Digital trends and its Implications on Patients and HCPs in India

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Asentech LLCDigital Trends & its Implications on Patients and HCPs in India

Innovate Energize GrowCopyrights reserved @ Asentech, LLC. 2

Overall healthcare market size

Healthcare industry in India expected to grow at

a CAGR of

16.5% in the

2008-2020 perioddue to strengthening

coverage, services and increasing expenditure by public & private players

”Population which can afford

sophisticated medical treatment is significant

~250 MM

”Total industry size is expected

to touch

US $160 billion by

2017 ...and $280 billion by

2020

”

Ref.: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3724242/

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3724242/





Regulations

Direct to consumer (DTC) branded marketing is NOT allowed for Prescription drugs in India

Unbranded or disease state DTC marketing is allowed for such Prescription drugs

No specific India regulation is in effect that is similar to the FDA’s “Fair Balance”

Similar to the US’s Sunshine Act, MCI (Medical Council of India) has issued guidelines on marketing to doctors, however implementation is a challenge, allowing companies to push the envelop regarding policies; note, no reporting requirements akin to Sunshine law exist in India

what this means

Leading publications suggest that in emerging markets, market leaders stand to benefit the most from unbranded awareness campaigns

Lack of regulations similar to Fair Balance allow medical device marketers to implement higher levels of creativity as they launch campaigns. e.g. paid journalistic articles in prominent publications, without having to declare it as advertisement.


Internet subscribers in India are ~350MM (@~35% penetration) with mobile wireless subscriptions contributing 94% to it

35% penetration

2011 2012 2013 2014 2015 2016 2017 2018 2019

116 137239

286 325409

489584

669

Internet Subscribers (millions)

5.9%0.2%

93.9%

Composition of Internet Subscriptions

Wired Fixed WiredlessMobile WirelessRapidly increasing mobile

data adoption

“Source: Telecom subscription data December 2015 issued by TRAI; Telecom services analyst presentation 2016 by CRISIL Research”


3G / 4G devices represent ~35% of current wireless broadband and expected to grow to 60% by 2018

120M 3G /4G mobile devices in India

@ 10% penetration

3G / 4G phones are expected to increase to

~300 MM phones by

2018 (210MM of those are expected to be 4G)

representing 60% of wireless broadband by 2018

17M wired broadband

connections

(1.5% per hundred

inhabitants)


Indian physicians have higher preference for personal promotion but they are not far behind on digital adoption as compared to their American colleagues

Digital communication channel preference of physicians

Digital communication channelChannel preference of physicians

India USA

Personal Promotion

Face to face Tablet 90% 76%

Medical Science Liaison 56% 44%

Non-personal Promotion

Email 56% 53%

Websites 46% 55%

Online-Detailing 55% 54%

Webinars/ Webcasts 40% 50%

Tele Rep 35% 34%

Apps 36% 27%

Text Messages 31% 29%

“Source: Digital Savvy HCP, 2015 - Indegene”


There’s a plethora of service providers trying to tap into the digital healthcare economy (driven by technology as well as Prime Minister’s announcement of Digital India Initiative)

“Source: Indian healthcare on the cusp of a digital transformation, 2016 - PWC”

Doctor search, online appointment booking, drug delivery, etc.

One of the targets of Digital India is to connect all the villages at the panchayat level through some 250,000 common service centers that will act as access points for delivery of various government services to citizens including Telemedicine

Patient monitoring products that can measures blood pressure, pulse, blood sugar, etc with a mobile application for smartphones.Example: Fitbit launched its fitness wristbands across 300 towns in India and expects the country to be among its top five markets in next two years.

Curofy.com - India’s Largest Community of Verified Doctors

Under Digital India initiative, companies are launching the concepts of EMR / EHR in India but the adoption is limited to large hospitals

Online Patient Services

Remote Diagnosis

Patient Engageme

nt

Peer to Peer Learning

EMR /EHR

The Digital India Initiative is a flagship program launched by the Government of India with a vision to transform India into a digitally empowered society and knowledge economy through information technology


Patient Awareness in India: Although per capita searches for specific diseases in India are low compared to US, Indian patients are actively searching for healthcare information online

Google Search Trends

Source: Salesforce tool/ Radian 6 - total conversations on social media (Twitter, Facebook, Mainstream Media, Forums, and Blogs) based on three month data (Nov’16 till Jan’17)

Conversations involving “patient/ consumer engagement in healthcare” in India vs. in US

2.5 KPostsIndia

70 KPostsUSA

Social Media Conversations

Disease State

Search Trends(Avg. monthly searches)

India USA

Diabetes 1M – 10M 1M – 10M

Hypertension 100K – 1M 1M – 10M

stroke 100K – 1M 1M – 10M

cancer 1M – 10M 10M – 100M

HIV/AIDS 100K – 1M 1M – 10M

Source: Google AdWords Search Trends based on one year data (Jan’16 till Dec’16)


According to Pew Research, 31% of India’s online adult population uses the internet to seek health related information

“Source: Spring 2014 Global Attitudes survey, PEW Research Center”

What are the online activities of the adult Indian Internet user?

Stay in touch with family and

friends

Get political news Get health

info

Get government or services

info

Look/ apply for a job

Make or receive

payments

Buyproducts

Take an online class

INDIA 63 38 31 43 55 23 22 22

USA 60

According to Online Activities in Emerging and Developing Nations by Pew Research Center, among adults surveyed in India, 31% use the internet to seek health information. In US, the number exceeds 60%


Consumer Digital tactics: examples

According to practo.com, over 2 million people are already using Practo

Available on iOS and Android

Practo provides several services to patients including:

• Asking free health questions• Searching for clinics, doctors,

diagnostics, etc• Consulting a doctor• Ordering medicines

Online market place for users to buy prescription medicines, OTC, women health products among other categories.

Available on iOS and Android

Zigy offers consumers:• Online availability of wide variety of

products• Ability to upload, store, and access

prescriptions online• Convenience• Timely delivery• Payment options


Consumer Digital tactics: examples

• Available on iOS and Android

• Practo provides several services to physicians including:

• Practo Consult to give online consultation• Practo Health Feed to share experience• Practo Profile to get discovered and

connect with people• Practo Ray to delight the patients with

digital services• Practo Tab to increase patient engagement

at practice

• According to Curofy.com, over 190K doctors are using Curofy App from 1.5K+ cities to discuss 70K+ difficult medical cases.

• Available on iOS and Android

• Provides several services to physicians including:

• Discuss latest news• Discuss and refer cases• Get the best jobs• Showcase their profiles


Industry example: knowledgegenie.org, an HCP tactic by Abbott in India

• Provides:o Access to medical and

scholarly articleso Clinical guidelines for

treatments across specialties

o Challenging cases to solve

o Webinarso Conference Planner

HCP Portal

Innovate Energize GrowCopyrights reserved @ Asentech, LLC.

Contact

13

Anil BhaskarCo-Founder, Managing Partner

Ph.: 908 751 4121 ext. [email protected]

Swati BhaskarCo-Founder, Managing Partner


Jacob WilliamsPrincipal, Software Services


Rajesh ParekarPrincipal, Technology Solutions


Date post:	21-Feb-2017
Category:	Healthcare
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