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Assessing eHealth Markets: Opportunities for Pharmaceutical Companies in Europe and the USPublished by: Datamonitor Published: Jun. 12, 2003 - 170 Pages Table of ContentsEXECUTIVE SUMMARY Datamonitor insight into the global eHealth market Pharmaceutical companies should provide physicians with convenient online access to disease and drug information. Online CME programs can help to establish relationships with physicians The UK will act as a pioneer for Europe in the adoption of ePrescribing technologies In Spain, pharmaceutical companies have the opportunity to provide eDetailing and extranets to reach physicians, while demand for these eHealth initiatives among French and Italian physicians is minimal In the US market, companies must focus on supporting the management of the patient-physician relationship to increase uptake of online services CHAPTER 1 THE EHEALTH MARKET IN FRANCE Key findings Introduction Internet use among French physicians Internet penetration rates are relatively low French physicians predominantly use the Internet for email and research purposes French physicians want online continuing medical education Improving access to disease and drug information online is key French physicians are reluctant to use ePrescribing services ePrescribing services eDetailing services Changing patient-physician relationships in France Physician interest in disease management programs is high The future of the eHealth market in France Internet penetration among consumers in France is set to increase Patients want increased interaction with physicians online New opportunities exist for mobile access to eHealth programs CHAPTER 2 THE EHEALTH MARKET IN GERMANY Key findings Introduction Internet use among German physicians German physicians are relatively infrequent users of online health services Under-served needs in the German eHealth market German physicians are interested accessing CME and disease information online eDetailing is a growing opportunity in Germany Addressing physicians’ concerns Changing patient-physician relationships in Germany Interest among physicians in disease management tools is high Physicians are interested in the provision of third party sponsorship of disease management programs Consumer use of the Internet in Germany German consumers are not searching for health information online on a frequent basis Companies should initially focus on reaching consumers in Germany through their physicians Mobile devices can improve patient compliance and treatment efficacy The future of the eHealth market in Germany Balancing physicians’ preferences with revenue generating options Physicians and mobile devices: evaluating the opportunity for the future Regulatory constraints will continue to impede many consumer initiatives Conclusion CHAPTER 3 THE EHEALTH MARKET IN ITALY Key findings Introduction Internet use among Italian physicians Third party sites remain more popular than branded sites with Italian physicians Italian physician behavior online is focused on accessing treatment information Italian physician activity online shows differences compared with the US Trends in online activity in Italy dictate how companies can reach physicians eDetailing has very low penetration in Italy but has potential for greater expansion Not all specialists are convinced that patient support groups are beneficial for patients Sampling vouchers could be used to make eDetailing more effective Unmet needs in the Italian eHealth space Most unmet needs are not the result of a lack of availability, but are due to concerns about using current services There are both tangible and intangible barriers preventing greater penetration Unmet needs are polarized between primary care physicians Specialists are satisfied with current online information services, physicians require further resources eCME is in demand by both specialists and primary care physicians Demand for online physician-physician communities may provide promotional channel Specialists are requesting eDetailing and primary care physicians are ePrescribing tools Changing patient-physician relationships in Italy Increased research by patients is applying pressure on physicians for material Poor quality of current online patient information is limiting uptake Patients are demanding online services from physicians The future of the eHealth market in Italy Italian physicians want Italian language services Primary care physicians may be more time pressured than specialists, them to request different online services Opportunities to improve online services Companies must improve the quality of patient educational material There is a demand for eCME with strong local content eDetailing can be made to work with targeted use of sampling vouchers Online physician communities will attract users if they focus on linking primary physicians with opinion leaders Patient pressure is effective at raising debate about therapy options CHAPTER 4 THE EHEALTH MARKET IN SPAIN Key findings Introduction Pharmaceutical eHealth priorities in Spain Online CME is the most popular online activity being promoted by physicians in Spain The promotion of online forums in Spain is growing eDetailing and extranet services are not seen as priorities for pharmaceutical investment in Spain Internet use among physicians in Spain is high, however there are few pharmaceutical company initiatives Popular websites among Spanish physicians Non-product sites Medline.com Medynet.com Product sites Celebrex.com Viagra.com Zocor.com Vioxx.com The future of the eHealth market in Spain Internet use fuels patient empowerment Spanish consumers use the Internet to facilitate their relationship with physicians CHAPTER 5 THE EHEALTH MARKET IN THE UK Key findings Introduction Internet use among physicians in the UK There is a relationship between physician Internet use, practice type and specialty Due to time pressures, UK physicians are mostly accessing the Internet outside of office hours UK physicians are accessing a wide range of websites to search for medical information UK physician attitudes towards the Internet UK physicians and eDetailing: an immature market with potential ePrescribing: a definite growth area for the UK Physicians and mobile devices: evaluating the opportunity UK consumers and the Internet: healthcare is not currently a priority Factors keeping UK consumers from searching for health related information and services Mobile devices: a potential channel for reaching UK consumers with health related services The future of the eHealth market in the UK The NHS plans to improve its healthcare services Pharmacy in the Future: improving access to and use of medications is likely empower patients CHAPTER 6 THE EHEALTH MARKET IN THE US Key findings Introduction The US has a wide range of eHealth service providers making products essential to differentiate branded offerings US physician use of the Internet is dominated by research and training rather commerce Unmet needs in Internet service provision to physicians present opportunities Balancing cost of implementation against promotional impact Primary care physicians are demanding more improvements to online than specialists Maximizing exposure: should the focus be on meeting unmet needs or current services? Complex online services can be positioned favorably by promoting the between online and offline activities Supplying integrated educational material for both patients and physicians reduce time pressures The evolving patient-physician relationship in the US Patients typically ask physicians for disease rather than therapy There is conflict between the demands of the patient and the available physicians Patients prefer interaction with their physician to online administrative tools The future of the eHealth market in the US Online strategies are not meeting the demands of physicians and maximum exposure requires the provision of research tools Future investment in online services must anticipate increasing demand quality, specialized resources Primary care physicians tend to be skeptical about the value of pharmaceutical company branded services Management tools can lead to physicians saving time and can enhance relationships with patients Complex disease management tools will attract physicians but only in certain therapy areas Implementing disease management programs requires a range of facilities that minimize direct therapy promotion Patient monitoring services represent a major unmet need Patient educational material needs to be matched by adequate supporting resources for the physician eDetailing should integrate with offline activity and include sampling incentives PDA-based solutions that provide access to drug interaction databases are a strong promotional platform Mobile access to patient education materials differentiates branded services High levels of demand for ePrescribing can only be satisfied with greater access to mobile services APPENDIX A List of tables List of figures Research methodology Physician Insight Survey, September 2001 Physician Insight Survey, December 2001 Physician Insight Survey, February 2002 Physician Insight Survey, March 2002 Physician Insight Survey, May 2002 Physician Insight Survey, September 2002 Datamonitor IMPACT Survey, April 2001 Datamonitor IMPACT Survey, 2002 Datamonitor Cross Therapy Area Physician Surveys, 2001 APPENDIX B About Datamonitor About Datamonitor Healthcare Datamonitor Healthcare’s research and analysis methodologies Datamonitor Healthcare’s therapy area capabilities About the disease analysis team About the Strategy team Datamonitor Healthcare’s Consulting expertise Datamonitor’s Therapeutic Consulting expertise Disclaimer AbstractIntroduction:Presents Datamonitor’s recommendations for driving greater uptake of pharmaceutical company branded services and maximizing online exposure to physicians - specialists and primary care physicians - and consumers in six major markets: France, Germany, Italy, Spain, the UK and the US. Scope: * Evaluates the eHealth market in six major countries: France, Germany, Italy, Spain, the UK and the US * Assesses how physicians and patients want to use the Internet * Evaluates the growth of the ePrescribing market in the UK * Presents strategies to support the management of the patient-physician relationship in the US Report Highlights: Pharmaceutical companies should provide physicians in each of the six markets with convenient online access to disease and drug information. Online continuing medical education (eCME) programs serve as ideal tools for this purpose, and help to establish valued relationships with physicians. In the UK, the National Health Service’s Pharmacy in the Future scheme will result in growth in the ePrescribing market, which Datamonitor projects will drive greater use of handheld devices among physicians. The UK will act as a pioneer for Europe in the adoption of ePrescribing technologies. In the US, companies must focus on supporting the management of the patient-physician relationship, by meeting demands for online disease management tools. Reasons to Purchase: * Plan market-specific strategies by understanding physician attitudes towards the use of emerging technologies for work-related purposes * Improve your online consumer marketing in each country by analyzing the current and potential consumer use of the Internet for health purposes * Capitalize on the unmet needs of under-developed eHealth markets such as Germany Get Full Details About This Report >> |
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