October Webinar: Healthcare Leaves the Desktop

Healthcare Leaves the Desktop: How Mobile Research Impacts the Healthcare Industry

Mike Billingsley VP, Client Development, Research Now Mobile John F. Turner Director, Healthcare Solutions, Research Now

#rnwebinars

2 © 2012 Research Now

Agenda

How Mobile Research Impacts the Healthcare Industry

Mobile Market Research Overview

Use of Mobile Devices in the Healthcare Industry

Patients

Physicians

Case Studies

Study Results: Physician study on mobile phone usage

Conclusion


Defining Mobile Market Research

Using a mobile device to conduct survey or behavioral data collection. Mobile devices can include:

iPhone, iPad and iPod Touch

Android smartphones and tablets

BlackBerry smartphones and Playbook


Why Conduct Mobile Market Research?

Mobile Research gives you

BETTER, FASTER and

MORE COST-EFFECTIVE

RESULTS


A Matter of ‘Facts’

Mobile phones are the most adopted technology in history.

• Smartphone usage is growing rapidly globally:

55% penetration in the US (2012)

51% share in the Europe (2011)

45% penetration in Canada (2011)

19% in APAC/wide variations by country (2011)

Smartphones have become the preferred method for accessing popular social media and business platforms:

53% of Facebook traffic is via mobile as of May 2012

60% of Salesforce hits is via mobile as of May 2012

More than 80 of doctors use smartphones & 62% use a tablet in their practice

Internet is accessed via mobile more often than computer in China

Source:

http://www.nielsen.com/content/nielsen/global.html

http://www.gartner.com/


It’s Not Just About the App; It’s About People Too


Multiple Launch Methods

Push notification

Geo fencing

Geo targeting

QR code trigger

Diary studies - calendar trigger

Self-opted via short code SMS

Interviewer mode for F2F / CAPI

Email invites

SMS invites

In-app intercepts & mobile web intercepts


Mobile Use in the Healthcare Industry

Why are mobile devices important?

Physicians

85% use a smartphone at work

62% use a tablet within the workplace

Use is one of the highest as a profession

Uses

Communication

Dictation

Patient interaction

Education

Market Research


Multimode Healthcare Recruitment

Traditional

Email

Direct Mail

Traditional Phone

Referral

New

Mobile

Targets

Physicians

Patients

HCPs

HB2B

Benefits

Expands total targetable universe

Improves response rates

Convenience

Increases deliverables


Healthcare Case Studies


Case Study: Diabetes Patient Study

Mobile study for major pharmaceutical company

Objectives:

Track awareness and interest of a product among diabetes patients who own a smartphone.

Understand differences in the product awareness, ownership, intent and interest by different categories.

Understand the profile of the product. Owner vs. Non-Owners who are unaware of the product in order to identify likely determinants of sales.

10 min survey triggered via SMS invites

Key Features: • SMS invites • HTML5 web app • Real time reports

Key Benefits: • Speed/field time efficiencies • High level of respondent

engagement


Case Study: Physician Study

Mobile study among physicians

Objective:

Understand message recall – newly marketed diabetes product

Require a response rate within 48 hours of being detailed by a pharmaceutical representative

To improve response rates and to receive response within the short time frame, the study was ran as a mobile survey with a text invite and HTML5 web app survey instrument

Key Features: • SMS invites • HTML5 web app • Real time reports

Key Benefits: • Closer to moment of

experience for fresh insights • Speed/field time efficiencies • High level of respondent

engagement


Mobile Physician Research Study Overview

Internal Study to understand perceptions and use of mobile devices among physicians

8 minute survey

N=101 Physicians

PCPs/Specialists

Pediatricians, OBGYNs, Cardiologists, Oncologists, Orthopaedic Surgeons

Half of respondents took the survey on their mobile device and half took the survey online

Respondents were asked about mobile usage in the workplace as well as perceptions of and interest in using mobile devices to take surveys


Nearly 9 in 10 physicians own a smartphone

iPhones and iPads are commonly used for professional purposes

Q. S2, Which of the following electronic devices do you currently own? Base: 139 Q. S11. Which of the following devices do you currently use for professional purposes? Base: 101

89% 86%

73% 66%

47%

14%

Devices Owned

79% 74%

68%

52%

19% 11%

Devices Used for

Professional Purposes


Mobile devices are used in the office for a variety of purposes

Q2_1. For what purposes do you use your mobile device (tablet, iPhone, etc) in the office? Base: 101

29%

43%

40%

36%

36%

54%

61%

66%

70%

87%

View lab or x-ray results

Online marketing research

Medical research

Patient communication

Patient charts (electronic medical records)

Continuing medical education

Schedule/calendar

Communication with fellow medical…

Drug/treatment information

Personal

Uses of Mobiles Device in the Office


Physicians express a high level of interest in taking mobile surveys

Feelings about using mobile are overwhelmingly positive

Q. S3. How interested are you in participating in a Marketing Research Study on your mobile device (i.e. Tablet, iPad, etc)? Base: 127 Q. S4. How do you feel about using your mobile device for online Marketing Research Surveys? Base:115

0%

4%

10%

31%

56%

Very Negative

Somewhat Negative

Neutral

Somewhat Positive

Very Positive

Feeling About Using

Mobile for Surveys

2%

8%

8%

24%

59%

Definitely Not

Interested

Probably Not

Interested

Neutral

Somewhat

Interested

Definitely

Interested

Interest in Participating

on Mobile Device

83% 87%


9 in 10 are willing to download our app

8 in 10 are likely to take a 15 minute mobile-based survey

Q, S5a. Would you be willing download an application to your mobile device (i.e. Tablet, SmartPhone) so that you can be alerted when a Marketing

Research Survey opportunity is available? Base: 115

Q. S5c. Assuming you were offered a survey on your mobile device that would take 15 minutes, how likely are you to participate in a survey on your

mobile device during business hours? Base:: 102

12%

88%

Willingness to

Download Native App

Yes

No

4%

9%

8%

33%

46%

Very Unlikely

Somewhat Unlikely

Neutral

Somewhat Likely

Very Likely

Likelihood to Take 15

Minute Survey

79%


Physicians like being able to take surveys when and where they want

Q. S6. What are the advantages of using your mobile device for completing online Marketing Research Surveys? Baee:101

17%

24%

25%

34%

30%

32%

39%

48%

78%

87%

90%

Fun

Easy to understand how to take on mobile

I'm in control

Easy to answer on mobile device

Easy to read on mobile device

Effective (good) way to take a survey

More likely to take on mobile

Effective (good) way to reach me

I can respond to survey quickly

Can take the survey when I want to take it

Can take survey where I want to take it

Interest in Participating on Mobile Device

Nearly 40% are more likely to take a survey because they can do so on their mobile device


Likelihood of taking a variety of types of surveys is high

Q7. If available, which of the following types of marketing research studies would you take on your mobile device? Baee:101

77%

81%

84%

91%

93%

Pharmaceutical sales force effectiveness studies

Medical software evaluation studies

Pharmaceutical effectiveness studies

Specific disease treatment studies

General Healthcare Industry studies

Which Types of Mobile Surveys Would You Take?


4 in 10 respondents think that at least half of their colleagues who take surveys would use mobile

Q10. To the best of your knowledge, of your colleagues who participate in online marketing research surveys, what percent do you think will use their mobile devices to complete the surveys? Baee:101

9%

12%

18%

11%

26%

90-100% 70-89% 50-69% 25-49% 1-24%

Colleagues Who Would Use Mobile for Surveys

39%


Future Use

Q5_1, 2, 3. In thinking about the future, for each time frame listed below, do you believe the use of mobile devices in physician-patient interactions will…Baee:101

81%

95%

90%

1 Year 5 Years 10 Years

Mobile Use for Patient Interactions will Increase in…


Mike Billingsley VP, Global Client Development, Research Now Mobile [email protected] John Turner Director, Healthcare Solutions, Research Now [email protected]

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mailto:[email protected]



October Webinar: Healthcare Leaves the Desktop

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