october webinar: healthcare leaves the desktop
TRANSCRIPT
Healthcare Leaves the Desktop: How Mobile Research Impacts the Healthcare Industry
Mike Billingsley VP, Client Development, Research Now Mobile John F. Turner Director, Healthcare Solutions, Research Now
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2 © 2012 Research Now
Agenda
How Mobile Research Impacts the Healthcare Industry
Mobile Market Research Overview
Use of Mobile Devices in the Healthcare Industry
Patients
Physicians
Case Studies
Study Results: Physician study on mobile phone usage
Conclusion
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Defining Mobile Market Research
Using a mobile device to conduct survey or behavioral data collection. Mobile devices can include:
iPhone, iPad and iPod Touch
Android smartphones and tablets
BlackBerry smartphones and Playbook
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Why Conduct Mobile Market Research?
Mobile Research gives you
BETTER, FASTER and
MORE COST-EFFECTIVE
RESULTS
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A Matter of ‘Facts’
Mobile phones are the most adopted technology in history.
• Smartphone usage is growing rapidly globally:
55% penetration in the US (2012)
51% share in the Europe (2011)
45% penetration in Canada (2011)
19% in APAC/wide variations by country (2011)
Smartphones have become the preferred method for accessing popular social media and business platforms:
53% of Facebook traffic is via mobile as of May 2012
60% of Salesforce hits is via mobile as of May 2012
More than 80 of doctors use smartphones & 62% use a tablet in their practice
Internet is accessed via mobile more often than computer in China
Source:
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It’s Not Just About the App; It’s About People Too
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Multiple Launch Methods
Push notification
Geo fencing
Geo targeting
QR code trigger
Diary studies - calendar trigger
Self-opted via short code SMS
Interviewer mode for F2F / CAPI
Email invites
SMS invites
In-app intercepts & mobile web intercepts
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Mobile Use in the Healthcare Industry
Why are mobile devices important?
Physicians
85% use a smartphone at work
62% use a tablet within the workplace
Use is one of the highest as a profession
Uses
Communication
Dictation
Patient interaction
Education
Market Research
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Multimode Healthcare Recruitment
Traditional
Direct Mail
Traditional Phone
Referral
New
Mobile
Targets
Physicians
Patients
HCPs
HB2B
Benefits
Expands total targetable universe
Improves response rates
Convenience
Increases deliverables
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Healthcare Case Studies
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Case Study: Diabetes Patient Study
Mobile study for major pharmaceutical company
Objectives:
Track awareness and interest of a product among diabetes patients who own a smartphone.
Understand differences in the product awareness, ownership, intent and interest by different categories.
Understand the profile of the product. Owner vs. Non-Owners who are unaware of the product in order to identify likely determinants of sales.
10 min survey triggered via SMS invites
Key Features: • SMS invites • HTML5 web app • Real time reports
Key Benefits: • Speed/field time efficiencies • High level of respondent
engagement
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Case Study: Physician Study
Mobile study among physicians
Objective:
Understand message recall – newly marketed diabetes product
Require a response rate within 48 hours of being detailed by a pharmaceutical representative
To improve response rates and to receive response within the short time frame, the study was ran as a mobile survey with a text invite and HTML5 web app survey instrument
Key Features: • SMS invites • HTML5 web app • Real time reports
Key Benefits: • Closer to moment of
experience for fresh insights • Speed/field time efficiencies • High level of respondent
engagement
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Mobile Physician Research Study Overview
Internal Study to understand perceptions and use of mobile devices among physicians
8 minute survey
N=101 Physicians
PCPs/Specialists
Pediatricians, OBGYNs, Cardiologists, Oncologists, Orthopaedic Surgeons
Half of respondents took the survey on their mobile device and half took the survey online
Respondents were asked about mobile usage in the workplace as well as perceptions of and interest in using mobile devices to take surveys
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Nearly 9 in 10 physicians own a smartphone
iPhones and iPads are commonly used for professional purposes
Q. S2, Which of the following electronic devices do you currently own? Base: 139 Q. S11. Which of the following devices do you currently use for professional purposes? Base: 101
89% 86%
73% 66%
47%
14%
Devices Owned
79% 74%
68%
52%
19% 11%
Devices Used for
Professional Purposes
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Mobile devices are used in the office for a variety of purposes
Q2_1. For what purposes do you use your mobile device (tablet, iPhone, etc) in the office? Base: 101
29%
43%
40%
36%
36%
54%
61%
66%
70%
87%
View lab or x-ray results
Online marketing research
Medical research
Patient communication
Patient charts (electronic medical records)
Continuing medical education
Schedule/calendar
Communication with fellow medical…
Drug/treatment information
Personal
Uses of Mobiles Device in the Office
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Physicians express a high level of interest in taking mobile surveys
Feelings about using mobile are overwhelmingly positive
Q. S3. How interested are you in participating in a Marketing Research Study on your mobile device (i.e. Tablet, iPad, etc)? Base: 127 Q. S4. How do you feel about using your mobile device for online Marketing Research Surveys? Base:115
0%
4%
10%
31%
56%
Very Negative
Somewhat Negative
Neutral
Somewhat Positive
Very Positive
Feeling About Using
Mobile for Surveys
2%
8%
8%
24%
59%
Definitely Not
Interested
Probably Not
Interested
Neutral
Somewhat
Interested
Definitely
Interested
Interest in Participating
on Mobile Device
83% 87%
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9 in 10 are willing to download our app
8 in 10 are likely to take a 15 minute mobile-based survey
Q, S5a. Would you be willing download an application to your mobile device (i.e. Tablet, SmartPhone) so that you can be alerted when a Marketing
Research Survey opportunity is available? Base: 115
Q. S5c. Assuming you were offered a survey on your mobile device that would take 15 minutes, how likely are you to participate in a survey on your
mobile device during business hours? Base:: 102
12%
88%
Willingness to
Download Native App
Yes
No
4%
9%
8%
33%
46%
Very Unlikely
Somewhat Unlikely
Neutral
Somewhat Likely
Very Likely
Likelihood to Take 15
Minute Survey
79%
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Physicians like being able to take surveys when and where they want
Q. S6. What are the advantages of using your mobile device for completing online Marketing Research Surveys? Baee:101
17%
24%
25%
34%
30%
32%
39%
48%
78%
87%
90%
Fun
Easy to understand how to take on mobile
I'm in control
Easy to answer on mobile device
Easy to read on mobile device
Effective (good) way to take a survey
More likely to take on mobile
Effective (good) way to reach me
I can respond to survey quickly
Can take the survey when I want to take it
Can take survey where I want to take it
Interest in Participating on Mobile Device
Nearly 40% are more likely to take a survey because they can do so on their mobile device
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Likelihood of taking a variety of types of surveys is high
Q7. If available, which of the following types of marketing research studies would you take on your mobile device? Baee:101
77%
81%
84%
91%
93%
Pharmaceutical sales force effectiveness studies
Medical software evaluation studies
Pharmaceutical effectiveness studies
Specific disease treatment studies
General Healthcare Industry studies
Which Types of Mobile Surveys Would You Take?
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4 in 10 respondents think that at least half of their colleagues who take surveys would use mobile
Q10. To the best of your knowledge, of your colleagues who participate in online marketing research surveys, what percent do you think will use their mobile devices to complete the surveys? Baee:101
9%
12%
18%
11%
26%
90-100% 70-89% 50-69% 25-49% 1-24%
Colleagues Who Would Use Mobile for Surveys
39%
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Future Use
Q5_1, 2, 3. In thinking about the future, for each time frame listed below, do you believe the use of mobile devices in physician-patient interactions will…Baee:101
81%
95%
90%
1 Year 5 Years 10 Years
Mobile Use for Patient Interactions will Increase in…
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Mike Billingsley VP, Global Client Development, Research Now Mobile [email protected] John Turner Director, Healthcare Solutions, Research Now [email protected]
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