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  • 0 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    IMS Health Technology Enhanced awareness:

    Can it help reduce healthcare expenditure? Insights from Greek internet media usage in Healthcare 7o Pharma & Health Conference

    July, 2016 Athens

    Nikos Kostaras, General mgr, IMS Health Greece

  • 1 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    The amount of soda Americans drink has declined

    The average number of daily calories has fallen

    Physical activity has started to rise

    Educated Americans have seen improvements

    After decades of relentless

    rise, the number of new cases

    of diabetes in the United States

    has finally started to decline

    Higher awareness increases prevention...

  • 2 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    Can Digital Media serve this objective?

  • 3 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    Research area

    Asthma / COPD is a popular area of discussion in the web; Internet buzz is focused on diagnosis, prevention and treatment

    Key Findings:

    A great number of specialized sites, many of which

    are owned by HCPs create rich and reliable content

    Therapeutic approaches are often described and

    presented to public

    Prevention is an important area including advice on

    how to adopt a healthier way of living

    Key terms searched:

    , and

    1,321 distinct links were identified

    from 831 distinct domains

    Focused on 856 links & 447 domains; rest were excluded due to minor importance or foreign language

  • 4 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    Top websites

    Top-20 sites have original content, are better ranked and set the standards for others

    4% of the sites create ~20% of the buzz

    pneymonologos.net

    www.onmed.gr

    respi-gam.net

    www.pneumonologia.gr

    www.iatropedia.gr

    www.iator.gr

    blog.doctoranytime.gr

    www.pneumon.org

    Top 20 HCP domains are very well

    ranked and generate 41% of the total

    HCP buzz

    Among top

    websites 18% of the sites belong to HCPs

    Among top HCPs websites

    pneymonologos.net

    www.pneumonologos.site90.com

    www.georgoudakis.gr

    e-pneumonologos.gr

    www.pneumonologikokentro.gr

  • 5 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    Domains Theme Content Type

    # of Mentions per Domains Theme and Content type

    Asthma / COPD is mostly mentioned in scientific sites that mainly post original content

    Scientific 40%

    1%

    News

    32%

    Blogs

    28%

    Social Media

    5%

    Community

    33% Copy

    Original 62%

  • 6 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    Top 20 domains based on Search Engine Ranking

    Almost half of the top-20 domains are scientific

    9

    5

    6Blogs

    News

    Scientific

  • 7 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    % of Mentions per Domains different attributes

    Most of Asthma / COPD mentions can be found in websites with focus on health care

    Health Focus

    62%

    1%

    17%

    0%

    Patient Group

    20%

    PharmaCos News

    (general interest)

    HCPs

  • 8 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    Themes/ Keywords of conversation

    Asthma / COPD prevention is the 2nd most common discussion topic

    Discussion topics

    Disease description Diagnosis

    Scientific disease

    description

    Symptoms

    Clinical Description

    Product Characteristics

    Disease diagnosis

    techniques

    Keywords:

    o

    o

    o

    Prevention

    Ways to prevent

    Asthma/ COPD for

    general population

    Keywords:

    o

    o

    Treatment

    Holistic treatment using

    medicine and way of

    living

    Keywords:

    o

    o

    o K

    New products

    Keywords:

    o [Company X]

    o

    16% 21% 36% 27%

  • 9 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    Indicative comments related to Asthma / COPD

    Comments on

    Prevention

    Comments

    on Products

    ,

    3

    2020

    ,

    PharmaCo 1:

    PharmaCo 1

    '' ''

  • 10 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    Key findings

    Stakeholders could use the internet to create buzz focused on diagnosis & prevention aiming to enhance awareness

    People actively use internet to get information & advice

    Web users are interested in diseases prevention: Prevention ranked 2nd, right after Treatment

    and above Diagnosis and Disease description

    Sites with Original and rich content attarct more users

    In the digital era, it seems there is the opportunity to attract interest and enhance awareness

    via added-value, high traffic sites, enhancing awareness creating rich & original content

    COPD attracts the interest of the users, and is ranked above other important diseases

  • 11 IMS Health Confidential Insights from Greek internet media usage in Healthcare July 2016

    Thank you

    Connecting you to better healthcare performance