Digital Life Physician 2015

Transcription

1 Digital Life Physician rd year of deep insights about physician's digital life OCT

2 Who are we? Market Insights and Consultancy - dedicated to healthcare Part of the WPP family Long standing presence in China Offices in China (Shanghai), across Asia- Pacific and globally Regularly interview doctors from all specialties, nurses, administrators, government payers, pharmacists, patients Qualitative and quantitative; in person and online ISO accredited 2

3 Who can we deliver? Marketing Insights Epidemiology & Forecasting We deliver insights to support all key brand decisions Stakeholder satisfaction measurement Real World Research Market Access & Pricing 3

4 Collaborating with DXY, Kantar Health has 3 years deep insight into physicians digital life 2012 Digital Life Physician 2012 A validation that almost all physicians have access to internet 98% of physicians access the internet and half of the online time were spent on specialty-related activities Digital Life Physician 2014 Digital life now is becoming a mobile life 83% customers go digital on mobile device, big jump in two years! (40% in 2012) 2015 Digital Life Physician 2015 Innovative channel is as important as traditional channel for physicians to acquire medical information Physicians access to traditional vs Innovative information channel is half-half 4

5 4,704 The largest physician online survey in China PURELY focusing on picturing their REAL LIFE in digital environment 5

6 The structure of online sample is made to mirror the structure of the physician universe among DXY membership pool Region/City Covering all regions(east, middle, west) and city tiers(tier 1to Tier 5). SH,BJ and GZ accounts for 15% of total sample. Hospital Level 3 hospital contributes to more than 70% of total sample, which is aligned to the distribution of DXY member constitution Specialty Covering most specialties, ensuring robust sample size for key specialities to have detailed analysis. Doctor title All investigated doctors are DIC and above. Chief doctors and vice chief doctors accounts for 37% of the total sample 6

7 Almost all specialties were covered in this study and here are some of the key specialties and finished sample size Cardiology Oncology Respiratory Endocrinology Neurology Orthopedics Nephrology 133 Gastroenterology Hematology Anesthesiology 7

8 DIGITAL LIFE PHYSICIAN describes HCP digital behaviors and pharma s efforts in innovative customer communication to serve for following three subjects To understand current doctor DIGITAL LIFE and DIGITAL NEEDS help identify opportunities in planning strategy in digital and MCM To establish bench mark of pharma players by RANKING the PERFORMANCE of digitally active companies based on customer voices To collect the successful digital marketing cases/best PRACTICE CASES in innovation by drawing the details and learnings from ongoing case studies 8

9 1 DIGITAL LIFE and DIGITAL NEEDS CUSTOMER BEHAVIOR on DIGITAL CHANNELs and PLATFORMs - Physician online time and professional time - Online device owning rate and usage - Innovative activities engagement - Professional/academic needs and preference 9

10 TIME Doctors spend 24.2 hours online per week and more than half of the time are spent on professional activities, higher than last year. Digital Life Physician 2014 Digital Life Physician 2015 ~20.6 online time ~9.6 professional related ~24.2 online time ~12.3 professional related Unit: hours/week Unit: hours/week Averagely, physicians spent 20.6 online hours per week. Among them, 9.6 hours were spent on professional related activities Averagely, physicians spent 24.2 online hours per week. Among them, 12.3 hours were spent on professional related activities Base: 2015 DLP Total DLP - Total 4763 Source:S8. 请问您平均每周, 使用互联网的时间大约多少小时, 包括使用电脑 手机和平板电脑上网? S9. 其中有多少时间, 是在使用互联网进行与医学相关的活动? 10

11 TIME Doctors from cardiology, respiratory and oncology were reported with higher professional online time than average. Cardiology Oncology ~25.8 online time ~13.8 professional related ~25.1 online time ~12.7 professional related Respiratory Endocrinology ~25.1 online time ~13.6 professional related Base: 2015 DLP Cardiology 378 Respiratory 218 Oncology 127 Endocrinology 200 ~23.8 online time ~12.2 professional related Source:S8. 请问您平均每周, 使用互联网的时间大约多少小时, 包括使用电脑 手机和平板电脑上网? S9. 其中有多少时间, 是在使用互联网进行与医学相关的活动? 11

12 The increase of professional online time is more significant in low tier cities, higher level hospitals(level 3) and lower title physicians(doctor in charge) TIME 12.3 hours on professional activities per week Increasing % of professional online time from 2014 to 2015 Doctor title Region/City Hospital Chief doctor 26% Tier 1 8% Level 3 46% Vice chief doctor 21% Tier 2 27% Level 2 25% Doctor in charge 29% Tier 3 28% Level 1/ community 14% Tier % Base: 2015 DLP - Chief doctor 399 Vice chief doctor 1385 doctor in charge 2920 Tier 1 city 740 Tier 2 city 1700 Tier 3 city 1567 Tier 4-5 city 697 Level 3 hospital 3446 Level 2 hospital 1101 Level 1/Community hospital 2920 Source:S9. 其中有多少时间, 是在使用互联网进行与医学相关的活动? 12

13 ACTIVITY A guide of Digital Life activities of physicians- professional related 医学继续教育 (CME) 行业知识和讯息 (Knowledge) Examples: DXY( 丁香园 ), Medlive( 医脉通 ) Examples: Iccme( 临床继续医学教育网 ), ICME( 继续医学教育管理系统 ) 医学专业工具 (Tools) Examples: Drugs.dxy( 用药助手 ), 医药学大辞典 业内沟通交流 (Peer) Examples: i.dxy( 丁香客 ), iiyi( 爱爱医医学论坛 ) 医患互动 (Caring) Examples: Haodf( 好大夫 ), 寻医问药 (xyxy.net) 医学搜索 (Search) Examples: Wanfang Data( 万方 ),Pubmed 13

14 ACTIVITY Doctors spend most of their professional time on knowledge, secondly on searching and thirdly on CME and tools 12.3 hours on professional activities per week Knowledge Search CME Tools 4 Peers 5 Caring Stands for activity time change compared to DLP 2014 Source:A1. 假设您有 100 个小时的网络时间, 请估计一下您进行医学相关活动和日常相关活动上的时间分别为多少?A2. 如果将医学相关活动分为以下几类, 请估计一下您进行以下不同医学相关活动的时间分别为多少? 如果将日常相关活动分为以下几类, 请估计一下您进行以下不同日常相关活动的时间分别为多少? 14

15 ACTIVITY A guide of Digital Life activities of physicians-non-professional related 社交沟通 (Social) 日常信息获取 (News&info) Examples: 新浪 搜狐 电子邮件 携程等 Sina, Sohu, , Ctrip Examples: 微信 微博 生活相关论坛等 Wechat, Weibo, bbs 购物 (Shopping) Examples: 淘宝 京东 当当 1 号店等 Taobao, JD,Dangdang, yhd 个人兴趣和娱乐 (Entertainment) Examples: 视频 音乐等 Video, Music 15

16 ACTIVITY For leisure time, the popular activities among doctors are acquiring news& information, entertaining and social engagement 11.9 hours on non-professional activities per week News&info Entertainment Social 4 Shopping Source: A1. 假设您有 100 个小时的网络时间, 请估计一下您进行医学相关活动和日常相关活动上的时间分别为多少?A2. 如果将医学相关活动分为以下几类, 请估计一下您进行以下不同医学相关活动的时间分别为多少? 如果将日常相关活动分为以下几类, 请估计一下您进行以下不同日常相关活动的时间分别为多少? 16

17 Doctors spend more time on mobile phone than any other devices for online activity. However, professional activities still rely more on hospital computer and personal computer. DEVICE Time consumption for online activity Online device Proportion for professional and nonprofessional activities Professional Non-professional More time consumption Mobile phone Personal computer Hospital computer Less time consumption Tablets Base: 2015 DLP - Total 4704 Hospital computer 1385 Personal computer 2920 Mobile phone 740 Tablet 1700 Source: A7. 请问您每周使用医院电脑 私人电脑 智能手机和平板电脑使用互联网的时间分别为多少? 精确到.5 个小时 并请问您个人使用其进行医学相关活动和日常相关活动的比例是怎样的? 17

18 DXY,Medive and Pubmed are top 3 websites frequently used by physicians with DXY leads in dominant position WEBSITE Other commonly used websites based on physicians nomination: Base: 2015 DLP Total 4704 Stands for significantly increased ranking compared to DLP 2014 Source:B6. 请问您平时会登陆的医学相关网站有哪些? 请填写网站的具体名称或者域名 ( 网站地址 ) 请按照使用频率进行排序 18

19 WECHAT Wechat as a popular communication application for consumers, is also a important means for doctors to acquire medical related information Smart phone owning rate 95% Wechat install rate Popular Wechat Activities Among Wechat installed doctors,n= % 91% 83% Subscribe medical related public accounts 订阅 医疗相关公众账号 Communicate with peers through Groups 通过 微信群 与同事 / 同行交流 Base: 2015 DLP - Total 4704 Wechat installed doctors 4237 Source:A6. 请问您是否拥有下列电子设备? 可多选 A8. 针对 A6 题选择 智能手机 被访者 请问您的手机上是否有安装微信或医学相关应用的情况? 可多选 A9. 针对 A8 题选择 微信 的被访者 请问您平时使用下列哪些微信功能? 可多选 19

20 APPLICATION Over 80% doctors install medical related applications in their smart phone Smart phone owning rate 94% Medical related applications install rate Higher mentioned Popular applications Among medical related application installed doctors, N=3951 DXY 84% Medlive 用药助手 医学时间 丁香客 医脉通 临床指南 用药参考 Xinshh ulin 病例夹 医学文献 医口袋 Base: 2015 DLP - medical related application installed doctors 3951 Source: A6. 请问您是否拥有下列电子设备?A9. 请问您的手机上是否有安装微信或医学相关应用的情况? A19. 请问您最喜欢 ( 或最有收获 ) 的是哪些医学相关手机应用? 请您选出前三项最喜欢的类型 20

21 Physician access to traditional vs Innovative information channel is half - half 51 Traditional channel: offline meeting, % all kinds of contest and competition 49 Innovative channel: social media, online meeting, video conference, mobile application % Base: 2015 DLP Total 4704 *No significant difference by different city tiers, hospital levels and physician titles Source: B1. 请问您平时通过创新的数字化营销推广方式 ( 例如社交媒体 在线会议 网络视频会议 手机应用 APP 等 ) 和传统的市场推广方式 ( 例如线下实体会议 各种形式比赛等 ) 这两种渠道分别获取学术领域的信息和产品信息的百分比各占多少? 21

22 2 COMPANY PERFORMANCE Ranking of LEADING PLAYERS Competitive Benchmarking based on CUSTOMER VOICES - Digital savvy company ranking - Leading players by key specialty - Engagement for pharma-related MCM activities - Ranking for successfully using e-marketing platform 22

23 In 2015 survey, AstraZeneca is nominated as the most digitally active marketer in the industry, followed by Pfizer and Bayer Base: 2015 DLP Total 4704 Source: C1. 在您所在治疗领域, 您觉得哪家制药公司最为成功地应用新媒体开展营销 ( 包括网络 平板电脑和手机等 )?C2. 除了这家公司, 还有哪些公司在新媒体营销方面表现活跃?( 选择两项 ) 23

24 3 BEST PRACTICE CASE CASE Showcase the Execution DETAILs and LEARNINGs - Examples of Best Practice Cases - Case highlights and reason for nomination - Learning and strategic implications 24

25 Principles for launching a successful multi-channel marketing campaign Target Content related Quick update Interactive convenient Knowledgeable Engaging relevant neutral Format related More important Precision High coverage Through enhancing the effectiveness of MCM activities to create impact to physicians 25

26 Webinar/online meeting/open class Professional speaker, convenient to access, highly interactive 武田 - 糖心语路网络视频直播 默沙东网络会议 Website link: J&J ethicon- 播览群术 Activity detail Website link: Professional knowledge sharing by authorities Online interpretation of difficult clinical problems or latest medical development Reason of nomination Practical & relevant Approach physicians needs closely Convenient(compared to offline meeting) Website link: 26

27 Comprehensive MCM campaign Comprehensive information, high coverage 名师高徒癫峰论道 - 癫痫治疗教育专区 名师高徒癫峰论道 - 癫痫治疗教育专区 is an online educational section established by UCB as a suppliment for their long-term training project named 蒲公英项目 (Dandelion) which is cooperated with CAAE( 中国抗癫痫协会 ) Activity detail Multiple section including clinical casing sharing, new updates, forum, etc. Some are combined with offline meeting/training Website link: Reason of nomination Provide as a supplement for traditional offline campaign Break geographical restriction to coverage more grass roots doctors. 27

28 Conclusion Physicians are positive about digital marketing they are ready to engage. Physicians from low city tiers and hospital levels increased their exposure to digital activities rapidly. The gap between cities and hospitals is narrowing. Physicians are knowledge and academic driven and have large unmet needs for clinical resources searching. Physicians are selective about medical related public accounts and applications. You need to stand out from the clutter 5 To get your MCM activity right, not only should you find the channel and format right, but you should also focus on the right content. 28

29 Thanks! For inquiry about this proposal, please contact Adele Li