POST SUMMARY: Physicians are not using the mobile web they are using apps as a tool like a stethoscope. The number one reason that they are using apps is to determine medical interactions followed by diagnosing patients. If marketers want to appeal to physicians they should focus on a message that benefits physicians.
According to the Wolters Kluwer Health 2013 Physician Outlook Survey eight in 10 physicians use Smartphones in their daily practice and six in 10 use tablets. Over half (55%) use both smartphones and tablets in their daily practice. The top use of smartphones is for accessing drug information while tablets are used most to access medical research. In addition, mobile apps are being used by 24% of physicians, making these the top digital/social media channel used for work purposes.
In June 2013, CMI/Compas conducted its inaugural Media VitalsTM study to assess the varying key factors of physician engagement across 21 specialties, enabling strategy teams to leverage data about physician‐stated media preferences and behaviors to inform how best to reach their critical audiences. Knowing that the existing biopharm sales and marketing approach is no longer viable and that doctors are simply less available, CMI/Compas looks for alternate means of reaching, educating, and engaging physicians by combining non‐personal promotion with a customer‐centric orientation to meet physicians’ knowledge needs and enhance experiences.
According to Manhattan Research three years into the iPad age, most manufacturers have tablet-equipped reps in place, and ePharma Physician feedback suggests the devices provide a substantial boost to details. Nevertheless, there’s plenty of room for refinement in reps’ use of tablets, and risk-averse firms may be limiting their opportunities to engage with healthcare professionals by concentrating digital investment in product sites and other properties they own. Moreover, physicians are being buffeted by epochal changes to their practices—changes that successful marketers must understand to get closer to their customers.
In June 2013, Encuity Research conducted an online study with 100 oncologists who attended the 2013 ASCO conference, to better understand perceptions about the conference and to assess how ASCO may impact future prescribing behavior. Among the key findings; Oncologists reported that the 2013 ASCO conference had significantly less of an impact on their future behavior than the 2012 conference. Just 16% of attendees reported that they are likely to change patient treatments based on this year’s ASCO conference, compared with 40% in 2012.
Based on a comScore longitudinal study of a permission-based panel of 1,000 U.S. physicians HCP Content websites such as Medscape.com, which provide content or services catering specifically to physicians, reached the highest percentage of physicians (81 percent) in comparison to other types of health sites. While there is a significant increase in eDetailing budgets the biggest challenge for drug companies is do physicians have the time to engage drug companies electronically ?
What if you build a great online eDetailing portal and then nobody shows up? That is the quagmire awaiting most drug companies as they shift money into digital marketing. At the heart of this shift could be the mistaken belief that physicians want to engage drug companies and here about their products. Of course this is not true for all drugs but physicians just don’t have the time to engage any site that doesn’t add value to their patients and practice.
According to Compas, Inc. while pharma marketing budgets have remained steady, since 2010 the media mix has shifted toward more digital and targeted media. There are many reasons for this shift, including the decrease in sales force and increased adoption of new technology.” Looking at how pharmaceutical ad dollars have been distributed across various media channels since 2010, we have seen the well documented increase in digital media channel, which now is commanding as much as a projected 40% of the media budgets in 2013, almost double that of 2012.
In case you have been in hibernation for the last couple of years trust between physicians and drug companies is, to say the least, strained. Often physicians, when presented with clinical trial information from drug companies, go to the internet and colleagues to to ensure what drug reps are telling them is in fact true. To suggest that physicians prescribe a product because of drug company marketing is, in most cases, just wrong.
According to Manhattan Research, nearly 50% of physicians are now accessing electronic versions of medical textbooks on their mobile devices. As a result, physicians are now accessing electronic medical textbooks on their mobile devices dozens of times a week, often at the point of care. This means new opportunities to deliver branding and clinical messages to HCPs—and integrate it into their daily workflow.