Eu5 Pharma Consumer DCL Nov 2017 03.11.2017

www.DRGDigital.
com
DRG Digital | Manhattan Research
Best Practices for

Patient Digital Engagement in EU5
Author:
Ashwin Balasubramanian, Lead Digital Analyst
Published: November 2017
© 2017 DR/Decision Resources, LLC. All rights reserved. 1

DRG Digital | Manhattan Research www.DRGDigital.com
Table of Contents
 Scope & Methodology
 Objectives & Introduction
 Executive Summary
 Consumer Demand and Adoption
 Digital Ecosystem Models
 Leaders in Digital Sophistication
 Digital Best Practices

 Content Strategy
 Distribution Strategy

Introduction & key questions
Engaging patients and caregivers online in the EU5 is challenging for pharma. Restrictions on direct-
to-consumer promotion are significantly greater in the EU than in the US, making the task faced by digital
marketers in the EU that much tougher and complicating the business case for using digital to drive
awareness and prescription requests.
Organizations have looked towards different channels to engage and educate consumers over the last few
years, leading to innovations in design and experience, ways to add value through support and integration
of offline campaigns into digital media.
This report is designed to help marketers assess how sophisticated the marketplace of consumer-facing
digital resources from pharma in the EU is, how brands are innovating in this space, and which markets
and therapy areas are most competitive.
Key questions addressed include:

1. Is there a need for investing in digital solutions for EU5 consumers?
2. How are pharma companies investing in consumer-facing websites in the EU5? What are the
different models utilized to engage with patients within this digital ecosystem?
3. What sorts of content and features are offered by pharma on various websites? What does innovation
look like in this space? Where are there unmet consumer needs and opportunities to maximize value?
4. Which markets and therapy areas see relatively more aggressive digital investment from pharma?

Scope and methodology
Digital Competitive
Landscape Analysis
Framework
Digital Asset Digital ecosystem Digital asset Website Insights
Identification mapping evaluation Analytics generation
Digital assets A total of 132 consumer facing digital assets reviewed across EU5 countries (UK, France,
Germany, Italy and Spain). Digital assets reviewed range across dedicated brand/ product
considered for the
sites, unbranded therapy sites, dedicated support platforms, corporate sites with
study integrated product and therapy info, mobile applications and social media properties
Digital assets were considered across therapy areas, with a focus on MS, Diabetes,
Oncology, Psoriasis and Endocrinology. Assets from other therapy areas such as
Therapy areas and respiratory and neurological disorders have also been considered for evaluation of best
organizations under practices
focus Assets of 6 pharma companies were focused on, including Pfizer, Novartis, Sanofi,
Merck, BMS and GSK. Standout innovations across other pharma sites have also been
take under consideration
When was the November 2017

analysis conducted?

Research Methodology - Cybercitizen Health® Europe
The survey included a total sample of 3,047 adults (age 18+) in these countries:
How many respondents
the United Kingdom (n=605), France (n=626), Germany (n=606), Italy (n=606)
were surveyed? and Spain (n=604)
The survey was conducted using an online survey methodology. Consumers

How was the survey were told it was regarding research on their use of the internet and other
conducted? communication tools. The survey instrument was presented and completed in
the native language within each market
When was the survey The Cybercitizen Health® Europe 2016 survey was fielded in Q3 2016 and
fielded/released? released in Q4 2016.
How do the consumers

surveyed compare to The respondents in this research are reflective of the online population with the
the overall consumer target audiences within Europe today.
population?

Getting the most from the Consumer Digital Competitive Landscape
We’re pleased to provide you with the Consumer Digital Competitive

Landscape, a one-of-a-kind study of pharma digital resources for
consumers in the EU5 market
As you digest the findings, you may have additional questions. That’s where your
dedicated DRG Digital analyst can help:
• Provide counsel, answer specific questions about the data,

join calls to discuss implications for your business
• Customize the data, including additional countries,

Ashwin Balasubramanian
therapy areas and digital assets relevant to your needs
• Lead half-day or full-day workshops to bring the data to life and

facilitate priorities and next steps for your teams
Please send questions to: Digital@TeamDRG.com Ben Katz

Executive Summary

Growing patient interest in digital pharma resources plays a key

role in shaping decisions and behaviour
Why is digital engagement important?
Consumer demand and website adoption:

 Patient demand for online health information and support is high,
with 87% of EU consumers seeking digital resources for healthcare
 Pharma digital content can serve as a critical decision making tool,
with 36% of EU consumers saying pharma online information influenced
their decisions
 Despite strong interest, consumer adoption of pharma digital assets
and healthcare resources remains limited, with more than half of those
consumers expressing interest having never accessed digital pharma
assets
 High-demand markets are underserved -- consumer interest for online
info and support from pharma is Italy and Spain, though initiatives to
engage patients in these countries are relatively less mature

Unbranded condition sites anchor pharma digital ecosystems as

regulatory constraints hinder investment in branded assets
How have pharma companies shaped their digital ecosystems?
Digital ecosystems and leaders in digital sophistication:

 While regulatory constraints restrict investment on product sites, pharmas are
leveraging unbranded platforms to drive patient engagement
 Some pharmas have deployed dedicated cross-therapy patient support
platforms, but these resources are not consistent across companies and
markets
 Germany boasts the most sophisticated digital ecosystem, with pharma
companies investing in a wide range of digital assets, driving value for patients
 Novartis and Sanofi lead the way in innovation and comprehensiveness
of digital solutions across therapy areas
 By disease area, digital sophistication is highest in MS and diabetes,
followed by oncology, skin care and RA

Most pharma digital assets focus on a few key content types and
features, leaving opportunities to address unmet patient needs
What drives value for consumers?
Content strategies
 Companies across the EU5 countries focus on educating consumers
around conditions, disease management and lifestyle factors
 Germany leads the way in variety of content and sophistication. Dedicated
therapy websites offer comprehensive disease education and info on condition
management at each stage of the patient journey
 Content strategy and innovation lags in Italy and Spain, despite strong
consumer interest in accessing information and support from pharma
 Most pharma websites across the EU5 focus on a few patient support
features, leaving untapped opportunities for innovation
 Best-in-class websites facilitate ease of navigation with designs reflecting
the patient journey and specific aspects of condition management

Organic and paid search strategies play key role in boosting

discoverability of pharma digital assets
Where do patients look for online information and support?
Distribution strategies
 Germany sees greater investment in paid search, which drives a large
share of website traffic there
 In Germany and the UK, apps and social media channels are
leveraged as an engagement tool
 Mobile apps for treatment and condition management drive value for
consumers across the EU5 countries
 Pharma corporate websites often serve as online hubs, facilitating
navigation across digital assets for a country
 Social campaigns and unbranded social media properties lag in
presence and maturity compared to those in the US

Implications and opportunities for pharma
What should pharma do next…?
1. Prioritize EU5 digital investments where they may yield highest return
 Italy and Spain, where unmet need is highest
 Germany, where a sophisticated ecosystem is cost of entry
 MS, diabetes, and other conditions with significant patient involvement
2. Recognize, and work within, regulatory constraints
 Unbranded websites, apps, and paid search comprise a majority of EU5 investment
 Make these resources count with excellent UX, navigation and content; ensure
integration with pharma corporate site
3. Differentiate through innovative patient support and social media offerings
 Content: Most assets focus on a few patient support features, leaving untapped
opportunities to help patients manage their conditions
 Channel: Look to UK and Germany for models of effective social media campaigns

Consumer demand and

website adoption

Patients look online to inform and validate healthcare decisions

Consumer demand and Digital ecosystem Leaders in digital Best Practices: Best Practices:
website adoption models sophistication Content strategy Distribution strategy
When did patients go online to look for health information or resources in the
past 12 months?
When I experienced new symptoms 43%

Patients have looked
towards online resources
To prepare for a doctor’s visit 22% during critical points of their
journey, where decisions
During the first few weeks after a
diagnosis
20% are likely to be made
When considering switching a
11%
treatment
After several months of managing

my health condition
10% 36% of EU patients
who have used pharma online resources
Other (please specify) 7%
agree that information they accessed
influenced their health decisions
Among EU online adults (n=3047)

Source: Cybercitizen Health® Europe 2016

Despite substantial interest in pharma digital assets among EU5

consumers, adoption and awareness remain low
Patients who are interested, but have not used pharma digital assets in
EU5 countries in the past 12 months:
Unbranded TA sites in partnership

28%
with pharma companies
Pharma unbranded TA sites 27%
Pharma brand/ corporate websites 23%

84%
Of EU5 patients
have used or are
App from pharma company 21% interested in using
at least one of the
Social media page of pharma
19%
pharma digital
company assets

Source: Cybercitizen Health® Europe 2016 Note: TA is abbreviated for ‘Therapy Area’

A third of patients self-diagnose based on online info before seeing

a doctor
When experiencing new symptoms:
43% 46%
of EU online adults go online to of EU online adults go directly to the doctor
figure out what condition they might to diagnose what they have without
have before asking/seeing a doctor consulting other resources first
50% 50%
of them have learned what condition they had

34% by researching their symptoms online
(vs. 20% all online)


Among online and offline sources of Rx info, doctors, pharmacists

and search have the greatest reach, high influence
Influence of Rx info sources on treatment choices

100%
Influence on treatment choices
eKiosk at
Doctor
80%
doctor’s Pharma
office customer care
(among those accessing source)
TV/tablet at
60% doctor’s office
Government/Health
Pharmacist
insurance website
Online search
40% Online Nurse Average – 45%
videos Social media General health
websites
20% Brochures
Pharma
websites/apps
0%
0% 10% 20% 30% 40% 50%
Source accessed Rx info in the past 12 months


Among EU5 consumers, interest in pharma digital resources is

highest in Spain and Italy
Existing information Need –

43% of patients across EU5 are interested in using digital assets provided by pharma
companies, of which
26% have not used the channels despite having interest
Patient interest in using different types of pharma digital assets for information and resources
24% 34% 20%
29% 37% 23%
21% 34% 17%
18% 28% 17%
United Kingdom Italy Germany
14% 28%
18% 34%
11% 30%
11% 26%
France Spain
Product/ Unbranded TA Social Media

Among EU online adults (n=3047) Apps
Source: Cybercitizen Health® Europe 2016 Corporate sites Sites properties

Digital Ecosystem

We identified three general frameworks for pharma patient

websites in the EU5
1 Patient Engagement Model-1: Brand Focus Additional

Dedicated brand sites with product info, some basic assets
Branded disease information considered
product sites Cross-linkages between branded sites and with
corporate site listings
Apps
2 Patient Engagement Model-2: Educating Patients

Dedicated branded product sites with product info
Branded Unbranded Therapy area-wide unbranded sites with detailed
Product + Therapy educational and support content to drive Social
sites sites Media
engagement
3 Patient Engagement Model-3: Adding Value

Unbranded Add-on auxiliary patient support portal
Branded + Therapy sites This could be for a prominent therapy
Product area or cross-TA portal to address all
Patient support
sites support needs
portals
Corporate sites often play a role in integrating various digital assets and are sometimes used in place of branded sites,
providing basic product info

Digital Ecosystem: Methodology

Digital ecosystem models:
Models/frameworks of digital ecosystem have been depicted to highlight overarching trends that are commonly used
by pharma companies. There could however be variations of the models which are indicated, with corporate websites,
cross-therapy sites etc. often used to distribute information
Prevalence of different types of properties is depicted relative to the assets considered for the analysis and could have
outliers/exceptions that do not fall under the specific model
Some key variations in the models:
Corporate sites replace dedicated brand sites: Corporate sites are often used in place of dedicated brand sites to
provide product related information
Cross-therapy education portals: Cross-therapy portals are sometimes used to drive disease related education,
either replacing or supplementing dedicated condition sites
Apps and social properties: Presence of apps and unbranded social media channels often vary by brand and
therapy area and play a role in supplementing the ecosystem. Corporate social properties are rarely used to drive
brand/ disease related information
Patient support portals: Patient support portals are often cross-therapy portals and are country and organization
specific

Strategic evaluation of key elements in the digital ecosystem

Dedicated Unbranded Info integrated in Dedicated

product sites therapy sites corporate sites support portals
 Discoverability  Drive support &  Uniformity of  Range and innovation

 Focus on brand engagement experience of support features
Pros:  Completeness of  Campaign integration  Discoverability of  Integration of offline
product related info  Integration of social lesser known brands support programs
channels and apps
 Dependency on  Information  Fewer opportunities  Lower visibility of the
brand awareness benchmarked with to support and cross-therapy asset
Cons:  Static nature of advocacy groups and engage  Lack of product/
content other therapy related  Low innovation therapy specific
information websites support
 Simplicity of design  Innovation of design  Supplement with  Customization of
 Effective SEO and support options unbranded or support support through
Keys to strategy  Dynamic content sites to enhance logins
 Range of information patient experience  Innovate through
success: unmet support and
engagement needs
 Platform for easy  Supplementary  Basic integrator of  Dedicated platform to

access of product platform to amplify product info across maximize value and
Role in digital information and basic UX and brand recall product portfolio engage patients
ecosystem: support options  Establish trust and across therapy areas
thought leadership in
therapy area

Digital Ecosystem / Models adopted by Pharma companies in EU5

Patient Model Profile 1: Brand Focus
Product Disease Support

Info Info Options Key characteristics:
Corporate Site  More brand-oriented and elaborate
Product Listing  Dedicated brand site facilitates ease of
search and navigation to product specific
information
 Look and feel customized to brand
Brand Brand messaging and campaigns
Site 1 Site 2  Patient support options customized to
the product
 Offers lower levels of support options
 Less depth of disease information due to
Apps Corporate social lack of unbranded properties
media channels
No
info/features Product Level Information Disease Level Information Patient Support Options
Basic info/ Basic product info: Formulary Basic category info: Causes Basic support options: Treatment
features and prescribing info and symptoms manuals, administration guides, etc.
Advanced Detailed product info: Benefits, Detailed category info: Detailed support options:
info/ features safety info, trial data, etc. Disease management, etc. Copay support, coupons, etc.


Patient Model Profile 2: Educating Patients
Product Disease Support Key characteristics:

Info Info Options
Corporate Site  Dedicated unbranded sites enable in-
Product Listing depth disease information
 More focus on ‘look and feel’ of
individual sites as information and
support is distributed across assets
Brand Brand
 Focus on campaign integration, with
Site 1 Site 2
messaging reinforced across channels
 Greater potential to drive engagement
through social media channels
Dedicated
 Patient support options dispersed
Unbranded site
across assets, which hinders navigation
to relevant support options
Corporate/ unbranded therapy  Potential to drive content through
Apps
specific Social Media properties
innovative formats and engaging media
No


Patient Model Profile 3: Adding Value
Corporate Site
Product Listing Key characteristics:
Product Disease Support
Info Info Options  Isolation of product, disease info
Brand Brand and support options help cater to
Site 1 Site 2 specific patient interests in a more
focused manner
 Dedicated patient support portal
Dedicated
helps standardize support across
Unbranded site
the product portfolio
 Greater need for effective
Patient support multichannel linkages to improve
portals user experience
 Websites retain a narrow focus, thus
aiding the depth of information
Corporate/ unbranded therapy
Apps provided
specific Social Media properties
No

Sanofi, Novartis and Merck mix product and unbranded websites in

several markets
UK Germany Spain France Italy
2 2 2 2 2
Sanofi, Novartis
1 1 1 1 2 and Merck use
variations of
‘Model-2’, with
2 2 2 3 2 unbranded sites
combined with
product info
3 3 1 1 1 through
dedicated sites
or corporate
2 2 2 2 2 channels
1 2 1 1 1
1 Variations of Model-1
Standalone Branded Unbranded TA Cross TA Support Product info integrated in Social Media 2 Variations of Model-2
sites Apps
Sites Sites corporate site properties
3 Variations of Model-3

Dedicated brand sites are most common in the UK and Germany,

where they see substantial traffic
Share of dedicated brand websites across EU5 countries

Spain
France
4% German
Dedicated brand 4%
Italy y
platforms across EU 9% 30%
generated over 10K (Based on number of
dedicated brand websites
monthly website sampled)
visits on average
UK
53%
n=23
Average Monthly Visits

Country
(Dedicated brand sites)
UK 14.0K
UK and Germany accounted
Germany
for over 80% of total dedicated
11.5K
brand platforms in EU5 countries,
Spain 3.5K
driving over 12K average monthly site
France 2.0K visits
Italy 4.0K

A broader range of disease info and support options helps drive

traffic to unbranded websites in Germany
Share of unbranded therapy websites across EU5 countries

Spain
8%
Unbranded TA sites
France
across EU generated 14%
over 20K monthly German (Based on number of
unbranded TA websites
y
website visits on 46% sampled)
Italy
average 18%
UK 14% n=52
Average Monthly Visits

Country
(Dedicated brand sites)
UK 14.0K Germany had over 80% more
Germany 11.5K monthly visits on unbranded
Spain 3.5K websites, as compared to other
France 2.0K EU5 countries
Italy 4.0K

Digital ecosystems in the UK and Germany are most mature, with

use of branded and unbranded sites to drive engagement
UK Germany Spain France Italy
Dedicated branded site

● ● ● ● ●
Unbranded therapy site

● ● ● ● ●
Product info integrated with
corporate site ● ● ● ● ●
Dedicated Patient support
site ● ●
Branded social properties ●
Corporate/ Unbranded social
properties ● ● ● ● ●
Mobile app
Note: Size of the bubbles indicate the prevalence of asset

● ● ● ● ●
Mobile applications are prominently leveraged to drive patient support options such as
type – larger bubbles indicate higher prevalence
treatment schedulers and medication reminders in Germany and Spain
Sanofi, Novartis and Merck leverage unbranded condition websites to

engage patients and establish digital leadership within therapy areas

● ● ● ●
Unbranded therapy site
● ● ● ● ●
Product info integrated with
corporate site ● ● ● ● ● ●
Dedicated patient support
site ● ● ●
Branded social properties
Corporate/ Unbranded social

properties ● ● ● ● ●
Mobile app ● ● ●
Note: Size of the bubbles indicate the prevalence of asset
Organizations often prefer to disseminate product information through their
type – larger bubbles indicate higher prevalence corporate website

Among therapy areas, MS and diabetes are standouts, with rich

condition management content and engaging tools
Diabetes RA Oncology Psoriasis Endocrinology MS

● ● ● ●
Unbranded therapy
site ● ● ● ● ● ●
Product info integrated
with corporate site ● ● ● ●
Branded social
properties ●
Corporate/ Unbranded
social properties ● ● ● ● ●
Mobile app ● ● ● ● ●
Note: Size of the bubbles indicate the prevalence of asset type – larger bubbles indicate higher prevalence
Note: Dedicated support portals are cross-therapy and have hence not been included in the representation

Merck’s cross-therapy patient education platform outdraws

competitors on visits
msd-gesundheit.de MSD’s cross-therapy patient education portal had 5 times more

website visits as compared to other unbranded therapy area
portals in Germany
Advantages
• Serves as a unified portal
for patient education
• Attracts a wider audience
across therapy areas
• Boosts brand recall
• Consistent user
experience
Disadvantages
• Hinders depth of
information provided
• Lack of patient support
options
• Affects integration of
The platform provides information across therapy areas in easily navigable tile- apps and social channels
based formats, each leading to detailed information around the therapy in a • Can affect discoverability
combination of text-based content, image illustrations and explanatory videos

Leaders in Digital Maturity

Key levers driving overall digital sophistication

A Range of Digital Assets

Number and type of pharma digital assets present across geographies and therapy
areas, consistency of digital ecosystems
B Content Strategy
Strategies to drive content on digital assets that maximize value to
patients/consumers
C Channel Mix and Distribution Strategy

Strategies to leverage different digital platforms and integrate ecosystems to amplify
patient engagement

Germany’s digital ecosystem outpaces those of other markets, and

is anchored by unbranded condition websites
Germany offers the widest range of patient

education and support features, anchored by Level of Digital
unbranded properties and apps
M Sophistication
UK has a higher brand focus, with limited

range of support features offered through H
unbranded assets UK
Germany
While fewer organizations have invested on H High
digital assets in France, the websites offer France
a wider range of innovative features M Medium
M Italy L Low
Spain ranks lowest in terms of number of
digital assets and the range of information
and support offered, presenting
opportunities to establish leadership Spain L
Italy has a balanced digital ecosystem, L
with a mix of therapy related information
and basic support options offered

Sanofi and Novartis demonstrate digital leadership in multiple EU5

markets
Wide range of digital assets, Leaders in digital

Comprehensive disease education
effective campaign integration sophistication and patient support
UK
Patient support, integrated network Germany
of unbranded sites
France Dedicated unbranded sites,

integrated through corporate portal
Italy
Dedicated unbranded therapy

sites with condition education Spain

Novartis’ well-integrated array of UK digital assets has

engaged the patient community there
Unbranded therapy website helps integrate Dedicated campaign website to raise awareness
ongoing campaigns with condition management and engagement with the community
tips and disease education
Unbranded Facebook pages help build engaging Novartis’ app for MS patients includes
content and drive traffic across digital platforms symptom trackers and other condition
management options
Dedicated site for the app

helps build awareness
Arrows indicate integration across properties, thus driving traffic across digital assets

Sanofi provides comprehensive info and resources around

condition management for patients in Germany
Corporate site for patients provides basic information and support across therapy areas, with a consistent
user experience and information across various aspects of the condition
Dedicated site drives support Dedicated website for Sanofi’s Site provides repository of
tools for Diabetes patients Diabetes diagnostic tool educational resources

Best Practices:
Content Strategy

Keys to a successful content strategy

A Content & Features
I Patient Education
II Patient Support
III Patient Engagement
B UX & Navigation

Keys to a successful content strategy - Definitions:

I. Content & Features – All content and features provided on the

websites have been categorized by the following parameters:
i. Patient Education – Educational content around brand and condition,

provided through various formats such as text, illustrations, videos
ii. Patient Support – Support tools and features such as treatment
schedulers, symptom trackers, healthcare locators, discussion guides
iii. Patient Engagement – Tools with a call to action for patients, that
enable consumer participation on the site (e.g. quizzes, surveys,
patient communities)
II. UX & Navigation – Ways to enhance user experience and ease of

access through user website layouts, search functionalities, content
layouts, menu options, etc.

Content Strategy: Definitions

 Engaging media/Formats: Different types of content formats such as videos,

images, podcasts, etc. While images and text representation are more basic levels of
content, videos, podcasts etc. rank higher in engaging the consumer
 Depth of content: Detail level to which content is provided around product/ condition
 Support value added: Level of value added by various is support options is

determined by consumer interest and preferences in accessing different types of
patient support, as indicated by the survey data (Cybercitizen Health® Europe)
 Level of engagement: The level of engagement has been determined by the

potential for particular tools to engage the consumers through calls to action, bi-
lateral conversation, etc. Tools that enable real-time engagement/ interaction with
patients rank higher on the level of engagement

While we see a focus patient education throughout the EU, Germany

leads on content strategy
Websites in Germany drive innovation of

content and support to maximize value and Leaders in Content
engagement for the patient community Strategies
M
UK has a larger share of branded sites that
have strong product focus, supplemented H
by basic educational content UK
Websites in France often contain essential Germany

educational content, supplemented by a few H High
innovative tools for patient support France
M Medium
While websites in Spain provide basic
educational content and features, fewer
M Italy L Low
instances of innovation, leaving large
untapped opportunities
Spain L
Websites in Italy provide a combination
of essential condition management
education and support tools, with scope
L
for innovation and value drivers

Sanofi provides comprehensive patient education, while Pfizer and

Novartis emphasize patient support features
Sanofi GSK Novartis Pfizer Merck BMS

Key Levers
Mobile Apps
Content Strategy
Social Media
Forums
Digital channel
Integration
Companies that leverage the key lever Leaders/ innovators

Focus areas for branded and unbranded sites in EU5 countries

High
Patient support and engagement options
Healthcare Newsletter/ Self- Education: Disease information

locator magazine assessment
Prevalence in unbranded sites
tests Condition Resource

Discussion Treatment Quiz & management repository
guides schedulers Surveys Stats
around Prevention Basic
Blogs/ Gaming condition measures disease info
articles options
Education: Product information

E-commerce Dosing information
options Product
Mechanism
Patient info administration
of action
Treatment leaflets
initiation Clinical Safety &
FAQ trial info benefits
Low Prevalence in branded sites

Percentages are based on proportion of sampled websites High
Condition management tips and patient support tools spark patient

interest on unbranded platforms
Condition management tips Patient support tools
90%
of EU unbranded patient
70%
websites tracked have websites tracked have
info on condition patient support tools
management
47% of pharma web users say using pharma 72% of pharma web users have expressed
websites has helped them learn how to better interest in using support features on pharma
manage their condition websites
Top focus areas: Top patient support tools provided:

1. Lifestyle management – diet, exercise, social 1. Doctor interaction guides
interaction 2. Treatment/symptom tracker
2. Symptom management 3. Self-assessment tools
3. Social and work-life management 4. Healthcare service locators

Patient Education

Dynamic content through updated expert blogs, videos and

podcasts drives engagement
Cross therapy education platforms: Videos,

Current Landscape Audio podcasts
Dedicated patient education Unbranded
platforms help build dynamic
content in engaging formats, Sites
Video based content: MOA, Patient but with diluted focus on
testimonials
Engaging media/ Formats
specific therapy areas

Elements such as MOA,
product administration Unbranded sites with integrated blogs
and patient testimonials Dedicated expert and patient
are showcased through blogs with focus on condition
innovative formats management can build repeat
visits through relatable
perspectives for patients
Product Sites: Basic text and image based

Dedicated content
Brand Sites Dedicated brand sites

provide comprehensive
product information
with focus on ease of
navigation
Depth of content

Expert blogs, updates on upcoming research/medical studies see

substantial patient interest
Top content needs across Percentage of patients interested in Number of EU5 sites
EU5 countries accessing content type providing content type
Condition management tips
39%
Condition/disease information 35%
Prescription drug or treatment info 33%
Clinical trial information 30%
Links to other sites/ useful resources 28%
Online video about condition

28%
Blogs from healthcare expert

27%
Latest news, studies and updates 24%
Patient testimonials/reviews
20%
Online education programs 12%
High Moderate Low


Unbranded sites provide tips around lifestyle, work management

for conditions such as MS
Lifestyle management Social and work life management
68% 28%
websites tracked provide
websites tracked provide
tips to manage work life
tips on lifestyle
and social interaction
management
Common content: Innovations: Common content: Innovations:

 Importance of  Illustrative  Tips for social  Localized content
exercise, diet and demonstrations of interaction, around work laws
other lifestyle exercise regime motivational and regulations
measures  Diet recipes content  Patient testimonials
 Basic exercise and  Work-life and view points
diet tips management tips

Providing product and treatment initiation info in highly visual

formats improves user experience
Patients interested in accessing

simponi.co.uk
treatment information through
pharma resources:
46%
40%
33%
31%
23% Illustrative image formats are used to

provide product information, physician
discussion tips and administration guides

Sanofi’s Diabeteanalytics.fr is a best-in-class example of a

dedicated portal featuring news and updates on a condition
Patients interested in accessing latest Diabeteanalytics.fr

news, medical studies and research
updates from pharma websites
30%
30%
23%
21%
21%
Sanofi’s integrated portal for patients and HCPs provides updates on latest
developments, news and upcoming events around Diabetes in France

Merck’s Nonausea.it offers condition management tips and

education through a range of video based content
Nonausea.it
Over 60% 40% of those who
of search traffic to the watched health video used
website results from search search engine to research more
around “Oncomovies” about what they saw as a result
The website
provides a video
repository around
various aspects of
condition
management,
integrating expert
interviews and
patient stories

Sanofi infuses its nail fungus awareness website with branded info
Ratgeber-nagelpilz.com
Avg. monthly visits:

>50K
While the website features comprehensive condition

information by stage of the patient journey (prevention,
causes, symptoms, diagnosis), it also provides product
related information

Patient Support

Most unbranded sites offer only a few support options, leaving

unmet needs and untapped opportunities to add value
Top support tool/ feature Percentage of patients interested in Number of EU5 sites
needs across EU5 countries accessing the support option providing support tool
Condition management tools 36%
Healthcare service locator tools 35%
HCP discussion guides 34%
Tools to track health measurements 33%
Decision making support tools 33%
Patient support programs 32%
Tools to track nutrition 31%
Treatment management tools 31%
High Moderate Low


Patient support innovation matrix

Current Landscape Healthcare service locators
HCP/pharmacy locator
tools are commonly
integrated with maps to
help identify nearest
Engaging media/Formats
outlets for patients
Treatment schedulers, Symptom trackers Physician discussion guide/checklist
Condition management Innovation of formats in

options such as symptom providing discussion guides
trackers and treatment vary from basic tips to
schedulers are often driven downloadable checklists
through mobile platforms and dedicated portals
Treatment initiation programs Patient support programs
Treatment initiation Platforms for patient

programs help patients support programs are
navigate through the often created to generate
initial treatment awareness around offline
administration process support options
Support value added

Pfizer Germany provides a dedicated portal to guide patients

through the hospital visit journey

guides to help prepare for a
Ichbeimarzt.de
discussion with a doctor, from
pharma resources
37%
30% of online
patients across EU5
countries look for
32%
digital health
information or
resources to prepare
28% for a doctor’s visit
24%
Pfizer’s Ichbeimarzt.de is a standout innovation to help
patients prepare for their visit to the hospital and discussions
with the physician. The information is segmented by stages of
16% the hospital visitation patient journey.

Health service locators are a common patient support option

across EU5 countries
While HCP and pharmacy locator services are prominently seen across Italy, Germany and
Spain, it presents an opportunity to innovate in other countries such as France and UK
Patients using/interested in using
health service locator tools from
pharma resources: 60%
of unbranded TA
60% sites in Germany
have health
service locator
47% tools
37%
32%
27% Tools to help patients locate nearest pharmacies, healthcare professionals and
treatment centers are integrated into the product sites, especially in Italy and Spain

The addition of patient support options and info resources increased

visits to Novartis’ oncology platform
Novartisoncolody.de
Novartis includes a dedicated section for

patient support and information, leading to a
dedicated portal to locate psychoanalysts in Psyche-hilft-koerper.de
Germany.

Pfizer maximizes value for patients with dedicated support platforms

in Germany
While dedicated support sites were not prominent across all EU5 countries, a few
dedicated support platforms were seen by Pfizer in Germany
hilfefuermich.de together-programm.de
Specific features like patient therapy path creation, individual injection training, scheduling specialist
house visits, etc., help in improving the overall patient experience on the platform

Novartis France offers a dedicated support portal for caregivers,

with information and resources tailored to the market
prochedemalade.com
A dedicated
support and
information portal
for caregivers in
France provides
localized
information around
labor laws, financial
assistance and
local healthcare
resources

Novo’s Diabetes.fr offers comprehensive disease information and a

range of dynamic support options
Diabetes.fr
Disease information and condition

management tips segmented by
patient demographics
The website stands out by

offering a unique and wide range
of support options for patients,
which are also updated on a
periodic basis

Patient Engagement

Opportunities to engage patients through expert interaction and

integrated patient communities
Top patient engagement Percentage of patients interested Number of EU5 sites

opportunities across EU5 in accessing these features providing these features
24/7 online expert/HCP support 38%
Decision making support tools

33%
Online patient communities 25%
High Moderate Low

Initiatives to build actively engaged patient community on the

platforms remain limited
Current Landscape
Gamification
Interactive games and game

elements are often used in
therapy areas targeting a
Engaging media/Formats
younger population
Self-assessment tools Integrated patient communities
Integrated forum platforms

Self-assessment tools were facilitated by relatively
could aid patients in the smaller organizations such
decision making process as TEVA and Biogen
Quizzes and surveys Expert Q&A support
While 24/7 HCP support While 24/7 HCP support

options were not common, options were not common,
a few sites provide expert a few sites provide expert
Q&A platforms Q&A platforms
Level of engagement

Sanofi facilitates scheduled expert interaction and support for

German patients online
Although 24/7 online support options were not common, Sanofi

facilitates interaction with experts on scheduled time slots
Forum-schilddruese.de
24/7 online expert/HCP support
through pharma resources
52%
43%
33%
22%
20%

Roche provides a unique platform for cancer patients in France to

share experiences and seek advice from fellow patients
Lachainerose.fr
Roche’s platform for

women affected by
cancer enables them to
share their stories while
seeking out advice and
recommendations from
patients with similar
experiences

Biogen integrates dedicated forums for MS patients in Germany,

facilitating interaction with experts and fellow patients
MS-life.de
Biogen’s ms-life.de is
a best in class
example of facilitating
consumer interaction
with experts and
patients alike, through
registration on the
website’s community
platform

TEVA hosts a dedicated portal and app for its German ‘Active with MS’
support program, along with access to an integrated patient forum
Aktiv-mit-ms.de
Ability to personalize
content and updates from
the support program
Open forum for MS patients provided on

the website has a large active patient
community, with over 140K
discussions on the platform

Design/UI & Navigation

Simplistic designs with easily accessible product information are

essential for branded product sites
Well organized content, segmented into disease areas/areas of interest (e.g., MOA,
benefits and side effects, product administration) helps ease of information access on
branded sites
Opdivo.co.uk

Sanofi enhances user experience through use of a navigation

menu reflective of patient needs
Sanofi simplifies user navigation on its

thyroid portal by using word clouds as
navigation menu, reflecting patient
needs and phrases used

Ease of navigation and options to customize design enhance the

user experience on unbranded platforms
Options to
modify font size
and colour
scheme
Support options with

maximum value
addition presented
prominently on the
landing page
Combination of Embedded videos and other

drop down menus multimedia content on the
and scrollable landing page increases
formats improve patient engagement
user experience

Novartis’ oncology and Sanofi’s Diabetes condition websites are

examples of well optimized mobile sites
Desktop Experience Mobile Experience
Novartisoncology.de Drop down menu navigation and prominent search

options on landing page enhance mobile experience
Diabetesmatters.co.uk

Lack of mobile optimization greatly impacts the user experience and

discoverability of websites
Google now uses ‘Mobile-First’ indexing, which means that websites which don’t have a
good mobile experience may not be efficiently indexed, and therefore not appear in
searches through phone
Desktop Experience Mobile Experience
Lack of mobile
optimization resulting
in similar layouts to the
desktop experience
affects user’s ability to
navigate and consume
information

Best Practices in Distribution

Strategy

Key levers driving effective distribution of content

A Platform Spread
I Mobile Apps
II Social Media
III Forums
B Platform Spread

Definitions
I. Platform Spread – Range of digital platforms through which

education and support is provided to patients:
i. Mobile Apps – Dedicated apps for patients, providing education and

support features
ii. Social Media – Effective use of owned social media properties and
social media campaigns through public domains
iii. Forums – Facilitation or sponsorship of forum platforms for patient
interaction
II. Digital Channel Integration – Effective ways to integrate different

digital assets of the organization within and across therapy areas

Innovative mobile and social offerings drive patient engagement in

Germany and the UK
Germany has a wide range of apps to drive Leaders in Content

patient support and education, with integrated
digital ecosystems hinged on corporate portals Distribution Strategies
H
Social media channels are effectively
leveraged in UK to drive campaigns and H
UK
awareness across digital platforms
Germany
France contains well integrated H High
ecosystems with a balanced array of apps France
to supplement patient support options M Medium
Limited utilization of digital platforms in M Italy L Low

Spain, with fewer instances of innovation
to drive value for patients
Spain M
While organizations have leveraged apps
and social channels in Italy, they are L
limited in functionality and innovation

Novartis uses effectively integrated systems of digital assets

spanning mobile and social platforms
Sanofi GSK Novartis Pfizer Merck BMS

Key Levers
Mobile Apps
Platform Spread
Social Media
Forums Opportunity for innovation
Digital channel
Integration
Companies that leverage the key lever Leaders/ innovators
Note: The above analysis is based only on owned properties and not third party channels

Effective SEO strategy and investment in paid search help drive

traffic to websites in Germany
High brand recall in UK indicated by large proportion of direct visits to digital assets
Higher levels of paid search investment in Germany can drive traffic to the websites
SEO strategies can drive maximum traffic through organic search across EU5 countries
Top traffic sources to patient websites in EU5 countries
36% 85% 43%
34% 7% 40%
United Kingdom Italy Germany
67% 87%
18% 9%
France Spain
Organic Search Paid Search Direct Visits Referrals

Platform Spread

Optimizing design and support in branded mobile websites can

boost traffic
Brand websites with 30K+ monthly website visits
80%
of traffic to top
95%
Mobile visits
branded websites is
through mobile/
smartphones
Brand websites with 10K+ monthly website visits
80%
Brand websites with less than 50% Mobile visits
share of mobile visits tended to have
lower levels of overall website traffic

Mobile apps present untapped opportunities to drive patient

support around condition and treatment management
Types of health- or medical-related mobile apps used by EU5

consumers (with smartphone) over the last 12 months:
Fitness/wellness tracking 21%
32%
of patients with a
Appointment related
(e.g., reminder, scheduling, locator)
Diet/Nutrition information
20%
19%
smartphone/tablet are
Medical reference
interested in accessing (e.g., symptoms, side effects)
17%
Pharma apps to
manage treatment or
Specific condition management 13%
condition, but have not
used them
Medication related
12%
(e.g., prescription reminders, drug info)
Remote consultation with a medical

9%
professional

Novartis has the largest share of apps across the EU5, focusing on
treatment scheduling, reminders and condition management
App type and prevalence Examples Leaders Key Features
1. Doctor appointment
interaction guides
Treatment
52% Adherence
2. Medication reminders
3. Prescription refill
reminders
1. Symptom pattern
Condition tracking
36% Management 2. Symptom measurement
questionnaire/index
3. Diet/exercise updates
1. Self help courses

2. Condition-specific
Patient
6% Education
videos
3. Quizzes, audio
podcasts

Dedicated websites built to generate awareness around Novartis apps,

while integrating basic disease info to add value
Symtrac.com
Websites for the app highlight
key features, sample dashboards
and value for patients. Dedicated
platforms help generate visibility
and drive traffic/ downloads
Mukk.fr

Pfizer’s ‘Emotion Space’ is a unique app that offers an emotional

outlet for patients suffering from metastatic breast cancer
Pfizer’s app for breast cancer patients is an innovative standout, offering a community
platform to share their emotions and support each other through a unified outlet. This can
also help the organization customize content to phases of the patient’s emotional journey
Emotionspace.at

Novartis leveraged social media platforms to drive awareness and

engagement around its psoriasis campaigns
Dedicated campaign site Use of owned social Hashtag campaigns to drive

channels to drive awareness buzz and engagement
Youcanwedid.co.uk
Website Traffic Sources Impact Monthly website traffic to the campaign website
63%
of total website visits
Launch of ‘Ask for
Clear’ campaign and
Symtrac app
emerged from social
media referrals
Jan Feb Mar Apr May Jun Jul Aug

Forum sponsorships and community platforms remain a largely

untapped opportunity in European countries
Sponsorships of community platforms for patients have not been commonly seen in EU5
countries, but can provide an opportunity to facilitate patient conversation
Shift MS is an
example of a
community
platform for
patients, to
discuss various
issues related to
the specific
therapy area
Although Merck’s Neurology website for
patients does not provide comprehensive
information around the disease, it directs
patients to third party websites and forums for
education and support

Integration of digital assets

Integration of branded and unbranded digital assets across therapy

areas facilitates ease of navigation and discoverability
Simple yet effective designs such as drop-down menus can be leveraged to provide links
to the organization’s assets across therapy areas, thus amplifying the organization wide
digital footprint
All Novartis properties

in France also provide
a drop down menu,
displaying the overall
landscape of the
organization’s digital
assets in the country,
including patient and
HCP sites

Pfizer leverages its corporate website to provide a complete list of

digital assets available for patients in Germany
Pfizer.de
Pfizer’s corporate site

serves as an online
hub, providing a
complete list of digital
assets in the country
alongside brief
description about the
sites

Integration of social media posts makes for a more dynamic mix of

portal content, while driving engagement across digital assets
Novartis oncology features its social media posts on an unbranded site, providing
updates around upcoming events, scientific developments, etc.

The corporate website as hub: some integration approaches

Clickable banner on corporate website “Other Websites” link on corporate site

1 homepage with the website name 2 with drop-down list of relevant websites
Link at the bottom of the website Navigation menu directs users to an

3 navigates user to independent website 4 intermediate page with info about other TA
websites

Have questions about the report?
We hope you enjoyed!
Contact Digital@TeamDRG.com if you’d like to talk to a DRG

Digital analyst. One of our experts can:
• Provide counsel, answer specific questions about the data,

join calls to discuss implications for your business
Ashwin Balasubramanian
• Customize the data, including additional countries, therapy

areas and digital assets relevant to your needs
• Lead half-day or full-day workshops to bring the data to life and

Ben Katz
facilitate priorities and next steps for your teams

Eu5 Pharma Consumer DCL Nov 2017 03.11.2017

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Best Practices for

© 2017 DR/Decision Resources, LLC. All rights reserved. 1

 Scope & Methodology

 Objectives & Introduction

 Consumer Demand and Adoption

 Digital Ecosystem Models

 Leaders in Digital Sophistication

 Digital Best Practices

© 2017 DR/Decision Resources, LLC. All rights reserved. 2

Introduction & key questions

Key questions addressed include:

© 2017 DR/Decision Resources, LLC. All rights reserved. 3

Scope and methodology

When was the November 2017

© 2017 DR/Decision Resources, LLC. All rights reserved. 4

Research Methodology - Cybercitizen Health® Europe

The survey was conducted using an online survey methodology. Consumers

How do the consumers

© 2017 DR/Decision Resources, LLC. All rights reserved. 5

Getting the most from the Consumer Digital Competitive Landscape

We’re pleased to provide you with the Consumer Digital Competitive

• Provide counsel, answer specific questions about the data,

• Customize the data, including additional countries,

• Lead half-day or full-day workshops to bring the data to life and

Please send questions to: Digital@TeamDRG.com Ben Katz

© 2017 DR/Decision Resources, LLC. All rights reserved. 6

© 2017 DR/Decision Resources, LLC. All rights reserved. 7

Growing patient interest in digital pharma resources plays a key

Why is digital engagement important?

Consumer demand and website adoption:

© 2017 DR/Decision Resources, LLC. All rights reserved. 8

Unbranded condition sites anchor pharma digital ecosystems as

How have pharma companies shaped their digital ecosystems?

Digital ecosystems and leaders in digital sophistication:

© 2017 DR/Decision Resources, LLC. All rights reserved. 9

What drives value for consumers?

© 2017 DR/Decision Resources, LLC. All rights reserved. 10

Organic and paid search strategies play key role in boosting

Where do patients look for online information and support?

© 2017 DR/Decision Resources, LLC. All rights reserved. 11

Implications and opportunities for pharma

What should pharma do next…?

© 2017 DR/Decision Resources, LLC. All rights reserved. 12

Consumer demand and

© 2017 DR/Decision Resources, LLC. All rights reserved. 13

Patients look online to inform and validate healthcare decisions

When I experienced new symptoms 43%

After several months of managing

Among EU online adults (n=3047)

© 2017 DR/Decision Resources, LLC. All rights reserved. 14

Despite substantial interest in pharma digital assets among EU5

Unbranded TA sites in partnership

Pharma unbranded TA sites 27%

Pharma brand/ corporate websites 23%

Among EU online adults (n=3047)

© 2017 DR/Decision Resources, LLC. All rights reserved. 15

A third of patients self-diagnose based on online info before seeing

When experiencing new symptoms:

of them have learned what condition they had

Among EU online adults (n=3002)

© 2017 DR/Decision Resources, LLC. All rights reserved. 16

Among online and offline sources of Rx info, doctors, pharmacists