health smartees 2011 (by insites consulting)

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HEALTH SMARTEES 2011, May 19

WELCOME @ InSites Consulting

Taking Health Research Forward

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09.00 – 09.30 : Breakfast

09.30 – 09.35 : Welcome @ our 2011 Health SMARTEES

Carl Vandeloo, Research Manager Health, InSites Consulting

09.35 – 10.05 : Daily challenges for physicians and for physician research

Magali Geens, Research Director Health, InSites Consulting

10.05 – 10.35 : Characterization of the electronic working environment

Danny Belkin, PhD MBA, Abbott

10.35 – 11.00 : Coffee break

11.00 – 11.30: How do different patients define a good patient website?

Saartje Van den Branden, Research Manager Health, InSites Consulting

11.30 – 12.00: Ethnographic research on the ideal cardiovascular patient site

Ad-Willem van de Wijgert, Customer Intelligence Manager EBE-Primary Care, Pfizer

12.00 – 12.15 : Questions before drinks & sandwiches

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Health SMARTEES 2011

Magali Geens, Managing Partner, Director Health, [email protected]

May 19, 2011

Daily challenges for physicians & for physician research

mailto:[email protected]

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5Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011.© In

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360° HEALTH STUDYPATIENT & HCP STUDY in 8 COUNTRIES, 4TH EDITION

WEB-FACILITATED IN-DEPTH INTERVIEWSDiscussions research

20 Doctors in Belgium, Netherlands, UK and USA

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Being a

physician

is not only about

practicing

medicine

anymore,

but also about

running a

business

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1. Continued (medical) education is required

HCPs operate in an ever-changing environment and need to stay informed

Frustration : all the required information to keep up-to-date has to be sourced

from a broad variety of information providers & sources

“We just have to stay on top of so many things. Like what are the new

(UK) guidelines concerning treatments & what is reimbursed?”

“What is going to be in the (Dutch) tabloids.

Patients read them and will refer to them in our practice.”

“Which new drugs are going to be launched (in Belgium)

and how should we prescribe them.”

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univadis® brings HCPs the latest news in the medical world from impartial sources in your areas of interest. univadis® is a service for healthcare

professionals provided by MSD,

.

.

Very popular

information and

service centre for

HCPs.

“I even made a

patient site using

Univadis and it is

really

professional.”

GP NL

http://www.univadis.com/

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UpToDate is a clinical decision support system that helps clinicians throughout the world provide the best patient care.

.

“This really saves me a lot of time !” UK

http://www.uptodate.com/index

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2. Impact of payers increases and the administrative burden grows

Administrative challenges imposed by authorities (to provide the best

possible care for the best price) are said to be ever more demanding &

consume up to 20% of the physicians‟ working time !

“(Belgian) insurance companies do not consider what is best for the

patient or which product has the best quality, they only care about

the cheapest option and we have to find that. (...) in some

cases you risk to be fined if you still prescribe the branded alternative.”

“Every 3 months, the advised (generic) medication or

guideline for a condition changes (in the Netherlands).

All depends on the cheapest product of the moment (...) Imagine the time we

need to invest to stay on top of things and also to explain to our patients yet

another change of treatment.”

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Bnf.org promises

the HCP to help

him/her in efficiently

making a medication

choice.

(British Medical Association /

Royal Pharmaceutical Society).

The BNF is a joint publication of the British Medical Association and the Royal Pharmaceutical Society. It is published biannually under the

authority of a Joint Formulary Committee which comprises representatives of the two professional bodies and of the UK Health Departments.

http://bnf.org/bnf/

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UpToDate is

worldwide

community platform

that helps HCPs to

provide the best

care, including a

popular cost

containment tool as

it is very easy-to-

use.

4,400 HCPs act as

editors and

reviewers.

UpToDate is a clinical decision support system that helps clinicians throughout the world provide the best patient care.

.

http://www.uptodate.com/index

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“Luckily, I have my mobile internet. I can check things when I am waiting for the kids at

school or when I go to bed at night.” (GP, NL)

“Even between patient visits, I am doing things : administration, looking up information…”

(GP, BE)

“Everybody is busy, ok, but I need to see 30 patients per day ! Well, that’s busy !”

(GP, UK)

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3. Empowered patients are ever more demanding

New media have strongly empowered patients over the past years

and they want to be actively involved in their (family‟s) health management

The increased patient involvement can come with important advantages (i.e. doctors mainly emphasize the shift towards prevention and an improved treatment

compliance by involved patients)

But the patient emancipation also poses true challenges !(i.e. time needed to frame and sometimes counter (online) information gathered by the

patient and also decreased compliance by patients taking things in their own hands)

“I often spend extra time reassuring the patient that he does NOT

suffer from the disease in the previous Doctor Oz Show (popular in the US).”

“Treatment choice has become a joint decision with the patient, he needs to agree.”

“These days a lot of time is spent on setting-up a management plan

with the patient for his treatment.” (GP, UK)

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“The experiences of

others on Doctissimo

are interesting to read

although I don‟t often

post myself.”

Male, 33 years, France

Doctissimo is part of the commercial group Lagardère Active. Doctissimo.fr was launched in May 2000 as the first health portal targeted

towards the larger audience.

“I often visit consumer fora. Why?

Because I think it is necessary to

give my professional opinion

when patients are going crazy &

coming up with weird & unreal stories.

Then I am the reality check for them.”

GP, NL

http://www.doctissimo.fr/index-be.htm

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“I compare online

pharmacies and try to find the

most advantageous deals and

then I buy the medication

online.”

Female, 58 years, Germany

Versandapothekenverglleich.com allows visitors to find – quote – serious online pharmacies that offer sharp prices. Everything is compared,

including shipment costs, to support the buyer in finding the best deal all-in.

http://www.versandapothekenvergleich.com/

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“I only use

expert

sources,

I wouldn‟t just

use Wikipedia

for my health.”

Female, 46 years, US

PubMed comprises over 20 million citations for biomedical literature from MEDLINE, life science journals, and online books. PubMed citations

and abstracts include the fields of medicine, nursing, dentistry, veterinary medicine, the health care system, and preclinical sciences.

http://www.ncbi.nlm.nih.gov/pubmed/

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“Doctors in the UK often

advise this website to

patients.”

“It can save you a lot of

time as well. Not needing

to explain everything in

detail yourself.”

GP, UK

NHS Choices is a comprehensive information service that helps consumers to take control of their healthcare. The service is intended to help

them make choices about their health, from lifestyle decisions about things like smoking, drinking and exercise.

http://www.nhs.uk/Pages/HomePage.aspx

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From patient-centricity to servicing the empowered patientThe internet is a commonly used source for the HCP

“I sometimes print information for them

from the internet. Patient.co.uk has a variety of good concise information

leaflets available.”

“When a patient comes to me with e.g. a specific rash, I first diagnose the patient & then

show some pictures via

Google images to proof that the diagnosis is correct. It is also an extra check for me…”

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This site is often

suggested to the

patient by the GPs

in the UK.

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Sources approved

by government

are really helpful

for HCPs in UK.

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Patients expect „the doctor‟ to be always „on‟

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THINK B2B2CDo not only think about tools for

HCPs, but also for HCPs to confidently refer their patients to.

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True challenge for physicians is time management

Continuous education required, consuming ever more time

Impact of payers and administration consumes a lot of time

Empowered patients want to dialogue and require more time

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“I truly hate the fact that I sometimes need to say NO to a patient visit, simply

because I really don’t have the time...” GP, BE

“There is a shortage of doctors & I cannot blame people for not wanting to be one,

it is a hectic life. It never stops.” GP, UK

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NEWS IS NECESSARYBUT manageable, fast-to-digest & applicable in practice

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NEW MEDIA CAN FACILITATEBut today they are not used to the fullest extent. The clutter is too large !

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“It’s my dream to be able to access up-to-date

patient information online. In hospital, we have

several meetings with colleagues & nurses all day long, we

then need accurate & recent information on

patient like medication intake, blood values...

Often, this is not available now, which makes it

inefficient. Our discussions are not up-to-date at all!”

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Physician research

Traditional surveys

Repetitive questions

Seemingly irrelevant questions

Fundamental time investment (QT surveys up to 45‟)

No room for open answers (to avoid AE reporting)

No question / feedback options

Requiring large samples in short time spans

Monetary incentive, no insight incentive

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Response rates are going down

Need for quality control increases

Cost per interview is excessive

Participation rates below 5% are no exceptionSampling bias is real danger

Global warming of physician panels to be expected

Completion time checks, scaling controls, verification of consistency between answers required

Advanced interviewing skills necessary and/orextremely complex technical implementation of surveys

Cost per completed survey very high Cost per incentive often hard to defend

Often in conflict with internal restrictions

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In sharp contrast with

research panel evolutions, we experience the

rapidly growing success of

physician communities like Doctors.net.uk (UK),

Sermo (US), Coliquio (GE)...

Doctors.net.uk is for UK-registered doctors in primary & secondary care. It is a secure service offering a professional e-mail facility, clinical & non-clinical forums, the latest medical news and free accredited education allowing doctors to maintain Continuing Professional Development (CPD).

http://www.doctors.net.uk/

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Relevant for the physician

One central location with need-to-knows

Always available, at their fingertip

Relevant peer experience is the incentive

Large active community = fast replies

“I often ask questions to the doctor

community about practical things: how do

they manage this (…) or even information

on medical appliances, which supplier do

they like etc…”

“It‟s easy to post a question &

check answers in between

patient visits.”

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Panel versus community : a true paradigm

• One-way, asking questions

• Departs from commercial challenges

• Sampling based on respondent profile

• Monetary incentives

• At the marketers’ convenience

• Targeted facts

• To measure

• Two-way, sharing insights

• Departs from broad day-to-day experiences

• Discussions based on participant interests

• Rewarding content

• At the physicians’ convenience

• Rich insights embedded in relevant context

• To discover, to learn

PANEL COMMUNITY

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Panel versus community : a true paradigm

• One-way, asking questions

• Departs from commercial challenges

• Sampling based on respondent profile

• Monetary incentives

• At the marketers’ convenience

• Targeted facts

• To measure

PANEL COMMUNITY

Do we really need 200 doctors per market?

Do we really need to ask 45 questions?

How can we make the survey attractive?

What can we give back to the participants?

Critical questions for traditional research :

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Community researchCOMMUNITY SMARTEES on June 16th 2011 - split researchers / marketers

http://www.vavtssw.org/Events.html

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• Capturing relevant conversations

as they happen in real-life

settings. Get the rich emotional

context to understand why

people speak and act the way

they do. Understand how to

address needs better.

“I had exactly the same when I was in my thirties.

Don‟t worry too much. They could really help me at

the time and medicine has evolved really fast.”

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Consumer / patient community research

• Exemplary set-up

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What happens on a psychological and physical level when heavy fruit/smoothies

eaters don’t consume their regular amountof fruit/smoothies?

What happens on psychological and physical level with participants who don’t often eat fruit/smoothies, when they start

eating more?

DEPRIVATION ACTIVATION


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Experience for Danone?

Rich information

Detailed information

Real-life vocabulary

Inspiring

Allow time for involving team

High involvement, but truly rewarding

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Lesson learned for usBetter to join a ‘party’ where the ambiance is already installed

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4545

Recruitment via highly

involved and very

interactive community of

experts in the field.

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4646

Recruitment via highly

involved and very

interactive community of

experts in the field.

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• Capturing relevant conversations

as they happen in real-life

settings. Get the rich emotional

context to understand why

people speak and act the way

they do. Understand how to

address needs better.

• Capturing real challenges in

the daily practice of physicians

when dealing with patients,

colleagues, products, devices,

administration, prescriptions...

• Get embedded insight of how

HCPs can be better supported.

“46 yo, white, and there is a family history of

mother with menopause at age 45. Brain MRI w/

and w/o Magnevist is normal except for a

11x7x6mm parieto-occipital meningioma. Is this

constellation more c/w basilar migraine or (…)?

“I had exactly the same when I was in my thirties.

Don‟t worry too much. They could really help me at

the time and medicine has evolved really fast.”

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• Map the day-in-the life of... and capture

unfulfilled needs

• Capture diagnosis challenges & choices

• Understand treatment expectations,

challenges, decisions...

• Evaluate (digital) detail aids and other

commercial materials (flow, visuals,

copy)

• Evaluate new service ideas (digital rep

visit, smartphone apps...)

BLOG : HCP solution today

“Interesting to depart

from real-life challenges.”

„”Really fun to do! And

does not take too much

time.”

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• Brainstorm about services to optimize

day-to-day practice and deal better with

challenges faced

• Exchange and consolidate best

practices for diagnosing and treatment

initiation / switching

• Optimize (digital) detail aids and other

commercial materials (flow, visuals,

copy)

• Co-create on new services in a given

context

• …

BLOG : to COMMUNITY

THE

FUTURE...

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… of

research

as we

know it?

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Old media

can

survive

next to

new media

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T +32 9 269 16 04

M +32 497 523 526

E [email protected]

http://connectwith.insites.eu/magaligeens

Ghent I Rotterdam I London

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http://connectwith.insites.eu/magaligeens

© 2010 Abbott Belgium

Danny Belkin, PhD MBAStrategic Projects & Innovation Manager

Pieter Maes & Marc Renard


Contents

1. Project description & Methodology

2. Results

3. Conclusion

Findings

Benefits from e-solutions


Project Description


Methodology

• In-depth interviews rather than large-scale market research

• Small sample size: KOLs, GPs & Med students

1.

2.

3.


“All applications of Information and Communication Technology (ICT) related to the healthcare sector”


• Belgian physicians are quite traditionalistic and individualistic

• Differences between electronic work environments depend on the type of institute:

• University hospital

• Non-university hospital

• Private practice

• Huge heterogeneity of utilized software packages

General findingsGeneral remarks


General findingsMedical Information Sources

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pubmed MedScape Medline UpToDate Ovid Google

20%

0% 0% 0% 0%

80%

53%

13%

20%

37%

7%13%

GPs Specialists

(n= 10) (n= 40)


• Specialists:

– Online websites and electronic version of medical journals

• Why? Relevant ; Up-to-date ; Objective ; Very specific

– Congresses/meetings and CME

• GPs:

– Google: why?

• Want fast, easy and free access to information

• Online articles/subscriptions are expensive

– Congresses/meetings and CME



• What do physicians want from websites:

– Comprehensive website & varied literature

– Single, simple login

– Free

– Differences between specialties:

• Some are overloaded with info, work + no time

• Others are open to discover new routes to get information



0%

10%

20%

30%

40%

50%

60%

70%

80%

0%

29%

0%

33% 33%

60%

33%

(n= 10) (n= 7) (n= 5) (n= 3) (n= 6) (n= 8) (n= 6)

General findingseCME


• Preference for congresses instead of online courses

– Value of social contact is very high

– Ability to get a lot of information in an informal way

– Few eCME courses currently approved for accreditation points –

beginning to grow

– Physicians do not always know what is available online

• In general:

– Older specialists go on congress

– Assistants are more likely to use eCME

General findingseCME


• Well developed in the US/UK (e.g. Physician Connect / Ozmosis etc.)

• Do physicians use social media?

General findingsProfessional Social Media


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

< 30 years > 30 - 45 years > 45 years

80%

33%

5%

91%

12%

0%

GPs Specialistsn=40 (inc. students) n= 52 (inc. students)

General FindingsSocial Media


What type of usage?

Not used at all solely for professional reasons



• Why not use social media?



General findingsSmartphones and mobility: Phones

(n=39)(n=40)

Specialists

What brand?

Own a Smartphone?


> 1000 applications for medical purpose on iTunes App Store

Launched 2 June 2010

General findingsSmartphones and mobility: Apps


• Even if professional apps are available, most physicians are not yet aware

General findingsSmartphones and mobility: Apps

0%

10%

20%

30%

40%

50%

60%

70%

80%

GPs who use prof. apps

Specialists who use prof. apps

GPs and specialists not aware that prof.

apps exist

5%

14%

58%


General findingsGovernmental eHealth platform

Source: “Overview of some on-going eHealth projects in Belgium”, a presentation by Frank Robben

(http://www.law.kuleuven.be/icri/frobben/presentations/20081118.ppt), accessed 31.08.10



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Knows it and uses eHealth

Knows it but does not use eHealth

Does not know eHealth

0%

13%

88%

3%

55%

42%

GPs Specialists(n= 40)(n= 8)


• Usefulness and acceptance of the platform and associated services will depend on:

– Communication

– Value (help physicians in their practice vs. data collection/monitoring)

– User-friendliness, easy access (design)

– Workload!



Physicians’ Potential Benefits from Electronic Solutions


The Benefit Ladder

Brian Wansink, (2003) "Using laddering to understand and leverage a brand‟s equity", Qualitative Market Research: An International Journal, Vol. 6 Iss: 2,

pp.111 - 118


- Add value to their daily work

- No increase in workload

- Credible – KOL involvement

Benefits


- User-friendly solution

- Password/ login

- Integrated in existing software

- Mobile solutions

Benefits


- Decrease administration time

- Digital version of reimbursement forms

- Online interaction with authorities

- Increase the number of patients seen

Benefits


- Need for data management

- Comparison with peers

- Statistics about their practice

- CT enrolling

Benefits


- Similar to and enhancing common programs

- Fits in and improves regular habits and behavior

Benefits


-Ego

- Publish articles on hot topics

- Competition between hospitals

Benefits


- Mainly GPs- Create a link with hospitals

Benefits


• Belgian electronic healthcare is still in its early years

• Traditionalism and passiveness from physicians concerning electronic and online tools

• High software heterogeneity leads to difficulty in standardization

• Pharma not yet meeting physicians’ needs

• Opportunities exist!

Conclusions


• Report available - Contact me at [email protected]

Finally…

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Up, close & personal with the empowered patient

Health SMARTEES 2011

Saartje Van den Branden, Research Manager Health, [email protected]

May 19, 2011


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Health Study 2011 | Up, close & personal with the empowered patients | © InSites Consulting, 2011.

87%

82%

74%

97%

95%

79%

70%

69%

79%

80%

83% already used the internet to look for information on health related topics(this is 50% when corrected to the offline population)

United States 83%

Brazil 93%

Australia 79%

China 93%


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THE PATIENT ACTION FLOW

Waited for a while

Looked for information

General Practitioner

Pharmacy

General Practitioner

Special Practitioner

Something Else

Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder?

Health Study 2009, N Europe = 2841 / Filter = Patients suffering from at least one disorder


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So we got up, close & personal with the

empowered patients to understand what they expect


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360° HEALTH STUDYPATIENT & HCP STUDY in 8 COUNTRIES, 4TH EDITION

VISUAL ETHNOGRAPHYObservational research

21 Patients in UK, Belgium & the Netherlands

WEB-FACILITATED IN-DEPTH INTERVIEWSDiscussions research

15 Patients in US, Italy, Spain, France & Germany

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WE RECRUITED DIFFERENT TYPES OF PATIENTS

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

Alte

rnativ

e

24%

25%

21%

29%

Hedonist

24%

24%

Non-Conformist

Healthy Laidback

21%

Expert

25%

29%

29%

Health Study 2009, N Europe = 2841 / Filter =

Patients suffering from at least one disorder


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LOW HIGH

Non-Conformist

(24%)

Healthy laidback

(21%)

Expert

(29%)

Hedonist

(25%)

LOW HIGH

HEALTHY LIFESTYLE

HEALTH INVOLVEMENT

LOW HIGH

ALTERNATIVE VIEWPOINT

WE RECRUITED DIFFERENT TYPES OF PATIENTS

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NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

Alte

rnativ

e

24%

25%

21%

29%

24%

24%

Non-Conformist

21%



Un-healthy life-style, bad eating

habits, little to no physical exercise

No regular doctor‟s visit, no health

reference for friends and family

They say they would rather change

habits than take medication


Non-conformist

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For food, taste & price are

most importantHigher chance of overweight

Couch potato

Find their lives quite stressful

Lack of healthy examples in

their immediate surroundings

Often smokers

Non-conformist Who are they?

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They hardly ever use the internet for health purposes

because of their low involvement in their own health.

Non-conformist Role of the internet


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+300 pictures

• taken by participants

• posted on the blog with

comments to help

interpretation

+100 open answers

• to predefined questions

• in patient language

• possibility to ask for further

explanation

+30 movies

• health in their home

• ideal website presentation

• …

OUR PARTICIPANTS

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NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

Alte

rnativ

e

24%

25%

21%

29%

Healthy Laidback

21%



Healthy life-style, good eating habits, and sufficient physical exercise

But they are little involved in health because they have no need to worry

Believe prevention is better than cure & natural products are better


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Radiate health

Exercise to lose weight &

to stay fit

Tea = always a cure!

Integrate health

in daily life

A healthy laidback is a busyperson: exercising, healthy

cooking, shopping for natural

products...

Efficiency is important &

planning is crucial in their life! Mental health = crucial!

Balanced way of living

Healthy laidbackWHO are they?

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Often they do not have a real medicine cabinet: (chemical) medication is put somewhere

far away in the highest kitchen cupboard

High penetration of natural products and food supplements

Low penetration of Rx

“I use Paracetamol when I‟m having migraine, I know

stronger products exist, but I don‟t want to take that.”

“Food supplements seem to „cure‟ as much as medication

does, only take them upfront, it‟s less harmful!”

“I enjoy being healthy but I am really not

keen on taking medicine.”

Healthy laidbackMedication

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Tool for prevention and general well being

Regularly, about once a week

Healthy laidbackRole of the internet

Websites about well being in general, fora and blogshome remedies, alternative treatments

Why?

What?

When?

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21%

Healthy laidbackOnline sources

“I don‟t know the specific sites, I just type in what I need in Google”Female, 46 yo, Italy

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21%

“I visit Staibene because it offers all kind of information

about physical and psychological well being and health.

There is all sorts of information there, on nutrition, dieting, allergies … they

have a forum that I like to read and all kinds of health tests on the site”Female, 36 yo, Italy

Healthy laidbackOnline sources

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Web site must deal with health in its broadest sense:

focus not only on physical health but also on mental wellbeing.

Interest in how to obtain a healthy life style & how to feel good .

Possibility to take all sorts of health tests whenever they feel something is

not ok. The sooner they know what is wrong, the sooner they can react.

Very critical when something is wrong. Don‟t consider themselves as „expert‟

concerning diseases or treatments, so they like to connect with others!

E.g. on a forum or a chat where you they read about other people‟s experiences

and share stories with each other.

holistic health approach

personal health tests

connecting with others

Healthy laidbackTheir ideal health site

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Healthy laidbackTheir ideal health site

Health, lifestyle &

fitness should be

prominent.

Diseases are somewhere

in the bottom and not

eye-catching

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NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

Alte

rnativ

e

24%

21%

29%

24%

24%

21%

Expert

29%

29%



Healthy life-style, good eating habits,

physically active and go to see a doctor for a yearly

check-up

Highly involved in health, inquire about

health and actively collect health information

Believe in prevention, but natural products are

not necessarily considered to be better


Health expert

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They HATE to be sick

p

“Being healthy involves so

much: knowing which diseases are

current, taking vitamins, checking if the

medication box is still filled, visiting the

GP when needed, checking if my

family is in good health...” (NL)Combining exercise & health

Good relation with GP

& pharmacist

Healthy food is a

minimum

A lot of mums, but also empty-nesters,

caring for themselves & their family

Health expertWho are they?

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“I find that I automatically turn to medication for a cure

rather than seeing if the problem goes away with time.”

“I might be relying too much on medication and opt for it

when I could do something else.”

Health expertMedication

They have a special medicine cabinet, which is well filled: they are prepared for most of

the common diseases.

When they feel sick, they start taking medication right away.

29%

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Health expertRole of the internet

Tool for education and updates about health and medication

Often, at least twice a week

Why?

What?

(new) medication and active ingredients

Analysis of their own symptoms

Renowned sources with sufficient credibility

When?

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“I visit drugs.com. There you can enter any drug you want and then all the

info you need appears like side effects, interactions with other drugs”

Female, 39 yo, US

Health expertOnline sources

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Health expertOnline sources

“I only use expert sources (such as PubMed),

I wouldn‟t just use Wikipedia for my health”

Female, 46 yo, US

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““For my smartphone I use a few health apps like Loose It

which tells you how many calories you‟ve burnt in one day and

the Allergy Alert that warns me about the air quality” Female, 46 yo, US

Health expertMobile apps

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“Online information is very valuable as it helps me to make

up my own little health routine to get better: take this

type of medication, add that kind of supplements…

After I have seen a doctor of course to check it!”

Healthy experts are into personalized health management.

Their health management is a mutual decision by both patient and HCP

Health expertHow do they use online information?

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“I looked up the test online that my husband had to do so he

already had his test done before seeing the urologist, he came to

the appointment prepared with his test already done”

Female, 45 yo, Italy

Health expertThey influence others as well

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Their ideal site educates about pathologies & medication & keeps

them up to date on new evolutions.

Opportunity to ask questions to a HCP (for minor or urgent issues).

They need a knowledgeable sparring partner, who‟s always available.

The information needs to be scientifically supported (by means of tests,

statistics…) to guarantee its credibility.

Interest in MOA (mechanism of action) videos & video

messages of HCPs.

educational focus

specialist interaction

scientific backbone

Health expertTheir ideal health site

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Health expertTheir ideal health site: a one-stop portal

Efficiently fix

appointments

“I really would love to create my own website where I can

find all the answers without going anywhere!”

Female, 29 yo, UK

Phone / direct

chat in case of

urgent questions.

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A HOLOGRAM DOCTOR

… whom the patient can consult @ home.

Relevant in case of minor complaints

If the situation is more severe hologram refers patient to a „real‟ doctor

Health expertTheir ideal health site: the doctor @ home

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Web applications

OK! But…

close collaboration with and follow-up by an HCP is crucial.

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NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

Alte

rnativ

e

24%

25%

21%

29%

Hedonist

24%

24%

21%

25%



They do not highly value a healthy way of living, but they do not feel

particularly unhealthy either

They are not a health reference for their surroundings, but do search for

health info when needed

They are not prevention-oriented and take medication whenever necessary

to feel better


Hedonist

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Coke light = being healthy

“What do I need more?”

Their motto:

Don‟t always take their

health seriously

They just painkillers!

Enjoying life = instant relief from „unpleasant‟ things

HedonistWho are they?

Enjoy the good things in life.

“At work, we laughed

with my breathing

sound (squeaking &

hissing), fun!”

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In the bathroom, close to beauty products – so considered to be a „tool‟

that helps them to live life to the fullest.

In the kitchen, in reach from the breakfast table (and exposed to the

heath of the radiator below and the sun light…).

HedonistMedication

= instant relief

= the guarantee that nothing will stop you from enjoying life.

Hedonists are open to buy OTC medication online (after all, it‟s a commodity)

Examples of hedonist medicine cabinets:

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Tool for acute problem solving

Depends on their health condition

Why?

What?

Interpretation of symptoms

Advised medication (dosage and side effects)

Preferably in simple language

When?

HedonistRole of the internet

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“I just type in Google what to find out about the over the counter

solutions for athlete's foot. No need for a doctor’s visit.”

Male, 42 yo, US

HedonistOnline sources

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“Web MD is really popular in America, it‟ s a well known site where you can

find all sorts of information when you suffer from a condition”

Male, 42 yo, US

HedonistOnline sources

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Hedonists want to be able to interpret their symptoms & see

suggested treatments.

No special tools required.

The information should just be easy to understand, not too scientific.

The site should be well structured and to the point.

This way, they can quickly find what they‟re looking for without loosing any time.

symptoms & treatment

easy-to-understand

well-structured

HedonistTheir ideal health site

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HedonistTheir ideal health site

Hedonists like websites that are easy to navigate (not too complicated, not too much

information) so they can quickly find the solution to their problem.

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Empowered patient Engaged patient

Patients want more autonomy, more control over their health management.

Users have become more demanding

The volume of online health enquiries is high, but is likely to remain stable. In order to keep

satisfying patients’ needs, online services need to evolve from static information towards

interactive tools, which facilitate patient-HCP interactions.

HCP is still the most important information source

Patient services need to support HCPs as well and compensate for their increased time

investment in demanding patients.

One size does not fit all

Different patients have different expectations when they visit a doctor, website…

KEY TAKE-AWAYS

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T +32 9 269 15 11

M +32 479 611 878

E [email protected]

http://connectwith.insites.eu/saartjevandenbranden

Ghent I Rotterdam I London

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http://connectwith.insites.eu/saartjevandenbranden

health smartees 2011 (by insites consulting)

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