Geographical Diversity
Slow growth in developed markets
Continuing strong growth in developing markets, specially in China and India
Psychographics
Premium and value demands (efficiency & quality)
Technology-drivenHigh regulation controlProviders driven Precision medicine demands
Media Consumption
Virtual events for continuing medical education
Read Medical News Online
Medical Print Journals (Prints)
Medical Supplies through Search Engine
Search for medical supplies/devices
online
Media Consumption
90%
31%
21%
11% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Prints DigitalReproductions
website tabletapplication
smartphoneapplication
How physicians read medical journals
Almost half of physicians read journals online and print editions. However only 10% of them only use digital platform to read journals.
http://us.kantar.com/business/health/kantar-media-health-data-on-physician-media-consumption/
Social Media
Twitter (consumer facing)Relatively high Twitter consumptions by end users. Doctors use it as news sources
LinkedIn (customer facing)Connecting with coworkers and following industry leaders
Key Findings and Takeaways
Primarily target: physicians who are early Tech adopters.
Physicians are adopting social platforms!
Patient/Consumer as Customers: Let them be the advocates for GE
Collaborating with opinion leaders to provide reviews to peers and patients.
References
• http://www.pm360online.com/do-docs-notice-ads-new-research-on-doctors-helps-find-path-to-engagement%E2%80%A8/
• http://blog.srds.com/blog/healthcare/healthcare-insights-how-physicians-read-consume-medical-journals#sthash.p7wHtwVg.dpuf
• GE 2013 Annual Report — Form 10-K - GE.com
• GE Healthcare Global Industrials Conference http://www.ge.com/sites/default/files/ge_webcast_press_release_03192013_0.pdf
• http://mdigitallife.com/how-are-physicians-using-social-media/
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