthcare.com’

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

    2013

    2012

    2011

    2010

    2009

    2008

    Journals: print

    Journals: online

    Physician Media Consumption

    Change in “Reach” of journals (print and online)

    © 2013 Kantar Media

    Source: Kantar Media, Sources & Interactions study, 2008- 2013

  • www.KantarMedia-healthcare.com’

    0 50 100 150 200 250

    Patient Medical Records: online

    Prescriptions: electronic software

    Colleagues

    Mobile apps: drug reference

    Prescriptions: pads/paper

    Patient Medical Records: paper

    Mobile apps: diagnostic tools

    Medical Journals: accessed via print

    Reference Pubs: online

    Sales reps: pharma

    Percentage represents number of times annually doctors are exposed to each, as an information source. Top ten sources, out of 41 studied..

    Physician Media Consumption

    Annual exposures to information source

    © 2013 Kantar Media

    Source: Kantar Media, Sources & Interactions study, September 2013

  • www.KantarMedia-healthcare.com’

    0 10 20 30 40 50 60 70 80 90

    2013

    2012

    2011

    2010

    2009

    2008

    Journals: print

    Journals: online

    Physician Media Consumption

    Change in “Exposures” for Journals (print and online)

    © 2013 Kantar Media

    Source: Kantar Media, Sources & Interactions study, 2008- 2013

  • www.KantarMedia-healthcare.com’

    Physician Media Consumption

    Journals unsurpassed in reach and importance

    © 2013 Kantar Media

    Info sources – combined formats/types

    Source: Kantar Media, Sources & Interactions study, September 2013

    50

    55

    60

    65

    70

    75

    80

    85

    90

    95

    100

    0 50 100 150 200 250 300

    P e

    rc e

    n t

    R e

    a ch

    Annual Exposures

    Prescriptions Mobile apps

    Journals Colleagues

    Reference pubs

    Conferences

    Sales reps

    Patient records

    CME

    Websites

    Bubble size represents importance rating

    * Excludes journal sites/apps

  • www.KantarMedia-healthcare.com’

    Print Version Only

    Both Print and Digital Versions

    Digital Version Only

    Does Not Read Publications

    9 in 10 read print versions

    More than half use digital

    platforms to read current issue

    Current issue readership

    © 2013 Kantar Media

    Physician Media Consumption

  • www.KantarMedia-healthcare.com’

    Physician Media Consumption

    Journal Readership Trends

    © 2013 Kantar Media

    82 83 82 83 82 83 84 83 82 82 82 82 82 82 81 80 80

    37 38 38 38 38 39 38 39 38 38 37 35 37 38

    41 39 38

    0

    10

    20

    30

    40

    50

    60

    70

    80

    90

    J05 D05 J06 D06 J07 D07 J08 D08 J09 D09 J10 D10 J11 D11 J12 D12 J13

    P e rc

    e n

    t o

    f S

    p e c ia

    lt y

    Study Release Date (June 2005-June 2013)

    Average Issue Readers - Total Med/Surg

    Top 10 Average

    Top 25 Average

    Top 50 Average

    Top 100 Average

    Average

    Source: Kantar Media, Medical/Surgical readership studies, 2005-2013

  • www.KantarMedia-healthcare.com’

    Physician Media Consumption

    Journal Readership Trends

    © 2013 Kantar Media

    56 57 57 57 57

    58 59 58 57 57 57 56 56 58 56 56 56

    21 21 22 22 22 22 22 22 22 22 22 21 21 22

    24 23 23

    0

    10

    20

    30

    40

    50

    60

    70

    J05 D05 J06 D06 J07 D07 J08 D08 J09 D09 J10 D10 J11 D11 J12 D12 J1

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