A"Digital"Insights"Group"Thought"Leadership""White"Paper""

Are"You"Ready"for"the"Mobile"Physician?"

Why"Marketers"Must"Prepare"for"Digital"First"…and"the"Coming"Age"of"Mobile"First

October"2013"

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""©"2013"Digital"Insights"Group."All"rights"reserved."Unauthorized"reproduction"is"strictly"prohibited."Opinions"in"this"white"paper"reflect"our"judgment"at"the"time"of"publication"and"are"subject"to"change"–"just"like"the"market"and"trends"evolve."For"additional"information"please"visit"www.digitalinsightsgroup.com"""!!"Mobile"Medicine"is"a"Reality"Today"""Imagine"you"are"a"physician"in"the"middle"of"a"busy"day"at"the"office."Set"aside"the"fact"you"are"debating"how"the"Affordable"Care"Act"(a.k.a."Obamcare)"will"impact"your"practice"over"the"next"decade"(or"even"the"next"year)."Now,"think"about"how"you"would"access"clinical"information,"access"news,"communicate"with"colleagues,"and"keep"up"with"practicing"medicine"in"general."If"you"are"like"the"vast"majority"of"primary"care"physicians"today"your"primary"device"is"not"your"PC,"laptop"or"Mac,"rather"it’s"your"smartphone."Now,"compare"and"contrast"that"to"the"practice"of"medicine"just"10"years"ago"–""let"alone"5"years"ago."The"world"has"moved"and"the"game"has"changed."Now,"think"mobile"first."

""""""Sitting"down"to"access"clinical"information"on"a"desktop"is"quickly"being"replaced"by"the"introduction"of"mobile"devices"that"offer"virtually"the"same"user"experience"–"albeit"on"a"much"smaller"screen"for"most"users."Yes,"there"will"be"even"more"rapid"change"in"the"coming"years"in"the"area"of"smartphones,"phablets,"tablets,"glasses,"watches,"etc"…"but"for"now"when"asked"which"device"they"couldn’t"imagine"living"without,"the"primary"device"for"most"primary"case"physicians"is"a"smartphone"(think"iPhone,"Samsung"Galaxy,"or"equivalent)."""

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About"Digital"Insights"Group""The"team"at"DIG"is"focused"on"bridging"the"gap"between"the"mountains"of"data"created"by"the"social,"mobile,"and"digital"revolution"—"and"strategic"insight."We"believe"the"majority"of"strategists,"innovators,"and"marketers"are"relying"on"data"and"information"grounded"in"the"past"(and"historical"trends)."A"rear"view"mirror"is"great"for"knowing"where"you"have"been."Innovators"and"strategists"need"a"lens"into"the"future"to"plan"for"it."That"requires"products,"services,"and"data"based"on"current"and"future"trends."DIG"is"guided"by"a"vision"to"create"a"company"for"the"next"decade"–"serving"the"clients"preparing"for"it.""

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Mobile"Remains"Elusive"to"“Traditional”"Marketers"""Now"transition"your"thinking"to"a"room"of"marketers"–"specifically,"you’re"now"a"pharmaceutical"marketer"in"the"midst"of"debating"a"strategy"to"engage"a"group"of"primary"care"physicians."Keep"in"mind"these"physicians"are"also"stating"loud"and"clear"that"access"by"traditional"sales"reps"will"continue"to"diminish"and"that"they"are"content"to"access"breaking"news,"clinical"trials,"and"education"through"digital"channels"–"mostly,"including"mobile."""Your"team"is"fairly"typical"and"decides"like"the"average"team"to"build"an"engagement"strategy"for"a"traditional"offline"experience"first"and"when"the"debate"shifts"to"digital,"your"team"does"as"so"often"the"case"today,"envisions"the"“traditional”"digital"experience"built"for"a"browser"or"desktop"experience—mobile"is"not"much"more"than"a"footnote"and"certainly"not"given"much"thought"nor"time"relative"to"“what’s"worked"in"the"past.”"""Does"that"match"with"your"experience"above"as"a"physician?"No."Physicians"are"like"the"rest"of"the"professional"world"–"they"have"embraced"mobile"technology"–"and"in"their"case,"mobile"medicine."No,"we"don’t"have"fully"integrated"Electronic"Medical"Records"at"the"point"of"care"(and"in"hand)"but"physicians"by"and"large"have"figured"out"how"to"use"their"mobile"to"serve"as"a"primary"device."""""

""""Is"the"typical"team"of"pharmaceutical"marketers"building"for"a"mobile"experience?"Do"they"really"understand"what"drives"a"mobile"(non`desktop)"experience"today?"While"it"may"be"difficult"to"make"the"argument"for"true"digital"integration"of"strategies"and"tactics,"the"reality"is"that"the"market"is"already"moving"towards"“digital"first”"and"increasingly"“mobile"first”"as"their"preferred"channel"preference.""""

Preparing"for"Mobile"First"""Digital"Insights"Group"believes"the"market"and"pace"of"change"in"the"mobile"space"will"rapidly"accelerate"in"the"coming"months"and"years"and"marketers"must"recalibrate"their"expectations"and"level"of"knowledge"specific"to"mobile"now."""It’s"no"longer"sufficient"to"merely"know"physicians"have"a"mobile"device"(of"course"they"do)–"the"market"has"moved"two"levels"deeper"and"to"maintain"a"competitive"advantage,"forward"thinking"marketers"must"do"the"same."For"this"reason,"Digital"Insights"Group"has"introduced"DIG™"Mobile"Physician"–"a"solution"built"for"strategic"marketers"and"brand"leaders"to"guide"their"strategy"based"on"high"frequency"strategic"insight"–"grounded"in"robust"data"at"the"specialty"level."""

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"DIG™"Mobile"Physician:"""First"and"foremost,"DIG™"Mobile"Physician"is"built"from"the"ground"up"specific"to"a"specialist"segment."It"is"not"a"top"down"approach"where"a"population"study"is"created"and"then"“cut”"to"provide"the"answers"given"at"the"population"level."Secondly,"the"insights"are"deep"and"more"robust"…"focused"on"where"the"market"is"headed"(trends)"and"not"where"it"has"been"the"past"year."Finally,"the"product"is"built"to"offer"a"continuous"stream"of"insight"throughout"the"year"–"not"a"snapshot"in"time"that"year"–"and"therefore"allows"clients"to"integrate"areas"of"interest"over"time."""""""""""""""""""""""""

"""As"a"primer"on"what"“mobile”"means"to"today’s"physician,"we"have"provided"a"brief"overview"from"a"recent"directional"study"(qualitative"in"nature)"conducted"with"primary"care"physicians"by"Digital"Insights"Group"in"September"2013."Enjoy.""The"clear"winners"on"the"device"front"are"the"smartphone,"laptop,"and"desktop"(Figure"1)."Tablets"in"the"practice"and"for"professional"use"will"continue"to"evolve"as"a"market"segment"``"and"the"space"between"smartphone"and"tablet"will"become"less"black"and"white"in"the"coming"years."However,"for"now"the"smartphone"and"laptop/desktop"drive"the"majority"of"use.""""Figure"1""Any"Use"of"a"Device"to"Access"Pharmaceutical"Information"(past"week)"Percent'of'Primary'Care'Physicians'"""""""""""""""

"Source:"Digital"Insights"Group!

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"Moving"on"from"“any"use”"by"physicians"to"“primary"use”"we"learn"the"smartphone"is"the"primary"device"for"physicians"today"–"by"a"wide"margin"(Figure"2)."In"fact,"they"are"2.4"times"more"likely"to"report"they"use"a"smartphone"as"their"primary"device"–"beating"out"their"laptop,"desktop,"and"tablet."""Figure"2""Primary"Device"to"Access"Pharmaceutical"Information"(past"week)""Percent'of'Primary'Care'Physicians'"""""""""""""

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""The"activities"on"a"smartphone"are"not"that"surprising"or"shocking"–"but"still"important"to"understand."How"the"devices"are"being"used"and"how"engagement"and"frequency"are"driving"behavioral"changes"is"key"to"delivering"assets"that"meet"and"exceed"expectations."Accessing"portals"is"the"top"activity"by"a"narrow"margin"–"just"beating"out"communicating"with"their"colleagues"(Figure"3)."The"same"way"social"media"and"news"migrated"to"the"mobile"for"the"market"overall"–"the"same"trends"are"playing"out"in"the"mobile"physician"space"today.""""Figure"3"Top"Activities"on"Smartphone"(monthly)"Percent'of'Primary'Care'Physicians'""""""""""""""""""

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Source:"Digital"Insights"Group!

Source:"Digital"Insights"Group!

Primary!care!physicians!are!2.4!times!more!likely!to!report!their!smartphone!is!their!primary!device!

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""Moving"on"from"activities"on"a"smartphone,"we"take"a"look"at"the"activities"on"tablets."Again,"no"shocking"insights"if"you"have"experience"using"a"smartphone"and"a"tablet"to"create"and"consume"content"today."Physicians"are"using"tablets"for"different"reasons"compared"to"their"smartphones."Tablets"are"being"using"for"more"in`depth"content"consumption"as"opposed"to"serving"as"a"tool"that"is"“always"on”"and"accessible"–"essentially"what"makes"the"smartphone"so"powerful."""Figure"4"Top"Activities"on"Tablet"(monthly)"Percent'of'Primary'Care'Physicians'"""""""""""""""""""""""""

""Looking"beyond"broad"professional"activities"on"their"smartphone,"an"area"that"DIG"believes"is"important"for"pharma"marketers"to"understand"is"the"ability"to"frame"and"compare"the"use"of"apps"versus"mobile"web."Yes,"this"balance"will"continue"to"evolve"much"in"the"same"way"that"apps"versus"mobile"is"still"evolving"in"the"mobile"space"overall."At"this"time,"Epocrates"and"Medscape"own"the"physician"mind"set"in"the"app"space"–"or"make"that"home"screen"space."Apps"in"the"next"tier"include"UpToDate,"Sermo,"QuantiaMD"and"Doxmiity"to"name"a"few."Of"note,"the"number"of"social"apps"that"offer"communication"and"content"continues"to"flourish."""""Figure"5""Hierarchy"of"Mobile"Device"Apps"Percent'of'Primary'Care'Physicians""""""""""""""""""

Source:"Digital"Insights"Group!

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Do"physicians"really"want"content"that"is"seamless,"accessible"and"consistent"across"all"their"devices"and"screens?"The"answer"is"a"very"loud"“yes”"(Figure"6)."Only"10%"say"that"multi`screen"access"is"“not"very"important”"and"over"half"report"multi`screen"access"is"very"important.""Figure"6""Importance"of"Multi`screen"Content""Percent'of'Primary'Care'Physicians"""""""""""""""""""""

"""""""""""""Pondering"the"digital"world"in"2020,"and"where"digital"fits"into"the"mix,"it"also"helps"to"reflect"on"where"we"have"been."We"have"quickly"moved"from"a"world"of"proving"channel"relevance"to"struggling"to"“integrate”"digital"into"the"mix."The"future"requires"a"mindset"and"realization"that"“digital"first”"becomes"the"norm"very"quickly"–"and"within"that"a"subset"of"the"market"is"“mobile"first.”"Are"you"ready?""""""Figure"7""From"Digital"Integration"to"Digital"First"""""

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Source:"Digital"Insights"Group!

Source:"Digital"Insights"Group!

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"Products"from"Digital"Insights"Group"""""DIG™"Mobile"Physician:"mobile"is"no"longer"a"trend"–"it’s"a"way"of"doing"business."DIG"built"an"advisory"and"tracking"product"that"helps"you"and"your"team"better"understand"mobile"by"capturing"data"in"the"medium"and"then"providing"the"context"to"make"it"relevant"to"your"team."DIG™"Mobile"Physician"is"built"from"the"ground"up"specific"to"your"specialty"segment(s)"of"interest."""""DIG™"Digital"Physician:"you"know"your"physicians"are"online"–"you"don’t"need"to"know"the"share"of"digital"in"2013."You"need"to"know"how"they"engage"with"brands"and"content"online."Digital"Physician"is"built"to"answer"the"question"…"How"does"my"market"segment"engage"with"my"brand"and"relevant"content"online"today?"DIG™"Digital"Physician"is"built"from"the"ground"up"specific"to"your"specialty"segment(s)"of"interest.""""DIG™"Digital"Consumer:"you"know"your"customers"are"online"–"you"don’t"need"to"know"the"share"of"digital"in"2013."You"need"to"know"how"they"engage"with"brands"and"content"online."Digital"Consumer"is"built"to"answer"the"question"…"How"does"my"market"segment"engage"with"my"brand"and"relevant"context"online"today?"DIG™"Digital"Consumer"is"built"from"the"ground"up"specific"to"your"therapeutic"segment(s)"of"interest.""""DIG™"Social"Consumer:"we"believe"listening"to"customers"in"social"media"is"only"the"first"step."The"end"goal"is"strategic"insight."We"rely"on"multiple"sources"of"social"media"data"(specific"to"your"therapeutic"area"of"interest)"and"then"aggregate"that"data"into"a"platform"and"deliverables"your"team"can"use."Social"listening"without"relevance"and"insight"is"just"that"–"listening."Take"the"next"step"to"learn."DIG™"Social"Consumer"is"built"from"the"ground"up"specific"to"your"therapeutic"segment(s)"of"interest."""