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IQVIA WellTrack Blog Series: Triangulating healthcare brand engagement, what's next?
Mar 04, 2021
Today’s end users and providers of health products, both prescription and over-the-counter, come in any number of alias’: customer, consumer, patient, healthcare provider (HCP), pharmacist —and their behaviors shift and change alongside the evolving environment we live in.
Across Southeast Asia (SEA), a region that has historically preferred face-to-face (F2F) engagements, the pandemic has dramatically changed health delivery, with some changes expected to have a longer-term impact. Launched in 2020, IQVIA WellTrack is a syndicated market research study that quantifies behavior changes and shifts in mindset, across SEA. Using the WellTrack data, we were able to identify some emerging trends:- HCPs were forced to adopt non-F2F modes of patient consultation during country lockdowns. Post-lockdown, SMS, chat, calls and video apps show potential to become part of standard consultation options. For chronic conditions, chat showed strong uptake in Indonesia, compared to SMS in Vietnam and the Philippines or video in Singapore.
- Patient groups exhibited different behaviors. Sufferers of chronic disease, compared to the general population, were more likely to stock up on items such as masks, essential medication, co-morbidity medications and multi-vitamins —particularly in Malaysia, Indonesia, and the Philippines.
- Pharmacy personal visits declined, and consumers/patients relied on low risk and alternate means of purchasing essential medication, such as phone, website or 3rd party delivery apps. Notably, all markets except Thailand maintained the increase in 3rd party delivery app use, even after lockdowns ended.
- Varied openness to remote engagement. When it comes to the type of remote engagement, the frequency, and the recipient, not all non-F2F engagements are made equal. Across SEA, HCPs prefer a mix of F2F and non-F2F engagement whereas pharmacist preferences varied between a mix or one or the other by market. Patients/consumers also have a mixed response.
Healthcare brand engagement requires triangulation on stakeholder strategy and channel success across different fronts, with some requiring a more customized approach than others. As end-user behavior continues to change, there is a strong need for insights as life science companies continue to look to: what’s next?
Click the links below to read the thoughts and perspectives shared by our IQVIA experts on the key emerging themes, or click here find out more about our IQVIA WellTrack service offering.- Same same, but different: The case of complex HCP digital engagement preferences in SEA by Nick Roberto, Engagement Manager, Primary Intelligence, IQVIA, APAC Read here.
- Keeping up with Southeast Asia pharmacist digital engagement by Delphine Keng, Consultant, IQVIA Consumer Health, IQVIA, APAC Read here.
- Navigating through complex digital shifts – Philippines case study by Ruthie Miranda, Principal, IQVIA Consumer Health, Philippines Read Here.
- Creating vision and agility in Consumer Health channel dynamics by Erwin Widjaja, Principal, Advanced Analytics, IQVIA, Indonesia Read here.