What's Your Digital iQ

Do you need the latest stats for your next presentation or maybe even an infographic? Senior Manager of Marketing Soltuions at Daiichi Sankyo, Shawn O’Hagan, shared the latest stats that he is following and that he feels are changing the way pharma is communicating with HCPs and health consumers.

A look at the HCPs:

• 80% of US physicians own smartphones (up from 72% in 2010)
• 90% of US physicians use digital resources during the workday. 60% use a digital tool during live patient consultations.

What we are seeing is that physicians are making a shift toward the pay-for-performance model of healthcare and they are realizing digital tools are providing value in managing their patient’s health.

Pharma:

• 42% of medical offices with 10 or more physicians no longer permit pharma sales reps on premises.
• 25% reduction in pharma sales force since 2006. Pharma is shifting marketing dollars toward digital base tools and programs.

Pharma marketers are shifting their marketing efforts to make more productive connections with prescribers while healthcare policy makers and payers are beginning to dictate what physicians prescribe. It will be important for marketers to stay ahead of the curve and continue to provide valuable resources for physicians and their patients if they hope to stay relevant.

Health Consumers:

• 72% of consumers want to be engaged with integrated marketing, but only 39% are receiving that type of interaction.
• 74% brand recall for consumers when the advertisers strategy integrates mobile, TV and online according to Google.

The number of consumer touchpoints have grown exponentially in the digital era. There are now multiple channels in which brands can connect with consumers, but the messaging must be spot-on depending on the combination of channel and context.