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患者および介護者のデジタル技術利用状況

The Digital Patient - A Snapshot of the Digital Landscape of Patients and Caregivers

発行 CBR Pharma Insights 商品コード 274550
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=115.27円で換算しております。

2016年12月31日まで 年末キャンペーン割引: CBR Pharma Insights社発行レポート
ご注意: ショッピングカートでは適用されませんので、割引価格についてはお問い合わせください

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患者および介護者のデジタル技術利用状況 The Digital Patient - A Snapshot of the Digital Landscape of Patients and Caregivers
出版日: 2012年11月01日 ページ情報: 英文
概要

当レポートでは、患者および介護者が医療関連のコンテンツにアクセスする際のデジタル技術の利用法について調査したもので、米国で400人以上の患者・介護者を対象に実施したモバイル技術、健康関連アプリケーション、オンライン通信、ブログおよびソーシャルネットワークの利用に関連した調査のデータおよび分析結果をまとめ、概略以下の構成でお届けします。

エグゼクティブサマリー

直販マーケティングの発展

  • 技術マイルストーンに伴うDTCマイルストーン
  • 消費者への販売方法の変化の背後にある促進因子

患者および介護者向けデジタル経験の構築

  • デジタル経験の基礎としてのモバイル利用
  • コンテクストはコンテンツ同様に重要だと肝に銘じる
  • 医療擁護者は患者および介護者との関係を培うのに役立つ
  • 人々が好むさまざまな情報の受け取り方を考慮する
  • コミュニケーションを調整するため、患者の考え方を考慮する
  • ポイントオブケアのマーケティング機会はモバイル技術を通じて拡大される

患者および介護者のデジタルチャンネル利用

  • CBR Pharma Insightsによる調査の結果

業界周辺のデジタルマーケティング

  • デジタルマーケティング活動の紹介

参考資料

付録

  • 回答者統計
  • CBR Pharma Insightsによる1次調査のデータ/図表
目次
Product Code: CBRSV038

The advent of mobile phones and other devices has opened up new channels for pharmaceutical marketers to reach patients and caregivers. The Pharma industry as a whole is late to the digital game so logically patients and caregivers have pre-existing expectations of the digital experience. Digital enables brands to deliver highly targeted information in a variety of forms. It creates the setting for a brand experience versus a promotional moment.

This is a tremendous opportunity but not one without challenges - one of the biggest obstacles being lack of clear direction from the FDA around appropriate use of social media. Based upon this statement by Ernest Voyard, the FDA's senior regulator council, guidance around appropriate use of social media will not be issued in the near future. “We are working on the area and it's something we feel is important but we don't have a specific timeline right now”.

While many companies have a digital presence via their brand websites and social network sites (SNS) they are not truly engaging the patient. At the same time, there are companies that are bold; willing to take risks and serve as industry pioneers.

The report, “The Digital Patient - A Snapshot of the Digital Landscape of Patients and Caregivers”, was written to provide support and guidance to companies with their digital strategy and planning. CBR Pharma Insights used both primary and secondary market research to produce analytical insights for pharma companies in support of their mobile, social, brand, and overall digital strategies.

Key Reasons to Purchase

  • Access a deep dive on how patients & caregivers are using digital technology to access health-related content
  • Learn how pharmaceutical companies are reaching out to patients through digital channels in the absence of clear guidelines
  • Access data & analysis from CBR Pharma Insights' primary market research study with over US 400 patients & caregivers around their use of mobile technology, health-related apps, online communities, blogs, and social networks
  • Benefit from multiple industry examples of how specific companies are using the different digital tools available to them
  • Learn about what needs to be considered and planned for when working to create a digital experience for patients & caregivers

SAMPLE

Table of Contents

  • Executive Summary
  • Evolution of Direct to Consumer Marketing
    • DTC milestones in parallel with Technology milestones
    • Drivers behind the change in the way we market to customers
  • Creating a Digital Experience for Patients and Caregivers
    • Use mobile as the foundation for the digital experience
    • Keep in mind that context is as important as content
    • Health advocates can help foster relationships with patients and caregivers.
    • Consider the various ways people prefer to receive information
    • Consider a patients mindset to tailor communications
    • Point-of-care marketing opportunities are expanded through mobile technology
  • Patients and Care Givers Use of Digital Channels
    • Findings from the study conducted by CBR Pharma Insights
      • A digital snapshot as part of digital strategy creation
      • Using the internet for health related information
      • Use of online communities
      • Blogs and blogging
      • Use of mobile technology and healthrelated apps
      • Social networks and the patient
  • Digital Marketing Around the Industry
    • A showcase of digital marketing activities
      • Sanofi as a pioneer
      • Knowing your target audience
      • Utilizing humor appropriately
      • Using social media to ‘test the waters'
      • Funneling patients & care givers to brand websites
  • References
  • Appendix
    • Respondent Demographics
    • Data/charts from the CBR Pharma Insights primary research study
  • Total Report Size-65 slides; fully sourced
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