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Trends and the Future: Physicians and Patients in a Connected World

Trends and the Future: Physicians and Patients in a Connected World. Research Overview. Taking the Pulse ® U.S. 2013. Fielded online in February and March 2013 among 2,950 U.S. practicing physicians across 25 specialties
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Trends and the Future: Physicians and Patients in a Connected WorldResearch OverviewTaking the Pulse® U.S. 2013
  • Fielded online in February and March 2013 among 2,950 U.S. practicing physicians across 25 specialties
  • Final data set is compared to known universe of practicing U.S. physicians by age, gender, region, practice setting, and specialty; the research is accurate and reflective of the overall population of U.S. practicing physicians
  • Research MethodologyePharma Physician® 2012
  • Fielded online in Q2 2012 among 1,819 U.S. practicing physicians who are ePharma physicians. The survey was released in Q3 2012
  • Final data set is compared to the known universe of practicing U.S. ePharma Physicians by age, gender, region, practice setting, and specialty; the research is accurate and reflective of the population of U.S. practicing ePharma Physicians
  • PHYSICIAN INFO SEEKING EVOLVESIn 2013, Physicians have Full Digital AccessHigh-speed and Wi-Fi at work and homeCellular networksPublic networksSatellite networksSource: ManhattanResearchWebsites for HCP Audience Are Top Digital Source in Reach/InfluenceColleagues (in person or on phone)Prof. journalsConferencesProf. journalsWebsites for HCP audienceCMEInfluence on Clinical decisions* (among those accessing/using source)Colleagues (message boards, communities)Conferences(recorded or live)GovernmentwebsiteseCMEPharma websitesOnlinePharma sales rep (in person)OfflineReach of source (yearly)(among all)*% of physicians ranking source with a 4 or 5 on a 5-point influence scaleSource: Manhattan Research, Taking the Pulse® U.S. 2013Online Textbooks Surpass Print Day-to-DayOnlineOfflineDay-to-day sources (weekly or daily use)News55%39%1References and textbooks54%50%Professional journals44%55%Colleagues32%372%2Pharma or biotech sales rep38%Occasional sources (yearly use)CME89%89%92%4Conferences71%
  • Health/medical information in the newspaper or on television
  • In person or on phone
  • Online professional message boards, communities, social networks, or blogs
  • In person
  • Among all physiciansSource: Manhattan Research, Taking the Pulse® U.S. 2013Physicians are Moving Their Professional Journal Reading Online Percentage of time reading journals for professional purposes:Current percentage Expected percentage in the next 12 monthsSource: Manhattan Research, ePharma Physician® 2011Strong Growth in Frequency of Online Journal AccessPhysician professional journal use online and offline - weekly and overall use200720132007201395%88%74%72%Any use 2007Any use 2013Source: Manhattan Research, Taking the Pulse® U.S. 2007, 2013Pharma Visitation Remains Relatively Low on Weekly Level Online resources/destinations (weekly or daily use):Search engines64% in 2012Websites for a HCP audienceNon- pharmaWikipediaProfessional society websitesGovernment websites23% in 2012Any pharma websitesPharma product websitesPharmaPharma corporate websitesPharma customer service websitesAmong all physiciansSource: Manhattan Research, Taking the Pulse® U.S. 2013Non-print Content Sources Garner Significant ReachNearly 80% of physiciansAbout half of physiciansAbout a quarter of physiciansAbout one in four physiciansAbout one in four physiciansAbout one in ten physiciansSource: Manhattan Research, Taking the Pulse® U.S. 2012Professional App Use Common, However Adoption Remains Concentrated among Top Apps MobileappsMobile websites 67% of smartphone owners use any281% of smartphone owners use any1Top 5professionalapps used on smartphone:Top 5 prof. websites used on smartphone:Epocrates Apps(includes Epocrates or Epocrates Essentials)The WebMD Professional Network*NIH Websites**WebMD Professional Apps(includes Medscape Mobile or WebMD)EpocratesUpToDateUpToDateSermoWikipediaQuantiaMD* The WebMD Professional Network includes eMedicine, Medscape or WebMD.** NIH websites (rollup) includes Medline/NIH, PubMed, National Cancer Institute (NCI), or NIH.[1] Use any specific professional mobile app (Epocrates, WebMD Professional Network, etc.) or any pharma mobile app[2] Browse any mobile websites related to work on smartphoneAmong smartphone ownersSource: Manhattan Research, Taking the Pulse® U.S. 2013, Medscape, Epocrates, Wikipedia, PubMed, UpToDate Search Engine Ranking is Key For Attracting a Physician Audience Online Drivers of high search engine ranking of online destinations Inhibitors of high search engine ranking of online destinationsDaily
  • Search engine optimization (SEO), e.g. by …
  • coding to increase relevance to specific keywords
  • promoting a website to increase the number of backlinks
  • optimizing for general content as well as specific image or video search requests
  • Barriers to indexing activities, e.g. …
  • password protection
  • Firewalls
  • lack of popular inbound links
  • Frequency of using search engines for medical infoWeeklyMonthlyYearlyNeverSource: Manhattan Research, Taking the Pulse® U.S. 2013Online Video Is a Key Format for Online Learning70% of U.S. physicians watch online videos for professional purposes 29% The WebMD Professional Network*25% YouTube.com16% A professional association website16% QuantiaMD.com*The WebMD Professional Network includes Medscape.com and TheHeart.orgAmong all physiciansSource: Manhattan Research, Taking the Pulse® U.S. 2013, WebMD, YouTube, QuantiaMD, American College of Cardiology Changing Expectations for Content among Today’s DocsTODAY’S MULTISCREEN PHYSICIAN Both Smartphones and Tablets Serve Many Roles in 2013 Dr chronoSkeleton System Pro IIIAir StripHeart Pro IIIMobile MIMsEpocratesPubMed on TapdrawMDSource: Drchrono, Air Strip, Mobile MIMs, drawMD, Epocrates, PubMed on Tap, Heart Pro III, Skeleton System Pro IIIThree-device Ownership Is Now the NormDevices owned or used for professional purposesPercentage of physicians in 201364%own/use aTablet, smartphone and desktop/laptop72%Tablet83%Smartphone*Desktop/laptop computer98%91%Mobile phone (includes smartphone)eReader19%*(Includes smartphone, PDA or send email from mobile device)Among all physiciansSource: Manhattan Research, Taking the Pulse® U.S. 2013Its Still an Apple World, but iPad Mini Not As Disruptive as HopedSmartphone OS RankingTablet OS Ranking#1#1#2#2#3Smartphones and Desktops Lead in Frequency, Tablets Resemble Desktops for Overall DurationLean-in, multi-tasking, content creationProblem-solving, quick hitTimes per day using each device to access professional infoImmersion, learning, lean-backMinutes using each device in a typical sessionAmong those using their respective devices during or between patient consultationsSource: Manhattan Research, Taking the Pulse® U.S. 2013Mobile Devices Used to Access Journals but Larger Screens Still PreferredDevice use for online professional journals: Desktop/laptopSmartphoneTabletHave used this device to access an online professional journal86%36%33%Use this device most frequently to access online professional journals76%9%13%Amongthose accessing journals onlineSource: Manhattan Research, ePharma Physician® 2012Ways to Access Professional Journals on Mobile Devices In which of the following ways do you expect to be able to access professional journals on mobile devices? Source: Manhattan Research, ePharma Physician® 2012Tablet Docs Prefer Accessing Journals through a Browser, while Smartphone Docs Have No PreferenceMethods of accessing online professional journals by device:Smartphone owners:Tablet owners:Mobile app: 26%Under age 35: 33%Age 35-44: 32%Age 45-54: 29%AgeUnder 35: 35%35-44: 23%45-54: 19%Mobile website: 22%No preference: 52%Among owners of these respective deviceAmong tablet ownersAmong smartphone ownersSource: Manhattan Research, ePharma Physician® 2012Multiple Device Usage while Accessing Online JournalsSwitching devices when reading a journal:Started reading a journal on a smartphone and switched to a laptop/desktop: 23%Started reading a journal on a tablet and switched to a laptop/desktop: 22%Started reading a journal on a smartphone and switched to a tablet: 13%Among those accessing journals through multiple types of devicesSource: Manhattan Research, ePharma Physician® 2012EHR Adoption Growing SteadilyElectronic health record (EHR) adoption: *Question was asked in a different manner in 2011, 2012 and 2013Among all physiciansSource: Manhattan Research, Taking the Pulse® U.S. 2013How Will Personal and Enterprise Platforms CoexistPharma Trying to Understand How to Get Closer to EHRs & Publishers that Partner with EHRsNext gen EHRsEHRs are a Dominant Platform, But Driving Use of Open Digital Sources#1#2EHROpen Digital SourcesAmong all physiciansSource: Manhattan Research, Taking the Pulse® U.S. 2013Through 2015 EHRs and Open Digital Access will Run in Parallel, with Accelerating Integration20152013EHRsGrowth in integrated contentOpen Digital AccessAmong all physiciansSource: Manhattan Research, Taking the Pulse® U.S. 2013Looking Ahead – Key Trends for HCPsSearchability – easy to find what they want, when they need itConsidering the role of EHR and its effect on POC content consumptionExpectation of truly interactive content that allows users to dive deeper, across screensShift toward Outcomes-Based Reimbursement: What are the new content needs?Physicians are accustomed to information on demand – evolving learning styles – what are expectations of doctors whose med school textbooks were on their iPads?CONSUMER TRENDSConsumer Devices and Technology Impacting How We Consume and Share Information Wi-Fi Cameras, 8 Mgapxl chip in iPhone 5Payment alternativesApple and GoogleTVSensors: GreenGooseMulti-device access to cable subscriptionBMW Wi-Fi HotspotSmartphones, 7 inch and larger tablets and eReadersContent Flows Freely across Devices35%of all online consumers access the Internet or online content via TV setsAvg age: 36yrs Avg income: $56K25% of consumers watch TV or movies streamed or downloaded onlineAvg age: 36yrsAvg income: $64KSource: Manhattan Research, Cybercitizen Health® U.S. 2012, Google TV Blog, gallery4gadget, myfirst5k.wordpress.comSmartphones Becoming Mainstream, Tablets RisingTechnology owned or used83% of U.S. adults are online86%Mobile phone*79%Desktop or laptop48%Up from 38% in 2011Smartphone**42%Gaming console20%Up from 10% in 2011Tablet 19%iPod touch16%Up from 10% in 2011eReader *Includes smartphone by definition** Includes smartphone and send email from mobile deviceSource: Manhattan Research, Cybercitizen Health® U.S. 2011-2012 Majority of Patients across Conditions Online for HealthPercent of consumers in each segment who are online for health60% + across conditionsSource: Manhattan Research, Cybercitizen Health® U.S. 2012Health360: Multiple Touch Points for Care and ServicesIntel® Health GuideThe Clinic at WalmartProteus’ Ingestible Electronic PillBodyGuardian Remote Monitoring SystemCVS Minute ClinicFitbitAmerican Well remote consultsHumana workplace wellnessSource: Manhattan Research, fitbit, mobihealthnews, tribeswell, Bits, Phoenix Business Journal, coxhealthconnectionFragmented Consumer Health Resource MixResources used for health info or services in the past 12 months73% of U.S. adults use the Internet for health info or servicesConsumers ages 65+ top age cohort to use (85%)Pharmacist at WalgreensHispanic consumers top ethnicity to use (17%)Black/African American consumers top ethnicity to use (67%)Source: Manhattan Research, Cybercitizen Health® U.S. 2012Internet Used throughout Patient JourneyScenarios prompting consumers to use online health resourcesType of ConditionFactorsAgeAmong online consumersSource: Manhattan Research, Cybercitizen Health® U.S. 2012Online Patient Journey Varies by Condition and AgeScenarios prompting consumers to use online health resourcesCondition pushes Internet use throughout continuumRA patients: 40%Fibromyalgia patients: 48%MS patients: 61%Depression patients: 29%Age a factor only early in continuumAmong online consumersSource: Manhattan Research, Cybercitizen Health® U.S. 2012Mobile Health Grows; Gives Consumers Sense of Control55% of consumers feel more in control of their healthas a result of using smartphones for health or medical info. Among those online who are smartphone health users75In millions of U.S. adults (ages 18+) 29Source: Manhattan Research, Cybercitizen Health® U.S. 2008-2012Marketers Facing a Growing Multiscreen RealityTriple Screen ConsumersConsumers with smartphone + laptop/desktop + tablet16% of all consumers in 2012Smartphone adoption includes send email from mobile device in 2011-2012Tablet adoption only asked for iPad ownership in 2010Source: Manhattan Research, Cybercitizen Health® U.S. 2011-2012 Key Insights
  • The digital landscape for is rapidly evolving, especially for an information-hungry, technologically advanced audience like the physician population. Digital has been a way of life for physicians for over a decade.
  • Mobile devices are changing physician expectations for portability and access to content – however at the same time the EHR will be consuming increasing time during the workday. Considering screenflow and use cases in content delivery will be critical.
  • Digital content is changing physicians expectations for content delivery. Searchability, ease of access, quick reference and fitting into physician workflow are all key to attracting a viable audience of doctors online.
  • Today’s E-Empowered Consumer is engaging with online content and their physician in new ways – creating new needs for tools and information that will continue to evolve as more of the onus for healthcare cost management is shifted to the consumer.
  • The world is changing under our feet even as we talk about it – 2010-2013 has seen some of the most dramatic shifts in health and technology behavior in the past decade. In addition to technology; the practice of healthcare will be undergoing rapid change in the coming years, changing physician and consumer needs with it.
  • Key InsightsTHANK YOUMeredith Ressimressi@manhattanresearch.com
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