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Navigating Complex Digital Shifts [Philippines Case Study]
Sep 16, 2020
Consumer Health journeys inevitably include digital touchpoints, as consumers are proactive in using the internet to get medical advice and healthcare supplies. With the COVID-19 pandemic limiting access to traditional channels, the consumption of digital pathways has advanced significantly. For Consumer Health companies, developing the right digital strategies is paramount to success.
In a volatile and uncertain environment, IQVIA embarked to understand and validate shifts in behavior across the Consumer Health ecosystem: consumers, healthcare professionals (HCPs), and pharmacists. Using our Southeast Asia WellTrack Study, we were able to gain purchase journey insights in May to June of this year. Below are the highlights of the Philippines study.
Consumers
In the Philippines, consumers are buying more frequently, and buying more. During peak pandemic purchasing behavior shifted to alternative independent and online channels, but post-quarantine consumers will continue to look at brick and mortar drugstores. However, new online habits will not disappear and alternative channels – independents, e-commerce, and drugstore apps will continue to also fulfill product demands. For the Consumer Health company, finding a long-term partner to connect physical and online channels is essential.
Image 1 Source: WellTrack Study, n=1,000 Healthcare Consumers (Ethical and OTC purchase decision makers)
Healthcare professionals
Over a quarter of physicians ‘met’ patients using non-face-to-face channels, such as telephone and apps, but are struggling to meet the increased demand from consumers for non-face-to-face consultations. HCPs are not adapting as quickly as consumers. Furthermore, doctors seek to use more formal consultation apps but there is a disparity with patient awareness for these platforms. There is therefore opportunity for top healthcare brands to devise strategies to connect these stakeholders.
Image 2 Source: WellTrack Study, n=1,000 Healthcare Consumers (Ethical and OTC purchase decision makers); n=170 HCPs
Pharmacists
Pharmacies found an elevated demand for COVID-19 related categories (for example, rubbing alcohol, face masks, Vitamin C, multivitamins) and serviced additional orders through phone and online platforms (owned or partnered with eCommerce/ePharmacy sites).
Consumers looked to traditional pharmacy websites over the lockdown period (March 2020 to May 2020) and elevated search trends were observed but only Watsons generated significant search volume. Surprisingly, bigger chain pharmacies who typically generate and service healthcare product demand are yet to establish stronger online presence. Establishing an online end-to-end service moving forward is a basic requirement.
Image 3 Source: WellTrack Study Social Intelligence Report, Search volume on Philippine drugstores brands before (June 2019 to Feb 2020) and during the COVID lockdown period (March 2020 to Mary 2020)
As Consumer Health companies devise their optimal digital strategies, taking a step back to gain understanding and clarity on the complex digital touchpoints across stakeholders is crucial. Our WellTrack findings raise two key questions:
- What digital touchpoints can effectively connect the interface of consumers, doctors and pharmacy channels?
- How can Consumer Health companies enable and support HCPs/ Pharmacists transition to non-face-to-face channels in line with growing consumer demand?
The current environment is volatile and uncertain, but with innovative vision and agile strategies, Consumer Health companies can build a smoother path to fulfill their consumers’ needs.
For more information, please feel free to contact us.