Market Research Applications - PMRG

Mobile / Smartphone Drug Look-Up Data:Market Research ApplicationsNew Collection and Content / New Repositories of Integrated DataPolly Speros, RVP, Market Research, Epocrates, Inc.Jung Park, SVP, Market Research and Business Intelligence, Epocrates, Inc.

Agenda• HCPs Mobile Channel Usage• How Smart Devices are used inthe HCP Workflow• Data Sets Currently Applied toMarket Research Sample Targets• Augmenting Current Sample Setswith Rx Lookup: Use Case• Use Case Applications Activity• Discussion / Questions

MD Use of Mobile Devices Is Increasing50% 51% 64%72%81%High daily usage & influenceMore physicians utilize mobiledevices in a clinical settingthan ever before29%41%Additionally, 70% feel mobiledevices are essential to theirpractice2001 2003 2005 2007 2009 2010 2012Large majority of mobile usersaccess device daily forprofessional purposes

Drug Reference AppsHighly Influential on Clinical Decisions% Using on a Mobile DeviceUse generalsearch enginesUse drugreferencedatabaseRead newsRead articles orabstractsMajority of physiciansusing drug referenceapps on mobile saythey are highlyinfluential on clinicaldecisionsUse clinicalreferences0% 20% 40% 60%Among those who own or use a smartphone Manhattan Research 2011, Taking the Pulse ® V11.0

Agenda• HCPs Mobile Channel Usage• How Smart Devices are used inthe HCP Workflow• Data Sets Currently Applied toMarket Research Sample Targets• Augmenting Current Sample Setswith Rx Lookup: Use Case• Use Case Applications Activity• Discussion / Questions

How Physicians Use Mobile Devices for Diseaseand Drug Look-Up in a Clinical Setting…

What Types of Data are Available to HCPs?Disease Look Up (Dx)

What Types of Data are Available to HCPs?Lab Tests

Smart Devices in the HCP Workflow Summary.Safety &monitoring screenFormularyinformationRequest informationfrom manufacturerregarding efficacySearch pricingscreen

Smart Devices in the HCP Workflow SummaryDigital Doctors: The device, access and media profile of physiciansis evolving.Mobility: Smart devices are changing / shaping clinical workflow.Content Discovery: Online medical content resources are becomingincreasingly influential.Patient Care: Doctors are using their mobile device during thepatient consult, and afterwards to extend care.Market Research: What opportunities do HCPs usage of smartdevices present to market research?

Smart Devices in the HCP Workflow SummaryDigital Doctors: The device, access and media profile of physiciansis evolving.Mobility: Smart devices are changing / shaping clinical workflowContent Discovery: Online medical content resources are becomingincreasingly influential.Patient Care: Doctors are using their mobile device during thepatient consult, and afterwards to extend care.Market Research: What opportunities do HCPs usage of smartdevices present to market research?

Agenda• HCPs Mobile Channel Usage• How Smart Devices are used inthe HCP Workflow• Data Sets Currently Applied toMarket Research Sample Targets• Augmenting Current Sample Setswith Rx Lookup: Use Case• Use Case Applications Activity• Discussion / Questions

Current Sample Target Set DevelopmentN = 150PCPs

Adding Look Up Behavior Data to the MixN = 150PCPs

Adding Look Up Behavior Data to the MixN = 150PCPs

Adding Look Up Behavior Data to the MixN = 150PCPs

A Peek Inside the Clinical MindUnderstanding Dimensions of MotivationRx Look Ups• Adult Dosing• Pediatric Dosing• ContraindicationsCautions• Drug Interactions• AdverseReactions• Pharmacology• Notes• ManufacturingPricing• Black Box Warnings• Safety & Monitoring• Pill PicturesAlternateMedications• Uses• Doses• Cautions• Drug Interactions• Adverse Reaction• Synonyms• Other Information• NotesOTCLookups• Uses• Doses• Formulary• Contraindications• Interactions• Adverse Reaction• Pharmacology• ManufacturingPricing• Alternatives• Notes

Market Research ApplicationIncreased Relevancy and Greater InsightProfile Data• Specialty or Occupation• Geography• Setting• Board Certified/Training• P&T Committee MemberHistorical tap stream data allows researcher toacquire a better understanding of the dimensionsof motivation driving HCP behavior beyondspecialty, setting, geography, etc..+Look-Up Data(Tapstream)• Therapeutic Drug ) Class• Recency of Drug Lookup• Type of Lookup (Pricing,Efficacy, Dosing, etc…)

Market Research ApplicationIncreased Relevancy and Greater InsightProfile DataMarket ResearchLook-Up Data• Specialty or Occupation• Geography• Setting• Board Certified/Training• P&T Committee• Historical SurveyCompletion Rate+ +• Screening Criteria• Survey Tags: TherapeuticExperience Qualifiers• Therapeutic Drug Class• Recency of Drug Lookup• Type of Lookup (Pricing,Efficacy, Dosing, etc…)• Formulary Look Up

Market Research ApplicationIncreased Relevancy and Greater InsightUser &MRProfileDataTapStreamScreening= Highly SpecializedTarget Sample SetsSurvey PanelSegmentation Basedon BehaviorBehavioralMarketingSegments

Aggregated Drug Look-Up DataEnables us to track MD interest by drug / topic / specialtyTapstream enables us to track aggregated MD interest acrosstherapeutic classes: e.g. Diabetes: BiguanidesRezulin WithdrawnExam Room Insight /Pre-Pharmacy: Glucophage look-up increased steadilyfollowing the Rezulin recall. (Mar, 2000)• By specialty• By week• By manufacturer• By drug• By drug topic• By specialty

Capitalizing on HCP InsightsMarketing ImplicationsUsing historical drug lookup behavior, marketing a brand can movefrom sending the same message & service to all HCPs to moretailored messages.High InterestDiabetesTherapySearchersMessagingLow Interest

Agenda• HCPs Mobile Channel Usage• How Smart Devices are used inthe HCP Workflow• Data Sets Currently Applied toMarket Research Sample Targets• Augmenting Current SampleSets with Rx Lookup: Use Case• Use Case Applications Activity• Discussion / Questions

Case Study | New Drug: HypertensionPricing, Safety and Dosing: Angiotensin Receptor Blockers (ARBs)A pharmaceutical company is coming out with a newHypertension drug and is seeking insights on HCPs concernsaround pricing, safety, and dosing.Adult DosingCall ListTargetOverlapHCPs on CallList whoMR Panel /looked upSmartARB Class inDevicepast 6 monthsUsersPricingBlack BoxWarningsContraindications

Case Study | New Drug: Hypertension ClassPricing, Safety and DosingIdentify targetspecialties throughscreening and MRPanel targetingdataIdentify HCPs whohave specificallylooked up Pricing,Dosing and Safety fordrugs in the ARBclassHighly specifiedsurvey instrument(s)Sample = HCPs whoactively sought clinicaldata relevant to thebusiness question inpast 6 months

Agenda• HCPs Mobile Channel Usage• How Smart Devices are used inthe HCP Workflow• Data Sets Currently Applied toMarket Research Sample Targets• Augmenting Current SampleSets with Rx Lookup: Use Case• Use Case Applications Activity• Discussion / Questions

ACTIVITY: SwitchingTherapeutic Class: AntiplateletsScenarioA new brand launch team was seeking to understand prescriptionswitching that was happening in the Antiplatelets Class on twocompeting drugs already on the market.They observed a trend that indicated that the patient was mostcommonly treated with Drug A in the hospital by their Specialist (Card).Once the patient was released to their PCP’s care, PCPs wereprescribing Drug B. The brand team was interested in learning moreabout the factors and motivators contributing to this switch trend.What physicians could be targeted in an online quant study?

Agenda• HCPs Mobile Channel Usage• How Smart Devices are used inthe HCP Workflow• Data Sets Currently Applied toMarket Research Sample Targets• Augmenting Current SampleSets with Rx Lookup: Use Case• Use Case Applications Activity• Discussion / Questions

Discussion / Questions?