eHealth for the Pharmaceutical Industry: What companies need to know about trends in physicians and consumers’ use of the Internet

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
METHODOLOGY 1
TABLE OF CONTENTS 2
ANALYSIS 4
Introduction 4
Market landscape 4
Consumers in key pharmaceutical markets have the access, but not always the inclination, to look for healthcare information online 4
Physicians should be targeted outside of office hours, although not necessarily through mobile technologies 14
Market drivers 21
The number of physicians and consumers who are accessible online continues to grow 21
Consumerism within the healthcare market is redefining what it means to be a patient 21
Recommendations for industry based on eHealth trends for consumers 23
How consumerism is changing the patient-physician relationship 23
Disease management and compliance as tools of relationship management 25
Pharmaceutical companies should work with physicians to develop consumer-focused disease management and compliance programs 28
Recommendations for industry based on eHealth trends for physicians 31
eDetailing: a model for how the pharmaceutical industry gets reaching physicians online wrong? 31
Online marketing initiatives may be failing because physicians view current approaches as too structured and intrusive 34
Medical professional websites as relationship building tools 36
APPENDIX 41
List of figures 41
Definitions and abbreviations 43
References 43
Extended methodology 44
Datamonitor eHealth Physician Insight Survey 2005 44
Datamonitor eHealth Consumer Insight Survey 2005 44
Ask the analyst 45
List of Figures
Figure 1: The most promising markets for investment in online channels are those with Internet penetration rates greater than 50% 5
Figure 2: The percentage of online Americans who believe the Internet has improved the way they get information about healthcare grew by only 15% from 2001 to 2005 6
Figure 3: Approximately 8 out of every 10 surveyed consumers have looked for health information in the past 6 months 7
Figure 4: A significant and growing percentage of consumers use the Internet to look for health information for individuals in their care 8
Figure 5: The majority of surveyed individuals in the US, Western EU and Japan access the Internet for personal reasons more than 10 hours per week 9
Figure 6: Consumers would regularly return to websites that provide access to disease, drug and non-pharmacological treatment information 10
Figure 7: In markets where DTC advertising is permitted, consumers are highly likely to use search engines to look for information on specific brands 11
Figure 8: Search engines websites are the most frequently accessed source of online health information, highlighting the ongoing importance of search engine optimization for the pharmaceutical industry 12
Figure 9: Consumers in the Western EU and Japan access websites that are intended for US audiences to look for information on healthcare and prescription drug treatments 13
Figure 10: The relevance of online content and personal privacy are the most important factors consumers consider when deciding whether to access a particular website 14
Figure 11: Physicians from the US and Western EU access the Internet for work-related purposes more often than their peers in Japan 16
Figure 12: Physicians’ adoption of mobile technologies continues to grow, albeit slowly as opportunities to access work-related and educational applications improve 17
Figure 13: The use of handhelds for ePrescribing may decrease the influence of pharmaceutical marketing by reducing prescribing decisions to a matter of formulary compliance 18
Figure 14: Approximately one-half of physicians in the US and Western EU and one-third of physicians in Japan access the Internet for work-related purposes from home at least 50% of the time 19
Figure 15: Physicians are generally willing to use a wide-variety of online resources, as long as they meet their needs for relevant information and support services 20
Figure 16: Physicians rate patient requests for specific medications as having an impact that is equal to that of an office visit from sales representative and more influential than an eDetail 22
Figure 17: Increase access to information resources, particularly online resources, cause more consumers to ask their physicians about specific products or treatments 24
Figure 18: Pharmaceutical companies can recruit physicians as an ally in driving consumers to online resources for further information on pharmaceutical drug treatment 25
Figure 19: The demand for disease management tools goes largely unmet across all markets surveyed 26
Figure 20: Disease management and compliance programs in which healthcare professionals play an active role are most likely to be seen as valuable by consumers 27
Figure 21: Surveyed physicians are most interested in using online disease management and compliance tools that are solely patient-focused 28
Figure 22: Despite demand from consumers, few physicians offer either access to, or information about, disease management and compliance tools through their practices 29
Figure 23: Physicians would like to make better use of disease management and compliance tools, but do not have the time or money to implement such programs through their independent practices 30
Figure 24: Low awareness among both patients and healthcare professionals is the most significant barrier to greater use of online disease management and compliance tools 31
Figure 25: Although most physicians have participated in an eDetailing session at least once, comparatively few have participated within the last year 33
Figure 26: Few physicians believe that eDetails have no value, therefore an opportunity exists to improve access to physicians through technology-enabled details 34
Figure 27: For an eDetail to have value it has to serve as a channel through which a physician’s access to information or services is expedited 35
Figure 28: The types of eDetailing that is used by most physicians (e.g., online slideshow presentations and interactive websites) are not necessarily the types of details that physicians report to be of the highest quality or most ideal mode of delivery 36
Figure 29: Physicians are most likely to regularly return to a website that offers them greater or easier access to a variety of information resources, such as drug and disease information, links to CME opportunities and clinical trial results 38
Figure 30: Pharmaceutical sponsorship is not likely to prevent physicians from using a particular website to look for health information or services 39