Trends and the Future: Physicians
and Patients in a Connected World
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Research Overview
Taking the Pulse® U.S. 2013
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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
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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
PHYSICIAN INFO SEEKING EVOLVES
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In 2013, Physicians have Full Digital Access
High-speed and Wi-Fi
at work and home
Public networks
Source: ManhattanResearch
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LICENSED FOR INTERNAL USE ONLY
Cellular networks
Satellite networks
Prof.
journals
(in person or
on phone)
Prof. journals
Colleagues
(message boards,
communities)
Conferences
(recorded or live)
Pharma
websites
Websites for
CME
HCP
audience
eCME Government
websites
Pharma sales
rep (in person)
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
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Colleagues
Conferences
(among those accessing/using source)
Influence on Clinical decisions*
Websites for HCP Audience Are Top Digital Source in
Reach/Influence
LICENSED FOR INTERNAL USE ONLY
Online
Offline
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)
(1)
(2)
(3)
(4)
CME
89%
89%
Conferences
71%
92%4
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
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Physicians are Moving Their Professional Journal Reading
Online
Percentage of time reading journals for professional purposes:
Current percentage
Online or electronic sources
Offline or print sources
Source: Manhattan Research, ePharma Physician® 2011
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Expected percentage in the
next 12 months
Online or electronic sources
Offline or print sources
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
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Pharma Visitation Remains Relatively Low on Weekly Level
Online resources/destinations (weekly or daily use):
Non- pharma
Search engines
64% in 2012
Websites for a HCP audience
Wikipedia
Professional society websites
Government websites
Pharma
Any pharma websites
Pharma product websites
Pharma corporate websites
Pharma customer service websites
Among all physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2013
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23% in 2012
Non-print Content Sources Garner Significant Reach
Nearly 80% of physicians
About a quarter
of physicians
About one in four
physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2012
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About half of physicians
About one in four
physicians
About one in ten
physicians
Professional App Use Common, However Adoption Remains
Concentrated among Top Apps
Mobile apps
81% of smartphone owners use any1
Top 5 professional apps used on smartphone:
Mobile websites
67% of smartphone owners use any2
Top 5 prof. websites used on smartphone:
Epocrates Apps
(includes Epocrates or Epocrates Essentials)
WebMD Professional Apps
(includes Medscape Mobile or WebMD)
The WebMD
Professional
Network*
NIH
Websites**
UpToDate
Epocrates
UpToDate
Sermo
QuantiaMD
Wikipedia
[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
* The WebMD Professional Network includes
eMedicine, Medscape or WebMD.
** NIH websites (rollup) includes Medline/NIH,
PubMed, National Cancer Institute (NCI), or NIH.
Among smartphone owners
Source: Manhattan Research, Taking the Pulse® U.S. 2013, Medscape, Epocrates, Wikipedia, PubMed, UpToDate
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Frequency of using search engines for
medical info
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
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
Daily
Weekly
Monthly
Yearly
Never
Source: Manhattan Research, Taking the Pulse® U.S. 2013
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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*
16%
QuantiaMD.com
25%
YouTube.com
16%
A professional
association website
*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
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Changing Expectations for Content among Today’s Docs
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TODAY’S MULTISCREEN PHYSICIAN
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Both Smartphones and Tablets Serve Many Roles in 2013
Dr chrono
Skeleton
System Pro III
Air
Strip
Practice
Management
Heart Pro III
Professional
Education
Remote
Patient
monitoring
Mobile MIMs
Epocrates
PubMed
on Tap
Quick
Reference
Patient
Education
drawMD
Source: Drchrono, Air Strip, Mobile MIMs, drawMD, Epocrates, PubMed on Tap, Heart Pro III, Skeleton System Pro III
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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*
83%
Desktop/laptop computer
98%
Mobile phone (includes smartphone)
91%
eReader
19%
*(Includes smartphone, PDA or send email from mobile device)
Among all physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2013
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72%
Tablet, smartphone
and desktop/laptop
Its Still an Apple World, but iPad Mini Not As Disruptive as
Hoped
Smartphone OS Ranking
#1
Tablet OS Ranking
#1
#2
#2
#3
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Times per day using each device
to access professional info
Smartphones and Desktops Lead in Frequency, Tablets
Resemble Desktops for Overall Duration
Problem-solving,
quick hit
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
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Lean-in, multitasking, content
creation
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%
Among those accessing journals online
Source: Manhattan Research, ePharma Physician® 2012
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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?
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Source: Manhattan Research, ePharma Physician® 2012
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%
Age
Under 35: 35%
35-44: 23%
45-54: 19%
Under age 35: 33%
Age 35-44: 32%
Age 45-54: 29%
Mobile website:
22%
No preference:
52%
Among owners of these respective device
Among tablet owners
Source: Manhattan Research, ePharma Physician® 2012
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Among smartphone owners
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:
Among those accessing journals through multiple types of devices
Source: Manhattan Research, ePharma Physician® 2012
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13%
EHR Adoption Growing Steadily
Electronic health record (EHR) adoption:
Devices used to access
EHRs:
(among physicians with an EHR)
Desktop
EHR dedicated desktop
Tablet
Smartphone
*Question was asked in a different manner in 2011, 2012 and 2013
Among all physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2013
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How Will Personal and Enterprise Platforms Coexist
Personal
devices
and
platforms
?
Screenflow
in 2013
Enterprise
devices
and
platforms
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Pharma Trying to Understand How to Get Closer to EHRs &
Publishers that Partner with EHRs
Next gen EHRs
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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
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Through 2015 EHRs and Open Digital Access will Run in
Parallel, with Accelerating Integration
2015
Growth in integrated content
2013
EHRs
Open Digital Access
Among all physicians
Source: Manhattan Research, Taking the Pulse® U.S. 2013
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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?
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CONSUMER TRENDS
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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
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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: 36yrs Avg income: $64K
Source: Manhattan Research, Cybercitizen Health® U.S. 2012, Google TV Blog, gallery4gadget, myfirst5k.wordpress.com
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Smartphones Becoming Mainstream, Tablets Rising
Technology owned or used
Mobile phone*
86%
Desktop or laptop
79%
Smartphone**
48%
Gaming console
42%
Tablet
20%
iPod touch
19%
eReader
16%
Source: Manhattan Research, Cybercitizen Health® U.S. 2011-2012
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83% of U.S. adults are
online
Up from 38% in 2011
Up from 10% in 2011
Up from 10% in 2011
*Includes smartphone by definition
** Includes smartphone and send email from mobile device
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
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Health360: Multiple Touch Points for Care and Services
The Clinic at Walmart
Intel® Health Guide
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
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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
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Internet Used throughout Patient Journey
Type of
Condition
Factors
Scenarios prompting consumers to use online health resources
Age
Among online consumers
Source: Manhattan Research, Cybercitizen Health® U.S. 2012
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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%
Age a factor only early in
continuum
Among online consumers
Source: Manhattan Research, Cybercitizen Health® U.S. 2012
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MS patients:
61%
Depression
patients:
29%
Mobile Health Grows; Gives Consumers Sense of Control
55% of consumers feel more in control of their health as a result of using smartphones for
health or medical info.
Among those online who are smartphone health users
In millions of U.S. adults (ages 18+)
75
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Source: Manhattan Research, Cybercitizen Health® U.S. 2008-2012
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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
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Key Insights
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.
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THANK YOU
Meredith Ressi
mressi@manhattanresearch.com
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