GP & Specialists Social Media Study - ICM Research

GP & Specialists
Social Media Study
Prepared by
ICM Healthcare for
Creston Health
group companies
September 2009

Contents
1 Objectives 3
2 Executive Summary 5
■ Key Takeout 6
3 Findings in Details 7
a: Sources of Medical Information 8
■ Current Usage 9
■ Future Usage 11
b: Social Media 14
4 Methodology & Sample 20
5 Creston Health Group Companies 23
Ben Gibbons, Head of Healthcare, ICM Research
Tel: +44 (0) 20 7845 8320 email: ben.gibbons@icmresearch.co.uk

Objectives
03

Research Objectives
■ Identify how useful current sources
of medical information are and
predictions for future usage
■ Demonstrate the existing and future
role of social media, including
motivations for usage
04

Executive Summary
05

Key Takeout
Digital, Social Media and Pharma Industry
Online medical media is already seen on a par with traditional medical journals
by UK physicians – notably one in three specialists perceive online consumer
websites to be useful
Social media is already central to the role of one in six physicians and they
predict digital communication and information sources, such as e-Detailing and
virtual meetings are to increase substantially
One in five will often have been actively reviewing forums, one in twenty UK
physicians have actually written on a blog relating to their professional role in
the past 12 months – nearly half of specialists have used Wikipedia
Social media could have a defining role in UK healthcare due to the patient
choice agenda, the virtual health experience and even virtual consultations
06

Findings in detail
07

GPs Usefulness of information sources
Over three-quarters of GPs rate online medical website as useful,
notably almost a third also find networking sites useful
Q1 Please indicate how useful the following possible sources of medical information are to you currently?
Very useful
Quite useful
Not very useful
Not at all useful
N/A
21%
65%
11%
Traditional
Print
Media
25%
53%
17%
2%
1%
Online
Media
Medical
4%
2%
16%
41%
35%
7%
Online
Media
Consumer
2% 2%
4%
22%
53%
18%
5%
Medical
Symposium
/Meetings
2%
21%
40%
22%
13%
Online/
Virtual
Meetings
17%
34%
33%
15%
Online/Virtual
Sales Rep
Presentations
6%
24%
33%
25%
12%
Social/
Professional
Networking
Sites
9%
52%
26%
11%
Pharmaceutical
Representatives
Net: Useful 86%
77%
18%
75% 25% 18% 30% 62%
Net: Not Useful 13%
21%
76%
23% 62% 67% 58% 36%
Base: All GPs (n=352)
08
2%

Specialists Usefulness of information sources
9 out of 10 view online medical media as useful as print, interestingly
nearly one in four specialists rate online consumer media, as useful
to their role
Q1 Please indicate how useful the following possible sources of medical information are to you currently?
Very useful
Quite useful
Not very useful
Not at all useful
N/A
49%
43%
7%
Traditional
Print
Media
1%
1%
55%
37%
7%
Online
Media
Medical
6%
23%
48%
Online
Media
Consumer
46%
Medical
Symposium
/Meetings
6%
23%
38%
41%
45%
25%
22%
23%
1%
21%
3%
10%
3%
1%
11%
14%
7%
12%
4%
Online/
Virtual
Meetings
9%
29%
Online/Virtual
Sales Rep
Presentations
9%
30%
31%
Social/
Professional
Networking
10%
49%
Pharmaceutical
Representatives
Net: Useful 92%
92%
29%
87% 29% 12% 39% 59%
Net: Not Useful 8%
8%
69%
13% 60% 73% 53% 37%
Base: All Specialists (n=195)
4%
09

Catherine Warne
Managing Director, Red Door Communications
“One of the challenges that we often get from clients is to quantify the value of online versus print
coverage. I can’t deny the satisfaction of seeing the results of a media campaign in print; however the
research shows very little difference in how GPs and consultants rate print versus online media as a
source of information.
Respondents also predicted that their use of online media as a source of medical information will increase.
With over a quarter of GPs and a third of specialists also predicting an increase in social/professional networking
sites as sources of medical information we have an opportunity to expand the way in which we communicate
with our customers.
The opportunity for the industry and healthcare communications will be realised if we fully understand the needs
of our audiences and deliver information in a way that meets these. This could mean adapting the traditional
press release to become a social media release (ensuring it is certified for this use) and developing an online
strategy and offering that engages with customers via online platforms. Engage is a critical word – companies can
no longer just ‘release’ information via digital platforms (e.g. flat websites) and see a return on their investment.
With the Code of Practice high on all our agendas this doesn’t need to be a brand specific activity. Let’s think
corporately or across portfolios to test the theory. We have to be brave – listen to our customers, offer something
to them, develop relationships and be prepared for the multiple-interactions we’ll see as a result.”
10

GPs
Predicted future usage of information sources
GPs view the future of medical information to be very much digitally focused,
alongside the growth in medical websites, there is likely to be increased usage
of virtual meetings, potentially in place of rep presentations
Q1a Please indicate whether you think your use of the following as possible sources of medical information will have increased or
decreased in 3 years time?
Increased
Stay the
same/NA
Decreased
Base: All GPs (n=352)
6%
62%
33%
Traditional
Print
Media
73%
24%
Online
Media
Medical
2%
28%
62%
11%
Online
Media
Consumer
13%
64%
23%
Medical
Symposium
/Meetings
35%
57%
7%
Online/
Virtual
Meetings
31%
58%
11%
Online/Virtual
Sales Rep
Presentations
27%
63%
10%
Social/
Professional
Networking
Sites
7%
50%
43%
Pharmaceutical
Representatives
11

Specialists
Predicted future usage of information sources
Nearly half of Specialists believe there will be an increase in virtual
meetings, consumer media is seen to play a growing role as a source
for medical information
Q1a Please indicate whether you think your use of the following as possible sources of medical information will have increased or
decreased in 3 years time?
Increased
Stay the same
Decreased
6%
53%
41%
Traditional
Print
Media
Base: All Specialists (n=195)
84%
15%
Online
Media
Medical
2%
37%
56%
7%
Online
Media
Consumer
21%
69%
10%
Medical
Symposium
/Meetings
47%
49%
5%
Online/
Virtual
Meetings
25%
66%
9%
Online/Virtual
Sales Rep
Presentations
37%
56%
6%
Social/
Professional
Networking
Sites
8%
59%
33%
Pharmaceutical
Representatives
12

Ben Davies
Managing Director, PAN Advertising
“Whilst it is heartening to see that around 60% of both GPs and specialists currently find representatives
from Pharma companies a useful source of information, the situation is clearly changing fast. This is
evidenced by the dramatic predicted increase in usage of both online/virtual rep presentations and
meetings, alongside an equally dramatic fall in traditional rep presentations. The industry should not be
too disheartened by this; sales forces have already been dramatically downsized by most of the major
players, and the significant associated reductions in overhead will help to ease the pain of the tricky
patent-expiry years ahead.
The key to effective and efficient communication in the future lies in a well-balanced and cohesive mix of both
personal and non-personal communication channels. One of the most exciting developments to maximise this is
the advent of Closed Loop Marketing (CLM). Effective CLM programmes utilise all available routes to ensure the
most relevant, engaging and motivating communication or information reaches the HCP at the right time via the
appropriate media for them. Multiple channels are used to reach the HCPs ranging from representatives, e-details,
e-mails, websites and podcasts through to social media (providing the necessary permissions have been sought).
CLM allows a continuous, integrated dialogue with the audience providing them with information and other
services. This also provides valuable information back to marketing, who can use this to spot trends or issues, and
ultimately to drive future segmentation, messaging and sales force effectiveness
Finally, all marketing efforts must be underpinned by a constant mission by Pharma to be viewed and treated as a
trusted source of information, much like medical professionals themselves. Only then will online really get the
credit it deserves.”
13

GPs versus Specialists
Social media activity over last 12 months
Approaching half of Specialists have used Wikipedia – over one in five are
reviewing forums that relate to their clinical role in the past 12 months
Q2 Thinking about the types of social media you use relating to your role as a GP / Specialist how active or inactive have you been
over the last 12 months?
GPs Net very/fairly active
Specialists Net very/fairly active
44% 45%
36%
45%
26% 33%
Review sites Wikipedia Reviewing
internet forums
Significant difference between GP/Specialist
22% 22% 15% 12% 15% 9%
Participating in
internet forums
Base: All respondents: GPs (n=352), Specialists (n=195)
Video sharing
sites
Other Social
Media
14% 13% 13% 11% 12% 17%
Social
Networking
Sites
5% 4%
Reading blogs Podcasts Writing blogs
14

GPs versus Specialists
Motivations for using social media
Learning and self-development is the main reason for using social media
in their role. Specialists are more likely than GPs to want to share their
experiences and influence others
Q2a Thinking about social media you use relating to your role as a GP/Specialist, what is your main motivation
for using Social Media?
Learning and
self-development
Connection to
peers/identify
like-minded healthcare
Having an outlet for my
opinions and creative side
Sharing own experiences
to help others make
right decisions
Being the first to discover
something new
Feeling that I'm influencing
peers with my opinions
5%
5%
4%
8%
2%
2%
4%
1%
17%
16%
Base: All respondents: GPs (n=352), Specialists (n=195)
12% Specialists ‘sharing’
64%
72%
Significant difference between GP/Specialist
Specialists
GPs
15

Ross Taylor
Chief Digital Officer, tmwdigitalhealth
“Both GPs and consultants are placing ever increasing importance on using social media spaces to extend
their learning and self development. This is the area where the new opinion leaders will be born, will
build their reputation, and will gain the respect and following of their peers. Currently, only 4% of
consultants, and 1% of GPs see social media as a way of influencing their peers with their opinions,
but it will be these individuals who become the opinion leaders of the future. They are defined not by the
number of publications, citations or affiliations, but by their energy, enthusiasm, passion for their craft and
commitment to sharing.
The industry can seek out those who are most active in these spaces, and give them the information, skills and
tools to enable them to extend their influence and continue the debate across a broader platform. This can be
done via traditional advocacy activities or by reaching people online.
Whilst the true spirit of social media activities is not to ‘own’ discussions, but rather listen before shaping or
reacting to conversations, this lack of control does represent a complex problem. In theory, there are methods that
can be put in place to enhance control, such as a delayed or moderated comment/ forum areas on websites.
Sponsorship statements outlining that whilst the site has been provided by a company, the content is not
influenced or moderated could also be explored. This research shows that the use of social/ professional
networking sites as sources of information is set to grow in the next three years. As an industry, we need to find
our way through the complexities of aligning the spirit of the Code of Practice with the spirit of social media to
engage and interact with healthcare professionals online.”
16

Future role of social media
Social media will have a crucial role in the future of healthcare provision. Increased
choice and access to health information will lead to increased patient empowerment.
Virtual consultations would have dramatic affect on the delivery healthcare services.
Q2b Now thinking about the role of social media within healthcare provision, to what extent do you agree
or disagree with the following statements?
In the future, the 'patient choice' agenda will become more central to healthcare
provision due to the increase in patients accessing health information online
Patients will be able to have a 'virtual healthcare experience' before choosing to
book an appointment at a hospital
‘Virtual’ consultations with a GP or nurse will become a reality in the future
Base: All respondents: GPs (n=352), Specialists (n=195)
% agree % disagree
GPs Specialists GPs Specialists
63% 78% 11% 8%
53% 59% 18% 16%
49% 48% 24% 24%
Significant difference between GP/Specialist
17

Future role of social media
The use of social media will greatly influence behaviour of physicians, four in ten
attending less events as symposia and networking opportunities will be available
online – already social media is central to the role of one in eight UK physicians.
Q2b Now thinking about the role of social media within healthcare provision, to what extent do you agree
or disagree with the following statements?
In the future I will attend fewer medical conferences as presentations, symposia
and networking opportunities will be available online
Social media will become central to my role in the future
Social media is currently central to my role
Base: All respondents: GPs (n=352), Specialists (n=195)
% agree % disagree
GPs Specialists GPs Specialists
41% 38% 30% 43%
21% 23% 53% 45%
14% 12% 70% 68%
18

Matthew Burn
Director, ICM Research
“Research insight tells you something you didn’t know, confirms something you did know or questions
your current thinking. With this research we have investigated the sources of medical information
currently favoured by healthcare professionals. More importantly we have also asked respondents to
predict their future use of both online and offline sources of information. Combined with experience and
good judgement, insight provides a strong platform for effective decision making. This enables companies
to maximise opportunities as they develop, or even better take a leadership role and place themselves
head of the curve.
For example, the research suggests a massive shift in the way Specialists and GPs expect to treat patients –
predicting a substantial increase in online consultations. To give this claim some context, if just 5% of
consultations went online it would equate to over 9million online consultations per annum. This may seem a
long way off, but the speed with which technology and trends are developing, pharmaceutical companies should
start to examine what this, and the other findings from the insight, might mean for them.”
19

Methodology & Sample
20

Methodology
■ Online Interviews were conducted
with a national sample of GPs and
Hospital Consultant grade specialists
■ Interviews were approximately
7 minutes long
■ Interviews were completed between
20th & 25 May 2009
■ Interviews were conducted via
ICM’s Primary Care and Specialist
research panels
21

Sample Profile
Number and (%) of interviews
Region
Total
Year Qualified
South
210
(38%)
GPs
352
(64%)
North Midlands
146
(27%)
Before 1970 1970-1979
13
(2%)
547
Specialists
195
(36%)
122
(22%)
116
(21%)
Scotland Wales Northern Ireland
37
(7%)
1980-1989 1990-1999 2000 or after
256
(47%)
Male
423
(77%)
22
(4%)
134
(24%)
Female
124
(23%)
10
(2%)
28
(5%)
22

Creston Health Companies
Red Door Communications is a specialist consultancy dedicated to developing and managing UK and international
healthcare communication programmes. We are an indispensable part of our clients’ teams providing energising
ideas and connections to maximise their brand’s success.
Contact: Catherine Warne, +44 (0)20 8392 8040, cwarne@rdcomms.com
ROCK medical communications is the specialist medical education division of Red Door Communications; we
partner our clients to build ‘rock solid’ foundations based on true insights that enable brands to reach their full
potential no matter what stage of the life cycle.
Contact: Jo Satchell, +44 (0)20 8392 6926, jo.satchell@rockmedcomms.com
PAN Advertising is a leading UK healthcare advertising agency, providing expertise to pharmaceutical and
healthcare clients in global and European branding, brand positioning, advertising and promotion.
Contact: Ben Davies, +44 (0)20 8948 2020, ben.davies@pancomms.com
tmwdigitalhealth is focused on providing digital expertise in healthcare marketing, combining specialist in-house
healthcare knowledge with the agency's consumer marketing experience to create innovative and effective
communications across a full range of digital channels including web, email, mobile and social spaces.
Contact: Ross Taylor, +44 (0)20 7349 6993, rtaylor@tmw.co.uk