the digital savvy - indegene · the digital savvy hcp survey ‒ top trends the presence of...

PHARMAFUTURE™An Indegene Initiative

DIGITALSAVVY

THE

HCP SURVEY TOP TRENDS2019

CONTENTS

Disclaimer .......................................................................... 3

Executive Summary ................................................... 4

Demographics ................................................................ 5

Top 3 Channels for Patient Interaction....... 6

HCP Preference to Access Medical Information................................. 7

HCP Digital Affinity by Specialty— Digital Readiness Based on Adoption.... 8

Channel Preference................................................. 10

Top 3 Digital Channels.......................................... 12

Number of Touchpoints....................................... 13

Content Preference.................................................. 14

Patient Interactions ................................................. 15

Product Information During Its Life Cycle................................................. 16

Medical Rep Interactions .................................... 17

Prescription.................................................................... 18

Top Global Pharma Performers ..................... 19

© PHARMAFUTURE™. All rights reserved.02

THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019

DIS

CL

AIM

ER

All the findings, inferences, and data shared in this

report are solely the views of the respondents and may

or may not represent the views of any organization.

PHARMAFUTURE™ bears no liability in any capacity to

the authenticity, accuracy, or completeness of the

information shared.

PHARMAFUTURE™ has in no way modified or influenced

the results presented in this report, which contains

information in a summarized form, and is therefore

intended for general guidance only. It is not intended to

be a substitute for detailed research or the exercise of

professional judgment. PHARMAFUTURE™ is not liable

for any loss occasioned to any person acting or refraining

from acting as a result of any material in this publication.

If you intend to reuse, copy, or reproduce any content

from the report in any form, due credit has to be given to

Indegene by mentioning Source: THE DIGITAL SAVVY

HCP SURVEY ‒ TOP TRENDS 2019 as the source of

information for all reproductions.

To reproduce, copy, or use any or all parts of this report

for commercial, noncommercial, or academic purposes,

express written permission must be sought by writing to

[email protected].


03© PHARMAFUTURE™. All rights reserved.

The Digital Savvy HCP Survey 2017

report highlighted the fact that while

physicians have increasingly adopted

digital channels, face-to-face detailing

was the most preferred one. The trend

continued in 2018 as well. However,

the adoption of new digital channels

by physicians has seen a tectonic shift

in the last 3 years.

Physicians in developed markets have

continued to use emails and websites

as the preferred channels for

information exchange with patients

while their counterparts in developing

regions rely on social messaging and

text messages to provide updates.

EXECUTIVE SUMMARY

While e�cacy and safety profile of the drug remains the most

sought-after information for prescriptions, requests for real-world

evidence has seen an increase as well. New insights are sought as

physicians work toward better health outcomes in light of

regulatory pressures and payer demands.

Technology advancements have changed the role of

medical representatives. They are seen as conduits for

precise and personalized content which can be shared

on demand. The survey showed that physicians have

new expectations from medical representatives.

GlaxoSmithKline, AstraZeneca, Merck, and Pfizer

continue to enjoy excellent recall across the globe.

Physicians continue to find that content engagement

with the companies mentioned above enhances their ability to

deliver high-quality patient care.



DEMOGRAPHICS

US

India

China

USAROW

USA

India

China

In total, 1050 physicians from the USA, India,

China, and other countries participated in the

Digital Savvy HCP Survey 2019. Majority of the

participants have over 10 years of work

experience and represent a broad spectrum of

specialties.

I work for agroup practice 45%

I have my practice 31%

I work for a stand-alone hospital

I have my practice, but I consult foran integrated healthcare system 4%

1%

14%I work for a hospital which is a part of

an integrated healthcare system 19%

25%

31%

25%5%



The difference in the predilection for channels that physicians employ to engage with patients is probably reflective of

the regulations that govern the exchange of personal information in their respective regions. Although web portals,

emails, and text messaging are the preferred mode of knowledge sharing in the more developed parts of the world,

text, social messaging

platforms, and digital

health apps are

widely used in other

geographies.

TOP 3 CHANNELS FOR PATIENT INTERACTION

Soci

alM

essa

ging

Web

site

s

Emai

ls

Vide

oC

hat

Hea

lthA

pps

Text

Mes

sagi

ng

Soci

alN

etw

orki

ngSi

tes

Blo

gs

GLOBALUSA

ROW

55.3

748

.24

53.2

3

51.9

2

39.2

8

37.7

9

38.9

3 29.8

7

31.5

7

27.8

5

52.4

2

53.2

8

49.9

5

37.8

2

44.4

7

35.7

1

51.7

0

33.2

8

32.5

8

27.8

6

26.4

6

26.0

5

24.4

8

64.7

5



The presence of multiple channels and the volume of information that is available, both promoted by pharmaceutical

companies and published by academicians or peers, coupled with the increase in patient visits have compelled

physicians to access relevant information during their off-hours and weekends.

HCP PREFERENCETO ACCESS MEDICAL INFORMATION

MON SUNTUE THU FRI SATWED

6 6

55 35 5

4

5

44 4

333

11

3

4

4

55

3

1 1 1

43

2

22 2 2 2 11

6 6 6 6 6

MON SUNTUE THU FRI SATWED

BEFORE8 AM

8 AM TO11 AM

11 AM TO2 PM

2 PM TO5 PM

5 PM TO8 PM

AFTER 8 PM

4 4

55 15 5

1

5

11 1

666

22

6

1

1

33

6

2 2 2

65

46

33 3 3 4 12

4 4 3 4 5

USA ROW

(1=most preferred, 6=least preferred)

1



HCP DIGITAL AFFINITY BY SPECIALTY —

Patient Interaction Using Digital ChannelsUSA ROW

TOP 5

BOTTOM 5

EmergencyMedicine

Pediatrics

Ophthalmology

2

5

7

9

Dermatology

1

8

Ophthalmology

Immunology

GeneralSurgery

3

10

Immunology

3

5

7

10

Oncology

Neurology

Psychiatry

Urology

2

4

6

9

GeneralSurgery

EmergencyMedicine

Cardiology

Medicine/Pediatrics

Urology

Pulmonology

Geriatrics

Oncology

1

4

6

8



DIGITAL READINESS BASED ON ADOPTION

Content Engagement Using Digital ChannelsUSA ROW

Pediatrics

Immunology

Primary CarePhysicians

Ophthalmology

Endocrinology

InternalMedicine

Orthopedics

TOP 5

BOTTOM 5

Neurology

Urology

FamilyMedicine

Psychiatry

2

5

7

9

1

8

3

10

3

5

7

10

2

4

6

9

1

4

6

8

Ophthalmology

EmergencyMedicine

Orthopedics

Oncology

Geriatrics

Immunology

Psychiatry

Neurology

Cardiology



CHANNEL PREFERENCE

The combination of information diversity, paucity of time, and organizational restrictions (in the case of IHSs) have driven

physicians to adopt a variety of digital channels to keep themselves abreast of the latest product information that is a

part of the treatment plan for their patients. The preference for face-to-face tablet-based detailing has not diminished

Face

-to-

Face

Tabl

et-b

ased

Det

ailin

g

Jour

nals

(Onl

ine/

O

ine)

Web

site

s

Self-

dire

cted

Web

Det

ailin

g(W

ithou

t Rep

)

Web

inar

s/W

ebca

sts

Mar

ketin

gEm

ails

Emai

ls F

rom

Your

Rep

Live

Rem

ote

Det

ailin

g(O

nlin

e R

ep)

Soci

al A

pps

Text

Mes

sagi

ng

Tele

-rep

(Pho

ne O

nly)

Dire

ct M

ail

Med

ical

Scie

nce

Liai

son

USA ROW GLOBAL72.0

5

63.3

1

54.8

1

56.0

2

53.7

1

54.6

8

52.6

8

48.2

5

45.2

7

39.8

3

41.3

1

35.8

5

35.4

1

73.2

169

.36

66.3

7

57.3

2

56.3

8

54.3

5

52.6

8

51.5

9

49.3

3

43.3

1

37.2

7

34.1

3

32.5

1

29.3

7

43.6

4

49.5

058.0

4

45.8

1

49.8

5

45.7

355.2

3

59.3

5

52.2

2

55.1

6

48.9

7

56.1

7



A comparison of trends between 2015 and 2018 shows that

the preference for digital channels has steadily increased,

whereas the avidity for medical representatives appears to have

plateaued. It can be attributed to the fact that physicians,

being burdened with growing administrative work, are finding

it challenging to accommodate medical representatives during

office hours. The preference of physicians for Medical Science

Liaisons (MSLs) has also increased over the same period as an

outcome of time constraints. MSLs, given their technical

expertise on the drugs and therapeutic areas assigned

to them, provide value to doctors who seek precise

information, which may influence their treatment plans

and the overall well-being of their patients.

THE NATURE AND IMPLICATION OF THE INFORMATION SHARED BY

MSLs have made them the preferred sources of information for products accounting for the

use of a physician’s time.

46.6551.99

59.03

Preference Over the Years ‒ Global

2015 2017 2018

over the years that the survey has been done. A point of interest is the increasing endorsement of journals1 and

medical liaisons. The fact that the channels ranked second and third in the survey indicates that scientific

content will build greater goodwill and loyalty for brands. The positions of marketing emails

and rep-triggered emails have dropped significantly lower this year to the extent that they now

occupy positions in the lower end of the list of preferred channels.

72.8675.25

82.05

62.9072.0571.53

MedicalScience Liaison

DigitalChannels

MedicalRepresentative

1Journals were not part of the Digital Savvy HCP Survey 2017



57.8154.9756.96

56.2452.26

55.05

65.6056.68

62.93

TOP 3 DIGITAL CHANNELS

Physicians perceive journals to be less biased than other sources of

pharma-sponsored information. The spurt of activity in publishing

real-world evidence (RWE) has played a significant role in influencing

physicians to explore journals. The use of RWE to recommend treatment

plans that are effective for patients and help with reimbursements has

only augmented the high view of journals as a trustworthy source of

information.

THE TOP 3 DIGITAL CHANNELS PREFERRED BY PHYSICIANS are journals, brand websites, and marketing emails.

BrandWebsites

USAROWGlobal

Journals(Online/O�ine)

MarketingEmails



The preference for face-to-face tablet-based detailing

as a channel is indicated by the number of times

physicians around the world use it on a monthly

basis. In the last year, email views have dropped

NUMBER OFTOUCHPOINTS

Face

-to-

Face

Tabl

et-b

ased

Det

ailin

g

Jour

nals

(Onl

ine/

O�

ine)

Web

site

s

Self-

dire

cted

Web

Det

ailin

g(W

ithou

t Rep

)

Web

inar

s/W

ebca

sts

Mar

ketin

gEm

ails

Emai

ls F

rom

Your

Rep

Live

Rem

ote

Det

ailin

g(O

nlin

e R

ep)

Soci

al A

pps

Text

Mes

sagi

ng

Tele

-rep

(Pho

ne O

nly)

Dire

ct M

ail

Med

ical

Scie

nce

Liai

son

while the usage of online and offline journals appears to

have increased. It also seems that physicians may be

seeking general information from online sources. The survey

indicates that physicians mostly continue to rely on content

provided or sponsored by pharmaceutical companies.

3.00

2.59

2.37

2.18 2.11

1.78

1.65

1.63

1.56

1.58

1.55

1.21

1.26

USA ROW GLOBAL

3.13

2.84

2.01

2.60

2.28

2.15

1.78

1.55

1.54

1.45

1.36

1.28

1.28

1.18

1.16 1.

50

2.18

1.82 2.

11

1.841.88

1.792.

04

1.96

1.83

2.70



CONTENT PREFERENCE

Product information remains

the most sought-after data by

physicians globally: details

related to the efficacy and

safety profile of the drugs

administered or proposed for

treatment is solicited or

searched. New clinical

information is also frequently

requested from medical

representatives or MSLs.

Physicians in developing

markets place a higher

emphasis on treatment

guidelines and disease

information compared to their

peers in the USA.USA ROW GLOBAL

E�cacy

Safety

Dosing

Clinical Data

Medical Information Services― Treatment Guidelines

Real-World Evidence

Medical Information Services― Review Articles

Discount or Sample Offers

Medical Information Services― Disease Information

Administration of the Medicine

Medical Information Services― Conference Reports and News

Product Availability

Adherence Programs

Digital Health Services

78.5380.6379.16

78.0480.4878.77

74.5975.7374.93

74.2077.6975.24

73.2081.1575.59

72.2779.9674.57

68.7276.3571.01

67.9960.5465.76

67.7477.3470.62

66.1175.1568.82

61.7573.6365.31

61.0969.8563.72

51.1068.9056.44

54.1667.1058.04



CONTENT PREFERENCE

Product information remains

the most sought-after data by

physicians globally: details

related to the efficacy and

safety profile of the drugs

administered or proposed for

treatment is solicited or

searched. New clinical

information is also frequently

requested from medical

representatives or MSLs.

Physicians in developing

markets place a higher

emphasis on treatment

guidelines and disease

information compared to their

peers in the USA.USA ROW GLOBAL

E�cacy

Safety

Dosing

Clinical Data

Medical Information Services― Treatment Guidelines

Real-World Evidence

Medical Information Services― Review Articles

Discount or Sample Offers

Medical Information Services― Disease Information

Administration of the Medicine

Medical Information Services― Conference Reports and News

Product Availability

Adherence Programs

Digital Health Services

78.5380.6379.16

78.0480.4878.77

74.5975.7374.93

74.2077.6975.24

73.2081.1575.59

72.2779.9674.57

68.7276.3571.01

67.9960.5465.76

67.7477.3470.62

66.1175.1568.82

61.7573.6365.31

61.0969.8563.72

51.1068.9056.44

54.1667.1058.04



Soci

alM

essa

ging

Web

site

s

Emai

ls

Vide

oC

hat

Hea

lthA

pps

Text

Mes

sagi

ng

PATIENTINTERACTIONS

The preference of channels that physicians use to engage with their patients differs widely.

Doctors in the USA prefer to use web portals and emails to share information or updates. In

other parts of the world, text and social messaging are more widely used. The use of video

chats to share information with patients is limited among physicians across the globe.

Soci

alN

etw

orki

ngSi

tes

Blo

gs

53.2

348

.24

52.4

251

.92

39.2

8

37.7

9

29.8

7

31.5

7

27.8

5

38.9

353.2

8

49.9

5 64.7

5

37.8

2

44.4

7

35.7

155.3

7

51.7

0

33.2

8

32.5

8

27.8

6

26.4

6

26.0

5

24.4

8

GLOBALUSA

ROW



PRODUCT INFORMATION DURING ITS LIFE CYCLE

New information about the safety and

efficacy of the product continues to remain of

significance to physicians around the world.

Another point of congruence is the

importance of RWE, the product progresses

through the various stages of its life cycle.

E�cacySafety

Real-World Evidence

Access/Coverage

Clinical Trial UpdatePricing

Patient Support

Label Coverage

22%

23%

15%

12%

11%

10%

4% 3%



MEDICAL REP INTERACTIONS

Physicians in all the regions who were a

part of the survey indicated that their

interactions with medical

representatives would be more valuable

if the reps could share precise

information that is relevant and

personalized for them or on-demand

remote engagement with an MSL.

Rel

evan

tIn

form

atio

n

On-

dem

and

Info

rmat

ion

Cus

tom

ized

Pre

cise

Info

rmat

ion

Ava

ilabl

ein

Dig

ital F

orm

ats

Med

ical

Sci

ence

Liai

son

Acce

ssan

d A

vaila

bilit

y

Self-

serv

ice

Opt

ions

to C

onne

ct w

ith R

eps

Rou

nd-t

he-c

lock

Mul

ticha

nnel

Acc

ess

to a

Med

ical

Rep

4.3

4.97

4.5

4.08

4.59

3.86

3.81

3.5

3.38

2.78

3.55

3.01

3.56

3.44

4.35

3.44

4.54

4.03



PRESCRIPTION

The efficacy and safety profile of the product will always remain the key considerations

to prescribe a drug. However, the increasing relevance of clinical data and RWE as

additional factors that influence the selection of a drug supports the growing demand

of payer organizations and patient groups seeking better outcomes from treatments.

Prod

uct

Ava

ilabi

lity

Safe

ty

Pric

e

E�ca

cy

Clin

ical

Dat

a

Rea

l-Wor

ldEv

iden

ce

Insu

ranc

eCo

vera

ge

Reg

ulat

ory

Proc

edur

es

Peer

Rec

omm

enda

tions

Hea

lth S

yste

mFo

rmul

ator

yCo

vera

ge

In-s

tock

Ava

ilabi

lity

USA ROW

76.6

8

63.5

5

61.3

376

.54

60.4

1

59.5

159

.21

55.0

4

53.6

1

49.2

5 58.2

1

43.0

4

41.8

660

.54

55.5

8

60.0

3

61.2

273.2

5

68.3

6

67.7

4 78.0

8

83.1

2



TOP GLOBAL PHARMA PERFORMERS



PHARMAFUTURE™ (www.pharmafuture.org) is a

global thought leadership forum for senior

pharmaceutical executives. Its objective is to present

the market realities through credible market

research and bring together senior leaders of the

industry in an interactive setting to discuss key

challenges facing the industry, to share experiences,

and to brainstorm ideas and solutions to drive better

health and business outcomes.

PHARMAFUTURE™ is an initiative of Indegene ‒

a leading global healthcare solutions company that

integrates medical/pharma expertise, technology,

analytics, and operational excellence to address

some of the big challenges in the industry.

PHARMAFUTURE™An Indegene Initiative

© PHARMAFUTURE™. All rights reserved.

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