The Global Doctor

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The Global Doctor

• A Self-Portrait

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Order of Presentation
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Background Research Objectives

• How do doctors portray themselves?
• To what extent are doctors becoming part of the
  global village?
• Do they have more in common or more that
  separates them?
• What are the main drivers for becoming a doctor?
• What are the most fulfilling aspects of being a
  doctor?
• What are physicians primary frustrations?

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Methodology

• In this benchmark study, we explore these social
  and psychological trends across five countries
• 15-minute interview with 500 doctors, fielded in
  early 2007
• 100 respondents per country
• 50 primary care physicians and 50 specialists
• Countries included
• USA
• Germany
• Spain
• Peoples Republic of China
• Japan

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Target Audiences Samples
Internists included in China and the USA within
the PCP category
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Screening Criteria

• All respondents had to meet the following
  screening criteria
• Below 65 years of age
• A minimum of 3 years professional experience in
  their specialty
• A full-time, actively practicing doctor (seeing
  or treating patients for at least 6 hours a day)
• The primary decision-maker for patients
  treatment
• Japanese respondents only
• As oncologists are not an exact specialty in
  Japan, other physicians were contacted and, in
  addition to the above criteria, these respondents
  were required to primarily treat cancer patients
  (within their area of specialization)

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Sample Characteristics
S1 Please specify your gender. S2 Could you
please tell me how old you are? S3 What is your
current specialty? S4 How long have you been
working in this specialty for? S5 Considering the
hours that you spent seeing and treating your
patients, could you please tell me what
percentage of your time is spent in out-patient
care and what percentage in in-patient care?
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Main Findings
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(No Transcript)
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Average Number of Working Hours Per Week
Average Hours Worked Last Week
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Time Investment In Common Tasks
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Importance of Information Sources

• Published literature is the most important source
  of information

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Importance of Information Sources

• For Spanish and Chinese doctors, the Internet is
  also of high importance

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Time Investment In Information Collection

• Chinese doctors spend significantly more time
  reading medical information than physicians in
  other countries

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Number of Medical Events / Conferences Attended
Last Year
Average of Events Attended Last Year
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Number of Medical Events / Conferences Attended
Last Year
Average of Events Attended Last Year
(n) (500) (252) (248)
(374) (126) (47) (260) (193)
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Number of Sales Rep Visits Per Week

• Spanish and Japanese doctors see the greatest
  number of Sales Reps

5 sales reps
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(No Transcript)
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Self-Perceived Role As A Physician

• Physicians mainly perceive themselves as
  Professionals or Health Guides

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Emotional Brand Profiling BrandScoreManager

• Psyma's BrandScoreManager indicates underlying
  emotional dimensions for a brand's personality
  based on an empirical substantiated personality
  theory. It goes therefore beyond "classical"
  profiling using clinical attributes e.g.
  efficacy, side effects etc.

• Personified brands(with personality feature)
• Highly intuitive presentation
• Theory based method
• Globally tested
• Actionable results

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Example ProjectPositioning of Automotive Brands
by Car-Drivers (own-brand)
romantic
gallant
sensitive
erotic
lovable
imaginative
Passion
Partnership
passionate
with feeling
glamorous
tolerant
exciting
fashionable
natural
social
trendy
family-oriented
modern
daring
dependable
sincere
lively
trustworthy
honest
audacious
genuine
dynamic
reliable
down to earth
risk-taker
secure
successful
sturdy
determined
bold
Strength
Leadership
sound
leading brave
hard working
solid
independent
robust resilient masculine
N 1004 CATI sample July 2003 representative
for Germany / drivers of certain brands.
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Example ProjectPositioning of VIPs on
BrandScoreManager
Meg Ryan
Marilyn Monroe
Nicole Kidman
George Clooney
Brad Pitt
Dustin Hoffman
Whoopi Goldberg
John Wayne
Not representative sample! Internal Survey N 30
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Doctor Image CountriesPhysicians Are Very
Similar In Their Self-Perceptions
Spain
Japan
Germany
Global Doctor
China
USA
Base G n 97 S n 100 USA n 100 PRC n
100 J n 100
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Doctor ImageThere Are Not Major Differences
Across Demographics
Older
Younger
PCPs
Specs
Female
Male
Base G n 97 S n 100 USA n 100 PRC n
100 J n 100
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Priorities In Life

• Family and friends of most importance overall
  German and Chinese doctors also prioritize own
  interests

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Priorities In Life
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Favorite Hobbies
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Favorite Hobbies

• Sports and reading are most common hobbies for
  the global doctor

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Overall Professional Happiness

• German physicians are the least happy with their
  profession

Ø 7.5
Ø 7.3
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Overall Happiness With Life

• Physicians are generally happy with their life

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Professional Happiness

• Physicians are generally happy with being a
  doctor however, Germanys score is below the
  global doctors average (possibly due to current
  healthcare reforms)

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Drivers For Becoming A Physician
Not important at all
Very important
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Drivers For Becoming A Physician
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Fulfillment of Expectations To Become A Physician

• Chinese and German physicians exhibit relatively
  high levels of unfulfilled expectations

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Expectations Met In Relation To Becoming A Doctor

• Generally, the global doctor perceives his/her
  expectations to have been met however, in China
  more than half believe that is not the case

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Present Professional Fulfillments

• Patient well-being provides the most fulfillment

Not fulfilling at all Very fulfilling
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Present Professional Fulfillments

• Patient well-being provides the most fulfillment
  for the global doctor

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Professional Hurdles / Challenges

• Bureaucracy proves to be the greatest frustration

Not challenging at all
Very challenging
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Professional Hurdles / Challenges

• Bureaucratic and legal issues are most
  frustrating in Germany

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Top 3 Professional Happiness
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Top 3 Hurdles / Challenges To Professional
Happiness
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Conclusions
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Identifiers of The Global Doctor

• There are more self-declared similarities which
  connect our doctors than initially expected,
  especially in terms of their personality and
  lifestyle
• Priorities and hobbies
• Drivers for choosing this career
• Self-identified role of the physician
• Overall level of personal and professional
  happiness
• Items that contribute to professional happiness

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The Global Doctor

• Generally the Global Doctor can be identified
  across all 5 countries, especially in terms of
  his/her own self-perception, drivers and
  priorities

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Divergence of The Global Doctor

• Although our Global Doctor has a unified
  self-portrayal in terms of drivers and
  priorities, different environments also impact
  his/her outlook
• Differences exist in
• Specific demographics
• Working hours and time spent on certain tasks
• The degree to which expectations have been met
• Impact of various challenges
• Exposure to direct marketing events(sales calls,
  educational events)

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The National Doctor

• Although many similarities exist, the different
  economic political climates affect physicians
  expectations and focus

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The Global Doctor In The Globalized World

• Overall, while faced with many issues/ challenges
  in their daily settings, the Global Doctor
  conveys the samaritan image, focused on patients
  well-being, and assuming roles of professionals
  and health guides
• Of course, this image may be somewhat idealized
  as it is derived from self-reported data Indeed,
  colleagues and peers may have differing views

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Addressing the (Global) Doctor

• Nonetheless, certain trends seem to correlate
  with cultural values and national healthcare
  changes
• Greater happiness in the USA and Spain
  optimistic cultures, who spend the highest
  share of their working time in direct patient
  care
• Somewhat lower happiness in Japan and
  Germanytired markets, drained by tasks that
  are not necessarily medically/ patient-oriented
• Happiness on par with Japan and Germany but
  highest level of unmet expectations in China
  young ambition, who are information-thirsty and
  have an eagerness to catch up with even faster
  social change