Digital Health Coalition Executive Landscape 2012 Reference Deck

Executive Landscape Study 2012
Voice of the DHC Membership REFERENCE SLIDE DECK
@digitalhealthco fb.com/digitalhealthco

The Voice of the DHC Membership
! Feedback gathered in September/October 2012 ! Responses from 61 organizations ! Topics including social, mobile, regulatory, legal ! For additional information please visit us online www.digitalhealthcoalition.org fb.com/digitalhealthco @digitalhealthco
Please describe the type of company where you are employed today?
This question will be used for the subsequent analysis of the study by industry sector
Agency
Consulting firm
Technology company (such as Google) OTHER

11.1%
Medical device company

7.4%
11.1% 14.8% 7.4%
48.2%
Pharmaceutical company
The Shift to Digital Business Models
Using a scale of 1 to 10, please state whether you disagree or agree with the following statements
1 meaning "strongly disagree, 10 meaning "strongly agree
10
Don't Know
The pharmaceutical and device industry is making progress towards a new customer service model The pharmaceutical and device industry is making progress towards a new marketing model The pharmaceutical and device industry is making progress towards a new sales model The pharmaceutical and device industry needs a new customer service model The pharmaceutical and device industry needs a new marketing model The pharmaceutical and device industry needs a new sales model The current customer service model in the pharmaceutical and device industry is broken The current marketing model in the pharmaceutical and device industry is broken The current sales model in the pharmaceutical and device industry is broken
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
The current marketing model in the pharmaceutical and device industry is broken
20% 15% 10% 5% 0%
Are the models broken?
10
Don't Know
The current sales model in the pharmaceutical and device industry is broken
25% 20% 15% 10% 5% 0%
The current customer service model in the pharmaceutical and device industry is broken
30%# 25%# 20%# 15%# 10%# 5%# 0%#
10
Don't Know
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
The pharmaceutical and device industry needs a new marketing model
30%# 25%#
Are new models needed?
20%# 15%# 10%# 5%# 0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
The pharmaceutical and device industry needs a new sales model

30%# 25%# 20%# 15%# 10%# 5%# 0%#
The pharmaceutical and device industry needs a new customer service model
20%# 15%# 10%# 5%# 0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
The pharmaceutical and device industry is making progress towards a new marketing model
30%# 25%#
Progressing towards new models?
20%# 15%# 10%# 5%# 0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
The pharmaceutical and device industry is making progress towards a new sales model
20%# 15%# 10%# 5%# 0%#
The pharmaceutical and device industry is making progress towards a new customer service model
35%# 30%# 25%# 20%# 15%# 10%# 5%# 0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
How would you describe your company compared with others within the same industry?
With respect to the use of mobile, how would you describe your company compared with others within the same industry?
We are very far behind others
With respect to the use of social media, how would you describe your company compared with others within the same industry?
We are slightly behind others We like to think we are "just average" We are slightly ahead of the industry We are very far ahead of the rest of the industry Don't Know
With respect to the use of digital overall, how would you describe your company compared with others within the same industry?
0%
20%
40%
60%
80%
100%
How would you describe your company compared with others within the same industry?
0%# 5%# 10%# 15%# 20%#
With respect to the use of social media, how would you describe your company compared with others within the same industry?
25%# 30%#
We#are#very#far#behind#others#
Use of digital tech, social media, mobile
We#are#slightly#behind#others# We#like#to#think#we#are#"just#average"# We#are#slightly#ahead#of#the#industry# We#are#very#far#ahead#of#the#rest#of#the# industry#
Among Those Within Pharma/Device Companies

With respect to the use of digital overall, how would you describe your company compared with others within the same industry?
0%# 10%# 20%# 30%# 40%# 50%#
Don't#Know#
c.With respect to the use of mobile, how would you describe your company compared with others within the same industry?
0%# 10%# 20%# 30%# 40%#
We#are#very#far#behind#others# We#are#slightly#behind#others# We#like#to#think#we#are#"just#average"# We#are#slightly#ahead#of#the#industry# We#are#very#far#ahead#of#the#rest#of#the# industry# Don't#Know#
We#are#very#far#behind#others# We#are#slightly#behind#others# We#like#to#think#we#are#"just#average"# We#are#slightly#ahead#of#the#industry# We#are#very#far#ahead#of#the#rest#of#the# industry# Don't#Know#
What percentage of your marketing budget do you estimate is allocated to digital in 2012? 2013?
Among Pharma/Device Companies Estimated allocation to digital in 2012 = 15% (median) Estimated allocation to digital in 2013 = 20% (median)
11
How do you project your budget allocation (or the allocation of your clients) will change for the following strategies and tactics over the next 12 months?
Physician CRM Consumer CRM Email marketing Mobile apps Search marketing strategies Search optimization strategies (SEO) Paid search Display advertising Online communities for consumers with specific conditions Video targeted for health professionals Consumer video for disease education and outreach Consumer video for branded products Disease or unbranded websites (disease.com) Product websites (brand.com) Mobile advertising Mobile content for tablets Mobile content for smartphones Social media for consumers Social media for health professionals
Decrease Stay the same Increase Don't Know
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social media for health professionals
Social media for consumers
3.7%# 3.7%# 14.8%# 44.4%#
18.5%#
Decrease Stay the same

74.1%#
40.7%#
Increase Don't Know
Mobile content for smartphones
Mobile content for tablets
3.7%#
3.7%# 7.4%#
Decrease Stay the same Increase

88.9%# 96.3%#
Don't Know
Mobile advertising
Mobile apps
4%# 25.9%#
12%#

74.1%#
36%#
Increase Don't Know
48%#
Product websites (brand.com)
Disease or unbranded websites (disease.com)
4%#
7%#
19%#
52%#
30%#

59%#
30%#
Increase Don't Know
Consumer video for branded products
Video targeted for health professionals

66.7%#
33.3%#
42.3%# 57.7%#

30.8%#
Consumer video for disease education and outreach
69.2%#
Search optimization strategies (SEO)
4%#
Search marketing strategies

56%# 4%#
41%#
33%#

15%#
Paid search
63%#
Decrease
56%# 30%#
Stay the same Increase Don't Know
Online communities for consumers with specific conditions
Display advertising
0%#
19%#
44%# 52%#

41%#
41%#
Consumer CRM
4%# 4%#
Email marketing
54%# 4%# 15%#
38%#
Decrease
35%# 46%#
Stay the same Increase Don't Know

4%# 4%#
Physician CRM
26%#
67%#
Using a scale of 1 to 10, Please rank the following strategies and tactics by their expected ROI over the next 12 months? 1 is the absolute worst
possible expected return on investment and 10 is the absolute highest possible expected return on investment.
1 - Absolute Worst Possible Expected Return on Investment 2 3 4 5 - Average Expected Return on Investment 6 7 8 9 10 - Absolute Highest Possible Expected Return on Investment Don't Know
Physician CRM Consumer CRM Email marketing Mobile apps Search marketing strategies Search optimization strategies (SEO) Paid search Display advertising Online communities for consumers with specific conditions Video targeted for health professionals Consumer video for disease education and outreach Consumer video for branded products Disease or unbranded websites (diseascom) Product websites (brancom) Mobile advertising Mobile content for tablets Mobile content for smartphones Social media for consumers Social media for health professionals
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Social media for health professionals

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 0% 5% 15% 20% 25%
Social media for consumers
10%
10
Don't Know
10
Don't Know
Mobile content for smartphones

30%# 45%# 40%# 25%# 35%# 20%# 30%# 25%# 15%# 20%# 10%# 15%# 10%# 5%# 5%# 0%# 0%#
Mobile content for tablets
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
Mobile advertising
40%# 35%# 30%# 25%# 20%# 8%# 15%# 10%# 5%# 0%# 6%# 4%# 2%# 0%# 18%# 16%# 14%# 12%# 10%#
Mobile apps
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
Product websites (brand.com)

40%# 35%# 30%# 25%# 20%# 20%# 15%# 15%# 10%# 5%# 0%# 10%# 5%# 0%# 35%# 30%# 25%#
Disease or unbranded websites (disease.com)
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
possible expected return on investment and 10 is the absolute highest possible expected return on investment. Consumer video for disease education and outreach
45%# 40%# 35%# 30%# 25%#
Video targeted for health professionals

30%#
20%# 15%# 10%# 5%#
25%#
0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
20%#
15%# 45%# 10%# 40%# 35%# 5%# 30%# 25%# 0%#

1# 2# 3# 4# 5# 6# 7# 8# 9# 10# Don't# Know#
Consumer video for branded products
20%# 15%# 10%# 5%# 0%#

1# 2# 3# 4# 5# 6# 7# 8# 9# 10# Don't# Know#
possible expected return on investment and 10 is the absolute highest possible expected return on investment. Paid search
30%# 25%# 20%#
Search marketing strategies

35%# 30%#
15%# 10%# 5%# 0%#
25%# 20%# 15%# 10%# 5%# 0%# 25%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
Search optimization strategies (SEO)
20%#
15%#
1# 2# 3# 4# 5# 6# 7# 8# 9# 10# Don't# Know#
10%#
5%#
0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
possible expected return on investment and 10 is the absolute highest possible expected return on investment. Email marketing
25%# 20%# 15%#
Online communities for consumers with specific conditions

30%#
10%# 5%#
25%#
0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
20%#
Don't# Know#
15%# 25%# 10%# 20%# 5%# 15%# 0%#

1# 2# 3# 4# 5# 6# 7# 8# 9# 10# Don't# Know#
Display advertising
10%#
5%#
0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
Consumer CRM
25%# 25%#
Physician CRM
20%#
20%#
15%#
15%#
10%#
10%#
5%#
5%#
0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
0%#
1#
2#
3#
4#
5#
6#
7#
8#
9#
10#
Don't# Know#
Using a scale of 1 to 10, Please rank the following "traditional" strategies and tactics by their expected ROI over the next 12 months? 1 is the absolute worst possible expected return and 10 is the absolute highest possible expected return.
1 - Absolute Worst Possible Expected Return on Investment 2 3 4 5 - Average Expected Return on Investment 6 7 8 9 10 - Absolute Highest Possible Expected Return on Investment Don't Know
Health Care Professional (HCP) conferences
Radio (DTC advertising) Health Care Professinal (HCP) Print (traditional offline) journals
Sales and detail force
Consumer Print (traditional journals & magazines)
TV (DTC advertising)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
TV (DTC advertising) 19%# 19%#
20%# 18%# 16%# 14%# 12%# 10%# 8%# 6%# 4%# 2%# 0%#
15%#
12%#
8%#
8%#
8%#
4%#
4%#
4%#
0%#
1#G#Absolute# Worst#Possible# Expected#Return# on#Investment# 2# 3# 4# 5#G#Average# Expected#Return# on#Investment# 6# 7# 8# 9# 10#G#Absolute# Highest#Possible# Expected#Return# on#Investment# Don't#Know#
Consumer Print (traditional journals & magazines)
25%#
23%#
23%#
20%#
15%#
15%#
12%#
10%#
8%#
8%#
8%# 4%# 0%# 0%#

9# 10#G#Absolute# Highest#Possible# Expected#Return# on#Investment#
5%#
0%#
Don't#Know#
0%#
1#G#Absolute# Worst#Possible# Expected#Return# on#Investment#
2#
3#
4#
5#G#Average# Expected#Return# on#Investment#
6#
7#
8#
Sales and detail force
25%#
23%# 19%# 15%# 19%#
20%#
15%#
10%#
8%# 4%# 0%#
8%# 4%# 0%# 0%#

10#G#Absolute# Highest#Possible# Expected#Return# on#Investment# Don't#Know#
5%#
0%#
2#
3#
4#
5#G#Average# Expected#Return# on#Investment#
6#
7#
8#
9#
Health Care Professinal (HCP) Print (traditional offline) journals
30%#
27%# 23%#
25%#
20%#
15%#
15%#
10%#
8%#
8%#
8%# 4%#
8%#
5%#
0%#
0%#
1#G#Absolute# Worst#Possible# Expected#Return# on#Investment# 2# 3# 4# 5#G#Average# Expected#Return# on#Investment# 6# 7# 8# 9#
0%#
10#G#Absolute# Highest#Possible# Expected#Return# on#Investment#
0%#
Don't#Know#
Radio (DTC advertising)
19%# 19%# 19%#
20%# 18%# 16%# 14%# 12%# 10%# 8%# 6%# 4%# 2%# 0%#
12%#
12%#
12%#
8%#
0%#
1#G#Absolute# Worst#Possible# Expected#Return# on#Investment# 2# 3# 4# 5#G#Average# Expected#Return# on#Investment# 6# 7#
0%#
8#
0%#
9#
0%#
Health Care Professional (HCP) conferences
25%#
23%# 19%# 15%# 15%#
20%#
15%#
12%#
10%#
8%# 4%# 0%# 0%#

2# 3# 4# 5#G#Average# Expected#Return# on#Investment# 6# 7# 8# 9#
5%#
4%# 0%#
0%#
The Shift to Social Media
37
How would you describe the overall strategy of the pharmaceutical and device industries specific to social media?
90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
81.5%
18.5%
0.0%
0.0%
0.0%
0.0%
Is very far behind other industries
Slightly behind other industries
Average
Slightly ahead Is very far of other ahead of other industries industries
Don't Know
What do you think is an acceptable response time for regulated healthcare companies (such as pharma and device) to respond to customer comments or questions in social media on third party social media sites (such as Twitter, Facebook, YouTube)?
I don't think regulated health companies should be responding to customer comments or questions in social media 11.1% Real time (less than an hour) 7.4% 1 hour 11.1%
2 hours 0.0% 1 week 11.1%
3 hours 7.4% 2 days 0.0%
24 hours 51.9%
What do you think is an acceptable response time for regulated healthcare companies (such as pharma and device) to respond to customer comments or questions in social media on corporate sites (such as Pfizer, Sanofi, or Merck)?
I don't think regulated health companies should be responding to customer comments or questions in social media 3.7% Real time (less than an hour) 14.8%
1 hour 7.4%
1 week 3.7%
2 hours 7.4%
2 days 14.8% 3 hours 7.4%
24 hours 40.7%
Which of the following services provided by regulated healthcare companies do you think would provide value to customers in social media? CHECK ALL THAT APPLY
92.6%
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
92.6%
88.9%
88.9%
70.4%
70.4%
70.4%
0.0%
Coupons, copay programs or discounts for products
Customer service (handling product questions and complaints)
Information about finding a physician for an office visit
Information about support groups and online communities
Games or contests to promote or support healthy living and behavior
Product updates and alerts (such as product recalls)
New product launches
NONE OF THE ABOVE
Using a scale of 1 to 10, please state whether you disagree or agree with the following statements. 1 meaning "strongly disagree" and 10 meaning "strongly agree:
1#G#Strongly#Disagree# 2# 3# 4# 5# 6# 7# 8# 9# 10#G#Strongly#Agree# Don't#Know#
Social media is the future of pharmaceutical and medical device advertising Social media allows MY company to reach a new audience for health education Social media allows pharmaceutical and medical device companies to reach a new audience for health education Social media allows MY company to better understand the conversations, behaviors, and attitudes of health professionals Social media allows pharmaceutical and medical device companies to better understand the conversations, behaviors, Social media allows MY company to better understand the conversations, behaviors, and attitudes of consumers Social media allows pharmaceutical and medical device companies to better understand the conversations, behaviors, Social media allows MY company to demonstrate timely and thoughtful responses to questions and comments from Social media allows pharmaceutical and medical device companies to demonstrate timely and thoughtful responses to
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
Social media allows pharmaceutical and medical device companies to demonstrate timely and thoughtful responses to questions and comments from customers
10 - Strongly Agree 11%
1 - Strongly Disagree 7%
2 9 11% 11% 3 7% 5 7% 6 7 19% 7%
Agree
8 19%
Disagree
Social#media#allows#pharmaceu;cal#and#medical#device#companies#to#be@er#understand#the#conversa;ons,# behaviors,#and#aBtudes#of#consumers#
1#G#Strongly#Disagree# 7%# 5# 4%# 6# 7%# 7# 10#G#Strongly#Agree# 44%# 4%# 8# 15%#
Agree
Disagree
9# 19%#
Social#media#allows#MY#company#to#be@er#understand#the#conversa;ons,#behaviors,#and#aBtudes#of# consumers#
Don't#Know# 4%# 1#G#Strongly#Disagree# 7%# 2# 4%# 10#G#Strongly#Agree# 26%#
3# 4%#
5# 4%#
6# 7%#
Agree
7# 11%# 9# 22%# 8# 11%#
Disagree
#Social#media#allows#pharmaceu;cal#and#medical#device#companies#to#be@er#understand#the#conversa;ons,# behaviors,#and#aBtudes#of#health#professionals#
Don't#Know# 4%# 1#G#Strongly#Disagree# 0%# 2# 4%# 10#G#Strongly#Agree# 19%# 3# 4%#
4# 4%#
5# 4%#
Agree
9# 30%# 8# 7%#
6# 19%#
Disagree
7# 7%#
#Social#media#allows#MY#company#to#be@er#understand#the#conversa;ons,#behaviors,#and#aBtudes#of#health# professionals#
Don't#Know# 4%# 1#G#Strongly#Disagree# 7%#
10#G#Strongly#Agree# 11%#
2# 11%#
4# 4%# 5# 4%#
9# 19%#
Agree
6# 15%# 8# 19%# 7# 7%#
Disagree
#Social#media#allows#pharmaceu;cal#and#medical#device#companies#to#reach#a#new#audience#for#health# educa;on#
Don't#Know# 4%# 1#G#Strongly#Disagree# 4%# 5# 7%# 10#G#Strongly#Agree# 19%# 6# 15%#
Agree
9# 26%# 8# 19%#
7# 7%#
Disagree
##Social#media#allows#MY#company#to#reach#a#new#audience#for#health#educa;on#
1#G#Strongly#Disagree# 8%#
Don't#Know# 4%#
2# 4%# 10#G#Strongly#Agree# 19%#
3# 4%# 4# 8%# 5# 8%#
Agree
9# 12%#
Disagree
8# 12%# 7# 12%#
6# 12%#
Social#media#is#the#future#of#pharmaceu;cal#and#medical#device#adver;sing#
10#G#Strongly#Agree# 7%#
1#G#Strongly#Disagree# 11%#
9# 7%#
2# 4%# 3# 7%# 4# 7%#
Agree
8# 22%#
Disagree
7# 7%#
5# 11%# 6# 15%#
Using a scale from 1 to 10, please state whether you disagree or agree with the following statements. 1 meaning "strongly disagree" and 10 meaning "strongly agree:
1#G#Strongly#Disagree# 2# 3# 4# 5# 6# 7# 8# 9# 10#G#Strongly#Agree# Don't#Know#
Pharmaceutical and medical device companies participating in social media benefits public health The risks of participating in social media for MY company outweighs the benefit of participating The risks of participating in social media for pharmaceutical and medical device companies outweighs the benefit of The lack of guidance from the FDA (OPDP) has limited our ability to put forth innovative programs in social media due to My company has a process in place to handle adverse events we discover online (including Social Media) Regulated healthcare companies have a responsibility to make a best effort to seek out adverse events posted by Regulated healthcare companies have an ethical responsibility to correct misinformation about products they Regulated healthcare companies have a legal responsibility to correct misinformation about products they make when Regulated healthcare companies should NOT be held responsible for comments by online users (with no Regulated healthcare companies should NOT be held responsible for comments made by online users (with no
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
Regulated healthcare companies should NOT be held responsible for comments made by online users (with no relationship or connection to the company) on third party social media sites such as Facebook, Twitter, or YouTube
70%#
63%#
60%#
50%#
40%#
30%#
20%#
10%#
7%# 0%# 0%#

2#
7%#
11%# 4%#
7%# 0%#
9# 10#G#Strongly# Agree# Don't#Know#
0%#
3#
0%#
4# 5# 6# 7#
0%#
1#G#Strongly# Disagree#
8#
Regulated healthcare companies should NOT be held responsible for comments by online users (with no relationship or connection to the company) on corporate sites such as Pfizer, Sanofi, or Merck
30%#
30%#
25%#
20%#
19%# 15%#
15%#
11%#
10%#
7%# 4%# 0%# 4%# 4%#
7%#
5%#
0%#
3# 4# 5# 6# 7# 8# 9# 10#G#Strongly# Agree# Don't#Know#
0%#
2#
Regulated healthcare companies have a legal responsibility to correct misinformation about products they make when they discover such comments online
30%#
30%#
26%#
25%#
20%#
15%#
11%# 7%# 4%# 0%# 4%# 4%# 0%#

5# 6# 7# 8# 9# 10#G#Strongly# Agree# Don't#Know#
10%#
7%#
7%#
5%#
0%#
2#
3#
4#
Regulated healthcare companies have an ethical responsibility to correct misinformation about products they make when they discover such comments online
45%# 40%# 35%# 30%# 25%# 20%# 15%# 10%# 5%# 0%#
41%#
15%# 11%# 7%# 4%# 0%#

1#G#Strongly# Disagree# 2# 3#
11%# 7%# 4%# 0%#

5# 6# 7# 8# 9# 10#G#Strongly# Agree# Don't#Know#
0%#
4#
Regulated healthcare companies have a responsibility to make a best effort to seek out adverse events posted by consumers in social media
35%#
33%#
30%#
25%#
20%#
15%#
15%#
11%# 7%# 4%# 7%# 7%# 7%# 4%# 4%# 0%#
10%#
5%#
0%#
2#
3#
4#
5#
6#
7#
8#
9#
10#G#Strongly# Agree#
Don't#Know#
My company has a process in place to handle adverse events we discover online (including Social Media)
45%# 40%# 35%# 30%# 25%# 20%# 15%# 10%#
42%#
15%# 12%# 8%# 4%# 4%# 0%#

4# 5# 6# 7# 8# 9# 10#G#Strongly# Agree# Don't#Know#
12%# 4%#
5%# 0%#
0%#
1#G#Strongly# Disagree# 2#
0%#
3#
The lack of guidance from the FDA (OPDP) has limited our ability to put forth innovative programs in social media due to legal and regulatory concerns
48%#
50%# 45%# 40%# 35%# 30%# 25%# 20%# 15%# 10%# 5%# 0%#
19%# 15%# 7%# 4%# 0%#

1#G#Strongly# Disagree# 2# 3# 4# 5#
4%#
4%# 0%#
6#
0%#
7# 8# 9# 10#G#Strongly# Agree#
0%#
Don't#Know#
The risks of participating in social media for pharmaceutical and medical device companies outweighs the benefit of participating
35%#
33%#
30%#
25%#
20%#
19%#
15%#
10%#
7%#
7%# 4%#
7%#
7%#
7%#
7%#
5%#
0%#
0%#
1#G#Strongly# Disagree# 2# 3# 4# 5# 6# 7# 8# 9# 10#G#Strongly# Agree#
0%#
Don't#Know#
The risks of participating in social media for MY company outweighs the benefit of participating
40%# 35%# 30%# 25%# 20%# 15%# 10%# 5%# 0%#
37%#
26%#
11%# 7%# 4%# 0%#

1#G#Strongly# Disagree# 2#
11%#
4%# 0%#
0%#
3# 4# 5#
0%#
6# 7#
8#
9#
Don't#Know#
Pharmaceutical and medical device companies participating in social media benefits public health
45%# 40%# 35%# 30%# 25%# 20%# 15%# 10%# 5%# 0%#
41%#
19%# 15%# 11%# 4%# 0%#

11%#
0%#
2#
0%#
3#
0%#
4# 5# 6# 7# 8# 9# 10#G#Strongly# Agree#
0%#
Don't#Know#
Does your company (or your clients) CURRENTLY engage in any of the following activities in social media? CHECK ALL THAT APPLY
None of the above Announce critical product updates (such as a recall) to the general public Post articles, white papers, and content we historically published through "traditional" public relations channels such as newspapers Actively interact in one-to-one, one-to-many, or many-to-many conversations within social media to exchange information and advance a conversation Proactively post and publish content on social media sites and networks such as Facebook, Twitter, and YouTube Monitor and analyze historical social media conversations (a retrospective analysis of activity and sentiment) Actively monitor and analyze social media conversations in real time
0%
7.7%
38.5%
53.9%
38.5%
61.5%
88.5%
50.0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
How would you describe your plans for the following activities in social media in the next 12 months?
No#plans#to#use# Decrease# Stay#the#same# Increase# Don't#know#
Announce critical product updates (such as a recall) to the general public Post articles, white papers, and content we historically published through "traditional" public relations channels such as newspapers Actively interact in one-to-one, one-to-many, or many-to-many conversations within social media to exchange information and advance a conversation Proactively post and publish content on social media sites and networks such as Facebook, Twitter, and YouTube Monitor and analyze historical social media conversations (a retrospective analysis of activity and sentiment) Actively monitor and analyze social media conversations in real time
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
Actively monitor and analyze social media conversations in real time
Monitor and analyze historical social media conversations (a retrospective analysis of activity and sentiment)
11%
11% 4% No plans to use Decrease 26% Stay the same Increase Don't know 70%
7%
4% 19% No plans to use Decrease Stay the same Increase Don't know
48%
#Proac;vely#post#and#publish#content#on#social#media# sites#and#networks#such#as#Facebook,#Twi@er,#and# YouTube#
#Ac;vely#interact#in#oneNtoNone,#oneNtoNmany,#or# manyNtoNmany#conversa;ons#within#social#media#to# exchange#informa;on#and#advance#a#conversa;on#
11%#
4%# %# 0 30%# No#plans#to#use# Decrease# Stay#the#same# Increase# 33%#
15%#
11%# No#plans#to#use# Decrease# Stay#the#same# 41%# Increase# Don't#know#
56%#
Don't#know#
#Post#ar;cles,#white#papers,#and#content#we#historically# published#through#"tradi;onal"#public#rela;ons# channels#such#as#newspapers#
#Announce#cri;cal#product#updates#(such#as#a# recall)#to#the#general#public#
19%#
7%#
4%# No#plans#to#use# Decrease# 33%# Stay#the#same# Increase# Don't#know#
15%# 26%# No#plans#to#use# Decrease# Stay#the#same# 33%# 26%# Increase# Don't#know#
37%#
Using a scale of 1 to 10, How would you describe your level of sophistication with the following social media sites? 1 is the lowest possible level of
sophistication (we know and do nothing) and 10 is the highest level of sophistication (we are "writing the book" on innovation).
1 - We Do Nothing, We Know Nothing 2 3 4 5 6 7 8 9 10 - We Are Writing the Book on Innovation Don't Know
Wikipedia PatientsLikeMe Pinterest Google Plus Sermo Twitter YouTube Facebook

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Facebook
25%#
22%# 19%# 15%# 15%# 11%#
20%#
15%#
10%#
7%# 4%# 0%# 0%#

2# 3# 4# 5# 6# 7# 8# 9#
7%#
5%#
0%#
10#G#We#Are# WriUng#the#Book# on#InnovaUon# Don't#Know#
0%#
1#G#We#Do# Nothing,#We# Know#Nothing#
YouTube
30%#
26%#
25%#
20%#
15%#
15%#
11%# 7%# 4%# 0%# 7%#
11%#
11%# 7%#
10%#
5%#
0%#
3# 4# 5# 6# 7# 8# 9# 10#G#We#Are# WriUng#the#Book# on#InnovaUon# Don't#Know#
0%#
2#
Twitter
19%# 15%# 11%# 7%# 4%# 0%#
1#G#We#Do# Nothing,#We# Know#Nothing# 2# 3# 4# 5# 6# 7# 8# 9# 10#G#We#Are# WriUng#the#Book# on#InnovaUon#
20%# 18%# 16%# 14%# 12%# 10%# 8%# 6%# 4%# 2%# 0%#
15%#
15%# 11%#
4%# 0%#
Don't#Know#
Sermo
30%#
27%#
25%#
20%#
15%#
12%#
12%#
12%#
12%# 8%# 8%# 4%# 4%# 0%#
10%#
5%#
4%#
0%#
2#
3#
4#
5#
6#
7#
8#
9#
10#G#We#Are# WriUng#the#Book# on#InnovaUon#
Don't#Know#
Google Plus
19%# 19%# 15%# 19%#
20%# 18%# 16%# 14%# 12%# 10%# 8%# 6%# 4%# 2%# 0%#
7%# 4%# 4%#
7%# 4%# 4%# 0%#
2#
3#
4#
5#
6#
7#
8#
9#
Don't#Know#
Pinterest
30%#
30%#
25%#
20%#
15%#
15%#
15%# 11%#
15%#
10%#
7%# 4%# 0%# 4%# 0%#

7# 8# 9# 10#G#We#Are# WriUng#the#Book# on#InnovaUon#
5%#
0%#
Don't#Know#
0%#
2#
3#
4#
5#
6#
PatientsLikeMe
23%#
25%#
20%#
15%#
15%#
15%# 12%# 12%# 8%# 4%# 4%# 4%# 0%# 4%#
10%#
5%#
0%#
2#
3#
4#
5#
6#
7#
8#
9#
Don't#Know#
Wikipedia
30%#
26%#
25%#
20%#
15%#
15%#
11%#
11%# 7%# 7%# 7%# 4%# 4%#
10%#
5%#
4%#
4%#
0%#
2#
3#
4#
5#
6#
7#
8#
9#
Don't#Know#
How would you describe the use of Facebook by your company (or clients) overall? CHECK ALL THAT APPLY
90%
80%
80% 70% 60% 50%
40%
40% 30% 20% 10% 0% Providing information to Promoting your products to visitors visitors Providing a forum for conversation and discussion Reacting to information posted by visitors Other
32% 24% 24%
How would you describe the use of YouTube by your company (or clients) overall? CHECK ALL THAT APPLY
90%# 80%# 70%# 60%# 50%# 40%# 30%# 20%# 10%# 0%# Providing#informaUon#to# PromoUng#your#products#to# Providing#a#forum#for# ReacUng#to#informaUon# visitors# visitors# conversaUon#and#discussion# posted#by#visitors# Other#
80%#
36%# 24%# 12%#
20%#
How would you describe the use of Twitter by your company (or clients) overall? CHECK ALL THAT APPLY
90%# 80%# 70%# 60%# 50%# 40%# 30%# 20%# 10%# 0%# Providing#informaUon#to# PromoUng#your#products#to# Providing#a#forum#for# ReacUng#to#informaUon# visitors# visitors# conversaUon#and#discussion# posted#by#visitors# Other#
80%#
20%#
24%#
28%# 20%#
How would you describe the use of Sermo by your company (or clients) overall? CHECK ALL THAT APPLY
70.0%#
60.9%#
60.0%#
50.0%#
40.0%#
30.0%#
20.0%#
17.4%# 13.0%# 13.0%# 8.7%#
10.0%#
0.0%# Providing#informaUon#to# PromoUng#your#products#to# Providing#a#forum#for# ReacUng#to#informaUon# visitors# visitors# conversaUon#and#discussion# posted#by#visitors# Other#
How would you describe the use of Google Plus by your company (or clients) overall? CHECK ALL THAT APPLY
70.0%#
60.0%#
60.0%#
50.0%#
40.0%#
40.0%#
30.0%#
20.0%#
20.0%#
10.0%#
6.7%#
6.7%#
0.0%# Providing#informaUon#to# PromoUng#your#products#to# Providing#a#forum#for# ReacUng#to#informaUon# visitors# visitors# conversaUon#and#discussion# posted#by#visitors# Other#
How would you describe the use of Pinterest by your company (or clients) overall? CHECK ALL THAT APPLY
80.0%# 70.0%# 60.0%# 50.0%# 40.0%# 30.0%# 20.0%# 10.0%# 0.0%#
73.3%#
20.0%# 13.3%#
0.0%#
0.0%#
Other#
Providing#informaUon#to# PromoUng#your#products#to# Providing#a#forum#for# ReacUng#to#informaUon# visitors# visitors# conversaUon#and#discussion# posted#by#visitors#
How would you describe the use of PatientsLikeMe by your company (or clients) overall? CHECK ALL THAT APPLY
60.0%#
52.9%#
50.0%#
40.0%#
30.0%#
23.5%#
20.0%#
17.7%#
10.0%#
5.9%#
5.9%#
5.9%#
0.0%# Providing#informaUon# to#visitors# PromoUng#your# products#to#visitors# Providing#a#forum#for# ReacUng#to#informaUon#Subscribe#to#data#feeds# conversaUon#and# posted#by#visitors# and#analysis# discussion# Other#
How would you describe the use of Wikipedia by your company (or clients) overall? CHECK ALL THAT APPLY
60.0%#
52.6%#
50.0%#
40.0%#
30.0%#
21.1%#
20.0%#
21.1%#
10.0%#
5.3%# 0.0%#
Providing#informaUon#to# PromoUng#your#products#to# Providing#a#forum#for# ReacUng#to#informaUon# visitors# visitors# conversaUon#and#discussion# posted#by#visitors# Other#
0.0%#
Which of the following is a concern or challenge within your organization (or clients) related to social media today? CHECK ALL THAT APPLY
0% Integrating the data/analytics from social media into existing decision support and ROI Measuring the effectiveness and ROI of social media Not enough value returned for participating in social media The need to educate staff about the effective use of social media Staying up to date on the latest technology trends and changes Responding to customer comments in social media Hiring qualified people to work on social media projects Legal concerns Regulatory concerns Compliance concerns Lack of budget earmarked for social media Lack of a strategy specific to social media Lack of support by the C-suite Lack of innovative agencies, vendors, and solution providers The market of consumers is not ready The market of physicians is not ready Adverse event reporting Internal processes, rules and operating procedures not established None of the above 4% 30% 0% 4% 19% 41% 26% 33% 41% 67% 26% 74% 78% 44% 52% 30% 70% 10% 20% 30% 40% 50% 48% 78% 60% 70% 80%
Which of the following is the MOST CRITICAL concern or challenge within your organization (or clients) related to social media today?
Adverse event reporting 3.90% Internal processes, rules and operating procedures not established Integrating the data/ 3.90% analytics from social media into existing decision support and ROI platforms 7.70%
The market of physicians is not ready 3.90%
Regulatory concerns 26.90%
Measuring the effectiveness and ROI of social media 30.80%
Legal concerns 15.40%
Responding to customer comments in social media 3.90%
Not enough value returned for participating in social media 3.90%
The Shift to Mobile Media
86
In this section, the term "mobile" and "mobile media" will be used to describe the use of devices beyond the desktop a broad category of portable devices. Given the vast majority of the mobile experience happens on smartphones and tablets today, please think of these devices for context. How would you describe the overall strategy of the pharmaceutical and device industries specific to mobile and mobile media?
Slightly behind other industries, 44%
Very far behind other industries, 26%
About average, 7% Slightly ahead of other industries, 19%
Don't know, 4%
Which of the following mobile "apps" have you (or your clients) employed in the past 12 months? CHECK ALL THAT APPLY
60% 50% 40% 30% 20% 10% 0% Product information Continuing Medical Education (CME) Rx dosage calculator Rx compliance or adherence tool Disease tracker Treatment guidelines None of the above Other 58% 46% 39% 39% 27% 15% 8% 15%
Which of the following mobile "apps" do you (or your clients) plan to use in the next 12 months? CHECK ALL THAT APPLY
60%# 50%# 40%# 30%# 20%# 10%# 0%# Product# informaUon# ConUnuing# Medical# EducaUon# (CME)# Rx#dosage# calculator# Rx# compliance# or#adherence# tool# Disease# tracker# Treatment# guidelines# None#of#the# above# Other# 16%# 56%# 44%# 28%# 12%# 8%#
52%#
52%#
1#G#Strongly#Disagree# 2# 3# 4# 5# 6# 7# 8# 9# 10#G#Strongly#Agree# Don't#kow#
h. We are shifting our digital budgets towards mobile platforms for physicians g. We are shifting our traditional media budgets towards mobile platforms for consumers f. We are shifting our digital budgets towards mobile platforms for physicians e. We are shifting our traditional media budgets towards mobile platforms for physicians d. The lack of regulatory standards specific to mobile advertising for regulated products has limited our investment c. The lack of network standards (format, specs) specific to mobile advertising has limited our investment to date in mobile b. Mobile is the future of pharmaceutical and medical device advertising a. Pharmaceutical and medical device companies should have a mobile strategy
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
Pharmaceutical and medical device companies should have a mobile strategy
70%#
63%#
60%#
50%#
40%#
30%#
20%#
10%#
7%# 0%# 0%#

2# 3#
11%# 0%#
4#
11%# 4%# 0%#

10#G#Strongly# Agree# Don't#kow#
0%#
5#
4%#
6# 7# 8#
0%#
9#
Mobile is the future of pharmaceutical and medical device advertising
19%#
20%# 18%# 16%# 14%# 12%# 10%# 8%# 6%# 4%# 2%# 0%#
15%#
15%#
15%#
11%#
7%#
7%#
4%#
4%#
4%#
0%#
1#G#Strongly# Disagree# 2# 3# 4# 5# 6# 7# 8# 9# 10#G#Strongly# Agree# Don't#kow#
The lack of network standards (format, specs) specific to mobile advertising has limited our investment to date in mobile advertising
25%#
22%#
20%#
15%#
15%#
15%#
15%#
15%#
10%#
7%# 4%# 0%# 0%#

7# 8# 9#
7%#
5%#
0%#
0%#
2#
3#
4#
5#
6#
The lack of regulatory standards specific to mobile advertising for regulated products has limited our investment to date in mobile advertising
30%#
27%#
25%#
19%#
20%#
15%#
15%#
15%# 12%#
10%#
5%#
4%#
4%# 0%# 0%#

9#
4%# 0%#
0%#
2#
3#
4#
5#
6#
7#
8#
We are shifting our traditional media budgets towards mobile platforms for physicians
25%#
22%# 19%# 15%# 19%# 15%#
20%#
15%#
10%#
5%#
4%#
4%#
4%# 0%# 0%#

0%#
Don't#kow#
0%#
2#
3#
4#
5#
6#
7#
8#
9#
We are shifting our digital budgets towards mobile platforms for physicians
25%#
23%#
20%#
15%#
15%#
15%# 12%#
15%# 12%#
10%#
5%#
4%# 0%#
4%# 0%# 0%#

Don't#kow#
0%#
2#
3#
4#
5#
6#
7#
8#
9#
We are shifting our traditional media budgets towards mobile platforms for consumers
35%#
31%#
30%#
25%#
20%#
15%#
15%#
15%#
15%#
10%#
8%# 4%# 0%#
8%# 4%# 0%# 0%#

5%#
0%#
2#
3#
4#
5#
6#
7#
8#
9#
We are shifting our digital budgets towards mobile platforms for consumers
20%# 18%# 16%# 14%# 12%# 10%# 8%# 6%# 4%# 2%# 0%#
19%#
19%#
19%#
12%# 8%# 4%# 0%#

1#G#Strongly# Disagree# 2# 3# 4# 5# 6# 7# 8# 9# 10#G#Strongly# Agree#
8%# 4%#
8%#
0%#
Don't#kow#
Which of the following is a concern or challenge within your organization related to mobile media today? CHECK ALL THAT APPLY
0%
Integrating the data/analytics from mobile media into existing decision support and ROI Measuring the effectiveness and ROI Not enough value returned for participating in mobile The need to educate staff about the effective use of mobile media Staying up to date on the latest technology trends and changes Hiring qualified people to work on mobile media projects Legal concerns Regulatory concerns Compliance concerns Lack of budget earmarked for mobile media Lack of a strategy specific to mobile media Lack of support by the C-suite Lack of innovative agencies, vendors, and solution providers The market of consumers is not ready The market of physicians is not ready Internal processes, rules and operating procedures not established None of the above
10%
20%
30% 35%
40%
50%
60%
70%
62% 15% 42% 42% 31% 8% 46% 4% 39% 27% 12% 4% 4% 0% 23% 4%
Which of the following is the MOST CRITICAL concern or challenge within your organization related to mobile media today?
Internal processes, rules and operating procedures not established 4% Lack of a strategy specific to mobile media 12% Integrating the data/ analytics from mobile media into existing decision support and ROI platforms Measuring the 4% effectiveness and ROI 24%
Lack of budget earmarked for mobile media 12%
Not enough value returned for participating in mobile 8% The need to educate staff about the effective use of mobile media 4%
Regulatory concerns 16% Legal concerns 4%
Staying up to date on the latest technology trends and changes Hiring qualified people to 8% work on mobile media projects 4%

Voice of the DHC Membership REFERENCE SLIDE DECK
@digitalhealthco fb.com/digitalhealthco
101

Digital Health Coalition Executive Landscape 2012 Reference Deck

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Digital Health Coalition Executive Landscape 2012 Reference Deck

Uploaded by

Copyright:

Available Formats

Executive Landscape Study 2012

Voice of the DHC Membership REFERENCE SLIDE DECK

Executive Landscape Study 2012

Technology company (such as Google) OTHER

Medical device company

11.1% 14.8% 7.4%

The Shift to Digital Business Models

Are the models broken?

Are new models needed?

20%# 15%# 10%# 5%# 0%#

The pharmaceutical and device industry needs a new sales model

Progressing towards new models?

20%# 15%# 10%# 5%# 0%#

We are very far behind others

Use of digital tech, social media, mobile

We#are#slightly#behind#others# We#like#to#think#we#are#"just#average"# We#are#slightly#ahead#of#the#industry# We#are#very#far#ahead#of#the#rest#of#the# industry#

Among Those Within Pharma/Device Companies

We#are#very#far#behind#others# We#are#slightly#behind#others# We#like#to#think#we#are#"just#average"# We#are#slightly#ahead#of#the#industry# We#are#very#far#ahead#of#the#rest#of#the# industry# Don't#Know#

We#are#very#far#behind#others# We#are#slightly#behind#others# We#like#to#think#we#are#"just#average"# We#are#slightly#ahead#of#the#industry# We#are#very#far#ahead#of#the#rest#of#the# industry# Don't#Know#

Decrease Stay the same Increase Don't Know

Social media for health professionals

Social media for consumers

3.7%# 3.7%# 14.8%# 44.4%#

Decrease Stay the same Increase Don't Know

Decrease Stay the same

Increase Don't Know

Mobile content for smartphones

Mobile content for tablets

Decrease Stay the same Increase

Decrease Stay the same Increase Don't Know

Decrease Stay the same

Decrease Stay the same Increase Don't Know

Increase Don't Know

Product websites (brand.com)

Disease or unbranded websites (disease.com)

Decrease Stay the same Increase Don't Know

Decrease Stay the same

Increase Don't Know

Video targeted for health professionals

Decrease Stay the same Increase Don't Know

Decrease Stay the same Increase Don't Know

Consumer video for disease education and outreach

Decrease Stay the same Increase Don't Know

Search marketing strategies

Decrease Stay the same Increase Don't Know

Decrease Stay the same Increase Don't Know

Stay the same Increase Don't Know

Online communities for consumers with specific conditions

Decrease Stay the same Increase Don't Know

Decrease Stay the same Increase Don't Know

Decrease Stay the same Increase Don't Know

Stay the same Increase Don't Know

Decrease Stay the same Increase Don't Know

Social media for health professionals

Social media for consumers

Mobile content for smartphones

Mobile content for tablets

Product websites (brand.com)

Disease or unbranded websites (disease.com)

Video targeted for health professionals

20%# 15%# 10%# 5%#

15%# 45%# 10%# 40%# 35%# 5%# 30%# 25%# 0%#

Consumer video for branded products

20%# 15%# 10%# 5%# 0%#