Abstract
Overview
Introduction
An understanding of the present and future market trends surrounding eHealth
is vital in order for the pharmaceutical industry to develop effective
multi-channel marketing strategies. It is advisable for stakeholders to invest
in targeted initiatives that meet the specific information needs and support
the decision making processes of the large numbers of physician and consumer
groups online.
Scope
- Insight into key characteristics of those who use or would be willing to
use eHealth applications and services
- Identification of the most commonly used sources of online health
information and how end users navigate to these sources
- Analysis of opportunities to better meet the needs of physicians and
consumers online
- Recommendations for industry based on lessons learned from physicians' and
consumers' experiences with eHealth applications and services
Report Highlights
Physicians are primarily using the Internet to access educational resources
and high quality information. Pharmaceutical companies that provide online
resources that help physicians practice medicine more efficiently and
effectively will attract return site users and foster brand loyalty.
It is important to identify how often consumers access the Internet. Marketing
initiatives can be developed to accommodate varying levels of usage. For
example, tools such as risk-assessment surveys or dosing calendars, and
disease and product information can be offered in a printable format so
frequent Internet access is not necessary.
A promising trend towards gaining voice among prescribers is to reach them
online, though not through Internet-enabled mobile technologies but instead
through their home computer. One-half of physicians in the US and the EU and
one-third of physicians in Japan access the Internet for work-related purposes
from home at least 50% of the time.
Reasons to Purchase
- Identify how pharma companies can work with physicians to reach consumers
who would benefit from online disease management and compliance programs
- Understand how when and where physicians are most likely to access
information online should affect approaches to detailing and website design
- Assess opportunities to better meet physicians and consumers' needs online
through tailored information portals and Internet-enabled tools
Table of Contents
- CATALYST
- SUMMARY
- METHODOLOGY
- TABLE OF CONTENTS
- ANALYSIS
- Introduction
- Market landscape
- Consumers in key pharmaceutical markets have the access, but not
always the inclination, to look for healthcare information online
- Physicians should be targeted outside of office hours, although not
necessarily through mobile technologies
- Market drivers
- The number of physicians and consumers who are accessible online
continues to grow
- Consumerism within the healthcare market is redefining what it means
to be a patient
- Recommendations for industry based on eHealth trends for consumers
- How consumerism is changing the patient-physician relationship
- Disease management and compliance as tools of relationship management
- Pharmaceutical companies should work with physicians to develop
consumer-focused disease management and compliance programs
- Recommendations for industry based on eHealth trends for physicians
- eDetailing: a model for how the pharmaceutical industry gets reaching
physicians online wrong?
- Online marketing initiatives may be failing because physicians view
current approaches as too structured and intrusive
- Medical professional websites as relationship building tools
- APPENDIX
- List of figures
- Definitions and abbreviations
- References
- Extended methodology
- Ask the analyst
- List of Figures
- Figure 1: The most promising markets for investment in online channels
are those with Internet penetration rates greater than 50%
- Figure 2: The percentage of online Americans who believe the Internet
has improved the way they get information about healthcare grew by only
15% from 2001 to 2005
- Figure 3: Approximately 8 out of every 10 surveyed consumers have
looked for health information in the past 6 months
- Figure 4: A significant and growing percentage of consumers use the
Internet to look for health information for individuals in their care
- Figure 5: The majority of surveyed individuals in the US, Western EU
and Japan access the Internet for personal reasons more than 10 hours per
week
- Figure 6: Consumers would regularly return to websites that provide
access to disease, drug and non-pharmacological treatment information
- Figure 7: In markets where DTC advertising is permitted, consumers are
highly likely to use search engines to look for information on specific
brands
- Figure 8: Search engines websites are the most frequently accessed
source of online health information, highlighting the ongoing importance
of search engine optimization for the pharmaceutical industry
- Figure 9: Consumers in the Western EU and Japan access websites that
are intended for US audiences to look for information on healthcare and
prescription drug treatments
- Figure 10: The relevance of online content and personal privacy are
the most important factors consumers consider when deciding whether to
access a particular website
- Figure 11: Physicians from the US and Western EU access the Internet
for work-related purposes more often than their peers in Japan
- Figure 12: Physicians' adoption of mobile technologies continues to
grow, albeit slowly as opportunities to access work-related and
educational applications improve
- Figure 13: The use of handhelds for ePrescribing may decrease the
influence of pharmaceutical marketing by reducing prescribing decisions to
a matter of formulary compliance
- Figure 14: Approximately one-half of physicians in the US and Western
EU and one-third of physicians in Japan access the Internet for
work-related purposes from home at least 50% of the time
- Figure 15: Physicians are generally willing to use a wide-variety of
online resources, as long as they meet their needs for relevant
information and support services
- Figure 16: Physicians rate patient requests for specific medications
as having an impact that is equal to that of an office visit from sales
representative and more influential than an eDetail
- Figure 17: Increase access to information resources, particularly
online resources, cause more consumers to ask their physicians about
specific products or treatments
- Figure 18: Pharmaceutical companies can recruit physicians as an ally
in driving consumers to online resources for further information on
pharmaceutical drug treatment
- Figure 19: The demand for disease management tools goes largely unmet
across all markets surveyed
- Figure 20: Disease management and compliance programs in which
healthcare professionals play an active role are most likely to be seen as
valuable by consumers
- Figure 21: Surveyed physicians are most interested in using online
disease management and compliance tools that are solely patient-focused
- Figure 22: Despite demand from consumers, few physicians offer either
access to, or information about, disease management and compliance tools
through their practices
- Figure 23: Physicians would like to make better use of disease
management and compliance tools, but do not have the time or money to
implement such programs through their independent practices
- Figure 24: Low awareness among both patients and healthcare
professionals is the most significant barrier to greater use of online
disease management and compliance tools
- Figure 25: Although most physicians have participated in an eDetailing
session at least once, comparatively few have participated within the last
year
- Figure 26: Few physicians believe that eDetails have no value,
therefore an opportunity exists to improve access to physicians through
technology-enabled details
- Figure 27: For an eDetail to have value it has to serve as a channel
through which a physician' s access to information or services is expedited
- Figure 28: The types of eDetailing that is used by most physicians
(e.g., online slideshow presentations and interactive websites) are not
necessarily the types of details that physicians report to be of the
highest quality or most ideal mode of delivery
- Figure 29: Physicians are most likely to regularly return to a website
that offers them greater or easier access to a variety of information
resources, such as drug and disease information, links to CME
opportunities and clinical trial results
- Figure 30: Pharmaceutical sponsorship is not likely to prevent
physicians from using a particular website to look for health information
or services
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