PHARMAFUTURE ™ An Indegene Initiative DIGITAL SAVVY THE HCP SURVEY TOP TRENDS 2019
CONTENTS
Disclaimer .......................................................................... 3
Executive Summary ................................................... 4
Demographics ................................................................ 5
Top 3 Channels for Patient Interaction....... 6
HCP Preference to Access Medical Information................................. 7
HCP Digital Affinity by Specialty— Digital Readiness Based on Adoption.... 8
Channel Preference................................................. 10
Top 3 Digital Channels.......................................... 12
Number of Touchpoints....................................... 13
Content Preference.................................................. 14
Patient Interactions ................................................. 15
Product Information During Its Life Cycle................................................. 16
Medical Rep Interactions .................................... 17
Prescription.................................................................... 18
Top Global Pharma Performers ..................... 19
© PHARMAFUTURE™. All rights reserved.02
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
DIS
CL
AIM
ER
All the findings, inferences, and data shared in this
report are solely the views of the respondents and may
or may not represent the views of any organization.
PHARMAFUTURE™ bears no liability in any capacity to
the authenticity, accuracy, or completeness of the
information shared.
PHARMAFUTURE™ has in no way modified or influenced
the results presented in this report, which contains
information in a summarized form, and is therefore
intended for general guidance only. It is not intended to
be a substitute for detailed research or the exercise of
professional judgment. PHARMAFUTURE™ is not liable
for any loss occasioned to any person acting or refraining
from acting as a result of any material in this publication.
If you intend to reuse, copy, or reproduce any content
from the report in any form, due credit has to be given to
Indegene by mentioning Source: THE DIGITAL SAVVY
HCP SURVEY ‒ TOP TRENDS 2019 as the source of
information for all reproductions.
To reproduce, copy, or use any or all parts of this report
for commercial, noncommercial, or academic purposes,
express written permission must be sought by writing to
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
03© PHARMAFUTURE™. All rights reserved.
The Digital Savvy HCP Survey 2017
report highlighted the fact that while
physicians have increasingly adopted
digital channels, face-to-face detailing
was the most preferred one. The trend
continued in 2018 as well. However,
the adoption of new digital channels
by physicians has seen a tectonic shift
in the last 3 years.
Physicians in developed markets have
continued to use emails and websites
as the preferred channels for
information exchange with patients
while their counterparts in developing
regions rely on social messaging and
text messages to provide updates.
EXECUTIVE SUMMARY
While e�cacy and safety profile of the drug remains the most
sought-after information for prescriptions, requests for real-world
evidence has seen an increase as well. New insights are sought as
physicians work toward better health outcomes in light of
regulatory pressures and payer demands.
Technology advancements have changed the role of
medical representatives. They are seen as conduits for
precise and personalized content which can be shared
on demand. The survey showed that physicians have
new expectations from medical representatives.
GlaxoSmithKline, AstraZeneca, Merck, and Pfizer
continue to enjoy excellent recall across the globe.
Physicians continue to find that content engagement
with the companies mentioned above enhances their ability to
deliver high-quality patient care.
© PHARMAFUTURE™. All rights reserved.04
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
DEMOGRAPHICS
US
India
China
USAROW
USA
India
China
In total, 1050 physicians from the USA, India,
China, and other countries participated in the
Digital Savvy HCP Survey 2019. Majority of the
participants have over 10 years of work
experience and represent a broad spectrum of
specialties.
I work for agroup practice 45%
I have my practice 31%
I work for a stand-alone hospital
I have my practice, but I consult foran integrated healthcare system 4%
1%
14%I work for a hospital which is a part of
an integrated healthcare system 19%
25%
31%
25%5%
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
05© PHARMAFUTURE™. All rights reserved.
The difference in the predilection for channels that physicians employ to engage with patients is probably reflective of
the regulations that govern the exchange of personal information in their respective regions. Although web portals,
emails, and text messaging are the preferred mode of knowledge sharing in the more developed parts of the world,
text, social messaging
platforms, and digital
health apps are
widely used in other
geographies.
TOP 3 CHANNELS FOR PATIENT INTERACTION
Soci
alM
essa
ging
Web
site
s
Emai
ls
Vide
oC
hat
Hea
lthA
pps
Text
Mes
sagi
ng
Soci
alN
etw
orki
ngSi
tes
Blo
gs
GLOBALUSA
ROW
55.3
748
.24
53.2
3
51.9
2
39.2
8
37.7
9
38.9
3 29.8
7
31.5
7
27.8
5
52.4
2
53.2
8
49.9
5
37.8
2
44.4
7
35.7
1
51.7
0
33.2
8
32.5
8
27.8
6
26.4
6
26.0
5
24.4
8
64.7
5
© PHARMAFUTURE™. All rights reserved.06
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
The presence of multiple channels and the volume of information that is available, both promoted by pharmaceutical
companies and published by academicians or peers, coupled with the increase in patient visits have compelled
physicians to access relevant information during their off-hours and weekends.
HCP PREFERENCETO ACCESS MEDICAL INFORMATION
MON SUNTUE THU FRI SATWED
6 6
55 35 5
4
5
44 4
333
11
3
4
4
55
3
1 1 1
43
2
22 2 2 2 11
6 6 6 6 6
MON SUNTUE THU FRI SATWED
BEFORE8 AM
8 AM TO11 AM
11 AM TO2 PM
2 PM TO5 PM
5 PM TO8 PM
AFTER 8 PM
4 4
55 15 5
1
5
11 1
666
22
6
1
1
33
6
2 2 2
65
46
33 3 3 4 12
4 4 3 4 5
USA ROW
(1=most preferred, 6=least preferred)
1
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
07© PHARMAFUTURE™. All rights reserved.
HCP DIGITAL AFFINITY BY SPECIALTY —
Patient Interaction Using Digital ChannelsUSA ROW
TOP 5
BOTTOM 5
EmergencyMedicine
Pediatrics
Ophthalmology
2
5
7
9
Dermatology
1
8
Ophthalmology
Immunology
GeneralSurgery
3
10
Immunology
3
5
7
10
Oncology
Neurology
Psychiatry
Urology
2
4
6
9
GeneralSurgery
EmergencyMedicine
Cardiology
Medicine/Pediatrics
Urology
Pulmonology
Geriatrics
Oncology
1
4
6
8
© PHARMAFUTURE™. All rights reserved.08
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
DIGITAL READINESS BASED ON ADOPTION
Content Engagement Using Digital ChannelsUSA ROW
Pediatrics
Immunology
Primary CarePhysicians
Ophthalmology
Endocrinology
InternalMedicine
Orthopedics
TOP 5
BOTTOM 5
Neurology
Urology
FamilyMedicine
Psychiatry
2
5
7
9
1
8
3
10
3
5
7
10
2
4
6
9
1
4
6
8
Ophthalmology
EmergencyMedicine
Orthopedics
Oncology
Geriatrics
Immunology
Psychiatry
Neurology
Cardiology
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
09© PHARMAFUTURE™. All rights reserved.
CHANNEL PREFERENCE
The combination of information diversity, paucity of time, and organizational restrictions (in the case of IHSs) have driven
physicians to adopt a variety of digital channels to keep themselves abreast of the latest product information that is a
part of the treatment plan for their patients. The preference for face-to-face tablet-based detailing has not diminished
Face
-to-
Face
Tabl
et-b
ased
Det
ailin
g
Jour
nals
(Onl
ine/
O
ine)
Web
site
s
Self-
dire
cted
Web
Det
ailin
g(W
ithou
t Rep
)
Web
inar
s/W
ebca
sts
Mar
ketin
gEm
ails
Emai
ls F
rom
Your
Rep
Live
Rem
ote
Det
ailin
g(O
nlin
e R
ep)
Soci
al A
pps
Text
Mes
sagi
ng
Tele
-rep
(Pho
ne O
nly)
Dire
ct M
ail
Med
ical
Scie
nce
Liai
son
USA ROW GLOBAL72.0
5
63.3
1
54.8
1
56.0
2
53.7
1
54.6
8
52.6
8
48.2
5
45.2
7
39.8
3
41.3
1
35.8
5
35.4
1
73.2
169
.36
66.3
7
57.3
2
56.3
8
54.3
5
52.6
8
51.5
9
49.3
3
43.3
1
37.2
7
34.1
3
32.5
1
29.3
7
43.6
4
49.5
058.0
4
45.8
1
49.8
5
45.7
355.2
3
59.3
5
52.2
2
55.1
6
48.9
7
56.1
7
© PHARMAFUTURE™. All rights reserved.10
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
A comparison of trends between 2015 and 2018 shows that
the preference for digital channels has steadily increased,
whereas the avidity for medical representatives appears to have
plateaued. It can be attributed to the fact that physicians,
being burdened with growing administrative work, are finding
it challenging to accommodate medical representatives during
office hours. The preference of physicians for Medical Science
Liaisons (MSLs) has also increased over the same period as an
outcome of time constraints. MSLs, given their technical
expertise on the drugs and therapeutic areas assigned
to them, provide value to doctors who seek precise
information, which may influence their treatment plans
and the overall well-being of their patients.
THE NATURE AND IMPLICATION OF THE INFORMATION SHARED BY
MSLs have made them the preferred sources of information for products accounting for the
use of a physician’s time.
46.6551.99
59.03
Preference Over the Years ‒ Global
2015 2017 2018
over the years that the survey has been done. A point of interest is the increasing endorsement of journals1 and
medical liaisons. The fact that the channels ranked second and third in the survey indicates that scientific
content will build greater goodwill and loyalty for brands. The positions of marketing emails
and rep-triggered emails have dropped significantly lower this year to the extent that they now
occupy positions in the lower end of the list of preferred channels.
72.8675.25
82.05
62.9072.0571.53
MedicalScience Liaison
DigitalChannels
MedicalRepresentative
1Journals were not part of the Digital Savvy HCP Survey 2017
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
11© PHARMAFUTURE™. All rights reserved.
57.8154.9756.96
56.2452.26
55.05
65.6056.68
62.93
TOP 3 DIGITAL CHANNELS
Physicians perceive journals to be less biased than other sources of
pharma-sponsored information. The spurt of activity in publishing
real-world evidence (RWE) has played a significant role in influencing
physicians to explore journals. The use of RWE to recommend treatment
plans that are effective for patients and help with reimbursements has
only augmented the high view of journals as a trustworthy source of
information.
THE TOP 3 DIGITAL CHANNELS PREFERRED BY PHYSICIANS are journals, brand websites, and marketing emails.
BrandWebsites
USAROWGlobal
Journals(Online/O�ine)
MarketingEmails
© PHARMAFUTURE™. All rights reserved.12
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
The preference for face-to-face tablet-based detailing
as a channel is indicated by the number of times
physicians around the world use it on a monthly
basis. In the last year, email views have dropped
NUMBER OFTOUCHPOINTS
Face
-to-
Face
Tabl
et-b
ased
Det
ailin
g
Jour
nals
(Onl
ine/
O�
ine)
Web
site
s
Self-
dire
cted
Web
Det
ailin
g(W
ithou
t Rep
)
Web
inar
s/W
ebca
sts
Mar
ketin
gEm
ails
Emai
ls F
rom
Your
Rep
Live
Rem
ote
Det
ailin
g(O
nlin
e R
ep)
Soci
al A
pps
Text
Mes
sagi
ng
Tele
-rep
(Pho
ne O
nly)
Dire
ct M
ail
Med
ical
Scie
nce
Liai
son
while the usage of online and offline journals appears to
have increased. It also seems that physicians may be
seeking general information from online sources. The survey
indicates that physicians mostly continue to rely on content
provided or sponsored by pharmaceutical companies.
3.00
2.59
2.37
2.18 2.11
1.78
1.65
1.63
1.56
1.58
1.55
1.21
1.26
USA ROW GLOBAL
3.13
2.84
2.01
2.60
2.28
2.15
1.78
1.55
1.54
1.45
1.36
1.28
1.28
1.18
1.16 1.
50
2.18
1.82 2.
11
1.841.88
1.792.
04
1.96
1.83
2.70
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
13© PHARMAFUTURE™. All rights reserved.
CONTENT PREFERENCE
Product information remains
the most sought-after data by
physicians globally: details
related to the efficacy and
safety profile of the drugs
administered or proposed for
treatment is solicited or
searched. New clinical
information is also frequently
requested from medical
representatives or MSLs.
Physicians in developing
markets place a higher
emphasis on treatment
guidelines and disease
information compared to their
peers in the USA.USA ROW GLOBAL
E�cacy
Safety
Dosing
Clinical Data
Medical Information Services― Treatment Guidelines
Real-World Evidence
Medical Information Services― Review Articles
Discount or Sample Offers
Medical Information Services― Disease Information
Administration of the Medicine
Medical Information Services― Conference Reports and News
Product Availability
Adherence Programs
Digital Health Services
78.5380.6379.16
78.0480.4878.77
74.5975.7374.93
74.2077.6975.24
73.2081.1575.59
72.2779.9674.57
68.7276.3571.01
67.9960.5465.76
67.7477.3470.62
66.1175.1568.82
61.7573.6365.31
61.0969.8563.72
51.1068.9056.44
54.1667.1058.04
© PHARMAFUTURE™. All rights reserved.14
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
CONTENT PREFERENCE
Product information remains
the most sought-after data by
physicians globally: details
related to the efficacy and
safety profile of the drugs
administered or proposed for
treatment is solicited or
searched. New clinical
information is also frequently
requested from medical
representatives or MSLs.
Physicians in developing
markets place a higher
emphasis on treatment
guidelines and disease
information compared to their
peers in the USA.USA ROW GLOBAL
E�cacy
Safety
Dosing
Clinical Data
Medical Information Services― Treatment Guidelines
Real-World Evidence
Medical Information Services― Review Articles
Discount or Sample Offers
Medical Information Services― Disease Information
Administration of the Medicine
Medical Information Services― Conference Reports and News
Product Availability
Adherence Programs
Digital Health Services
78.5380.6379.16
78.0480.4878.77
74.5975.7374.93
74.2077.6975.24
73.2081.1575.59
72.2779.9674.57
68.7276.3571.01
67.9960.5465.76
67.7477.3470.62
66.1175.1568.82
61.7573.6365.31
61.0969.8563.72
51.1068.9056.44
54.1667.1058.04
© PHARMAFUTURE™. All rights reserved.14
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
Soci
alM
essa
ging
Web
site
s
Emai
ls
Vide
oC
hat
Hea
lthA
pps
Text
Mes
sagi
ng
PATIENTINTERACTIONS
The preference of channels that physicians use to engage with their patients differs widely.
Doctors in the USA prefer to use web portals and emails to share information or updates. In
other parts of the world, text and social messaging are more widely used. The use of video
chats to share information with patients is limited among physicians across the globe.
Soci
alN
etw
orki
ngSi
tes
Blo
gs
53.2
348
.24
52.4
251
.92
39.2
8
37.7
9
29.8
7
31.5
7
27.8
5
38.9
353.2
8
49.9
5 64.7
5
37.8
2
44.4
7
35.7
155.3
7
51.7
0
33.2
8
32.5
8
27.8
6
26.4
6
26.0
5
24.4
8
GLOBALUSA
ROW
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
15© PHARMAFUTURE™. All rights reserved.
PRODUCT INFORMATION DURING ITS LIFE CYCLE
New information about the safety and
efficacy of the product continues to remain of
significance to physicians around the world.
Another point of congruence is the
importance of RWE, the product progresses
through the various stages of its life cycle.
E�cacySafety
Real-World Evidence
Access/Coverage
Clinical Trial UpdatePricing
Patient Support
Label Coverage
22%
23%
15%
12%
11%
10%
4% 3%
© PHARMAFUTURE™. All rights reserved.16
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
MEDICAL REP INTERACTIONS
Physicians in all the regions who were a
part of the survey indicated that their
interactions with medical
representatives would be more valuable
if the reps could share precise
information that is relevant and
personalized for them or on-demand
remote engagement with an MSL.
Rel
evan
tIn
form
atio
n
On-
dem
and
Info
rmat
ion
Cus
tom
ized
Pre
cise
Info
rmat
ion
Ava
ilabl
ein
Dig
ital F
orm
ats
Med
ical
Sci
ence
Liai
son
Acce
ssan
d A
vaila
bilit
y
Self-
serv
ice
Opt
ions
to C
onne
ct w
ith R
eps
Rou
nd-t
he-c
lock
Mul
ticha
nnel
Acc
ess
to a
Med
ical
Rep
4.3
4.97
4.5
4.08
4.59
3.86
3.81
3.5
3.38
2.78
3.55
3.01
3.56
3.44
4.35
3.44
4.54
4.03
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
17© PHARMAFUTURE™. All rights reserved.
PRESCRIPTION
The efficacy and safety profile of the product will always remain the key considerations
to prescribe a drug. However, the increasing relevance of clinical data and RWE as
additional factors that influence the selection of a drug supports the growing demand
of payer organizations and patient groups seeking better outcomes from treatments.
Prod
uct
Ava
ilabi
lity
Safe
ty
Pric
e
E�ca
cy
Clin
ical
Dat
a
Rea
l-Wor
ldEv
iden
ce
Insu
ranc
eCo
vera
ge
Reg
ulat
ory
Proc
edur
es
Peer
Rec
omm
enda
tions
Hea
lth S
yste
mFo
rmul
ator
yCo
vera
ge
In-s
tock
Ava
ilabi
lity
USA ROW
76.6
8
63.5
5
61.3
376
.54
60.4
1
59.5
159
.21
55.0
4
53.6
1
49.2
5 58.2
1
43.0
4
41.8
660
.54
55.5
8
60.0
3
61.2
273.2
5
68.3
6
67.7
4 78.0
8
83.1
2
© PHARMAFUTURE™. All rights reserved.18
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
TOP GLOBAL PHARMA PERFORMERS
THE DIGITAL SAVVY HCP SURVEY ‒ TOP TRENDS 2019
19© PHARMAFUTURE™. All rights reserved.
PHARMAFUTURE™ (www.pharmafuture.org) is a
global thought leadership forum for senior
pharmaceutical executives. Its objective is to present
the market realities through credible market
research and bring together senior leaders of the
industry in an interactive setting to discuss key
challenges facing the industry, to share experiences,
and to brainstorm ideas and solutions to drive better
health and business outcomes.
PHARMAFUTURE™ is an initiative of Indegene ‒
a leading global healthcare solutions company that
integrates medical/pharma expertise, technology,
analytics, and operational excellence to address
some of the big challenges in the industry.
PHARMAFUTURE™An Indegene Initiative
© PHARMAFUTURE™. All rights reserved.