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Trends and the Future: Physicians and Patients in a Connected World

Trends and the Future: Physicians and Patients in a Connected World. Research Overview. Taking the Pulse ® U.S. 2013. Fielded online in February and March 2013 among 2,950 U.S. practicing physicians across 25 specialties

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Trends and the Future: Physicians and Patients in a Connected World

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  1. Trends and the Future: Physicians and Patients in a Connected World

  2. Research Overview Taking the Pulse® U.S. 2013 • Fielded online in February and March 2013 among 2,950 U.S. practicing physicians across 25 specialties • Final data set is compared to known universe of practicing U.S. physicians by age, gender, region, practice setting, and specialty; the research is accurate and reflective of the overall population of U.S. practicing physicians Research Methodology ePharma Physician® 2012 • Fielded online in Q2 2012 among 1,819 U.S. practicing physicians who are ePharma physicians. The survey was released in Q3 2012 • Final data set is compared to the known universe of practicing U.S. ePharma Physicians by age, gender, region, practice setting, and specialty; the research is accurate and reflective of the population of U.S. practicing ePharma Physicians

  3. PHYSICIAN INFO SEEKING EVOLVES

  4. In 2013, Physicians have Full Digital Access High-speed and Wi-Fi at work and home Cellular networks Public networks Satellite networks Source: ManhattanResearch

  5. Websites for HCP Audience Are Top Digital Source in Reach/Influence Colleagues (in person or on phone) Prof. journals Conferences Prof. journals Websites for HCP audience CME Influence on Clinical decisions* (among those accessing/using source) Colleagues (message boards, communities) Conferences (recorded or live) Government websites eCME Pharma websites Online Pharma sales rep (in person) Offline Reach of source (yearly) (among all) *% of physicians ranking source with a 4 or 5 on a 5-point influence scale Source: Manhattan Research, Taking the Pulse® U.S. 2013

  6. Online Textbooks Surpass Print Day-to-Day Online Offline Day-to-day sources (weekly or daily use) News 55% 39%1 References and textbooks 54% 50% Professional journals 44% 55% Colleagues 32%3 72%2 Pharma or biotech sales rep 38% Occasional sources (yearly use) CME 89% 89% 92%4 Conferences 71% • Health/medical information in the newspaper or on television • In person or on phone • Online professional message boards, communities, social networks, or blogs • In person Among all physicians Source: Manhattan Research, Taking the Pulse® U.S. 2013

  7. Physicians are Moving Their Professional Journal Reading Online Percentage of time reading journals for professional purposes: Current percentage Expected percentage in the next 12 months Source: Manhattan Research, ePharma Physician® 2011

  8. Strong Growth in Frequency of Online Journal Access Physician professional journal use online and offline - weekly and overall use 2007 2013 2007 2013 95% 88% 74% 72% Any use 2007 Any use 2013 Source: Manhattan Research, Taking the Pulse® U.S. 2007, 2013

  9. Pharma Visitation Remains Relatively Low on Weekly Level Online resources/destinations (weekly or daily use): Search engines 64% in 2012 Websites for a HCP audience Non- pharma Wikipedia Professional society websites Government websites 23% in 2012 Any pharma websites Pharma product websites Pharma Pharma corporate websites Pharma customer service websites Among all physicians Source: Manhattan Research, Taking the Pulse® U.S. 2013

  10. Non-print Content Sources Garner Significant Reach Nearly 80% of physicians About half of physicians About a quarter of physicians About one in four physicians About one in four physicians About one in ten physicians Source: Manhattan Research, Taking the Pulse® U.S. 2012

  11. Professional App Use Common, However Adoption Remains Concentrated among Top Apps Mobileapps Mobile websites 67% of smartphone owners use any2 81% of smartphone owners use any1 Top 5professionalapps used on smartphone: Top 5 prof. websites used on smartphone: Epocrates Apps (includes Epocrates or Epocrates Essentials) The WebMD Professional Network* NIH Websites** WebMD Professional Apps (includes Medscape Mobile or WebMD) Epocrates UpToDate UpToDate Sermo Wikipedia QuantiaMD * The WebMD Professional Network includes eMedicine, Medscape or WebMD. ** NIH websites (rollup) includes Medline/NIH, PubMed, National Cancer Institute (NCI), or NIH. [1] Use any specific professional mobile app (Epocrates, WebMD Professional Network, etc.) or any pharma mobile app [2] Browse any mobile websites related to work on smartphone Among smartphone owners Source: Manhattan Research, Taking the Pulse® U.S. 2013, Medscape, Epocrates, Wikipedia, PubMed, UpToDate

  12. Search Engine Ranking is Key For Attracting a Physician Audience Online Drivers of high search engine ranking of online destinations Inhibitors of high search engine ranking of online destinations Daily • Search engine optimization (SEO), e.g. by … • coding to increase relevance to specific keywords • promoting a website to increase the number of backlinks • optimizing for general content as well as specific image or video search requests • Barriers to indexing activities, e.g. … • password protection • Firewalls • lack of popular inbound links Frequency of using search engines for medical info Weekly Monthly Yearly Never Source: Manhattan Research, Taking the Pulse® U.S. 2013

  13. Online Video Is a Key Format for Online Learning 70% of U.S. physicians watch online videos for professional purposes 29% The WebMD Professional Network* 25% YouTube.com 16% A professional association website 16% QuantiaMD.com *The WebMD Professional Network includes Medscape.com and TheHeart.org Among all physicians Source: Manhattan Research, Taking the Pulse® U.S. 2013, WebMD, YouTube, QuantiaMD, American College of Cardiology

  14. Changing Expectations for Content among Today’s Docs

  15. TODAY’S MULTISCREEN PHYSICIAN

  16. Both Smartphones and Tablets Serve Many Roles in 2013 Dr chrono Skeleton System Pro III Air Strip Heart Pro III Mobile MIMs Epocrates PubMed on Tap drawMD Source: Drchrono, Air Strip, Mobile MIMs, drawMD, Epocrates, PubMed on Tap, Heart Pro III, Skeleton System Pro III

  17. Three-device Ownership Is Now the Norm Devices owned or used for professional purposes Percentage of physicians in 2013 64%own/use a Tablet, smartphone and desktop/laptop 72% Tablet 83% Smartphone* Desktop/laptop computer 98% 91% Mobile phone (includes smartphone) eReader 19% *(Includes smartphone, PDA or send email from mobile device) Among all physicians Source: Manhattan Research, Taking the Pulse® U.S. 2013

  18. Its Still an Apple World, but iPad Mini Not As Disruptive as Hoped Smartphone OS Ranking Tablet OS Ranking #1 #1 #2 #2 #3

  19. Smartphones and Desktops Lead in Frequency, Tablets Resemble Desktops for Overall Duration Lean-in, multi-tasking, content creation Problem-solving, quick hit Times per day using each device to access professional info Immersion, learning, lean-back Minutes using each device in a typical session Among those using their respective devices during or between patient consultations Source: Manhattan Research, Taking the Pulse® U.S. 2013

  20. Mobile Devices Used to Access Journals but Larger Screens Still Preferred Device use for online professional journals: Desktop/laptop Smartphone Tablet Have used this device to access an online professional journal 86% 36% 33% Use this device most frequently to access online professional journals 76% 9% 13% Amongthose accessing journals online Source: Manhattan Research, ePharma Physician® 2012

  21. Ways to Access Professional Journals on Mobile Devices In which of the following ways do you expect to be able to access professional journals on mobile devices? Source: Manhattan Research, ePharma Physician® 2012

  22. Tablet Docs Prefer Accessing Journals through a Browser, while Smartphone Docs Have No Preference Methods of accessing online professional journals by device: Smartphone owners: Tablet owners: Mobile app: 26% Under age 35: 33% Age 35-44: 32% Age 45-54: 29% Age Under 35: 35% 35-44: 23% 45-54: 19% Mobile website: 22% No preference: 52% Among owners of these respective device Among tablet owners Among smartphone owners Source: Manhattan Research, ePharma Physician® 2012

  23. Multiple Device Usage while Accessing Online Journals Switching devices when reading a journal: Started reading a journal on a smartphone and switched to a laptop/desktop: 23% Started reading a journal on a tablet and switched to a laptop/desktop: 22% Started reading a journal on a smartphone and switched to a tablet: 13% Among those accessing journals through multiple types of devices Source: Manhattan Research, ePharma Physician® 2012

  24. EHR Adoption Growing Steadily Electronic health record (EHR) adoption: *Question was asked in a different manner in 2011, 2012 and 2013 Among all physicians Source: Manhattan Research, Taking the Pulse® U.S. 2013

  25. How Will Personal and Enterprise Platforms Coexist

  26. Pharma Trying to Understand How to Get Closer to EHRs & Publishers that Partner with EHRs Next gen EHRs

  27. EHRs are a Dominant Platform, But Driving Use of Open Digital Sources #1 #2 EHR Open Digital Sources Among all physicians Source: Manhattan Research, Taking the Pulse® U.S. 2013

  28. Through 2015 EHRs and Open Digital Access will Run in Parallel, with Accelerating Integration 2015 2013 EHRs Growth in integrated content Open Digital Access Among all physicians Source: Manhattan Research, Taking the Pulse® U.S. 2013

  29. Looking Ahead – Key Trends for HCPs Searchability – easy to find what they want, when they need it Considering the role of EHR and its effect on POC content consumption Expectation of truly interactive content that allows users to dive deeper, across screens Shift toward Outcomes-Based Reimbursement: What are the new content needs? Physicians are accustomed to information on demand – evolving learning styles – what are expectations of doctors whose med school textbooks were on their iPads?

  30. CONSUMER TRENDS

  31. Consumer Devices and Technology Impacting How We Consume and Share Information Wi-Fi Cameras, 8 Mgapxl chip in iPhone 5 Payment alternatives Apple and GoogleTV Sensors: GreenGoose Multi-device access to cable subscription BMW Wi-Fi Hotspot Smartphones, 7 inch and larger tablets and eReaders

  32. Content Flows Freely across Devices 35%of all online consumers access the Internet or online content via TV sets Avg age: 36yrs Avg income: $56K 25% of consumers watch TV or movies streamed or downloaded online Avg age: 36yrsAvg income: $64K Source: Manhattan Research, Cybercitizen Health® U.S. 2012, Google TV Blog, gallery4gadget, myfirst5k.wordpress.com

  33. Smartphones Becoming Mainstream, Tablets Rising Technology owned or used 83% of U.S. adults are online 86% Mobile phone* 79% Desktop or laptop 48% Up from 38% in 2011 Smartphone** 42% Gaming console 20% Up from 10% in 2011 Tablet 19% iPod touch 16% Up from 10% in 2011 eReader *Includes smartphone by definition ** Includes smartphone and send email from mobile device Source: Manhattan Research, Cybercitizen Health® U.S. 2011-2012

  34. Majority of Patients across Conditions Online for Health Percent of consumers in each segment who are online for health 60% + across conditions Source: Manhattan Research, Cybercitizen Health® U.S. 2012

  35. Health360: Multiple Touch Points for Care and Services Intel® Health Guide The Clinic at Walmart Proteus’ Ingestible Electronic Pill BodyGuardian Remote Monitoring System CVS Minute Clinic Fitbit American Well remote consults Humana workplace wellness Source: Manhattan Research, fitbit, mobihealthnews, tribeswell, Bits, Phoenix Business Journal, coxhealthconnection

  36. Fragmented Consumer Health Resource Mix Resources used for health info or services in the past 12 months 73% of U.S. adults use the Internet for health info or services Consumers ages 65+ top age cohort to use (85%) Pharmacist at Walgreens Hispanic consumers top ethnicity to use (17%) Black/African American consumers top ethnicity to use (67%) Source: Manhattan Research, Cybercitizen Health® U.S. 2012

  37. Internet Used throughout Patient Journey Scenarios prompting consumers to use online health resources Type of Condition Factors Age Among online consumers Source: Manhattan Research, Cybercitizen Health® U.S. 2012

  38. Online Patient Journey Varies by Condition and Age Scenarios prompting consumers to use online health resources Condition pushes Internet use throughout continuum RA patients: 40% Fibromyalgia patients: 48% MS patients: 61% Depression patients: 29% Age a factor only early in continuum Among online consumers Source: Manhattan Research, Cybercitizen Health® U.S. 2012

  39. Mobile Health Grows; Gives Consumers Sense of Control 55% of consumers feel more in control of their healthas a result of using smartphones for health or medical info. Among those online who are smartphone health users 75 In millions of U.S. adults (ages 18+) 29 Source: Manhattan Research, Cybercitizen Health® U.S. 2008-2012

  40. Marketers Facing a Growing Multiscreen Reality Triple Screen Consumers Consumers with smartphone + laptop/desktop + tablet 16% of all consumers in 2012 Smartphone adoption includes send email from mobile device in 2011-2012 Tablet adoption only asked for iPad ownership in 2010 Source: Manhattan Research, Cybercitizen Health® U.S. 2011-2012

  41. Key Insights • The digital landscape for is rapidly evolving, especially for an information-hungry, technologically advanced audience like the physician population. Digital has been a way of life for physicians for over a decade. • Mobile devices are changing physician expectations for portability and access to content – however at the same time the EHR will be consuming increasing time during the workday. Considering screenflow and use cases in content delivery will be critical. • Digital content is changing physicians expectations for content delivery. Searchability, ease of access, quick reference and fitting into physician workflow are all key to attracting a viable audience of doctors online. • Today’s E-Empowered Consumer is engaging with online content and their physician in new ways – creating new needs for tools and information that will continue to evolve as more of the onus for healthcare cost management is shifted to the consumer. • The world is changing under our feet even as we talk about it – 2010-2013 has seen some of the most dramatic shifts in health and technology behavior in the past decade. In addition to technology; the practice of healthcare will be undergoing rapid change in the coming years, changing physician and consumer needs with it. Key Insights

  42. THANK YOU Meredith Ressi mressi@manhattanresearch.com

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