Patient Resources for HCPs – �What, How, Where
A survey of HCPs in the US
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Purpose and audience
This document is for Marketers and Pharmaceutical Companies alike, showcasing the results of an HCP survey conducted in the US.
It aims to understand how HCPs use and interact with Patient Resources, so we can make informed and impactful decisions to better serve HCPs and their patients.
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Key Insights and Actions
Patient Resources are important for HCPs
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HOW IMPORTANT HAVE PATIENT RESOURCES BEEN IN INFORMING PATIENTS ABOUT THE COVID-19 VACCINATION?
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3
629 responses
781 responses
644 responses
HCPs find Patient Resources an important asset with over 70% indicating that it’s Very Important or Important in their treatment practice.
Over 60% of physicians indicated that Patient Resources have been important when it comes to informing the public about Covid-19 vaccination.
Nearly a third of HCPs trust Pharma produced patient resources, while 42% were yet undecided of their attitudes towards patient resources provided by Pharma.
DO YOU TRUST PATIENT RESOURCES PROVIDED BY PHARMA COMPANIES?
HOW IMPORTANT IS THE AVAILABILITY OF PATIENT RESOURCES FOR TREATING YOUR PATIENTS?
Trustworthiness and Quality are key measures to hit
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4
647 responses
The most common way to learn about Patient Resources is through colleagues.
Google Search poses a great opportunity to reach HCPs with Patient Resources, as 30% of HCPs indicated to use Google Search to find Patient Material.
HCPs value Trustworthiness and Quality of Information the most when it comes to patient resources. Easy usability or user friendliness was also an important factor of what makes a good patient material for HCPs.
HOW DO YOU LEARN ABOUT PATIENT RESOURCES?
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732 responses
WHAT MAKES A GOOD PATIENT RESOURCE FOR YOU?
Printable flyers are most preferred format & Treatment options most important topic
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6
667 responses
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700 responses
Treatment Options, Drug Information, and Disease Management are the most important topics HCPs are looking to learn about and refer their Patients to.
Overall, Printable flyers are the liked format, however electronic sources such as Websites, PDF documents, and Interactive apps are liked by a significant percentage of HCPs.
WHAT FORMAT OF PATIENT RESOURCES IS MOST USEFUL TO YOU AND YOUR PATIENTS?
PLEASE SELECT THE THREE MOST IMPORTANT TOPICS TO BE INCLUDED IN PATIENT RESOURCES?
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Patient Resources are important for HCPs. They were also deemed important for informing the public about Covid-19 vaccination.
Nearly a third of HCPs do not trust patient material provided by pharma, while 42% are undecided.
What?
HCPs would like to see Patient Resources with Treatment Options (25%), Drug Information (18%), and Disease Management Support (18%) the most. Providing high quality resources with these topics, including trustworthy sources, and ensuring easy usability and accessibility will be key in meeting HCP needs.
How?
The most useful Patient Material format for HCPs is Printable flyers. However, other formats such as Websites and PDF documents are also popular. Offering a range of formats is necessary to meet the needs of different HCPs.
Where?
To reach HCPs, best channels to target will be Colleagues and Google Search. A focus should be put on reaching individual HCPs with great Patient Material to create a snowball effect through personal recommendations. Optimizing Patient Material from an SEO perspective will be key in reaching HCPs through Google Search.
Actionable Insights
How to increase trust�and give HCPs what they want?
Primary Care Physicians vs Specialists
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PCPs value Patient Resources more and trust pharma more
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Specialists
PCPs
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571 responses
584�responses
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703 responses
Primary Care Physicians (PCPs) deem the availability of Patient Resources slightly more important than Specialists with 59% of PCPs indicating they are very important.
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PCPs also deemed patient resources more important in informing patients about the Covid-19 vaccination, with 53% indicating it’s very important.
Specialists
PCPs
Attitudes towards pharma provided patient resources are comparable, however PCPs are more trusting towards pharma, while Specialists are slightly less decided.
HOW IMPORTANT IS THE AVAILABILITY OF PATIENT RESOURCES FOR TREATING YOUR PATIENTS?
HOW IMPORTANT HAVE PATIENT RESOURCES BEEN IN INFORMING PATIENTS ABOUT THE COVID-19 VACCINATION?
DO YOU TRUST PATIENT RESOURCES PROVIDED BY PHARMA COMPANIES?
Google search is a key source for PCPs
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658 responses
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632 responses
While overall Colleagues remain key for both Specialists and PCPs, Google Search is especially important to reach PCPs.
Specialists and PCPs are in complete agreement of what makes a patient resource ‘good’. Trustworthy Source, Quality of Information, and Easy usability were deemed key quality factors for both HCP groups.
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WHAT MAKES A GOOD PATIENT RESOURCE FOR YOU?
HOW DO YOU LEARN ABOUT PATIENT RESOURCES?
PCPs and Specialists are comparable in terms of preferred Topics and Content Formats
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631 responses
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603 responses
Specialists and PCPs have a comparable preference for different content formats. Printable flyers were the most popular format for both HCP groups, followed by Websites for Specialists, and PDF documents for PCPs.
Specialists and PCPs find the same topics as most important to be included in patient resources: Treatment options, Drug information, Disease management support.
PLEASE SELECT THE THREE MOST IMPORTANT TOPICS TO BE INCLUDED IN PATIENT RESOURCES?
WHAT FORMAT OF PATIENT RESOURCES IS MOST USEFUL TO YOU AND YOUR PATIENTS?
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How to increase trust�and give Specialists what they want?
Primary Care Physicians found Patient Resources more important - especially in informing the public about Covid-19 vaccination, compared to Specialists.
PCPs are also more trusting towards pharma, which means there is a need to gain the trust of Specialists.
What?
Specialists are largely interested in the same topics as PCPs – Treatment Options (24%), Drug Information (18%), and Disease Management Support (18%). Ensuring information is backed up by scientific research and is of high quality will be vital to meet the needs of Specialists.
How?
Specialists indicated Printable flyers and Websites as equally useful when it comes to Patient Resource formats. Creating optimized resources in these formats will be key in ensuring patients who need special care are provided with essential information, thereby reducing the workload of Specialists.
Where?
The best way to reach Specialists will be through Colleagues. To create a snowball effect, Specialists should be provided with high quality Patient Material and encouraged to refer these resources to their colleagues.
Actionable Insights
Generational Differences
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Younger Generations put less emphasis on Patient Resources
24 or under (Gen Z) | 25-40 (Millennials) | 41-56 (Generation X) | 57+ (Baby Boomers)
Gen Z is by far most likely to say patient resources are ‘not important’ in informing patients about Covid-19 vaccination.
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580
responses
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700 responses
Gen Z HCPs represent both end of the scale – They found patient resources ‘not important’ the most (20%), and also ‘very important’ the most (61%), compared to older generations.
Baby Boomers
Generation X
Gen Z
Millennials
HOW IMPORTANT IS THE AVAILABILITY OF PATIENT RESOURCES FOR TREATING YOUR PATIENTS?
HOW IMPORTANT HAVE PATIENT RESOURCES BEEN IN INFORMING PATIENTS ABOUT THE COVID-19 VACCINATION?
Gen Z least trusting towards pharma, while older generations are more undecided
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3
568 responses
Gen Z is least trusting towards pharma, while Baby Boomers and Millennials tilt most towards trusting pharma provided patient material.
DO YOU TRUST PATIENT RESOURCES PROVIDED BY PHARMA COMPANIES?
“Unsure” HCPs - especially of older generations – present a clear opportunity to build trust by creating useful patient resources.
Gen Z has different sources and ideas on what makes a good patient resource
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588 responses
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658 responses
Quality of information is most important for baby boomers as a marker of a good patient resource, while Topic was the most popular choice for Gen Z (for older generations ‘Topic’ was the least important determinant of a good patient resource).
Colleagues are a very strong source for Millennials especially, while Gen Z learns about patient resources from their Patients and Pharma reps slightly more than the older generations.
HOW DO YOU LEARN ABOUT PATIENT RESOURCES?
WHAT MAKES A GOOD PATIENT RESOURCE FOR YOU?
Generational differences in importance of support and autonomy material
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5
6
603 responses
Millennials are biggest advocates of Printable flyers, while Baby Boomers are least likely to prefer printable flyers and tend to turn to prefer electronic formats. In fact, Baby Boomers are the biggest advocates of Smartphone apps and Websites.
Adherence support is getting slightly more important for younger generations, suggesting a direction towards higher patient autonomy. Gen Z especially finds this topic important to be included in patient resources.
Older Generations put a bigger emphasis on providing Patients and Carers with Disease Management Support.
630 responses
PLEASE SELECT THE THREE MOST IMPORTANT TOPICS TO BE INCLUDED IN PATIENT RESOURCES?
WHAT FORMAT OF PATIENT RESOURCES IS MOST USEFUL TO YOU AND YOUR PATIENTS?
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How to reach younger physicians?
Gen Z HCPs find patient resources ‘not important’ to a higher degree than older generations – particularly when it comes to informing the public around Covid-19 vaccination.
What?
Younger physicians are interested in Treatment Options (21%), and Drug Information (23%) as much as older generations, however they put more emphasis on Adherence Support (16%). The most salient marker of a good patient resource for Gen Z HCPs is Topic. Ensuring Gen Z HCPs find patient material with topics they deem important will be key in re-affirming the importance Patient Resources and making their value immediately recognizable.
How?
Gen Z HCPs find Printable flyers the most useful Patient Resources format, followed by PDF documents. Providing younger physicians with Patient Materials in these formats will be an important factor in increasing their usability and number of referrals.
Where?
Gen Z physicians learn about Patient Resources equally as much from Colleagues and their Patients. Their biggest source however is Google Search. Making sure patient resources are visible to both patients and HCPs will be key in reaching Gen Z physicians from all angles.
Actionable Insights
Gen Z physicians are the least trusting towards pharma provided patient material.
Methodology
Cleaning data according to high quality standards
Analyzing 781 responses across different age groups and medical specialties
Survey Design and Launch via Google Survey
Data collection* of 883 self-identified HCPs in the US
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To learn more and see how we can help you better serve your customers, please get in touch at www.threewhiskey.com or find us on social media:
*Data collection run in November 2021