DIGITAL SAVVY HCP SURVEY - TOP TRENDS 2019 - Indegene
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PHARMAFUTURE™
An Indegene Initiative
THE
DIGITAL
SAVVY
HCP SURVEY
TOP TRENDS 2019THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
Disclaimer .......................................................................... 3
Executive Summary ................................................... 4
Demographics ................................................................ 5
Top 3 Channels for Patient Interaction....... 6
HCP Preference to
Access Medical Information................................. 7
HCP Digital Affinity by Specialty
— Digital Readiness Based on Adoption.... 8
Channel Preference................................................. 10
CONTENTS Top 3 Digital Channels.......................................... 12
Number of Touchpoints....................................... 13
Content Preference.................................................. 14
Patient Interactions ................................................. 15
Product Information
During Its Life Cycle................................................. 16
Medical Rep Interactions .................................... 17
Prescription.................................................................... 18
Top Global Pharma Performers ..................... 19
© PHARMAFUTURE™. All rights reserved.
02THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
All the findings, inferences, and data shared in this
report are solely the views of the respondents and may
or may not represent the views of any organization.
DISCLAIMER
PHARMAFUTURE™ bears no liability in any capacity to
the authenticity, accuracy, or completeness of the
information shared.
PHARMAFUTURE™ has in no way modified or influenced
the results presented in this report, which contains
information in a summarized form, and is therefore
intended for general guidance only. It is not intended to
be a substitute for detailed research or the exercise of
professional judgment. PHARMAFUTURE™ is not liable
for any loss occasioned to any person acting or refraining
from acting as a result of any material in this publication.
If you intend to reuse, copy, or reproduce any content
from the report in any form, due credit has to be given to
Indegene by mentioning Source: THE DIGITAL SAVVY
HCP SURVEY ‒ TOP TRENDS 2019 as the source of
information for all reproductions.
To reproduce, copy, or use any or all parts of this report
for commercial, noncommercial, or academic purposes,
express written permission must be sought by writing to
info@pharmafuture.org.
© PHARMAFUTURE™. All rights reserved.
03THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
EXECUTIVE
SUMMARY
The Digital Savvy HCP Survey 2017 While efficacy and safety profile of the drug remains the most
report highlighted the fact that while sought-after information for prescriptions, requests for real-world
physicians have increasingly adopted evidence has seen an increase as well. New insights are sought as
digital channels, face-to-face detailing physicians work toward better health outcomes in light of
was the most preferred one. The trend regulatory pressures and payer demands.
continued in 2018 as well. However,
the adoption of new digital channels Technology advancements have changed the role of
by physicians has seen a tectonic shift medical representatives. They are seen as conduits for
in the last 3 years. precise and personalized content which can be shared
on demand. The survey showed that physicians have
Physicians in developed markets have new expectations from medical representatives.
continued to use emails and websites
as the preferred channels for GlaxoSmithKline, AstraZeneca, Merck, and Pfizer
information exchange with patients continue to enjoy excellent recall across the globe.
while their counterparts in developing Physicians continue to find that content engagement
regions rely on social messaging and with the companies mentioned above enhances their ability to
text messages to provide updates. deliver high-quality patient care.
© PHARMAFUTURE™. All rights reserved.
04THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
DEMOGRAPHICS
USA
In total, 1050 physicians from the USA, India, I have my practice, but I consult for
1% ROW
4%
an integrated healthcare system
China, and other countries participated in the
I work for a stand-alone hospital
14%
Digital Savvy HCP Survey 2019. Majority of the
participants have over 10 years of work
19%
experience and represent a broad spectrum of I work for a hospital which is a part of
an integrated healthcare system
specialties.
25%
31%
China
I have my practice
USA
US
31%
India
25%
45% 5%
I work for a
group practice
© PHARMAFUTURE™. All rights reserved.
05THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
TOP 3 CHANNELS
FOR PATIENT INTERACTION
The difference in the predilection for channels that physicians employ to engage with patients is probably reflective of
the regulations that govern the exchange of personal information in their respective regions. Although web portals,
emails, and text messaging are the preferred mode of knowledge sharing in the more developed parts of the world,
text, social messaging
ROW
platforms, and digital GLOBAL
48.24
53.23
53.28
39.28
health apps are USA
52.42
51.92
49.95
37.79
38.93 64.75
widely used in other
31.57 44.47
27.85 35.71
37.82
29.87
55.37
geographies.
51.70
33.28
32.58
27.86
26.46
26.05
24.48
Websites
Emails
Text
Messaging
Health
Apps
Social
Messaging
Video
Chat
Social
Networking
Sites
Blogs
© PHARMAFUTURE™. All rights reserved.
06THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
HCP PREFERENCE
TO ACCESS MEDICAL INFORMATION
The presence of multiple channels and the volume of information that is available, both promoted by pharmaceutical
companies and published by academicians or peers, coupled with the increase in patient visits have compelled
physicians to access relevant information during their off-hours and weekends.
USA ROW
MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN
BEFORE 4 4 4 4 3 4 5 6 6 6 6 6 6 6
8 AM
8 AM TO 5 5 5 5 5 1 1 5 5 5 5 5 4 3
11 AM
11 AM TO 1 1 1 1 1 3 3 4 4 4 4 4 5 5
2 PM
2 PM TO 6 6 6 6 6 5 6 3 3 3 3 3 3 4
5 PM
5 PM TO 2 2 2 2 2 6 4 1 1 1 1 1 1 2
8 PM
AFTER
8 PM 3 3 3 3 4 2 1 2 2 2 2 2 1 1
(1=most preferred, 6=least preferred)
© PHARMAFUTURE™. All rights reserved.
07THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
HCP DIGITAL AFFINITY BY SPECIALTY —
Patient Interaction Using Digital Channels
USA ROW
1 2 3 1 2 3
Urology Emergency Immunology Immunology General Oncology
Medicine Surgery
4 5 4 5
Pulmonology Dermatology Emergency Neurology
TOP 5 Medicine
6 7
BOTTOM 5 6 7
Geriatrics Pediatrics Cardiology Psychiatry
8 9 10 8 9 10
Oncology Ophthalmology General Ophthalmology Medicine/ Urology
Surgery Pediatrics
© PHARMAFUTURE™. All rights reserved.
08THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
DIGITAL READINESS BASED ON ADOPTION
Content Engagement Using Digital Channels
USA ROW
1 2 3 1 2 3
Ophthalmology Immunology Oncology Immunology Ophthalmology Neurology
4 5 4 5
Emergency Neurology Endocrinology Urology
Medicine TOP 5
6 7
BOTTOM 5 6 7
Pediatrics Cardiology Internal Family
Medicine Medicine
8 9 10 8 9 10
Orthopedics Psychiatry Geriatrics Primary Care Orthopedics Psychiatry
Physicians
© PHARMAFUTURE™. All rights reserved.
09THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
CHANNEL
PREFERENCE
The combination of information diversity, paucity of time, and organizational restrictions (in the case of IHSs) have driven
physicians to adopt a variety of digital channels to keep themselves abreast of the latest product information that is a
part of the treatment plan for their patients. The preference for face-to-face tablet-based detailing has not diminished
69.36 72.05
USA ROW GLOBAL
73.21
63.31
55.16 56.02
52.68 54.68
52.22 53.71
51.59 52.68
48.97 54.81
66.37
45.73 48.25
43.31 45.27
59.35
58.04
57.32
56.38
55.23
54.35
37.27 39.83
56.17
34.13 41.31
49.85
49.33
49.50
32.51 35.85
35.41
45.81
43.64
29.37
Face-to-Face
Tablet-based
Detailing
Self-directed
Direct Mail
Websites
Marketing
Emails
Medical
Science
Liaison
Web Detailing
(Without Rep)
Emails From
Your Rep
Live Remote
Detailing
(Online Rep)
Social Apps
Tele-rep
(Phone Only)
Text
Messaging
Journals
(Online/
Offline)
Webinars/
Webcasts
© PHARMAFUTURE™. All rights reserved.
10THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
over the years that the survey has been done. A point of interest is the increasing endorsement of journals1 and
medical liaisons. The fact that the channels ranked second and third in the survey indicates that scientific
content will build greater goodwill and loyalty for brands. The positions of marketing emails
and rep-triggered emails have dropped significantly lower this year to the extent that they now
occupy positions in the lower end of the list of preferred channels. 2015
2017
2018
62.90
72.05 Medical
Representative
Preference Over the Years ‒ Global 71.53
46.65 Medical
51.99 Science Liaison
A comparison of trends between 2015 and 2018 shows that 59.03
the preference for digital channels has steadily increased, 72.86
75.25 Digital
whereas the avidity for medical representatives appears to have Channels
82.05
plateaued. It can be attributed to the fact that physicians,
being burdened with growing administrative work, are finding
it challenging to accommodate medical representatives during
office hours. The preference of physicians for Medical Science
Liaisons (MSLs) has also increased over the same period as an
outcome of time constraints. MSLs, given their technical
THE NATURE AND IMPLICATION
expertise on the drugs and therapeutic areas assigned
OF THE INFORMATION SHARED BY
to them, provide value to doctors who seek precise
MSLs have made them the
information, which may influence their treatment plans
preferred sources of information
and the overall well-being of their patients.
for products accounting for the
Journals were not part of the Digital Savvy HCP Survey 2017
1
use of a physician’s time.
© PHARMAFUTURE™. All rights reserved.
11THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
TOP 3
DIGITAL CHANNELS
THE TOP 3 Physicians perceive journals to be less biased than other sources of
pharma-sponsored information. The spurt of activity in publishing
DIGITAL
real-world evidence (RWE) has played a significant role in influencing
CHANNELS
physicians to explore journals. The use of RWE to recommend treatment
PREFERRED BY
plans that are effective for patients and help with reimbursements has
PHYSICIANS
only augmented the high view of journals as a trustworthy source of
are journals,
information.
brand websites,
and marketing
emails.
65.60
USA Journals
56.68
ROW (Online/Offline)
Global 62.93
57.81
Brand 54.97
Websites 56.96
56.24
Marketing
52.26
Emails
55.05
© PHARMAFUTURE™. All rights reserved.
12THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
NUMBER OF
TOUCHPOINTS
The preference for face-to-face tablet-based detailing while the usage of online and offline journals appears to
as a channel is indicated by the number of times have increased. It also seems that physicians may be
physicians around the world use it on a monthly seeking general information from online sources. The survey
basis. In the last year, email views have dropped indicates that physicians mostly continue to rely on content
provided or sponsored by pharmaceutical companies.
2.70 3.00
3.13
2.59
2.84
2.37
2.60
USA ROW GLOBAL
2.04 2.11
1.96 2.18
1.79 1.78
2.28
2.18
2.15
2.11
1.55 1.65
1.54 1.63
2.01
1.45 1.56
1.88
1.36 1.58
1.83
1.84
1.28 1.55
1.82
1.78
1.18 1.21
1.16 1.26
1.50
1.28
Face-to-Face
Tablet-based
Detailing
Direct Mail
Marketing
Emails
Websites
Self-directed
Web Detailing
(Without Rep)
Emails From
Your Rep
Medical
Science
Liaison
Social Apps
Text
Messaging
Live Remote
Detailing
(Online Rep)
Tele-rep
(Phone Only)
Journals
(Online/
Offline)
Webinars/
Webcasts
© PHARMAFUTURE™. All rights reserved.
13THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
Efficacy
CONTENT
79.16 80.63 78.53
78.77 80.48 78.04 Safety
PREFERENCE 74.93 75.73 74.59 Dosing
75.24 77.69 74.20 Clinical Data
Medical Information Services
Product information remains 75.59 81.15 73.20
― Treatment Guidelines
the most sought-after data by
74.57 79.96 72.27 Real-World Evidence
physicians globally: details
related to the efficacy and Medical Information Services
71.01 76.35 68.72 ― Review Articles
safety profile of the drugs
65.76 60.54 67.99 Discount or Sample Offers
administered or proposed for
treatment is solicited or Medical Information Services
70.62 77.34 67.74 ― Disease Information
searched. New clinical
information is also frequently 68.82 75.15 66.11 Administration of the Medicine
requested from medical
Medical Information Services
representatives or MSLs. 65.31 73.63 61.75 ― Conference Reports and News
Physicians in developing
63.72 69.85 61.09 Product Availability
markets place a higher
emphasis on treatment 58.04 67.10 54.16 Adherence Programs
guidelines and disease
56.44 68.90 51.10 Digital Health Services
information compared to their
peers in the USA. USA ROW GLOBAL
© PHARMAFUTURE™. All rights reserved.
14THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
PATIENT
INTERACTIONS
The preference of channels that physicians use to engage with their patients differs widely.
Doctors in the USA prefer to use web portals and emails to share information or updates. In
other parts of the world, text and social messaging are more widely used. The use of video
chats to share information with patients is limited among physicians across the globe.
ROW
55.37 48.24
53.23
52.42 GLOBAL
51.92
53.28 39.28
37.82 29.87
49.95 37.79
USA
35.71 27.85
64.75
44.47 31.57
51.70
27.86 38.93
33.28
32.58
26.46
26.05
24.48
Health
Apps
Websites
Emails
Text
Messaging
Social
Messaging
Video
Chat
Social
Networking
Sites
Blogs
© PHARMAFUTURE™. All rights reserved.
15THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
PRODUCT INFORMATION
DURING ITS LIFE CYCLE
New information about the safety and
4% 3%
22%
efficacy of the product continues to remain of
significance to physicians around the world.
Another point of congruence is the
10%
importance of RWE, the product progresses
through the various stages of its life cycle.
11%
Safety Efficacy
Real-World
Evidence
Access/
Coverage 12% 23%
Clinical Trial
Pricing
15%
Update
Patient Label
Support Coverage
© PHARMAFUTURE™. All rights reserved.
16THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
MEDICAL REP
4.5
4.08
4.03
INTERACTIONS
3.44
3.44
4.97
3.01
4.59
4.54
Physicians in all the regions who were a
4.35
part of the survey indicated that their
3.56
interactions with medical
3.55
representatives would be more valuable
if the reps could share precise
4.3
3.86
3.81
information that is relevant and
3.5
3.38
personalized for them or on-demand
2.78
remote engagement with an MSL.
Relevant
Information
On-demand
Information
Customized Precise
Information Available
in Digital Formats
Self-service Options
to Connect with Reps
Round-the-clock
Multichannel Access
to a Medical Rep
Medical Science
Liaison Access
and Availability
© PHARMAFUTURE™. All rights reserved.
17THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
PRESCRIPTION
The efficacy and safety profile of the product will always remain the key considerations
to prescribe a drug. However, the increasing relevance of clinical data and RWE as
additional factors that influence the selection of a drug supports the growing demand
of payer organizations and patient groups seeking better outcomes from treatments.
83.12
78.08
76.54
76.68
73.25
68.36
67.74
63.55
61.22
61.33
60.41
60.03
60.54
59.21
59.51
58.21
55.58
55.04
53.61
49.25
43.04
41.86
Insurance
Coverage
Health System
Formulatory
Coverage
In-stock
Availability
Peer
Recommendations
Regulatory
Procedures
Price
Clinical
Data
Real-World
Evidence
Efficacy
Safety
Product
Availability
USA ROW
© PHARMAFUTURE™. All rights reserved.
18THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
TOP GLOBAL
PHARMA PERFORMERS
© PHARMAFUTURE™. All rights reserved.
19PHARMAFUTURE™
An Indegene Initiative
PHARMAFUTURE™ (www.pharmafuture.org) is a
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pharmaceutical executives. Its objective is to present
the market realities through credible market
research and bring together senior leaders of the
industry in an interactive setting to discuss key
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PHARMAFUTURE™ is an initiative of Indegene ‒
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