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Thinking
Digital health
in Asia
Findings from a survey into the
use of digital channels amongst
healthcare consumers in Asia
In Asia the physician is still regarded as the key source of
trustworthy information and for many remains the guardian of
the patients health. However studies such as those referenced
in the Journal of the RSM1 have shown that the physician-patient
communication channel can be inefficient and result in sub-
optimal clinical outcomes. Around 50% of the information given
by medical practitioners is immediately forgotten and from that
which is remembered, around 50% is recalled incorrectly.
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Issue 4 Features from our global
Digital health in Asia market research experts
Key findings
Firstly we asked respondents if they had ever accessed the internet When considering what they are likely to do if they were
looking for healthcare information. Nine in ten (89%) of respondents diagnosed with an illness, the majority said they would look
said they have, with almost three quarters having done so in the online for information about their condition, either through
last month. Consumers from the Philippines and China are the most general websites or through patient forums. Almost half (48%)
prevalent users but even in Taiwan over 75% said they have used would compare available treatments online and over a third
the internet seeking healthcare information at some point, which would look for a mobile App to give them support.
confirms that digital channels are popularly utilised in Asia, amongst
the affluent middle class populations at least. Reassuringly only a small minority (12%) of consumers overall
reported they were looking to buy medicines online, however, in
China the number was more than double (27%).
Our research showed that Asian healthcare consumers are When asked how they access the internet, 44% on average
primarily information-seekers. The survey revealed that the across all markets said they do so via their mobile phone. Around
majority (72%) of consumers across Asia are looking to find out a third (30%) of consumers had downloaded a health-related App
more about a condition on general healthcare websites. In China and 59% stated they had used the App in the last month.
we found that healthcare consumers are also looking for Healthcare consumers in China and Korea reported much higher
emotional support, as 67% reported looking at health forums use of Apps than the other Asian markets.
where they might be seeking support and advice, as well as to
gather information. Interestingly, almost all types of digital channels
are being considered by many, with even 18% of consumers
searching on Facebook for information.
researchpartnership.com
Issue 4 Features from our global
Digital health in Asia market research experts
In conclusion
This survey, whilst offering just a brief glimpse into consumer identified distinct patient segments, each with varying degrees of
behaviour, clearly demonstrates that for those consumers in Asia engagement with their treatment. Two segments in particular, the
who have access to the internet or a smartphone, digital motivated and the assured, are more likely to participate in
channels are definitely being utilised to provide supplementary health information-seeking behaviours and these segments are
information and support about their own or their familys the easiest group to influence.
healthcare needs. Healthcare consumers are clearly open to
using more of these in the future and the importance of these We would recommend that if pharma marketers are considering
channels is predicted to expand and grow according to digital channels in their communication portfolio, their efforts
consumer demand. should be targeted at these patient groups who are actively
seeking to engage in their own healthcare. Patients who have to
However, despite these findings, we offer a note of caution to pay a significant portion of healthcare costs out of their own
pharmaceutical marketers. Not all patients are the same and not pocket (and this applies to many patients in emerging markets)
all those who can or say they will use digital channels, will have an added incentive to take active responsibility for their own
actively engage. The Research Partnerships ongoing Living With healthcare decisions. These patients are often easier to engage,
study, conducted across a range of markets amongst patients since they are looking to make informed, educated decisions to
suffering from a variety of chronic illnesses, has consistently get the best outcomes from their investment.
The greater the amount of medical information Information given in written form is better
presented, the lower the proportion correctly remembered and leads to better treatment
recalled adherence
researchpartnership.com
Issue 4 Features from our global
Digital health in Asia market research experts
Paul and Pei Li would be delighted to give a presentation of this paper and discuss
your market research requirements at a time to suit you.
Email contact@researchpartnership.com for information and to arrange a meeting.
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