Engaging HCPs in a Digital World: Trends and Opportunities

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What’s Next:
Engaging HCPs
In a Digital World

Welcome
Jeff Greene
VP of Strategy,
DRG Digital
Thomas Crampton
Consulting Principal,
Marketing Transformation
Ogilvy Consulting

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© 2018 DR/Decision Resources, LLC. All rights reserved.
www.DRGDigital.com
DRG DIGITAL | MANHATTAN RESEARCH
!5
Customer Trends in the Era of Data
Engaging HCPs in a  
Digital World
@Jeff_Greene
VP, DIGITAL STRATEGY & INSIGHTS
DECISION RESOURCES GROUP
jgreene@TeamDRG.com

www.DRGDigital.com
© 2018 DR/Decision Resources, LLC. All rights reserved. !6
QUIZ: What’s this?
DRG Digital | Manhattan Research
Clock radio
Air purifier
Dial-up modem
White noise generator

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The digital physician … circa 2008

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The digital physician … circa 2010

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The digital physician … today

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”
”
“
Silicon Valley innovations are behind this huge shift
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www.DRGDigital.com
!
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Many pharma digital teams we see are pivoting to focus on  
“customer experience”
Campaigns, blasts,  
advertisements
Consistent, useful,  
personalized 
relationships

www.DRGDigital.com
 
For physicians, today’s digital landscape is
overwhelming, overly promotional, and often,  
poorly designed.
We need to respond with solutions that are:
Personalized, Credible, & Painless
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P C P

www.DRGDigital.com
Today’s Speaker
JEFF GREENE
More than 20 years guiding clients into the digital age
Worked with pharma past 9 years to evolve their multichannel approaches
First computer: Texas Instruments 99/4A
Same birthday as Google (9/27)
@Jeff_Greene
!14

www.DRGDigital.com
!15
About DRG Digital – help leading pharmas sustain brand trust
with objective data and marketing support
Manhattan
Research
validate
investments and
innovations
Multichannel
Intelligence
benchmark
marketing
effectiveness
Voice of the  
Customer
identify  
breakthrough  
opportunities
INDEPENDENT, ACTIONABLE ANSWERS TO
TOUGH BUSINESS QUESTIONS

www.DRGDigital.com
 
We are part of DRG’s suite of healthcare intelligence
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DRG DIGITAL
The next evolution of Manhattan Research –
one of the industry’s most trusted sources for
independent multichannel expertise 
Offering DRG capabilities:
• Proprietary data assets including  
RWE database
• Custom analytics team and advanced
methodologies
• Access to 200+ analysts; world’s leading
disease experts

www.DRGDigital.com
Trend #1 – Physician Fatigue
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P

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“Going through it and trying to
analyze and extract meaning
from it was not really feasible.”
Dr. Paul Abramson, 
San Francisco, CA

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Physician targets are overwhelmed with information
Over half of U.S. HCPs agree..
“I do not have time to manage all of the data I receive from my
patients and outside resources”
Medical
journals
Patient
reported
symptoms
Clinical trial
data
Population
data
Genomic
data
Patient
reported
device data
Among U.S. physicians
Source: Taking the Pulse® U.S. 2017

www.DRGDigital.com
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They spend 3+ hours each day with EHR and other digital sources
Hours global physicians spend during the workday  
in front of a screen:
7.2 hours
seeing patients
Source: Taking the Pulse® U.S., EU, Global, 2015-2018
4.63.2
4.7

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Not surprisingly, they are attempting to block your ads
88%have used, or interested in
using, an ad blocking feature
on their smartphone
40%
of U.S. HCPs have opted out
from a professional email the
past 6 months

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ersonalize to combat HCP fatigue
1. Create specialty-based
experiences
2. Default to preferences
3. Judiciously manage
comms cadences
P

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Trend #2 – Eroding trust
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C

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“I am concerned about the loss of
trust between my patients and I in
2018.”
Physician interviewed in a
DRG Digital qual study, 2018

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When thinking about pharma, physicians don’t think “Trust”
“Pharma is my
trusted partner in
care”
Fewer than
half of
European
and Mexico
HCPs agree:
Source: Taking the Pulse® Europe, Global 2017

www.DRGDigital.com
!26
For at least half of U.S. physicians, advertising context matters
I pay more attention to a Rx drug ad if it is on a
website I trust
Source: Taking the Pulse® U.S. 2018, Digital HCP Sources 2018
Pharma companies should only advertise in
healthcare-focused websites and publications
AD
50%
55%

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Is the Brand.com on its way out?
Source: Taking the Pulse® U.S., Europe 2017
“Pharma websites are primarily
product advertisements”
62% of U.S. physicians agree
59% of EU physicians agree

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redible content can rebuild trustC
1. Focus on the science
2. Support patients
3. Be where HCPs are (with
the right partners)

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Trend #3 – UX issues
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P

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“Patient websites are so much
more simple. You made the
doctors’ stuff too confusing.”
Physician interviewed in a
DRG Digital UX study, 2017

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#1 Reason U.S. HCPs don’t visit
pharma mobile sites more often 
Source: ePharma Physician® 2017
It takes too long to find
the information I need
Physicians are struggling to find relevant content on pharma sites

www.DRGDigital.com
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Designing for marketing vs. designing for customers
All Content Here
Is Promotional

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Inconsistency across platforms – another thorn in their side
“It is important that I
have a consistent
experience (e.g. look,
feel, offerings available)
when using a pharma
website, mobile pharma
website, or pharma
app.”
More than
half of U.S.
physicians
agree:
Source: ePharma Physician® 2017

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5% 29% 53% 76% 100%
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Which pharma brands are getting it right?
Top pharma companies providing a consistent
experience across digital offerings:
Source: ePharma Physician® 2017, Taking
the Pulse® Europe 2017
10% 33% 55% 78% 100%

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ainless experiences are mission-criticalP
1. Find and fix UX misses
2. Map device content to
customer behavior
3. De-silo digital

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What’s next? Looking toward 2019
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www.DRGDigital.com
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Leading-edge opportunities for engaging HCPs
EHRs
Social
Media
Voice & 
A.I.

www.DRGDigital.com
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Global HCPs are excited about EHR/EMR innovations
ithms in EMR that support diagnosis Virtual reality applications for
medical education
Use Interested in using
Resources used/interested to support clinical practice (EU5 physicians):
Among EU5 physicians
Source: Taking the Pulse® Europe 2017
EHR

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Fill gaps in EHRs by offering prescribing and  
patient-related resources
Among EHR users
Source: Taking the Pulse® U.S., Europe 2017-2018
Physicians in U.S. and EU5 most interested in these
pharma-provided resources: 86%
of EU5 HCPs agree
“I would be interested in
using resources provided
by a pharma company in
my EHR”
EHR
Treatment guidelines
Patient education materials
Product & dosing info

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”
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Capture physicians when they leave their EHRs
PatientPrescribing
Dosing information
 
Safety/adverse  
event information
 
 
Contraindications
 
 
Patient education
materials
 
 
Formulary  
information
Types of information HCPs typically leave EHR to access:
35%
38%
39%
42%
67%
72%
“I typically leave my
EHR because the
information I need
is not provided in
my EHR system”
Among EHR users who leave their EHR system
EHR

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!41
Social media and messaging apps are commonplace –  
especially outside the U.S.
Among all physicians by country
Source: Taking the Pulse® US 2017, EU 2017 and Global 2018
Monthly = Once a month or more for professional purposes
29% of U.S. physicians use monthly
59% of EU physicians use monthly
63% of Mexico physicians use monthly
96% of China physicians use monthly
Social

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Allocate innovation budgets for social and messaging  
programs … that don’t involve advertising
Among all physicians by country
Source: Taking the Pulse® US 2017, EU 2017 and Global 2018
Percent of physicians who have used, or interesting in using
62%
78%
93%
94%
Social
Use, or interested in using,
professional social networks

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!43
Voice-enabled search heating up in global markets
* Among those using a voice assistant program 
Source: Taking the Pulse® Global 2018
57% use or interested
38%
19%
Use
Interest
Neither
67% 42% 7%
Top assistants for professional purposes*:
Voice & 
A.I.
80% use or interested
48%
33%
Use
Interest
Neither
71% 46% 9%

www.DRGDigital.com
Scenario plan for the voice-enabled future
*Among those who have used or interested in using voice assistant for professional purposes
To look up disease information 68%
To check my schedule 66%
To verify dosing information 65%
To research a disease 65%
To look up treatment guidelines 65%
To verify product efficacy and
safety information 59%
Clinical scenarios for voice assistants*:
USE OR INTEREST
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Voice & 
A.I.
“It is much easier to
obtain information
about a medical
diagnosis by
utilizing this
technology.“
HCP verbatim

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(Carefully!) explore A.I. interventions
of U.S. HCPs:  
‘I am not
comfortable
interacting with
Chatbots’
47%
Voice & 
A.I.

www.DRGDigital.com
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Key 2019 implications
• Understand the complete
EHR/EMR journey –
particularly content gaps
• See social and messaging for
what they are: tools for
personal promotion
• Prepare for Siri’s Next Step

www.DRGDigital.com
!47
Digital@ 
TeamDRG.com
REQUEST MORE INSIGHTS
Jeff
Greene

Questions?
Jeff Greene
VP of Strategy,
DRG Digital
Thomas Crampton
Consulting Principal,
Marketing Transformation
Ogilvy Consulting

Engaging HCPs in a Digital World: Trends and Opportunities

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