MEDNETTRACK2015/2016

DOCTORS BECOMINGDIGITAL

MedNetTrack 2015/2016

Overview of a Market Research

Across Central Eastern Europe

MEDNETTRACK

2 MEDNETTRACK2015/2016

Szinapszis MedNetTrack 2015/16 survey was conducted from November 2015 to February 2016, on national representative samples in 8 East-European countries (Poland, Czech Republic, Slovakia, Hungary, Slovenia, Croatia, Serbia and Romania), with a total sample of 1325 doctors. For more details and price offer please visit www.szinapszis.hu/mednettrack-cee or get in touch with Krisztián Laczkó, key account manager, mobil: +36 30 530 7230 e-mail: laczko.krisztian@szinapszis.hu

MedNetTrack is a proprietary survey of Szinapszis Research and Consulting. The study has been carried out in Hungary since 2006 to measure Doctors’ Internet Usage and Digital Life. The scope of the research was first extended to 9 markets in Central and Eastern Europe in 2012.

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DOCTORS AND INTERNET

Doctors belong to the intellectual elite, so perhaps it is not surprising, that in every examined country, over 95% of them have access to internet in their homes. It is, as if in this regard at least they belonged to a homogenous regional society, digitally more advanced than the general population.

90% of the physicians involved in the study use the internet daily for professional purposes – and more than half of them spend at least 2 hours a day doing so (a 9 point increase compared to 2013). Several factors play into increased on-line presence of doctors:

They are people too… So as they start to use the digital space in their private life, it also brings to their attention the professional uses of net.

Nearly 80% of households have internet access in the countries involved. Frequency of daily internet usage in the general population was above 60% except for Poland and Romania in 2015.

Patient demand: they also get contacted by patients through e-mail, asked about health related info found on-line, so they feel the push from their „customers”.

In Hungary 53% - and least 40% of the general population in the Czech Republic, Croatia, Slovenia and Slovakia was seeking health information online in 2015

Push through official channels: resources are being made available on-line, administration is becoming as paperless as possible. The EU also encourages the digital way through different programs and funding.

1 Source of data: Eurostat: Broadband and connectivity - households [isoc_bde15b_h], Individuals who used the internet, frequency of use and activities [isoc_r_iuse_i], Internet activities - individuals [isoc_ci_ac_i] Extracted on 2016.06.13

Slovenia

Croatia

Poland

Czech Republic

Slovakia

Internet use: seeking health information

40%

50%

53%

28%

27%

47%

Hungary

Romania

NDSerbia

47%

Czech Republic

Croatia

Romania

HungarySlovenia

Poland

Slovakia

Serbia

General population: frequency of Internet access: dailyDoctors: use the net for professional purposes daily

93% 61%

93% ND

100% 60%

88% 60%

88% 52%

84% 63%

93% 37%

93% 63%

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Mobile devices are widespread among physicians in the CEE region and their usage shows a steady increase. Those who wish to be in touch with doctors, have to keep up with them. Although portable computers like laptops and notebooks are still the most popular, smartphones are catching up. Tablets are used by 40% on the average.

However, it is important to note, that the professional use of small-screen devices varies greatly from country to country: twice as many Polish doctors own tablets as Serbians.

Overall more than half of the tablet owner physicians and 3/4 of those, who have smartphones use them for professional purposes.

TABLETS AND SMARTPHONESDOCTORS AND DIGITAL DEVICES

SMARTPHONE

IPAD OR OTHER TABLET

LAPTOP

2012 27%

43%

68%

2013

2015

2012 14%

26%

42%

2013

2015

2012 75%

80%

78%

2013

2015

TABLETSSMARTPHONES

OTHER

63% 63%

13%

24% 37%

Apple versus Android users differ greatly not just between countries, but also between specializations within a country: In Hungary an Oncologist is more than three times as likely to access professional information via iPad, than a GP.

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DOCTORS AND DIGITAL INFORMATION

Internet is an important source for professional information for physicians in the CEE region. In general 70-80% of the doctors accept digital channels if it is the most convenient way of receiving content. The main professional purposes of internet usage are:

Being up to date (Reading medical, healthcare related news or professional literature) Looking up practical information (drug information and treatment guidelines) Life-long learning (taking professional courses, conferences)

However it is important to note, that there are significant differences between countries – and even within a country between specializations.

Professional content from medical sites and eDM are the most interesting ways of digital communication for physicians. Webcasts and videos are also popular and add value. It seems that doctors prefer ways of communication which let them to get the information when it is convenient for them (or even divided into several parts).

Social media is widely used by physicians – but they consider it part of their private life and most have no wish to engage in professional communication on these platforms. The exception is Youtube, which is used by a significant proportion of the doctors for professional purposes. Twitter usage is rare overall.

When planning for regional communication it is advantageous to include translation for ALL materials (including videos). It is viewed as a courtesy and also, in not inconsiderable number of cases, necessary.

Doctors use the internet for professional purposes for 1,5 hours a day on average and overall spend an inordinate amount of time on acquiring information. In the end, if someone wishes them to add a new source or channel to their repertoire, than it best be tailored to their habits and convenient to consume. This also applies to ensuring no technical glitches prevent accessing the materials: optimizing for small screens, and both IOS and Android is a must.

Content on medical portals, doctor’s communities

E-mail, electronic newsletter (eDM)

Video recordings or webcasting

Face-to-face detailing froma representative using tablet

Self guided e-detailing

Telephone detailing

Remote detailing (web meeting with rep)

CEE TOTAL APPEAL OF CHANNELS

MEDNETTRACK2015/2016

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* Recent white papers and consulting workshops: MedRep Barometer,Pharmacy sales in a change, digital Doctor, Pharmalmage Track,Health Portals Audit, MedNetTrack CEE