THE TOP 5 TRENDS IN HCP S DIGITAL PREFERENCE. PHARMAFUTURE. All rights reserved.

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1 THE TOP 5 TRENDS IN HCP S DIGITAL PREFERENCE

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3 DISCLAIMER All findings, inferences, and data shared in this report are solely the views of the respondents and may, or may not represent the views of any organization. PharmaFuture bears no liability in any capacity to the authenticity, accuracy, or completeness of the information shared PharmaFuture has in no way modified or influenced the results presented in this report, which contains information in summary form and is therefore intended for general guidance only. It is not intended to be a substitute for detailed research or the exercise of professional judgment. PharmaFuture is not liable for any loss occasioned to any person acting or refraining from acting as a result of any material in this publication If you intend to reuse, copy, or reproduce any content in the report in any form, due credit has to be given to Indegene by mentioning Source: DIGITAL SAVVY HCP, 2015 as the source of information for all reproductions To reproduce, copy, or use any or all parts of this report for commercial, non-commercial, or academic purposes, express written permission must be sought by writing to info@pharmafuture.org 1

4 EXECUTIVE SUMMARY HCPs worldwide predominantly preferred Face-to-Face Tablets, Online-Detailing, and Communication channels. In China, HCPs are 2 times inclined to Online-Detailing compared with Face-to-Face Tablets. 9 in 10 HCPs in the United States and Japan are ahead of the curve moving towards digital engagement with their patients to drive adherence. In the United States, is the most preferred channel to receive information through multiple touch points, making marketing services the most critical to the pharma s business today. 1 in 2 HCPs in China access medical information through their mobile phones, which is double the usage trend among the HCPs in the. Medical information is the most accessed type of information by HCPs globally compared with promotional and product information. MERCK, AZ, and Pfizer are rated as the leaders in HCP digital engagements. 2

5 RESEARCH SCOPE THE DIGITAL SAVVY HCP, 2015, HAS PARTICIPATION OF RESPONDENTS, COVERING HCPS FROM,,,, AND ROA* WITH A WIDE RANGE OF WORK EXPERIENCE. THE HCPS ARE MAINLY DIVIDED INTO 2 FUNCTIONAL AREAS GENERAL MEDICINE AND OTHER SPECIALITY. This report summarizes key multichannel marketing trends that are being observed within the HCPs community pertaining to adoption of different digital channels for the engagement across the United States, Japan, China, and India *ROA: Rest of Asia GEOGRAPHY MIX % of Respondents 36% 19% 21% 24% EXPERIENCE MIX 15% 33% 67% 85% Global FUNCTIONAL MIX 0-10 YEARS GENERAL MEDICINE MORE THAN 10 YEARS SPECIALITY 3

6 1 CHANNEL PREFERENCE This section highlights the HCP channel preference and channel frequency

7 CHANNEL PREFERENCE TABLET DETAILING 33% 39% 41% 42% WEBSITES MEDICAL WEBINARS/ SCIENCE WEBCASTS *APPS 31% ONLINE- 32% FACE-TO-FACE 44% 45% 60% GLOBAL TELE REP TEXT MESSAGING LIAISON Online-Detailing: Self/Video Detailing *APPS: WeChat, WhatsApp and Networking Apps Globally, ONLINE-DETAILING is 15% behind the top favouriteface-to-face TABLET 5

8 46% 36% 35% 31% TEXT MESSAGING APPS TELE REP 40% WEBINARS/WEBCASTS MEDICAL SCIENCE LIAISON WEBSITES ONLINE-DETAILING FACE-TO-FACE TABLET 56% 56% 55% 90% 27% 34% 29% TEXT MESSAGING APPS TELE REP WEBINARS/WEBCASTS 44% MEDICAL SCIENCE LIAISON WEBSITES ONLINE-DETAILING FACE-TO-FACE TABLET 50% 55% 53% 54% 76% CHANNEL PREFERENCE REGION-WISE HCP CHANNEL ADOPTION 1 out of 2 HCPs in the prefer ONLINE-DETAILING WEBSITE 6

9 41% 25% 28% 25% TEXT MESSAGING APPS TELE REP WEBINARS/WEBCASTS 44% MEDICAL SCIENCE LIAISON WEBSITES ONLINE-DETAILING FACE-TO-FACE TABLET 57% 55% 63% 75% 29% 31% 30% 30% 31% TEXT MESSAGING APPS TELE REP 29% WEBINARS/WEBCASTS 30% MEDICAL SCIENCE LIAISON WEBSITES ONLINE-DETAILING FACE-TO-FACE TABLET 33% 65% CHANNEL PREFERENCE REGION-WISE HCP CHANNEL ADOPTION HCPs in inclined to 2 times ONLINE-DETAILING compared with Face-to-Face Tablet 7

10 CHANNEL FREQUENCY GLOBAL PREFERRED FREQUENCY OF TOUCHPOINTS MEDICAL SCIENCE LIAISON FACE-TO-FACE TABLET Once a month 70% Once a month 81% Once a month 43% Once a month 46% Once a month 62% Once a month 77% Once in 2 months 28% Once a month 44% ONLINE- DETAILING TELE REP Once a month 70% Once a month 82% Once a month 52% Once a month 54% Once a month 81% Once a month 65% 2-3 times a month 78% Once a month 44% HCPs globally prefer FACE-TO-FACE TABLET for SINGLE TOUCHPOINT a month 8

11 CHANNEL FREQUENCY GLOBAL PREFERRED FREQUENCY OF TOUCHPOINTS WEBINARS/WEBCASTS TEXT MESSAGING Once a month 84% Once a month 68% 2-3 times a month 28% Once a month 60% Once a month 79% More than 4 times a month 64% Once a month 54% *APPS Once a month 87% 2-3 times a month 55% Once a month 76% More than 4 times a month 64% Once a month 53% WEBSITES Once a month 52% More than 4 times a month 30% Once a month 61% Once a month 47% Once a month 41% More than 4 times a month 32% Once a month 48% 2-3 times a month 43% *APPS: WeChat, WhatsApp and Networking Apps HCPs in and prefer S for 4 TOUCHPOINTS a month 9

12 DAY AND TIME PREFERENCE REGIONAL 11:00 AM 2:00 PM 2:00 PM 5:00 PM 11:00 AM-2:00 PM 2:00 PM-5:00 PM 8:00 PM 8:00 PM 5:00 PM 5:00 PM 5:00 PM-8:00 PM 5:00 PM-8:00 PM 11:00 AM-2:00 PM to access medical information and 5:00 PM-8:00 PM to access medical information 10

13 2 DEVICE PREFERENCE This section highlights the device preference of HCPs

14 HCP DEVICE PREFERENCE GLOBAL HCP response on device preference to access medical information captured across Markets 18% 34% 22% 26% 34% PHYSICIANS value their SMARTPHONE as a key resource in seeking digital information. 12

15 HCP DEVICE PREFERENCE HCP DEVICE PREFERENCE 24% 26% 26% 18% 15% 33% 53% 21% 23% 27% 22% 34% 13% 39% 10% 16% In, HCP preference for MOBILE PHONES is 2 times compared with that in the 13

16 3 INFORMATION PREFERENCE This section highlights the information preference of HCPs

17 INFORMATION PREFERENCE REGIONAL INFORMATION PREFERENCE Medical information services Product information (efficacy and safety, dosing & administration, etc) Product services (product availability details, details of adherence programs, discount or sample offers, etc) 2 3 Product Product information services GLOBAL 1 Medical information services 15

18 4 PROVIDER PATIENT COMMUNICATION This section highlights HCPs, patient communication through digital channels

19 PROVIDER PATIENT COMMUNICATION PATIENT COMMUNICATION THROUGH DIGITAL TOTAL PATIENT ENGAGEMENT TOP DIGITAL CHANNELS 92% WEBSITES of HCPs prefer 1/3 of digital interaction TEXT MESSAGING TOTAL PATIENT ENGAGEMENT TOP DIGITAL CHANNELS BLOGS 94% TEXT MESSAGING of HCPs prefer 1/3 of digital interaction APPS 9 out of 10 HCPs in and use DIGITAL to engage their patients 17

20 PROVIDER PATIENT COMMUNICATION PATIENT COMMUNICATION THROUGH DIGITAL TOTAL PATIENT ENGAGEMENT TOP DIGITAL CHANNELS 64% TEXT MESSAGING of HCPs prefer 1/3 of digital interaction WEBSITES TOTAL PATIENT ENGAGEMENT TOP DIGITAL CHANNELS APPS 79% of HCPs prefer 1/3 of digital interaction WEBSITES is the common channel preferred by HCPs to communicate 18

21 5 HCP PERCEPTION SCORE This section highlights HCPs, opinion on digital engagement by pharma

22 GLOBAL HCP PERCEPTION SCORE TOP PHARMA PERFORMERS Abbott Sanofi MERCK Pfizer PERFORMERS Roche AHEAD OF THE CURVE AstraZeneca GlaxoSmithKline Novartis PARTICIPANTS Eli Lilly Janssen Globally, MERCK, AZ and PFIZER are rated as leaders in HCP Digital Engagment 20

23 REGION WISE HCP PERCEPTION SCORE TOP PHARMA PERFORMERS MERCK MSD...65 GlaxoSmithKline Pfizer AstraZeneca Eli Lilly Pfizer AstraZeneca SANOFI SANOFI...61 Eli Lilly GlaxoSmithKline NOVARTIS Abbott...58 Abbott Janssen Janssen NOVARTIS Roche Roche

24 REGION WISE HCP PERCEPTION SCORE TOP PHARMA PERFORMERS Abbott MSD...50 MSD AstraZeneca Pfizer Pfizer NOVARTIS...78 Janssen...42 GlaxoSmithKline Roche SANOFI GlaxoSmithKline Janssen NOVARTIS Eli Lilly SANOFI AstraZeneca Eli Lilly Roche Abbott

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28 ABOUT PHARMAFUTURE : PharmaFuture ( is a global thought-leadership forum for senior pharmaceutical executives. Its objective is to present the market realities through credible market research and bring together senior leaders of the industry in an interactive setting to discuss key challenges facing the industry, to share experiences, and to brainstorm ideas and solutions to drive better health and business outcomes. PharmaFuture is an initiative of Indegene a leading global health-care solutions company that integrates medical/pharma expertise, technology, analytics, and operational excellence to address some of the big challenges in the industry.