Hematologist Oncologists Multichannel Playbook | EU5 | 2020

DRG’s Hematologist Oncologists Summary Analysis explores physician’s multichannel attitudes, perceptions and behaviors with layered analysis of actionable recommendations on how to message, engage, and optimize communication initiatives. 

Key topics & research questions

  • Evolving ecosystem:
    • Information landscape: Emerging offline and online macro trends in pharma, technology adoption, Shift in usage of devices for professional purposes, physicians’ perception regarding digital resources
  • Multichannel engagement:
    • Channel impact: Resources used monthly and their influence (e.g. pharma websites, HCP websites, social media, etc.); Analysis of the credibility of these channels to HCPs
    • Content optimization: Types of resources accessed on pharma vs. non-pharma platforms and their interest (Professional journals, non-pharma HCP sites, social networks and mobile apps, etc.,); Top features to makes a website or an app stand-out;  Physicians’ interaction to pharma sponsored content on these websites (e.g. pharma sponsored CME education)
    • Emerging tech on patient care and physician workflow: Time spent, use, and impact, of emerging resources impacting patient care (e.g. AI/integrated EHR solutions)
    • Emerging digital tools/technologies: Emerging resources HCPs are leveraging to stay up-to-date (e.g. voice assistants, voice search/skill, chatbots, online conferences, etc.,). Shift in adoption of new technologies, interest in digital tools on pharma websites
  • Personal promotion and pharma patient-HCP engagement: 
    • Rep interactions: In-person and remote interactions with pharma sales reps, MSLs, KOLs, vaccine reps, medical device reps; use and interest in remote rep detailing and barriers to self-detailing programs
    • Patient expectations:  opportunities for pharma to leverage emerging need for virtual consultations, remote patient monitoring and digital therapeutics; barriers to use virtual consultations; likeliness to integrate some pharma developed remote patient monitoring tools; Top patient support digital resources provided for treatment, wellness or condition management
  • Medical affairs:
    • CME and medical education: Sites used in the past year for accessing accredited/on-accredited CME content; most preferred content formats while accessing information (infographics, videos, etc.,); Physicians’ recall of pharma sponsored medical education and its impact