5 Ways Healthcare Brands Can Stand out to HCPs in the Digital Ecosystem

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© 2017 DR/Decision Resources, LLC. All rights reserved. 1
Analyst:
Kelly Pinola
SENIOR ANALYST,
PHYSICIAN RESEARCH
kpinola@TeamDRG.com
Contact:
Digital@TeamDRG.com
@DRGDigital
www.DRGDigital.com

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Manhattan Research is part of DRG’s suite of healthcare intelligence
DRG Digital | Manhattan Research
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Taking the Pulse® U.S. research methodology
How many respondents
were surveyed?
The survey included a total sample of 2,784 U.S. practicing physicians.
How was the survey
conducted?
The 2017 survey was conducted online among 2, 784 physicians
When was the survey
fielded/released?
The Taking the Pulse® U.S. 2017 survey was fielded in February and
March 2017.
How do the U.S.
physicians surveyed
compare to the overall
physician population?
The final data set is compared to the known national universe of
practicing U.S. physicians by age, gender, region, practice setting, and
specialty. DRG Digital can state with confidence that the research is
accurate and reflective of the overall population of U.S. practicing
physicians today.

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Taking the Pulse® US 2017:
Specialty Areas Covered
Allergy/Immunology
Cardiology
Interventional Cardiology
Non-Interventional Cardiology
Dermatology
Emergency Medicine
Endocrinology
Gastroenterology
Hepatitis C:
Identify or diagnose at least one Hep C patient per month
Refer at least one Hep C patient per month to a specialist
Manage or treat at least one Hep C patient per month
Hospitalist
Oncology
Hematology Oncology
Medical Oncology
Infectious Disease
Neurology
Nephrology
Obstetrics/Gynecology
Ophthalmology
Pain management
Pediatrics
PCPs (GP/FM/IM)
General practice/Family medicine
Internal medicine
Psychiatry
Radiology
Rheumatology
Pulmonology
Surgery - general
Surgery - orthopedic
Urology
Physicians who:
• Treat at least one patient per week with Cystic Fibrosis
• Treat at least one patient per week with Multiple Sclerosis
• Treat at least one patient per week with HIV/AIDS
• Treat at least one patient per week with Type 1 Diabetes
• Treat at least one patient per week with Type 2 Diabetes
• Treat at least one patient per week with Hepatitis C
• Treat at least one patient per week with Atrial Fibrillation

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Taking the Pulse shows you the best ways to reach and engage
your physicians – based on them telling you what they want...
Point of care interactions
• Use of and satisfaction with Electronic Health Record systems
• Use of digital resources outside of the EHR for professional information
• Demand for resources to enrich patient-physician dialogue from pharma
Healthcare landscape and emerging tech
• Concerns about costs, the shift to qualitative and outcomes-based
performance benchmarks
• Attitudes regarding the shift away from fee-for-service and new qualitative
benchmarks
• Impact of remote care, apps and online health information on patient care
Video
• Type of professional video watched in the past 12 months
• Influence of online video on clinical decisions
• Time spent watching professional video and ideal length of online video,
which factors encourage longer viewings
Mobile
• Preferred device for different clinical scenarios (ex.: when away from
desktop, while accessing EHR, etc.)
• Professional tasks for which smartphones and tablets are the preferred
device
• Relative difficulty of logins on mobile websites
Building partnerships
• Perceived credibility of online professional resources by source
• Interest in accessing pharma-sponsored resources on third-party
websites
• Attitudes toward trustworthiness of pharma-sponsored content online
Medical affairs and education
• Creating multichannel experiences to deliver scientific and medical
information
• Impact of educational and scientific resources from pharma on
trustworthiness, website visits
• Preferred formats for scientific and educational content
• Role of MSLs and other key influencers
Info-seeking
• Sources of professional information and influence on clinical decisions
• Use of digital resources between and during patient consults
• Attitudes toward and barriers to use of websites for professional info
Social
• Trust and impact of professional social media
• Professional networks and communities used
2,784 physicians, 25+ specialties surveyed on….

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Companies who subscribe to Taking the Pulse® US receive:
• Presentations
• Analyst calls
• Data pulls and questions
Analyst hours that
can be used for
Industry’s most trusted multichannel
physician study
Deep dive reports into
strategic marketing topics
“Strategic Insight” one-pagers to keep
you up to date on latest thinking
• Full data
• Executive findings
• Takeaways for pharma

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The 2017
healthcare
landscape

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Physicians are managing multiple information sources…
Top channels accessed
for professional
information
(weekly basis)
Online professional
journal
74%
Search
66%
HCP website
Pharma website
24%
Social Networks
ColleaguePharma sales rep
Among U.S. physicians
Source: Taking the Pulse® U.S. 2017 Professional society
website

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© 2017 DR/Decision Resources, LLC. All rights reserved.
Use Interested in Using
11
…as well as emerging technologies
Resources used/interested to support clinical practice:
Source: Taking the Pulse® U.S. 2017
Virtual consults with
patients
Insights from
population health
data in EHR
Remote monitoring
of patients
Clinical algorithms
in EHR that support
diagnosis
Virtual reality
applications for medical
education/training
3D Printing

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EHR and value metrics demand an increasing share of physicians’
time, strain patient care
Source: Taking the Pulse® U.S. 2017 , Taking the Pulse® U.S. 2016, Taking the Pulse® U.S. 2015, Taking the Pulse® U.S. 2014
2.8
3.3
3.5
3.9
1.5 1.6
2.2
2.0
2014 2015 2016 2017
Hoursspentperday
Using digital
resources* for
professional
purposes
Using an EHR
Hours spent conducting professional
activities on a typical workday:
3 out of 4
of U.S. physicians agree:
“Adjusting to new quality and care
metrics detracts from the time I
can spend with my patients”

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It is crucial that marketers consider the concerns of HCPs throughout
the workday to align themselves as a true “partner in care”
How can I ensure patient adherence?
How can I improve my patients’ experience?
How do I stay up to date on necessary scientific information?
How can I get the information I need when I want it?
How can I avoid the clutter of information I don’t need?
Where can I find more engaging and immersive content?

14© 2017 DR/Decision Resources, LLC. All rights reserved.
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Pharma can no longer rely on product-
focused messages to move the needle on
decisions in 2017.
Pharma needs to be a partner to physicians and provide value
beyond the product to influence decisions
pharma physicians
2017

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Wondering where to start?

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5 ways healthcare brands can reach HCPs in the digital ecosystem
Increase engagement through strategic content planning
Utilize strong SEO strategies to increase visibility
Embed resources at the point of care
Know HCP format preferences for educational information
Understand device preferences, plan accordingly

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#1: Increase engagement through
strategic content planning

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Physicians prioritize finding information over the type of website
used
65%of 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.”
Source: ePharma Physician® 2016

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Non-product resources are critical to increase stickiness on
pharma websites
48%
of U.S. physicians agree:
“I would visit pharma
websites more frequently if
additional resources not
related to a specific product
were available.”
Top information interested in
accessing on pharma-websites:
Product info:
 Dosing info
 Clinical trial data
Patient info:
 Disease info
 Patient education
for download/print
Additional info:  Journal reprints
 CME
Source: ePharma Physician® 2016

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Prioritize educational, non-product, sponsored content to increase
physician trust
“Information that
pharmaceutical companies
provide on websites created
for healthcare professionals
are always advertisements
for their products”
Two-thirds
of U.S. physicians agree

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U.S. physicians have little to no interest in pharma playing an
active role on social media
Disagree
Indifferent
Agree
“It is important to
me that pharma
companies are
active on social
media”

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#2: Utilize strong SEO strategies to
increase visibility

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Physicians rely on search daily – however it is difficult for pharma brands to
rank high organically for condition terms due to high-authority content hubs
Top non-ad websites
include WebMD, Mayo
Clinic and Medline Plus
One pharma and two
disease advocacy
groups are shown for
advertisements
All U.S. Physicians
51% of US physicians use search engines daily

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Using search for Re“Search”
1
2
3
Understand and prioritize the informational
needs of your physician audience to ensure
you are providing the right content that
addresses their queries
Determine key pain points and challenges
along their clinical journey and where they
go for information at these intersections
Identify the lexicon and terminology used
by professionals online to inform
messaging and website copy
Source: DRG Digital | Manhattan Research

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The future of SEO
Physicians interested in using
voice assistance programs to look
up medical information
58%
of U.S. physicians currently use or
are interested in using voice
assistance programs (e.g. Siri,
Alexa, Google assistant)

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#3: Embed resources at the
point of care

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Eight years after passage of the HITECH Act, EHR use approaches
universality
83%
Use an electronic
health record (EHR)
system
*Among EHR users

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Pharma should work with EHR vendors, where possible, to provide
patient support and financial support information within the EHR
Information HCPs have accessed or interested in accessing from pharma
inside EHR:
EHR
Patient support
program info
Patient
assistance
programs
#1 Patient
education
materials (72%)
Coupons/
vouchers
Treatment
guidelines
Product dosing
information
Among EHR users

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#4: Know HCP format preferences
for educational information

30© 2017 DR/Decision Resources, LLC. All rights reserved.
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70% of U.S. physicians agree:
“It is crucial that pharma companies
provide education resources rooted in
science to gain my trust”
Over half
of U.S. physicians
do not think any pharma company
is doing a good job providing quality medical
education resources to physicians online

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Featuring educational content on pharma websites can improve
traffic if appropriate content is provided
Two-thirds of
U.S. HCPs are more
likely to visit a pharma
website if there are
scientific information
and resources
available
Scientific publications
Clinical trial summaries
Medical journal reprints
Full clinical trial data
CME videos

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#5: Understand device
preferences, plan accordingly

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Desktop/laptop remains the primary device for professional info
overall; smartphones are utilized between consults and at home
49%
26%
69%
49%
71%
56%
Device use among U.S. physicians:
16% 21% 45%
At homeBetween patient consultsDuring patient consults

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User experience plays a strong role in limited pharma website
engagement on smartphones
Reasons HCPs do not visit pharma websites on smartphones more often:
It takes too long to
find the information
I need
It is too difficult to
navigate the
website
They do not have
the information I
need
I don’t like that I
have to log-in
Among smartphone users

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#6: Assess, listen-adapt
accordingly

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DRG Digital- Manhattan Research
Research packages to make your decisions easier, faster and smarter
Physician Multichannel
Playbook
Digital Brand Audit
• Focus on the right channels and partners
• Plan data-driven content and digital presence
• Deploy best practices across tactics
• Based on surveys among 25+ specialties
• Know your physicians, plan better
• Holistic look at performance across channels
• “Score” you on how your digital initiatives match
up to what your audience actually wants
• Websites, mobile, search, banners and content
• Identify what missteps are costing you
• Determine where you’re winning and why
• Increase ROI by focusing on what’s working
and fixing what’s not
Specialty-specific Taking the Pulse® research
available in playbooks
25+ specialties
covered

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Questions?
Kelly Pinola:
Senior Analyst, Physician Research
digital@teamdrg.com

5 Ways Healthcare Brands Can Stand out to HCPs in the Digital Ecosystem

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