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Big Physician and Patient Engagement
Trends You Can’t Miss for Brand Planning
DRG Digital | DRGDigital.com
Contact [email protected] or visit DRGDigital.com for more physician and patient insights
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2
Today’s Presenters
Meredith Ressi
SVP, DRG Digital
@meredithressi
Rory Stanton
Head of Patient Research
@rorystanton
Ben Katz
Principal Digital Strategist
@benjakatz
3
DRG Digital Brand Planning Series
Digital has become core to brand planning – but where do you start? We want to make
your decisions easier – join our analyst-led webinars and resources to help marketers get up
to speed on the latest trends that will impact their brand planning this year.
• DTC TV to Digital – Jan 26 – recording available
• 7 Big Physician and Patient Engagement Trends – Today
• Enhance Your Patient Journey Mapping for More Effective Patient
Engagement – March 15
• Pharma Launch Planning in a New Customer Reality – April 4
• Physician Multichannel Engagement 2017 – May
• Beyond the Pill Innovation – July
Visit bit.ly/DRGDigitalBrand to sign up
4
Manhattan Research is part of DRG’s suite of
healthcare intelligence
DRG DIGITAL
We’re still Manhattan Research – the
industry’s best source for multichannel
research and expertise
Enhanced further with DRG capabilities:
• Proprietary DRG data assets e.g. RWE
database
• Custom analytics team and advanced
methodologies
• Access to 200+ analysts; world’s leading
disease experts
TO GET YOU COMPREHENSIVE AND
ACTIONABLE ANSWERS TO YOUR TOUGHEST
BUSINESS QUESTIONS
5
We make it easier to understand and engage
your physicians, patients and payers
50+ DRG DIGITAL AND
ANALYTICS EXPERTS
+
PROPRIETARY
FRAMEWORKS
We own the data
We know the data
We get you expert
answers faster
YOUR
QUESTIONS
PHYSICIAN AND PATIENT
MULTICHANNEL INSIGHTS
(MANHATTAN RESEARCH)
10K+ patient interviews in 50+ disease
areas and 5 countries
6K+ physician interviews in 25 specialties
and 28 countries
CLAIMS
DATA (200M
U.S. LIVES)EPI DATA
DRG DIGITAL DATA STACK
FORMULARY
DATA
WEBSITE & APP
PERFORMANCE
CLICKSTREAM
DATA
VOICE-OF-THE-
CUSTOMER (SOCIAL)
SEARCH
BEHAVIOR
DRG Digital’s Data Stack, analysts & frameworks
So you can make
data-
decisions with
confidence
6
HCPs and patients are digital-first for health across the globe
16 million social
conversations about
breast cancer*
87% of Brazil physicians
prefer digital over print
sources for clinical decision
making
Source: DRG Digital – Manhattan Research, Taking the Pulse® Brazil 2016, Cybercitizen Health® US 2016, Taking the Pulse® China
2016, Cybercitizen Health® Europe 2016, *English language only
75% of China physicians use
their smartphone for
professional purposes at home
56% of online EU5
consumers with a chronic
condition watch health
videos
2.2+ million yearly
searches for “diabetes”
related terms in Australia*
54% of rheumatoid arthritis
patients with a smartphone
use this device for health
info while at the doctor’s
office
7
And in 2017, health decisions are driven by digital
66% of patients who research Rx info online agree it
influences their medication choice.*
80% of hospital FDMs are more likely to grant favorable
formulary status to drug offering BlueStar over a similar
drug without this offering.
71% of physicians agree HCP websites influence their
clinical decisions.*
Source: DRG Digital – Manhattan Research, Taking the Pulse® US 2016, ePharma Consumer® 2015, Taking the Pulse® FDM 2015
Among US patients, physicians and payers; *4-5 pts on 5pt influence scale
8
Digital has become central to brand planning
Reasons for switchingBrand attitudesUnmet needs
Emotions and motivatorsCompetitive intelligence
Digitalas a key source
of customer insight
Digitalas the anchor of
customer experience &
decision-making
Digital as a therapeutic poised
to drive outcomes &
influences prescribing
9
The good and the bad for brands…
• More data to make decisions
• New ways to reach and engage
customers
• Increased targeting and
advertising efficiencies
• Potential for increased ROI and
patient outcomes
• Too much data – where do we start?
• My customers are everywhere – how do
I reach them?
• More decisions, more competing
priorities
• Am I even allowed to do that?
• Google why did you change your
algorithm again? WHY?
7 big physician and patient trends for planning1. Brand visibility is increasingly challenging in the digital ecosystem
2. Value and experience are the new product differentiators
3. Your brand experience is mobile
4. New learning formats transform medical and disease education
5. Brands must factor payers into their cross-channel engagement plans
6. Emerging disruptions: words you can’t afford to ignore anymore
7. Dynamic digital data sources as a critical input to brand planning
Creating your playbook for brand customer success
11
#1: Brand visibility is increasingly
challenging in the digital ecosystem
12
Even if you have the right content–
getting to your customers in the right
place, at the right time is not an easy task
It’s a crowded digital ecosystem - capturing attention is not an easy task
Source: http://www.littlejackmarketing.com/blog/2015/04/this-is-how-much-online-content-is-created-every-minute/
Every MINUTE:
13
HCPs spending most of their time away from your website – but that doesn’t mean they don’t want to hear from you…
Among U.S. physicians
Source: ePharma Physician® 2016
Pharma company
info sources
32%
Independent
info sources
68%
US physician reliance on sources for Rx info online Monolithic web properties and portals
Atomized content that can be shared
across the digital ecosystem
65%of US physicians agree:
“I don’t care whether I use a product or
service website from pharma, I just care
that I find the info I need.”
14
Digital ecosystem mapping and search analytics can reveal costly keyword missteps
52%
19% 18%
7% 5% 3% 2% 1%
AsthmaExacerbations
Acute Asthma AsthmaAttack
PersistentAsthma
SevereAsthma
ChronicAsthma
AsthmaEmergency
Brittle Asthma
Keyword search demand by type of
asthma
Asthma
awareness
Asthma
education
Causes Symptoms Diagnosis Treatment Condition
management
Clinical Journey
3 in 5 U.S. asthma patients used search engines to look up Rx info in past year
Search ranking analysis showed that
pharma websites had very low organic
search visibility
SiteA.com
SiteB.com
SiteC.com SiteD.com
KeywordAverage monthly
searchesOrganic search results
ranking
Keyword #1 246,000
Keyword #2 60,500 13 4
Keyword #3 12,100 19 13
Keyword #4 6,600 15 12
Keyword #5 6,600 14
Keyword #6 6,600
15
Many patient content and support investments have low visibility in the digital ecosystem
Source: DRG Digital – Manhattan Research, ePharma Consumer® Digital Brand Perception 2015, ePharma Consumer® 2016
*Agreement ranked 4 or 5 on a 5-point agreement scaler)
Diabetes
AZ’s Fit2Me.com: 81%
MSDiabetes
Sanofi GoMeals
app: 84%
Biogen’s
AboveMS.com: 74%
Percentage of patients diagnosed with respective condition who are unaware of below resource:
16
Ways to increase your visibility in the complex digital ecosystem
Cross-channel integration
Partnership & advertising
Content SEO &
shareability
Influencers &
advocacy Tech hygiene
Emerging opportunities to get closer to
the customer (e.g., EHR, programmatic)
Measure to see what’s working and not
for you and competitors
Visit here to see the full blog post with more details on above
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#2: Value and experience are
the new product differentiators
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High touch, concierge-like retail, travel, CPG experiences have raised the bar – being a medication provider is not enough
Source: DRG Digital – Manhattan Research, Cybercitizen Health® US 2016, Cybercitizen Health® EU 2016
59% of US online consumers say they expect
the healthcare system to offer the same level of
customer service they receive at a service-
oriented company like Amazon.com.
55% of online EU5 consumers expect pharma companies to help
them with more than just providing a medication.
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52% of U.S. physicians are
more likely to prescribe a drug
that comes with strong patient
education and support materials
Source: DRG Digital – Manhattan Research, ePharma Physician® 2016, Taking the Pulse® EU 2015, Taking the Pulse® China 2016, Taking the Pulse® Brazil 2016
35% of Rx requesters agree that
having a pharma brand improve their
overall experience is just as valuable
to them as a drug that works well.
Delivering on this expectation can move the needle on Rx decisions
20Source: DRG Digital
Marketing limited to mass media,
one-size fits all disruption tactics
Data-driven, personalized interactions driven by
customer need/behavior, not limited by campaign end
Targeting patients once they are
symptomatic or diagnosed
Building relationships across customer
lifespan – people not just patients
Attempt to build trust at the same
time as pushing a productsFoundation of trust established before they need you
Customer-centric mindsetPush marketing mindset
New mindset for success in the digital-first, value-driven market
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Traditional patient journey limits opportunity for brands to intervene
New
Symptoms
Patient
experiences
symptoms
Determine
to self-treat
of see
physician
Provider
network
check
Search
online for
what to ask
my doctor
Patient &
HCP
interaction
Lab
testing
Diagnosis
Treatment
option
presentation
Option
evaluation
Treatment
decision
Brand
presentation
Brand access
coverage
check
Cost
discussion
Script pick-
up from
pharmacy
Treatment
checkup
Stop, Continue,
Switch
Compliance &
persistence
Online symptom
identification
research
Online
research of
diagnosed
condition
Online research
to compare
branded vs.
generics HCP
referral
visit
Research
ratings/reviews
of specialists
online
Look online
for co-pay
coupons
Leverage digital
condition
management
apps & resources
Use digital
resources to
understand Tx
coverage
Use digital
resources to
manage
adherence
Go online to make a
doctor’s appointment
Use smartphone
to look up what
doctor is saying
Turn to online
communities
for support
Prep for
doctor’s visitDiagnosis
Selecting
Treatment
Condition
Management
Treatment
Switching
51% of patients go online after receiving Rx – and 26% ask their doctor to change Rx as a result
Source: DRG Digital – Manhattan Research, ePharma Consumer® 2016 (US adults)
22
Digitally-powered patient journey shows new ways for brands to add value
New
Symptoms
Patient
experiences
symptoms
Determine
to self-treat
of see
physician
Provider
network
check
Search
online for
what to ask
my doctor
Patient &
HCP
interaction
Lab
testing
Diagnosis
Treatment
option
presentation
Option
evaluation
Treatment
decision
Brand
presentation
Brand access
coverage
check
Cost
discussion
Script pick-
up from
pharmacy
Treatment
checkup
Stop, Continue,
Switch
Compliance &
persistence
Online symptom
identification
research
Online
research of
diagnosed
condition
Online research
to compare
branded vs.
generics HCP
referral
visit
Research
ratings/reviews
of specialists
online
Look online
for co-pay
coupons
Leverage digital
condition
management
apps & resources
Use digital
resources to
understand Tx
coverage
Use digital
resources to
manage
adherence
Go online to make a
doctor’s appointment
Use smartphone
to look up what
doctor is saying
Turn to online
communities
for support
Prep for
doctor’s visitDiagnosis
Selecting
Treatment
Condition
Management
Treatment
Switching
Learn more about Digitally-Powered Patient Journey
23
ePharma Physician® 2016, Taking the Pulse® EU 2015, Taking the Pulse® China 2016, Taking the Pulse® Brazil 2016
Find your content and service sweet spot
Content &
Support
Sweet Spot
Does it add utility to
your customer at a
key point in their
journey?
Does it align to a
business
objective/motivate a
desired behavior?
Is there white space
in the market for
you to capitalize
on?
Is it doable to create
and sustain, or can
you repurpose
existing content?
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Luckily – your physicians and patients are telling you what they need!
Survey-based data tells you preferred
content and support services
Third-party website analysis shows most
used content and tools
Social analysis reveals “voice of the
customer” needs and attitudes
Keyword analysis identifies info needs at
different decision points
Contact us to request this data for your specific patient/physician audience and country
25
#3: Your brand experience is mobile
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Mobile Rx info-seeking is surging
Among U.S. online adults who research prescription drugs online (n=3216)
91%84% 84%
78% 76%
67%
23% 24%
35% 38%
46%
54%
8% 11%
21%25% 27% 24%
2011 2012 2013 2014 2015 2016
Desktop/laptop
Smartphone
Tablet
Devices US consumers use to access prescription drug information online
Source: DRG Digital – Manhattan Research, ePharma Consumer® 2016
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Physicians use smartphones throughout the workday
Source: DRG Digital – Manhattan Research, Taking the Pulse® US 2016
During
patient consults
Between
patient consultsAt home
46%
23%
68%
45%
51%
43%
Percentage of US physicians who use respective device at different points throughout workday
28Source: Google Keyword Planner, February 2016 – January 2017, English - US
Health info-seeking is mobile-first
57%60%
65%
34% 32%28%
9% 8% 7%
Rheumatoid arthritis Breast cancer Psoriasis
Mobile devices Computers Tablets
Devices used for condition-related Google searches
Condition keyword + related queries (e.g., rheumatoid arthritis symptoms)
29Source: Google Page Speed test
Mobile speed matters – slow brand websites will lose visitors
Brand.com of $$ billion dollar Rx
30
Do you have a strong understanding of how device behavior and info/resource
needs vary across the patient journey and physician workflow?
Are you prioritizing content in a way that reflects how your audience uses
different devices? .
Is your message clear and focused? Are you providing a direct path to desired
behavior?
Are technical and design issues like mobile website speed causing you to lose
your audience?
Is an app, rather than a website, best suited to your objective?
How are Google’s mobile algorithm updates impacting your SEO?
Are you tailoring your search strategy to account for the different types of
information people search for on mobile versus desktop?
Mobile checklist for brands
Visit here to see the full blog post with more details on above
31
#4: New learning formats transform
medical and disease education
32
Video
• Processed by the brain 60,000 times faster
than text – uses less cognitive energy
• “Browsers” prefer video over text, video
• More likely to create an emotional bond
Text
• Goal oriented info seekers more willing to
use over video because willing to use
cognitive energy
• Personalities who don’t like to give up
control may prefer text
The case for video vs. text
Source: https://www.psychologytoday.com/blog/behind-online-behavior/201505/video-vs-text-the-brain-perspective
Factors for choosing video vs. text: visitors’ state of mind; type of
product/service seeking; overall personality
33
Strong interest in video and immersive formats for learning
• 70% of U.S. physicians are interested
in watching a CME or medical training
video provided by a pharma company.
• 88% of physicians in Brazil watch
professional online video.
• 46% of online U.S. patients who were
diagnosed with a chronic condition
within the last year.
Source: DRG Digital – Manhattan Research, ePharma Consumer® 2016, Taking the Pulse® 2016, Taking the Pulse® Brazil 2016
34
Oncologists show strong interest in pharma providing them images and videos to share with their patients
Among Oncologists:
When looking online for information to share with your patients, which of the following have you used or would
you be interested in using on a pharma website for healthcare professionals?
Among U.S. physicians
Oncologists n=107
Disease information
Patient education materials for download/print
Slide show decks about a product
Links to patient support websites
Patient assistance programs or tools
Patient education in various languages
Links to disease websites provided by pharma companies
Pre-recorded webcasts about a product
Searchable image database
Games or quizzes
Downloadable videos regarding efficacy and safety
Have used
Interest in using
Source: DRG Digital – Manhattan Research, ePharma Physician® 2016
Low current use but
high interest indicates
opportunity to fill gap
35
Physicians show high interest in VR for learning about Rx
55% of US physicians
are interested in using
virtual reality to learn
about new treatments
Source: DRG Digital – Manhattan Research, Taking the Pulse® 2016
36
#5: Brands must factor payers into
their cross-channel engagement plans
37
Engage with new customers as care decisions shift
Doctors
IDNs, PayersTraditional
center of care
decisions
Patients, Caregivers
Nurses, Pharmacists
50% of US physicians say
patient requests influence
their clinical decisions*
60% of US physicians say
formulary guidelines
influence their clinical
decisions*
Compared to 2 years ago,
38% of RNs seeing patients
say they’ve increased time
spent on patient care**
Retail and specialty
pharmacists spend nearly
1/3 of their day on patient
care activities (significant
jump from 2013)
Taking the Pulse® US 2016, Taking the Pulse® Nurses 2015, Taking the Pulse® Pharmacists 2015, *4-5pts on 5pt influence scale, **study conducted in 2015
38
Payers are highly digital – pharma companies must supplement traditional interactions with tech-driven, “always-on” engagement
Traditional Account Manager Payer Relationship
Social
Mobile, apps
Search
InfluencersWebinars
Video
F2F mtgs
Ads
Websites, content
The 360° Payer Relationship
Learn
Evaluate
Decide
Support
Account manager
Payer
74% of MCO P&T committee members agree*
they rely on digital resources more than offline
ones for formulary decision-making*Strongly or somewhat agree (4-5pts on 5pt agreement scale)
Source: DRG Digital - Manhattan Research, Taking the Pulse® Formulary Decision Makers 2015
39
Account touchpoints that last beyond in-person discussions – moving beyond the dossier with interactive tools & leave behinds
Pharmas should provide visual and immersive interactive resources, such as interactive online tools and apps
that let them play with data inputs on budget impact models, to further engagement beyond account manager
meetings. A number of pharmas employ these sorts of tools in tablet rep details, but could benefit from
extending them, given strong at-home use of digital resources for committee work (57% of hospital P&T
committee members do so weekly, and 38% of PBM P&T committee members do so daily).
Source: DRG Digital - Manhattan Research, Taking the Pulse® Formulary Decision Makers 2015
39%
37%
37%
33%
29%
36%
43%
27%
25%
12%
31%
56%
44%
13%
19%
An interactive online tool where I can changedata inputs to see different market scenarios
Email me supporting evidence in digital format
Email me summary reports of meeting topics ofinterest
Provide access to customized reports from ourmeeting on a secure website
An app to change data inputs to see differentmarket scenarios
Hospital
MCO
PBM
Types of digital resources FDMs would like pharma account managers to provide them to
navigate on their own time
www.DecisionResourcesGroup.com
© 2016 DR/Decision Resources, LLC. All rights reserved.
Source: DRG Digital – Manhattan Research 40
#6: Emerging disruptions: words
you can’t ignore anymore
41
Artificial intelligence
Ad-tech and
personalization
Sensors, apps and digital
therapeutics
Telehealth and
remote care
Words you can’t ignore anymore...
42
#7: Dynamic digital data sources
as a critical input to brand planning
43
Moving forward on the data-driven customer maturity matrix
Level 1
Digital Behavior Insights
Level 2
Engagement Design
Level 3
Execution Strategy
Level 4
Real-time Optimization
Customer Insights uncover where audiences are leveraging digital across the health journey, what key terms they search for and behaviors and motivations at
different journey points?
Voice of the customer data to identify pain points and
drive service innovation
Tweak the marketing mix and service
offerings in real time to react to real world
analytics
Automate marketing tactics to personalize messaging based on
previous digital behaviors
Clickstream AnalysisAttribution Model
Personalization –where they are ready
for messaging
Imp
act
on
Pa
tien
t En
ga
gem
ent
& C
ust
om
er E
xper
ien
ce D
esig
n
Less Mature More Mature
44
How a non-personalized brand experience can feel for your customers…
Interaction #1
Hi I’m Dory
Interaction #2
Hi I’m Dory
Interaction #10
Hi I’m Dory
Interaction #50
Hi I’m Dory
45
Digital “voice of the
customer” as a key source
of market research
Digital now a part of the earliest stages of planning
Brand planning 2017: Digital the key to understand and engage
Customer-first
brand plan
Cross-channel physician and patient brand experience
46
The new brand planning data stack
Traditional market
research | Offline
media data | Customer
service data | CRM
Traditional
data sources
Social | Search
Website & app activity
Programmatic data
Real-world
marketing data
Claims | EHR
Real world
evidence
Static patient journey research Real-time customer experience intelligence
Lock it and leave it planning Iterative decision making, ROI optimization
Brand as advertiser Brand as valued partner in health
47
Creating the right content and
being in the right channels,
tailoring engagement approach
by platform
Personalized interactions
based on individual
behavior
Engagement strategy not
dictated by customer need,
low visibility in ecosystem
The true potential for brand ROI in digital is experiences and
interventions designed for each individual’s needs
Realizing full potential for ROI
Incre
ased R
OI p
ote
ntia
l
Brands who are able to connect with
patients and HCPs in a relevant way - in
the moment they need it – will win in the
new customer-driven market
7 big physician and patient trends for planning1. Brand visibility is increasingly challenging in the digital ecosystem
2. Value and experience are the new product differentiators
3. Your brand experience is mobile
4. New learning formats transform medical and disease education
5. Brands must factor payers into their cross-channel engagement plans
6. Emerging disruptions: words you can’t afford to ignore anymore
7. Dynamic digital data sources as a critical input to brand planning
Creating your playbook for brand customer success
Source: DRG Digital – Manhattan Research 49
Ok that was a lot….what now?
Source: DRG Digital – Manhattan Research 50
Let data be your guide….
PHYSICIAN AND PATIENT
MULTICHANNEL INSIGHTS
(MANHATTAN RESEARCH)
10K+ patient interviews in 50+ disease
areas and 5 countries
6K+ physician interviews in 25 specialties
and 29 countries
CLAIMS
DATA (200M
U.S. LIVES)EPI DATA
DRG DIGITAL DATA STACK
FORMULARY
DATA
WEBSITE & APP
PERFORMANCE
CLICKSTREAM
DATA
VOICE-OF-THE-
CUSTOMER (SOCIAL)
SEARCH
BEHAVIOR
YOUR BRAND
QUESTIONS
Deeper understanding of your
specialist and patient audiences
New intervention points to add
value in journey
Right channels, content and
message to promote your brand
and engage your customers
Source: DRG Digital – Manhattan Research 51
Use this data to fuel a customer-centric engagement strategy
Map your customer’s
journey & digital
ecosystem with
multiple, integrated
date sources
Audit existing
brand offerings
Develop content &
services to fill gaps
Optimize for search,
social & screens
Test, measure
& optimize
Nurture relationships
with on-going support
Distribute in the right
channels & context
Source: DRG Digital – Manhattan Research 52
Case study: Digital strategy playbook for a new indication launch
Our solution: DRG leveraged our proprietary Digital Ecosystem Analysis framework to
develop holistic audience and competitor insights to inform the brand team’s planning efforts
through strategic and tactical recommendations.
Foundational
customer insights
Search
analysis
Social
intelligence
Digital
landscape
Web analytics and
benchmarking
Project outcomes: Client had recommendations to enable them to:
Understand Reach and engage Support
Provided customer insights
such as pain points and key
barriers, and approaches to
address these through digital
Uncovering white-space
opportunities for reaching
their audience and content
themes to engage them
Identified beyond-the-pill
support features and
functionality to attract
differentiate from competitors
Integrated analysis
and expert
recommendations
Source: DRG Digital – Manhattan Research 53
Case study: Digital strategy playbook for a new indication launch
Client challenge: A pharma brand received approval for a new
indication and the brand team needed to revise their digital
strategy for their new audience.
To do this, they were looking to understand:
• How can we maximize our marketing spend to prioritize
relevant digital channels?
• Which content and services should we develop for
increasing engagement?
• How can we differentiate my brand from my competition in a
crowded market?
• How can I provide value to customers through digital
channels across all stages of their treatment journey?
Source: DRG Digital – Manhattan Research 54
Sample learnings from the digital strategy playbook
Discovered online influencers for partnershipsIdentified key content needs and website features
Prioritized marketing channels and tactics Identified opportunities across the treatment journey
55
4 ways DRG Digital can help you for brand planning….
Digitally-Powered
Patient Journey
Digital Brand Audit &
Competitive Landscape
Content & Channel
Engagement Playbook
KPI Planning &
Measurement
Want to better understand and engage your customers? Contact [email protected]
Source: DRG Digital – Manhattan Research 56
Questions?
Visit bit.ly/DRGDigitalBrand for more webinars, eBooks, infographics
and blog posts to help your brand planning decisions
Contact [email protected] to talk to us about data, analytics and
expert decision support for your specific questions and audiences
57
DRG Digital Brand Planning Series
Digital has become core to brand planning – but where do you start? We want to make
your decisions easier – join our analyst-led webinars and resources to help marketers get up
to speed on the latest trends that will impact their brand planning this year.
• DTC TV to Digital – Jan 26 – recording available
• 7 Big Physician and Patient Engagement Trends – Today
• Enhance Your Patient Journey Mapping for More Effective Patient
Engagement – March 15
• Pharma Launch Planning in a New Customer Reality – April 4
• Physician Multichannel Engagement 2017 – May
• Beyond the Pill Innovation – July
Visit bit.ly/DRGDigitalBrand to sign up
