digital resources - healthcare professional demand versus pharmaceutical company supply

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

http://www.epghealthmedia.com/industry-reports/digital-demand-versus-supply

http://www.epghealthmedia.com/industry-reports/digital-demand-versus-supply/

http://www.epgonline.org/

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


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.


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


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



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



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


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


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

http://www.epghealthmedia.com/industry-reports/digital-demand-versus-supply/

How can EPG Health Media help you?


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.


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Digital resources: Healthcare Professional Demand Versus Pharmaceutical Company Supply

July 2014

digital resources - healthcare professional demand versus pharmaceutical company supply

Health & Medicine