The eHealth Market in Japan: Building Physician Loyalty Via Online Tools

Introduction

The Internet is becoming a major source of healthcare and treatment information in Japan. However, compared to physicians in the EU market and US, physicians in Japan spend the least time online. Regional and personal factors prevent physicians in Japan from making better use of the Internet-enabled tools available to them.

Scope

• Assessment of key trends that will affect the healthcare and pharmaceutical industries in Japan and create opportunities to reach physicians
• Introduction to physicians’ current online behavior in Japan
• Overview of eHealth market opportunities - specifically regarding physician practice websites, eDetailing, eCME and disease management tools
• Recommendations on how best to reach physicians in Japan by taking advantage of available opportunities in the eHealth market

Highlights

While physicians in Japan have a high interest in several eHealth tools such as eCME and online sources, security and privacy concerns deter them from using those tools frequently.

Pharmaceutical companies can take advantage of physicians’ over-sampling situation in Japan and position eSampling in combination with personable eDetailing sessions as a tool for physicians to control drug samples.

There is an opportunity for pharmaceutical companies to take advantage of physicians’ increased responsibility to their patients - stemming from their dual role as both prescribers and dispensers of drugs - and provide them with online disease management and compliance tools, which are high in demand.

Reasons to Purchase

• Identify factors that drive physicians in Japan to use the Internet when searching for health information
• Recognize the opportunity to build physician loyalty by sponsoring physician websites with disease specific information
• Understand the importance of designing personable and engaging eDetailing sessions that include a sales representative