doctors attitude towards digital marketing
DESCRIPTION
thsi PDF describes the changing attitude of doctors towards digitakl marketingTRANSCRIPT
Doctors attitudes to Pharma & digital initiatives
Jo Bell
Tim Ringrose
2
2,334
747 GPs 1,553 hospital doctors
1,935 England
191 Scotland
621 consultants 211 psychiatrists
52 cardiologists
51 oncologists 76 general surgery
3
42% of doctors say they have some trust in Pharma…..
0 %
5 %
10 %
15 %
20 %
25 %
30 %
Stronglydistrust
Somewhatdistrust
Slightlydistrust
Neither trustnor distrust
Slightly trust Somewhattrust
Strongly trust
10 %
16 %
19 %
21 %
25 %
25 %
31 %
32 %
34 %
36 %
37 %
40 %
46 %
55 %
Positive media stories
Corporate social responsibility
Gives direct support to my practice / centre
Delivers on their promises
Truthfulness
Strong heritage in therapy area
I trust the information I receive from the company
Plentiful supporting data
I trust the people I know there
Good information supporting products
Good clinical trial conduct
High quality of product representative
Personal experience
Good experience with its products
Attributes that drive trust in individual pharmaceutical companies
Q7 Please select which of the following attributes most contribute to your trust in this company? n = 1,660
Mean = 4.3 reasons
7 %
10 %
12 %
13 %
13 %
14 %
14 %
14 %
16 %
20 %
20 %
23 %
24 %
36 %
Lack of heritage in therapy area
Poor information supporting products
Fails to deliver on their promises
Bad experience with its products
I distrust the people I know there
Lack of supporting data
No direct support to my practice / centre
Poor clinical trial conduct
Absence of corporate social responsibility
Poor quality of product representative
Personal experience
Lack of truthfulness
Negative media stories
Sceptical about info I receive from the company
Attributes that erode trust in individual pharmaceutical companies
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Q8 Please select which of the following attributes most contribute to your lower level of trust in this company? n = 870
Mean = 2.4 reasons
How doctors prefer to receive information from Pharma
55%
40%
33%
22% 22% 21% 19%
11% 10%
4%
Q5. How do you prefer to receive information about pharmaceutical products and medical devices? Base: Sept 2011 = 1025 GPs 6
BUT…
38%
48%
10%
3% 0%
Frequency of visiting pharmaceutical company websites
Never
Less than once a month
More than once a monthbut less than once a week
More than once a week
Daily
Q4. How often do you visit websites of pharmaceutical companies? Base: Sept 2011 = 1025 GPs 7
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GPs experience of pharma promotion is often poor
“Well a lot of promotional material starts with describing a typical patient for whom they would like you to prescribe the drug. I find it really irritating as there is never a typical patient - all are different.”
“Hospital consultants talking 'down' to GP's really bugs me ... often these consultants are not exactly independent and do not present both sides of argument”
“Seeing a boring looking person on the webcast picture who I expect to drone on and bore me puts me off as do very flashy brand names which I would never prescribe!”
GPs rate CME as the most useful thing on the Internet
6%
3%
4%
4%
6%
7%
9%
16%
16%
20%
20%
20%
23%
24%
27%
28%
68%
Other (please specify)
Conference highlights
Presentations about pharmaceutical and device products
Online quizzes
Podcasts
Medical calculators
Medical images
Medical news
Case studies
Clinical paper reviews
Online handbooks
Clinical discussion forum
Databases of information (drugs, poisons, etc)
Journal articles
Online reference textbooks
Accredited CME modules
Types of online resource rated in the Top 3 in terms of usefulness
Q3. What types of online resources do you find most useful? Base: Sept 2011 = 1025 GPs 9
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What are the most important factors for engagement?
Engagement
Use of multimedia
Usability
Clinical relevance
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Clinical relevance
▪ Target/segmentation ▪ Better, cheaper, safer?
Usability ▪ User in control ▪ Intuitive navigation ▪ “Don’t make me think”
Use of multimedia
▪ Justifiable ▪ Bite-sized ▪ Accessible
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There are a number of innovative approaches that you can use to optimally influence doctors engagement with your messages
SOURCE: McKinsey
Vs. Traditional approaches
Pure promotion
One way communication
Focus on brand message only
Physician focused
Own platforms / Portals
PC-based
Innovative approaches
Educational value + UGC
True interaction
Focus on targeting barriers in the decision
journey
Support the patient, HCPs
3rd party platforms
Mobile, iPad, etc.
▪ Maximise relevance and value
▪ Clinically relevant questions with feedback
▪ Content focus beyond brand message on physician needs e.g. guidelines, EBM
▪ Janssen’s ADHD, UCBs patientslikeme
▪ Physician communities. e.g., Boehringer Ingelheim Asasantin
▪ Information and useful apps for physicians
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Thank You