December 1-2 2011 marks the 2nd Annual Mobile Strategies for Pharma conference in London. To mark the event and recognise the changing role of mobile strategy in pharmaceutical companies, Creation Healthcare has teamed up with eyeforpharma to research attitudes towards mobile amongst industry professionals. As our findings confirm, we are in an era when the pharmaceutical industry has an optimistic view of the potential value of mobile, but has yet to step out boldly into this medium. Our research, carried out among professionals in pharmaceutical companies and related industry organizations, suggests that many in the industry believe mobile channels have potential for pharmaceutical companies and their stakeholders, yet most are taking cautious steps in this medium.

1. Pharma Mobile Strategies Benchmark, November 2011
Mobile Strategies for Pharma
Pharma Mobile Strategies Benchmark
November 2011

2. Pharma Mobile Strategies Benchmark, November 2011
ABOUT THE RESEARCH

3. Pharma Mobile Strategies Benchmark, November 2011
Participants
• Online survey sent by email to professionals in
pharma and related organizations
• 134 took the survey, September-October 2011

4. Pharma Mobile Strategies Benchmark, November 2011
Organization type
• What kind of company or organization are you employed by?
Pharmaceutical company
Marketing, communications or
digital agency
Business or strategy consultancy
I’m a healthcare professional
Healthcare trust or provider
Not-for-profit organization
Other

5. Pharma Mobile Strategies Benchmark, November 2011
Regional responsibility
• In which region is your area of responsibility?
Global
Africa
Asia
Australasia
Europe
Middle East
North America
South America

6. Pharma Mobile Strategies Benchmark, November 2011
SURVEY RESPONSES

7. Pharma Mobile Strategies Benchmark, November 2011
Mobile Channels Planned
• Are you currently, or planning to, engage people about health
or healthcare, via any of the following mobile platforms?
Of 112 responses
100%
90%
80%
70% Not planning
60%
50%
40% Planning in next 12
30%
20% months
10% Planning in next 3
0%
months
Already using

8. Pharma Mobile Strategies Benchmark, November 2011
Mobile Features Potential
• Which of the following features of mobile devices do you feel
offer the greatest opportunity to pharmaceutical companies?
100% Of 112 responses
90%
80%
70%
60%
50%
40%
30% Great Potential
20%
10% Some Potential
0% Little Potential
No Potential

9. Pharma Mobile Strategies Benchmark, November 2011
Mobile Features Planned
• Which of these features are you using or planning to use via
mobile devices, in a health or healthcare environment?
100% Of 110 responses
80%
60%
40%
Already Using
20%
Planning in the
0% next 3 months
Planning in the
next 12 months
Not Planning

10. Pharma Mobile Strategies Benchmark, November 2011
Application of Mobile
• Are you currently planning or using any of the following
types of mobile applications?
100% Of 110 responses
80%
60%
40%
20% Already Using
0%
Planning in the
next 3 months
Planning in the
next 12 months
Not Planning

11. Pharma Mobile Strategies Benchmark, November 2011
Stakeholder Benefits
• How beneficial will mobile healthcare solutions be to the
following stakeholders?
Of 110 responses
100%
90%
80%
70%
60% Will benefit greatly
50% Will benefit somewhat
40% Will benefit a little
30% Will not benefit
20%
10%
0%
Healthcare Patients Carers Policymakers
professionals

12. Pharma Mobile Strategies Benchmark, November 2011
Mobile benefits for pharma
• Where is the greatest potential for pharmaceutical companies
to benefit from mobile?
100%
90% Of 111 responses
80%
70%
60%
50%
40%
30%
20% High Potential
10%
0% Some Potential
Low potential

13. Pharma Mobile Strategies Benchmark, November 2011
Challenges
• What are the primary challenges to implementing mobile
solutions for pharma?
100%
90% Of 111 responses
80%
70%
60%
50%
40%
30%
20% Significant Challenge
10%
0% Moderate Challenge
Small challenge
No challenge

14. Pharma Mobile Strategies Benchmark, November 2011
The future of mobile health
• In a few words, what is the future of mobile health?

15. Pharma Mobile Strategies Benchmark, November 2011
About this research
This research was developed collaboratively by
Eyeforpharma, organizers of Mobile Strategies for Pharma
Conference,
1-2 December 2011, and Creation Healthcare, the global
strategy consultancy for pharma and publishers of
Healthcare Engagement Strategy e-journal.
More information at:
http://www.eyeforpharma.com/mobile/
http://creationhealthcare.com

16. Pharma Mobile Strategies Benchmark, November 2011
Copyright 2011
This report is copyrighted. You may quote extracts but please do
not do so without referencing the original source and copyright
owners eyeforpharma and Creation Healthcare.
For further enquiries please contact:
Daniel Ghinn, CEO, Creation Healthcare
daniel.ghinn@creationhealthcare.com
Jon Gwillim, Vice President, eyeforpharma
jon@uk.eyeforpharma.com