Reaching Endocrinologists Online: Strategies for Building Brand Equity

CHAPTER 1 SCOPE OF THIS REPORT 10
This Reaching Endocrinologists Online: Strategies for Building Brand Equity report provides an overview of the online behavior of endocrinologists across seven major geographic markets – France, Germany, Italy, Spain, UK, US, and Japan - and focuses on strategies pharmaceutical companies can engage to build brand loyalty for their products. 10
CHAPTER 2 ACTION POINTS 11
Datamonitor recommends that pharmaceutical companies design endocrinology-specific websites that consider the online behavior and preferences of endocrinologists by frequently updating website content and by addressing security concerns. By tailoring endocrinology-specific websites according to preferences in each of the seven major geographic markets, pharmaceutical companies can enhance their branding efforts. 11
Datamonitor recommends that pharmaceutical companies invest in online CME programs specifically designed for endocrinologists, which are in high demand in the US, Europe and Japan. 11
Datamonitor recommends that eDetailing sessions addressed to endocrinologists in the US, Europe and Japan are provided to endocrinologists during the traditional detailing session but allow endocrinologists to access the program at their own time and convenience. By combining eDetailing sessions with eSampling, pharmaceutical companies can respond to endocrinologists’ needs for having better control of the number of samples they can access. 11
Datamonitor recommends that pharmaceutical companies invest in online disease management and online compliance tools for endocrinologists treating diabetes and obesity patients. By providing higher quality of such tools pharmaceutical companies can improve endocrinologists’ quality of care and at the same time build long lasting relationships. 12
CHAPTER 3 REACHING ENDOCRINOLOGISTS ONLINE 13
Key Points on the Global Endocrinology Market 13
Endocrinologists’ online behaviour 14
Continuing Medical Education 29
Clinical trials and clinical trial websites 36
Patient-Endocrinologist Interaction 43
Disease management and compliance tools 46
eDetailing 51
eSampling 62
CHAPTER 4 THE FUTURE DECODED 68
Opportunities in endocrinology-specific websites 68
Opportunities in online continuing education 69
Opportunities in eDetailing and eSampling 70
Opportunities in online disease management and compliance tools 72
CHAPTER 5 APPENDIX 74
Research methodology 74
References 75
Relevant links 75
SPP writing team 77
How to contact experts in your industry 78


LIST OF FIGURES
Figure 1: 35% of surveyed endocrinologists spend at least 10 hours online per week for work related purposes 14
Figure 2: Mobile solutions with Internet access are relatively low in use amongst surveyed endocrinologists 15
Figure 3: Surveyed endocrinologists access online sources less frequently than surveyed primary care physicians 16
Figure 4: Surveyed endocrinologists access online sources less frequently than surveyed primary care physicians 17
Figure 5: Surveyed endocrinologists rely on pharmaceutical representatives almost as much as on other physicians or formulary lists for medical information 18
Figure 6: Online medical journals, professional association websites and disease specific websites are amongst the most regularly accessed online sources for surveyed endocrinologists 19
Figure 7: Access to online sources of information varies across countries, with disease specific websites accessed most frequently by endocrinologists in France 20
Figure 8: Static website content and security concerns deters surveyed endocrinologists from accessing a website for health information 21
Figure 9: Factors that deter surveyed endocrinologists from accessing a website varies from country to country although irrelevant content is the main deterring factor for all 22
Figure 10: Up-to-date content and an easy-to-view layout on a website is as important as a website containing disease information for surveyed endocrinologists 23
Figure 11: Surveyed endocrinologists in different countries are attracted to different features when returning to a website 24
Figure 12: Although the majority of surveyed endocrinologists use Google and Yahoo to search for health information, 38% of surveyed endocrinologists in Japan use MSN 25
Figure 13: Mobile solutions are used almost as frequently as a desktop computer to write and submit subscriptions, read journal articles, and search clinical trial data 26
Figure 14: Mobile solutions, such as PDAs and mobile computer carts, remain relatively low in use amongst surveyed endocrinologists 27
Figure 15: Technical obstacles, such as unavailable Internet connections, prevent the higher adoption of mobile solutions amongst surveyed endocrinologists 28
Figure 16: Many surveyed endocrinologists in Italy and Japan maintain that they do not see a need for mobile solutions at work 29
Figure 17: 31% of surveyed endocrinologists spend 4-6 hours monthly participating in CME 30
Figure 18: 21% of surveyed endocrinologists participate in online CME 4-6 hours monthly 31
Figure 19: Surveyed endocrinologists prefer different types of CME than primary care physicians 32
Figure 20: Across countries, most surveyed endocrinologists prefer online formats of CME rather than classroom based events 33
Figure 21: An online CME program that is issued by a peer is most likely to receive responses than a eCME issued by a patient 34
Figure 22: Apart from email, direct mail, word of mouth and a general health or disease-based website is also a preferred method for receiving an invitation to participate in eCME 35
Figure 23: Lack of time prevents surveyed endocrinologists from participating in online CME courses 36
Figure 24: Most surveyed endocrinologists have been recruited for a clinical trial by a colleague or a pharmaceutical company 37
Figure 25: Many factors influence surveyed endocrinologists to enroll their patients in clinical trials, including an established relationship with the organization conducting trials 38
Figure 26: Pharmaceutical companies recruiting endocrinologists in different countries should consider each group’s distinguished motivations for participating in a clinical trial 39
Figure 27: News releases on drug development, trial listings by therapeutic area and an updated list of FDA drug approvals are the most attractive features on a clinical trial website 40
Figure 28: Unless clinical trial websites contain a wealth of information and links to disease-specific or drug-specific information they are not likely to attract endocrinologists 41
Figure 29: Endocrinologists across countries cite different obstacles that prevent them from accessing online information about participating in a clinical trial 42
Figure 30: Apart from time constraints, obstacles that prevent surveyed endocrinologists from accessing results of clinical trials online differ from country to country 43
Figure 31: Print ads and disease-specific websites are the most influential sources for patients, according to surveyed endocrinologists 44
Figure 32: There are several areas of unmet needs where patients’ demand for access to tools or services is not met by endocrinologists 45
Figure 33: Almost 60% of surveyed endocrinologists would like to use disease management or compliance tools in the future to monitor patients 46
Figure 34: Demand for disease management and compliance tools is high amongst endocrinologists as well as primary care physicians 47
Figure 35: Demand for disease management and compliance tools is high amongst endocrinologists as well as primary care physicians 47
Figure 36: Online disease management or online compliance programs would be most beneficial to diabetic or obese patients, according to most surveyed endocrinologists 48
Figure 37: Low awareness among patients and healthcare professionals restricts the wider use of online disease management and compliance tools 49
Figure 38: Most surveyed endocrinologists would like to use patient-focused online disease management or compliance tools in the future 51
Figure 39: The availability of sample packets is amongst the main secondary factors that affect endocrinologists’ prescription decisions 52
Figure 40: eDetailing sessions utilizing handheld devices remain rare amongst surveyed endocrinologists in most markets, except in Italy and Spain 53
Figure 41: The majority of surveyed endocrinologists rate both the delivery and quality of eDetailing sessions they have participated in as above average 54
Figure 42: The majority of surveyed endocrinologists rate both the delivery and quality of eDetailing sessions they have participated in as above average 55
Figure 43: Pharmaceutical companies should consider endocrinologists’ specific preferences regarding eDetailing which vary from primary care physicians 56
Figure 44: Most surveyed endocrinologists value the time-savings and convenience of eDetailing 57
Figure 45: Pharmaceutical companies should structure their eDetailing sessions for endocrinologists in each country around local preferences 58
Figure 46: Honoraria or medically relevant gifts are important incentives for surveyed endocrinologists to participate in an eDetailing session 59
Figure 47: eDetailing sessions issued by a pharmaceutical sales representative, rather than by an eDetailing vendor, are more likely to receive responses by surveyed endocrinologists 60
Figure 48: Surveyed endocrinologists in Italy and Japan are likely to respond to an invitation for eDetailing if the invitation is a link on a pharmaceutical company’s website 61
Figure 49: Provision or lack of honoraria may be an important restricting factor in the wider uptake of eDetailing amongst surveyed endocrinologists 62
Figure 50: More than 70% of surveyed endocrinologists are likely to request a drug sample delivery or a follow-up visit from a sales rep after a detailing session 63
Figure 51: Most surveyed endocrinologists view eSampling as a tool that helps to either compensate for the lack of drug samples or one that helps them prevent receiving too many samples 64
Figure 52: Ordering samples over the Internet is the preferred method of sampling amongst surveyed endocrinologists in France, Italy, and Japan 65
Figure 53: A few obstacles prevent surveyed endocrinologists from utilizing eSampling more 66
Figure 54: Surveyed endocrinologists across all countries, with the exception of France and Japan, would like to use both printed vouchers and sample packets 67
Figure 55: Opportunities in endocrinology-specific websites 68
Figure 56: Opportunities in online continuing medical education 70
Figure 57: Opportunities in eDetailing and eSampling 71
Figure 58: Opportunities in online disease-management tools 72