1
Trends and the Future: Physicians
and Patients in a Connected World
2
Research Methodology
•
Fielded
online
in
Q
2
2012
among
1
,
819
U
.
S
.
practicing
physicians
who
are
ePharma
physicians
.
The
survey
was
released
in
Q
3
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
ePharma Physician
®
2012
Taking 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 Overview
3
PHYSICIAN INFO SEEKING EVOLVES
4
LICENSED FOR INTERNAL USE ONLY
In 2013, Physicians have Full Digital Access
Cellular networks
Satellite networks
High
-
speed and Wi
-
Fi
at work and home
Public networks
Source:
ManhattanResearch
5
LICENSED FOR INTERNAL USE ONLY
Reach
of source (yearly)
(among all)
Influence
on
Clinical
decisions*
(among those accessing/using source)
Colleagues
(in person or
on phone)
Pharma sales
rep
(in person)
Conferences
(recorded or live)
Websites for HCP Audience Are Top Digital Source in
Reach/Influence
*% of physicians ranking source with a 4 or 5 on a 5
-
point influence scale
Offline
Online
Prof.
journals
Conferences
Prof. journals
CME
eCME
Colleagues
(message boards,
communities)
Websites for
HCP
audience
Government
websites
Pharma
websites
Source: Manhattan Research, Taking the Pulse® U.S. 2013
6
Online Textbooks Surpass Print Day
-
to
-
Day
Among all physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2013
Occasional sources (yearly use)
Day
-
to
-
day sources (weekly or daily use)
References and textbooks
Professional journals
CME
Conferences
Pharma or biotech sales rep
Colleagues
Online
54%
44%
89%
71%
32%
3
Offline
50%
55%
89%
92%
4
38%
72%
2
News
55%
39%
1
(1)
Health/medical information in the newspaper or on television
(2)
In person or on phone
(3)
Online professional message boards, communities, social networks, or blogs
(4)
In person
7
Physicians are Moving Their Professional Journal Reading
Online
Online or electronic sources
Offline or print sources
Online or electronic sources
Offline or print sources
Current
percentage
Expected
percentage
in
the
next
12
months
Percentage of
time reading journals
for professional purposes:
Source: Manhattan Research,
ePharma Physician®
2011
8
Strong Growth in Frequency of Online Journal Access
72%
95%
Any use 2007
Any use 2013
74%
88%
2007
2013
2007
2013
Physician
professional journal use
online and offline
-
weekly and overall use
Source: Manhattan Research,
Taking
the Pulse®
U.S. 2007, 2013
9
Pharma Visitation Remains Relatively Low on Weekly Level
Among all physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2013
Pharma
Non
-
pharma
Online resources/destinations
(weekly or daily use):
Search engines
Websites for a
HCP
audience
Wikipedia
Professional society
websites
Government
websites
Any pharma
websites
Pharma
product
websites
Pharma
customer service
websites
Pharma
corporate
websites
23% in 2012
64% in 2012
10
Non
-
print Content Sources Garner Significant Reach
Nearly 80% of physicians
About half of physicians
About a quarter
of physicians
About one in four
physicians
About one in ten
physicians
About one in four
physicians
Source: Manhattan Research,
Taking the Pulse® U.S. 2012
11
Professional App Use Common, However Adoption Remains
Concentrated among Top Apps
Source: Manhattan Research, Taking the Pulse® U.S. 2013, Medscape, Epocrates, Wikipedia, PubMed, UpToDate
Mobile
apps
Top 5
professional
apps
used on smartphone:
Epocrates Apps
(includes Epocrates or Epocrates Essentials)
WebMD Professional
Apps
(
includes Medscape Mobile or WebMD
)
UpToDate
Sermo
QuantiaMD
81%
of smartphone owners use any
1
[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 smartphone
Mobile
websites
67% of smartphone owners use any
2
Top
5
prof
.
websites
used
on
smartphone
:
The WebMD
Professional
Network*
Epocrates
Wikipedia
NIH
Websites**
UpToDate
* The WebMD Professional Network includes
eMedicine, Medscape or WebMD.
** NIH websites (rollup) includes Medline/NIH,
PubMed, National
Cancer
Institute (NCI), or NIH.
Among smartphone owners
12
Search Engine Ranking is Key For Attracting a Physician
Audience Online
Frequency
of using search engines for
medical info
Daily
Monthly
Weekly
Yearly
Never
Drivers of high
search engine ranking
of online destinations
Inhibitors of high
search engine ranking
of online destinations
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
Source: Manhattan Research,
Taking the Pulse® U.S. 2013
13
70%
of U.S. physicians watch online videos for professional purposes
Online Video Is a Key Format for Online Learning
*The WebMD Professional Network includes Medscape.com and TheHeart.org
Among all physicians
Source:
Manhattan Research, Taking the Pulse® U.S. 2013,
WebMD, YouTube, QuantiaMD, American College of Cardiology
29%
The WebMD Professional
Network*
25%
YouTube.com
16%
QuantiaMD.com
16%
A professional
association website
14
Changing Expectations for Content among Today’s Docs
15
TODAY’S MULTISCREEN PHYSICIAN
16
Dr chrono
Heart Pro III
Air
Strip
Mobile MIMs
Skeleton
System Pro III
PubMed
on Tap
Source: Drchrono, Air Strip, Mobile MIMs, drawMD, Epocrates, PubMed on Tap, Heart Pro III, Skeleton System Pro III
Both Smartphones and Tablets Serve Many Roles in 2013
Practice
Management
Remote
Patient
monitoring
Patient
Education
Quick
Reference
Professional
Education
drawMD
Epocrates
17
Three
-
device Ownership Is Now the Norm
Devices
owned or used
for professional purposes
Percentage of
physicians in
2013
72%
83%
Desktop/laptop computer
Mobile phone
(includes smartphone)
eReader
98%
91%
19%
Tablet
Smartphone*
64%
own/use a
Tablet, smartphone
and desktop/laptop
*(Includes smartphone, PDA or send email from mobile device)
Source:
Manhattan Research, Taking the Pulse® U.S. 2013
Among all physicians
18
Its Still an Apple World, but iPad Mini Not As Disruptive as
Hoped
#1
#2
Smartphone OS Ranking
Tablet OS Ranking
#1
#2
#3
19
Smartphones and Desktops Lead in Frequency, Tablets
Resemble Desktops for Overall Duration
Times per day
using each
device
to access
professional info
Minutes
using each
device
in a
typical session
Source: Manhattan Research, Taking the Pulse® U.S. 2013
Among those using their respective devices during or between patient consultations
Problem
-
solving,
quick hit
Immersion,
learning, lean
-
back
Lean
-
in, multi
-
tasking, content
creation
20
Have used this device to
access an online
professional journal
Use this device most
frequently to access online
professional journals
86%
76%
9%
36%
33%
13%
Desktop/laptop
Smartphone
Tablet
Among
those
accessing
journals
online
Device use
for online
professional journals:
Source: Manhattan Research, ePharma Physician®
2012
Mobile Devices Used to Access Journals but Larger Screens
Still Preferred
21
Source: Manhattan Research, ePharma Physician® 2012
In which of the following ways do you expect to be able to
access professional journals on mobile devices?
Ways to Access Professional Journals on Mobile Devices
22
Methods
of accessing
online professional journals
by
device
:
Among owners of these respective device
Age
Under 35: 35%
35
-
44: 23%
45
-
54: 19%
Tablet Docs Prefer Accessing Journals through a Browser,
while Smartphone Docs Have No Preference
Mobile app: 26%
Mobile website:
22%
Source: Manhattan Research, ePharma Physician® 2012
No preference:
52%
Under age 35: 33%
Age 35
-
44: 32%
Age 45
-
54: 29%
Among tablet owners
Among smartphone owners
Tablet owners:
Smartphone owners:
23
Switching 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 devices
Source: Manhattan Research, ePharma Physician® 2012
Multiple Device Usage while Accessing Online Journals
24
EHR Adoption Growing Steadily
Electronic health record (EHR) adoption:
*Question was asked in a different manner in 2011, 2012 and 2013
Among all physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2013
Devices
used to access
EHRs:
(among physicians with an EHR)
Desktop
EHR
dedicated desktop
Tablet
Smartphone
25
Personal
devices
and
platforms
Enterprise
devices
and
platforms
?
Screenflow
in 2013
How Will Personal and Enterprise Platforms Coexist
26
Next gen EHRs
Pharma Trying to Understand How to Get Closer to EHRs &
Publishers that Partner with EHRs
27
EHR
#1
#2
Among all physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2013
EHRs are a Dominant Platform, But Driving Use of Open
Digital Sources
Open Digital Sources
28
Among all physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2013
Through 2015 EHRs and Open Digital Access will Run in
Parallel, with Accelerating Integration
EHRs
Open Digital Access
2013
2015
Growth in integrated content
29
Searchability
–
easy to find what
they want, when they need it
Shift toward Outcomes
-
Based Reimbursement:
What
are the new content needs?
Expectation of
truly interactive content
that
allows users to dive deeper, across screens
Physicians are accustomed to
information on demand
–
evolving learning styles
–
what are expectations of doctors
whose med school textbooks were on their
iPads
?
Considering the role of EHR
and its
effect on POC content consumption
Looking Ahead
–
Key Trends for HCPs
30
CONSUMER TRENDS
31
Consumer Devices and Technology Impacting How We
Consume and Share Information
Apple and
GoogleTV
Wi
-
Fi Cameras, 8
Mgapxl
chip in iPhone 5
Payment alternatives
Sensors:
GreenGoose
Multi
-
device access to
cable subscription
BMW Wi
-
Fi Hotspot
Smartphones, 7 inch and
larger tablets and
eReaders
32
Source:
Manhattan Research, Cybercitizen Health® U.S. 2012, Google TV Blog, gallery4gadget
, myfirst5k.wordpress.com
35%
of all online consumers access the
Internet or online content via TV sets
Avg
age: 36yrs
Avg
income: $56K
25%
of consumers watch TV or movies
streamed or downloaded online
Avg
age:
36yrs
Avg
income: $64K
Content Flows Freely across Devices
33
86%
Mobile phone*
79%
Desktop or laptop
48%
Smartphone**
20%
Tablet
Gaming console
42%
Technology owned or used
*Includes smartphone by definition
** Includes smartphone and send email from mobile device
Smartphones Becoming Mainstream, Tablets Rising
Up from 38% in 2011
Up from 10% in 2011
Up from 10% in 2011
16%
eReader
83%
of U.S. adults are
online
19%
iPod touch
Source: Manhattan
Research, Cybercitizen Health® U.S. 2011
-
2012
34
Percent of consumers in each segment who are
online for health
60% + across conditions
Source: Manhattan Research, Cybercitizen Health® U.S. 2012
Majority of Patients across Conditions Online for Health
35
Source: Manhattan Research, fitbit, mobihealthnews, tribeswell, Bits, Phoenix Business Journal, coxhealthconnection
Fitbit
Proteus’ Ingestible Electronic Pill
BodyGuardian Remote
Monitoring System
CVS Minute Clinic
American Well
remote consults
Humana workplace wellness
The Clinic at Walmart
Health360: Multiple Touch Points for Care and Services
Intel® Health Guide
36
Resources used for health info or services in the past 12 months
73%
of U.S. adults use the Internet for health info or services
Source: Manhattan Research, Cybercitizen Health® U.S.
2012
Fragmented Consumer Health Resource Mix
Pharmacist at Walgreens
Consumers ages
65+ top age cohort
to use (85%)
Black/African
American
consumers
top ethnicity to
use (67%)
Hispanic consumers
top ethnicity to use
(17%)
37
Scenarios prompting consumers to use online health resources
Age
Factors
Source: Manhattan Research, Cybercitizen Health® U.S.
2012
Among online consumers
Internet Used throughout Patient Journey
Type of
Condition
38
Scenarios prompting consumers to use online health resources
Source: Manhattan Research, Cybercitizen Health® U.S.
2012
Among online consumers
Online Patient Journey Varies by Condition and Age
RA patients:
40%
MS patients:
61%
Fibromyalgia
patients: 48%
Age a factor only early in
continuum
Condition pushes Internet use throughout continuum
Depression
patients:
29%
39
75
29
In millions of U.S. adults (ages 18+)
55%
of consumers feel
more in control of their health
as a result of using smartphones for
health or medical info
.
Among those online who are smartphone health users
Source: Manhattan Research, Cybercitizen Health® U.S. 2008
-
2012
Mobile Health Grows; Gives Consumers Sense of Control
40
Smartphone adoption includes send email from mobile device in 2011
-
2012
Tablet adoption only asked for iPad ownership in 2010
Source: Manhattan
Research, Cybercitizen Health® U.S. 2011
-
2012
Triple Screen Consumers
Consumers with smartphone +
laptop/desktop + tablet
16% of all consumers in 2012
Marketers Facing a Growing Multiscreen Reality
41
Key Insights
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.
42
THANK YOU
Meredith Ressi
mressi@manhattanresearch.com
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