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The Evolution of the Online Patient

The Evolution of the Online Patient . How patients react to an evolving digital world. John Mangano, Vice President | July 2014 . Agenda:. The Evolution of the Internet and What that Means to Health Patient Reaction to The Evolution Why Patients Access Health Content Online

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The Evolution of the Online Patient

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  1. The Evolution of the Online Patient How patients react to an evolving digital world John Mangano, Vice President | July 2014

  2. Agenda: • The Evolution of the Internet and What that Means to Health • Patient Reaction to The Evolution • Why Patients Access Health Content Online • How Patients Use Devices for Health Related Purposes • How Patients Feel About Online Health Content • How Online Interactions Translate Into Offline Actions

  3. comScoreHealth Solutions comScore Assets Patient Panel: 2M Dynamic Panel: 1M Mobile Panel: 70K Measurement Tools Reach 95% of U.S. Population Deep insights into patient and caregiver behavior Confidentially measure online and now offline behavior of patients Provider of the health industry in online effectiveness measurement Active supporter of health online marketing

  4. The Evolution of the Internet How the Internet Landscape is Changing and What That Means for Health

  5. …But in 2013, it Isn’t Growing Anymore. Historically, the Internet Has Always Grown… 2013 2010 2009 2011 2012

  6. The Number of PCs Accessing the Internet Stopped Growing in 2013 +1% Millions of UVs 129M view health content (58%) Hours/UV -16% • SOURCE: COMSCORE MEDIA METRIX PC,JANUARY 2014

  7. Health Sites Saw Less Engagement Erosion Than the Total Internet Mins/UV -16% -4% • SOURCE: COMSCORE MEDIA METRIX PC, JANUARY 2014

  8. The Internet is Evolving

  9. Mobile is as Influential to the Internet as the Internet was to Offline Millions of unique viewers • SOURCE: COMSCORE MEDIA METRIX PC

  10. Including Multi-Platform, Health is Outpacing Overall Internet Growth Millions of unique viewers • SOURCE: COMSCORE MEDIA METRIX PC, COMSCORE MEDIA METRIX MULTIPLATFORM

  11. The Internet (Including All Platforms) is Growing +3% Millions of UVs 169M view health content (70%) Hours/UV +10% • SOURCE: COMSCORE MEDIA METRIX,JANUARY 2014

  12. Across Platforms, Visitors to Health Content Increased +12% Unique Visitors • SOURCE: COMSCORE MEDIA METRIX MULTIPLATFORM, JANUARY 2014

  13. One Third of Tablet Owners and 13 Percent of Smartphone Owners use Their Device to Access Health Content PCs 58% ~129 million Tablets 30% ~24 million Smartphones 13% ~30 million • SOURCE: COMSCORE MOBILENS & TABLENS U.S, FEBRUARY 2014

  14. Patient Perspectives Patient Response to the Internet for Health Purposes • comScore Custom Research – Jan 2014 Total n=958

  15. Convenience, Ease of Access, and Availability of Health Information by age Why do you use the Internet to look for health-related information? I like the convenience of accessing health information at my home or office It’s available 24/7 to answer my health related questions It’s easy to find the health related information I need online • Source: comScore Custom Research – Jan 2014 Total n=958

  16. Younger Patients are More Likely to Use the Internet to Avoid Going to the Doctor Why do you use the Internet to look for health-related information? • Source: comScore Custom Research – Jan 2014 Total n=958

  17. Today, Mobile Devices Complement Traditional Devices for Health Research – Not Replace! Why do you use your smartphone/tablet for health research? • Source: comScore Custom Research – Jan 2014 Total n=958

  18. Health Researchers Rely on Bigger Screens When Looking up Health Information For which of the following health purposes do you use your laptop/PC/smartphone/tablet? • Source: comScore Custom Research – Jan 2014 Total n=958

  19. Portability drives specific mobile usage such as Tracking, Reminders, etc. For which of the following health purposes do you use your laptop/PC/smartphone/tablet? • Source: comScore Custom Research – Jan 2014 Total n=958

  20. Younger Patients are More Likely to Use Their Mobile Device To Research Health Topics Along With Tracking Diet and Exercise For which of the following health purposes do you use your smartphone? Research conditions Track my diet Track exercise Research healthcare professionals • Source: comScore Custom Research – Jan 2014 Total n=958

  21. Older Patients are More Likely to Use Their Mobile Device to Research Medications, for Medication Reminders, and Keeping Track of Appointments For which of the following health purposes do you use your smartphone? Keep track of doctor appointment Research medication Medication reminders • Source: comScore Custom Research – Jan 2014 Total n=958

  22. Device Penetration Among by race is Similar Across both Mobile Phones and Tablets Mobile Phone Ownership Mobile Phone Ownership Index 98 94 50 91 228

  23. Device Penetration Among by race is Similar Across both Mobile Phones and Tablets Tablet Ownership Tablet Ownership Index 96 102 42 111 212

  24. What about social media? Healthrelated articlesNOTcondition specific information Content must be Relatable & Offer Value 19% have shared health information 24

  25. Trust in social media for health is low…today 56% 52% 53% 48% 49% 53% TRUST Healthcare Provider’s Online Portal 30% 28% 18% 14% 10% 0% TRUST Social Media 18 65+ AGE On the 1 to 7 scale below, where 1 is “I am very skeptical about the information” and 7 is “I can completely trust the information,” please indicate your perception of the health-related information. Source: comScore Custom Research, January 2014

  26. Millenials are More Trusting of Social Media and Health Related Apps Than Older Generations On the 1 to 7 scale below, where 1 is “I am very skeptical about the information” and 7 is “I can completely trust the information,” please indicate your perception of the health-related information you may find in each of the following: Health care provider’s online portal Email from a health care provider Health related apps Social Media % Top 2 Box • Source: comScore Custom Research – Jan 2014 Total n=958

  27. How Internet Usage Influences Offline Action Digital Content Affects How Users Speak with Their Doctors and Fill Prescriptions

  28. Patients are More Likely to Use the Internet as a Resource Before Going to the Doctor “I use the Internet as a “second opinion”to ensure my doctor or nurse has provided me with the correct information” “I like to look up answers to my health-related questions before going to the doctor” Doctor Visit 40% 23% Why do you use the Internet to look for health-related information? • Source: comScore Custom Research – Jan 2014 Total n=958

  29. Health Content Researchers are More Likely to Discuss Conditions with Doctors Did your research on health-related websites cause you to talk to or ask your doctor about each of the following? • Source: comScore Custom Research – Jan 2014 Total n=958

  30. What the future will bring…

  31. Social Media • Social Media has eclipsed portals on percent time spent online • Facebook earns 150M visitors/month & 10% of total minutes online Mobile and social media helps an increasednumber of people inachieving their health goals • SOURCE: COMSCORE MOBILE FUTURE IN FOCUS 2013

  32. Growth of Smartphones & Tablets • 120 million smartphones & 50 million tablets Aria Wifi Scale Mobile sites and apps are a small piece of the future— they are the catalysts for measurement devices,where the opportunity is limitless Basis Sensor Device • SOURCE: COMSCORE MOBILE FUTURE IN FOCUS 2013

  33. Big Data • Next frontier for innovation, competition & productivity • 92% of world’s data was created in last two years Crowd-Sourced data provides new types of clinical trialswithgreater patient activity insights & access to real-time health data for physicians • SOURCE: COMSCORE MOBILE FUTURE IN FOCUS 2013

  34. Privacy There needs to be clear and concise school of thought on how health data can and cannot be used. There is no doubt that by individuals giving a little, the population can gain a lot. As this evolution takes place lines will be crossed.

  35. Thank you For more information, please contact: John Mangano, VP, comScore Health & Pharmaceutical Group 703-438-2358 jmangano@comscore.com Twitter: @john_mangano

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