What's Your Digital iQ

Putting technology and trends to work for healthcare marketing

WYDiQ is becoming HxP

HXP

Blog banner WYDIQ to HxP

We started WYDiQ in 2009 to answer the toughest question the industry was up against: How do we fundamentally change our marketing in this new digital world?

As healthcare marketers have become more digitally savvy, learning on new tools and ever changing screens, the toughest question has changed. Today, our industry is asking: How do we use the knowledge we’ve gained to create healthcare experiences that help people be more successful? How do we create experiences that overcome years of inaction, inspire new commitments or simply give hope?

The answer to that question goes way beyond digital. And now, so do we. WYDiQ is becoming the Health Experience Project (HxP). HxP is our outlet to answer the new questions–to gather the best examples, most insightful research and boldest ideas behind the type of healthcare experiences that change outcomes for the better.

You can join in by checking out the articles, sharing your own insights and helping us make this year the year we change our own health experience and the experiences of those around us.

You can join the experience at www.healthexperienceproject.com, on Facebook at www.facebook.com/HXProject or follow us on Twitter @HealthXProject.

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Inside the Minds of Physicians: The State of Mobile in the Practice

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Kicking off the afternoon was a 3 physician panel discussing the mobile revolution and how physicians are using mobile and digital channels to consult and treat patients as well as communicate with pharma companies. The panelist included:

  • Dr. Samuel Grief, Family Medicine, University of Illinois
  • Dr. Ranjita Sengupta, Cardiologist, Somerset Medical Center
  • Dr. Guy Bernstein, Urologist, Bryn Mawr Hospital

The first question…

How are you using smartphones at the point of care?

Dr. Grief: The smartphone is a very useful tool for me. Not only is it useful for me to educate myself, but the information on medications that I look up I share with patients.

Dr. Sengupta: My iPhone is always with me. I think the iPhone is phenomenal. Not only do I use it for texting and calls, but I use it to look up results from studies, search new medications and look up information asked by patients. I open up Epocrates, look up medications and help patients become familiar with their medications.

Dr. Bernstein: I need a little bit bigger of a screen. In terms of interaction and reviewing larger text documents so the iPad is best for me. But, time is so pressed, especially in sitting and discussing with patients. So, I’ve used the iPad a lot less than what I imagined when I purchased my iPad.

Dr. Sengupta, cardiologists are second only to oncologist in tablet use, do you foresee using tablets in your practice?

Dr. Sengupta: I agree with Dr. Bernstein. I need a larger screen for certain things. But the size of the iPad still is a little off for me. It’s slightly larger than I’d like to carry with me, but doesn’t give me the same experience as my laptop.

Dr. Grief: Let me add to that, I believe the future of medical communication is not shrinking information but also having the ability to expand, to go deeper.

What role does mobile technology play in improving health literacy of your patients?

Dr. Grief: The way I envision using mobile to improve health literacy is to share the information I know about medications and treatments with my patients. To increase the health literacy, it’s up to the doctors to be a teacher. The way I see mobile playing into that is to provide the physician the ability to point a patient to sources of information with mobile friendly tools.

Do you recommend apps to your patients?

Dr. Bernstein: I don’t recommend a particular app but the apps that allow patients to track their own information, access it, and share it with me during the consult are the most useful.

Dr. Sengupta: I definitely encourage my patient to use apps to track their health and vitals. I constantly have patients coming in having used apps and ready to talk about their health. For example, they are using an app to track their BMI and are coming in to my office to talk about how to lose weight.

With the increase of medical devices that have wireless connectivity that will be flooding the practice with real-time information, how do you anticipate your practice evolving to

Dr. Sengupta: In my office, we have a rotation of doctors who is responsible for reviewing that data and responding to it. So it’s blended into our practice now.

Dr. Grief: In the family practice, we have much fewer emergencies but we are still getting information in to our office that we are reviewing.

What percentage of your time do you estimate that you spend online or on different devices?

Dr. Bernstein: Most of my time online is spent reading and responding to emails.

Dr. Sengupta: Yes, I would estimate that I spend 11-ish hour online each week. My personal computer at home is being used by my family, so my mobile phone is my best friend when at home. I would say 50% of that time I’m looking up patient care information.

Dr. Grief: For me, it’s more than 11 hours. The real question is whether using our mobile devices in front of the patient is disrespectful. It seems that patients are beginning to expect that the physicians is referencing a mobile device at the bedside and understand it’s necessary.

Dr. Bernstein: I would disagree with that. I think the physicians who are only looking at their device and not making eye contact and having a one-to-one conversation are being disrespectful and are not making a connection with the patient.

How do you prefer to receive communication from pharma companies?

Dr. Bernstein: For existing medications, I tend not to open up electronic information. I pretty much know everything I need to know about that medication. For new medications, I do read the information and actually prefer to have an in-person conversation with a rep.

Dr. Sengupta: I agree with Dr. Bernstein.

Dr. Grief: To be blunt, face-to-face communication is what we have become accustomed to it so it’s most comfortable. Ultimately, I would welcome electronic communication because I have the ability to read it or ignore it if I don’t think it’s relevant.

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#DigPharm Stats: Mobile Apps

Digital-Pharma-East10

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#DigPharm Quotes: Apps must be cool and have utility

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“Awesome apps combine value with cool”

- Lionel Carrasco, Founder & CEO of Leapfactor

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6 Must-Knows About Implementing Mobile into Your Strategy

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1) RIM users don’t download apps. iPhone and iPad users dominate app downloads. Windows may challenge that in the near future.

2) The future is about interactive content delivered via HTML5. But reality is that content will continue to exist in analog formats.

3) Today’s CRM is limited to contact management. Engagement is very limited and visibility into sales rep’s behavior is poor. Little value for user hasbeen offered.

4) iPad provisions would not guarantee adoption. App abandonment rate is higher than consumer apps due to the “bore factor.”

5) Systems integration adds tremendous value. Process integration may offer too little of a return when it comes to sales enablement.

6) Intensive CAPEX (capital expenditures) associated with IT projects could force projects into a long journey. It’s important to keep engagement systems with loose integration.

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#DigPharm Quotes: Patient Engagement

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“Patient engagement is the blockbuster drug of the century.”

Doug Elwood, MD, director of Global Medical Information Strategy and Innovation at Bristol-Myers Squibb, set the stage for his presentation on “Understanding the Digital Landscape Through the Customers’ Eyes” by sharing a September article featured in Forbes titled “Patient Engagement is the blockbuster drug of the century“.

For a great read outlining the major shift in the healthcare and pharmaceutical industry – specifically how physicians and brands can shift to achieve success – I highly encourage you visit the Forbes article.

…and for even more insights and trends in marketing in a Post-RX world, GSW Worldwide’s Leigh Householder is presenting this topic at 11:40 a.m. in Track C. You can also view and download her presentation here: Power Shift to the Patient: Best Practices for Marketing in a Post-Rx Marketplace.

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5 Ways Pharma Can Partner with ePatients Online

Digital-Pharma-East10

In a dual presentation by Boehringer Ingelheim’s John Pugh and Type 1 diabetes thought leader and ePatient Kerri Sparling shared their tips for how pharma can best partner with thought leaders, ePatients, and other advocates online. Below is a summary of their discussion in 5 quick hit tips.

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#DigPharm Quotes: ePatient Communities

Digital-Pharma-East10


“You should not build new communities, you should come to where we are.”

- Kerri Morrone Sparling, ePatient (@SixUntilTime)

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#DigPharm Stats: Physicians & Mobile Websites

Digital-Pharma-East10

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5 Trends Affecting Promotion to HCPs – Implications for Pharma Marketers

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Today’s pharma marketing environment presents many challenges and ever-changing dynamics. As regulations, physician preferences, and technology continues to change rapidly, the pharma marketer has many trends to take into consideration.
  • Price pressure on payers
  • Restrictions to access by payers
  • Regulatory/legal risk aversion
  • Decreased sales rep access
  • Decreased reimbursement to docs
  • Adoption of EMR
  • Interaction with consumers via social media
  • MD use of mobile devices

Study: Pharma executives expecting to shift spend from physicians to payors

In a recent study of pharma executives, it’s evident that most are expecting to decrease their spend on physicians (32% decrease) and key opinion leaders (12% decrease) and shift their spending to payers (47% increase) and key accounts (32% increase). This is definitely causing a shift in the type of marketing activities. Among the top activities that pharma execs are expecting to increase their spend on is:

  • Innovative pricing strategies (59% increase)
  • Payor collaborations (59% increase)
  • Pharmaceutical studies (55% increase)
  • Direct-to-consumer (48% increase)

Consequently, pharma execs are preparing for a shift in the way their reps spend time on their core product. As time with physicians continues to decrease, strategies are shifting to the areas in which physicians spend time. Consider this:

  • 99% of physicians have a computer or laptop
  • 84% of physicians have a smartphone
  • 54% own a tablet

The research backs this up too. Physicians are shifting their preference to digital channels for information. In fact, in a recent Manhattan study, physicians are believed to be 2X more likely to seek out a digital channel for information than a print piece. Google has data to support this notion also.

  • 84% of physicians use search engines for professional purposes (94% turn to Google specifically)
  • 39% visit portal websites specifically intended for physicians
  • 7% seek out pharma/biotech product websites
  • 7% seek out pharma/biotech corporate websites

But, physicians still want to see reps

While physicians are becoming more digital active and prefer digital interactions, we’re not at the end of the road for the in-person pharma sales rep.

  • 79% of primary care physicians prefer in-person dialog with reps
  • 74% of specialists prefer in-person dialog with reps

And while physicians are seeking out information online, they don’t have quite the same sentiment when it comes to computer-based, remote detailing by a rep.

  • 23% of primary care physicians prefer computer-based, remote detailing
  • 28% of specialists prefer computer-based, remote detailing
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