marketing to hcps - digital pharma east

Why are you talking to me? I’m busy.

Marketing to HCPsAttention scarcity in the modern age

Difficult conversations come with the territory for HCPs. Only materials that are easy and helpful will make it here.

Content is consumed between patient consults.

Peer to peer is your strongest recommendation, and can be anything from conversation to formal talks.

Physical access is difficult and becoming harder.

“Look, I believe you know your product better than anyone, but I also think you’re biased.”

THE HCP MARKET

Some selected HCP-related quotes from stories in the Klick Wire since August, 2013

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THE HCP MARKET

• 19% of Oncologists allow reps unrestricted access• 50% want contact when there is news• "[Marketers] now get to be in the exam room,"

he said, although, "it's pretty easy to get yourself thrown out."• 4,400 entries of peer-reviewed data on mHealth evidence

• Free Samsung tablets for attendees of Transcatheter Cardiovascular Therapeutics (TCT) without Sunshine Act reporting

• 84% of US consumers want full access to EHR

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THE HCP MARKET

• Pharmacists, on average, fill 254 prescriptions, and make 4.8 Rx and 7 OTC recommendations per day• 88% provide adherence resources• 48% are spending more time on patient

education than two years ago• 30% provide digital adherence resources• 64% agree that patient outcomes are a priority

for the next 1-2 years

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• 62% of respondents prefer email the most as a method of communication• 66% of HCPs are interested in education

materials

THE HCP MARKET

• 51% of Americans would visit pharma-sponsored websites after receiving a diagnosis• 42% of patients are referred to pharma

websites by their physician

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• Many doctors say the increased disclosures are making them rethink their relationships with industry, citing concerns about privacy and accuracy• 100% of HCPs use a computer• 86% use a smartphone• 53% use a tablet• 47% use all three (digital omnivore)

THE HCP MARKET

• 82% would recommend apps to patients, a boost to the "prescribed app" movement• Laptop: 100%• Smartphone: 94%• Tablet: 85%• Digital omnivore: 82%

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• The mobile health market will grow by 61% to reach $26 billion by 2017, according to firm research2guidance• 515 million wearable sensors will be shipped

globally by 2017, up from 107 million in 2012, according to firm ON World

Don’t take it personally, but I’m busy. Come back when you have new information.

All data in this deck appeared in Klick Wire mailings since August 1, 2013. Links available upon request:

Brad Einarsen, Writer, Editor, and Chief bottle washer•beinarsen@klick.com•416-459-9091