Abstract
Overview
Introduction
An understanding of the present and future market trends surrounding eHealth
is vital in order for the pharmaceutical industry to develop effective
multi-channel marketing strategies. It is advisable for stakeholders to invest
in targeted initiatives that meet the specific information needs and support
the decision making processes of the large numbers of physician and consumer
groups online.
Scope
- Insight into key characteristics of those who use or would be willing to
use eHealth applications and services
- Identification of the most commonly used sources of online health
information and how end users navigate to these sources
- Analysis of opportunities to better meet the needs of physicians and
consumers online
- Recommendations for industry based on lessons learned from physicians' and
consumers' experiences with eHealth applications and services
Report Highlights
Physicians are primarily using the Internet to access educational resources
and high quality information. Pharmaceutical companies that provide online
resources that help physicians practice medicine more efficiently and
effectively will attract return site users and foster brand loyalty.
It is important to identify how often consumers access the Internet. Marketing
initiatives can be developed to accommodate varying levels of usage. For
example, tools such as risk-assessment surveys or dosing calendars, and
disease and product information can be offered in a printable format so
frequent Internet access is not necessary.
A promising trend towards gaining voice among prescribers is to reach them
online, though not through Internet-enabled mobile technologies but instead
through their home computer. One-half of physicians in the US and the EU and
one-third of physicians in Japan access the Internet for work-related purposes
from home at least 50% of the time.
Reasons to Purchase
- Identify how pharma companies can work with physicians to reach consumers
who would benefit from online disease management and compliance programs
- Understand how when and where physicians are most likely to access
information online should affect approaches to detailing and website design
- Assess opportunities to better meet physicians and consumers' needs online
through tailored information portals and Internet-enabled tools
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