Escolar Documentos
Profissional Documentos
Cultura Documentos
Personas and
scenarios/tasks
All Global
GPs and specialists UK
UK -
| 39
I like sites that link to video and have interaction. I love online forums,
especially if they are on my therapy area and frequently use
doctorsnet.co.uk forums and New Media Medicine. I would also regularly
use a community site that had everything for my therapy area all in the
one place. One thing I would like to see is online highlights of conferences
relevant to my therapy area transcripts, that sort of thing. I would still go
to some of the conferences just to network. I think a medical YouTube
would also be great if hard to administrate because of regulatory issues
and because it would really have to be impartial.
I like All Global as a brand. The most important word for me when looking
at this type of service is efficiency. They are like worker ants team-like
and very organized. They make it easy to contribute and they interact
well. I also work with Lead Physician but I prefer All Global. Id definitely
recommend them.
Scenarios/tasks
Cardiologist loyal to All Global
Task
Find out
more
about All
Global
portal
Looks for a
place to
recommend
a colleague
Interested
in getting
updates
from AG
Wants to
sign up for
more
research
Has heard
that AG is
on
YouTube
Checks on the main site and portal site but cant find anything. Routes
around in inbox and eventually finds an email that doesnt make it clear
what the score is
Functionality suggested
Tiered scheme on
site giving loyal
doctors privileges ,
e.g. free app
dopwnloads
Have a recommend
button on every
communication that
goes out
CMS ; enewsletters;
sign up for
web,autosignature
.
My account area on
portal where such
information could be
posted; enewsletters
has a great search filter I just have to go in with keywords and I can find
relevant material. Its an extraordinary resource. I love news related
articles.
I might do a webinar or look at an online forum if it was really relevant. I go
to BSG and AGA meetings to talk with others with experience there is
more of a networking opportunity face to face.
In terms of training, thats a great use of online as I can quickly get
through a module to update my medical and personal skills. I take
specialist courses at St Marks Hospital http://www.stmarkshospital.org.uk/
but they dont do them online and Ill also do association courses from the
BSG and AGA. Doctorsnet.co.uk is a good site for training although the
training course list isnt exhaustive and it isnt really specialist enough for
me. That goes for all its information there isnt really one place where I
can find high quality, specific information.
I dont use my mobile at work its too personal. Its not allowed in the
hospital anyway. I will use my iPhone to download information outside of
work and would do surveys on a mobile. It would be great to get some
useful apps too I havent seen any good ones. In the evenings and at
weekends, I will also do training and shop online but I dont do social
networks I have a problem with my name being out there in public.
I like video but I am not sure how practical it would be to have an area of
video for doctors and for me it would have to be very specific to make me
want to visit it.
The biggest issue I face professionally in the next 18 months?
Scenarios/tasks
Gastroenterologist existing but needs engaging
Task
Sign up
for a
webinar
Download
useful
content, e.g.
app,
podcast
Find
informati
on about
payment
Find good
sources of
information
for CME
Find out
the latest
news
from AG
Functionality suggested
Wants to see if he can find an online events area on the All Global sites
where he can engage with international specialists/hear more about
what All Global doctors do in his field. Cant find anything
Checks All Global sites but cant find anything. Looks to see if they have
any social media presence but cant find anything. Looks on app store
nothing so gives up
Goes to portal but cant see whether he has been paid or not
Online forum/events
capability
Engaging content
to be developed,
e.g. Apps; social
media channels
My account area on
portal
.
Looks for search box on All Global sites but there arent
any. Gives up
All PR to
bloggers/online
sites; area on site
for PR
Angus Fairfield, GP
I use the internet a lot at work and would download medical
apps if I felt they were worthwhile
About me
Age
| 29
Information likes/dislikes
GPonline.com is a good resource for jobs, issues . I encourage patients
to use the internet too, referring them to sites like patients.co.uk, the
Cancer research site or the British Heart Foundation one. Their relatives
are usually interested in finding out more online too if they have a serious
disease.
Scenarios/tasks
GP new to All Global
Task
Network
with other
doctors
Keep in
touch with
friends from
college
Find
resources
to help
with CME
Find out
what All
Global has
to offer
See what
other
doctors
think of AG
Has heard AG has a community portal but cant find anything online
Checks to see if All Global has any afffiliations with his old college and
any social channels. Cant find anything but a LinkedIn page
Searches online for All Global but finds no online buzz about the
company or testimonials
Functionality suggested
SEO; social
channels now!
Start poisitioning for
portal launch on
corporate site etc
Set up social
channels and use
to build community
Sheela Rao,Diabetologist
Key Opinion Leader feedback is very useful Id use a site that offered that kind of
peer support on a daily basis
About me
Age
| 38
information) and the Dept of Health ( which is not very specific).
About me
Age
| 42
Socio-tech profile | Spectator
Size office or practice/location| hospital, Northern Ireland
I have to find lots of things from different places online in my limited time
between consultations so I get used to going to the same sites all the
time. I like Clinical and Experimental Dermatology and get online access
to papers on http://onlinelibrary.wiley.com/journal/10.1111/(ISSN)13652133 . I also use Wileys Intersource... its online
libraryhttp://eu.wiley.com/WileyCDA/Brand/id-29.html and PubMed. I
dont like Google it delivers too broad results.
I join in with online forums and will particularly go on ones that are
provided b y conference companies before or after meetings by the
ESDAP and similar. I have been following one on http://www.spie.org
comparing skin responses skin responses from macroscopic and
microscopic UV challenges. I also talk with the rep community online, do
All Global do good surveys and I dont mind spending a few minutes
on them. They are also prompt and well organized. I do recommend
them
10
10
Edward Symonds, GP
I go online to browse clinical resources, for CME/CPD and to keep up to speed with my consortia work
but my patients seem to spend more time online than me
About me
Age
| 42
Socio-tech profile | Spectator/collector
Size office or practice/location| Lincolnshire, UK
How I consume information
I mostly work online at work probably about six hours a week and then
another two at home over the week on my CME via the BMA site (which
isnt the best but doing CME online suits me) and maybe the odd half hour
at the weekend on social stuff. I dont speak to patients online; the
hypochondriacs are all Googling nowadays but I will refer them to sites
like patients.co.uk if they or a relative are worried. I do access my
timetable and I have to use the Egton Medical Information System (EMIS)
so I have been looking for training on that. I tend to browse for clinical
resources or managerial reasons in between appointments. I have to do a
fair bit of admin online too as I get involved in a local medical consortium.
I comment on forums and add comments on my personal Facebook site
after work. I also read The Lancet and check GPonline.com.
Information sources likes/dislikes
Id like to say I have found one decent site with all the information I need
but I havent. For example, I was looking for NICE guidelines the other
day and found 350 pages of guidelines on osteoporosis. It is one extreme
of the other too much or too little. I have sometimes spent ages
searching for obscure I dont use community sites really...never got into
doctorsnet.co.uk except for CPD managerial training negotiation skills
and computer training. I do use GP Notebook and patients.co.uk, both of
which are not bad and also UpToDate.com and Medscape. I tend to look
for drug information, check the BMJ online and specialist sites. I dont
direct patients to the internet as you have to be very careful with that
unless it is something like online dispensing. We also have a digital
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All Global
GPs and specialists
12
About me
Age
| 62
Socio-tech profile | Spectator
Size office or practice/location| Private Practice, San Francisco, USA
How I consume information
I get knowledge from wherever I can: about 25% through traditional print
journals/articles, 30 % through direct interaction with my peers, and
nowadays, increasingly, the rest of the time I find myself getting online
and visiting several different websites. If I have an urgent issue, I'll consult
with my peers on the phone it's quicker. But if I want to get more insight
in general, then I go online. TheHeart.org, is the first place I go. The
information is organized neatly, its easy to navigate, and it's a reliable
source. If I have particular issues, I'll first do a Google search and if I
can't find what I'm looking for there, then I'll visit UpToDate.com or
Medscape and go peek into the discussion forums. These forums are
great to collect a variety of opinion. I dont interact much in them, but get
a lot of information. A lot is starting to go mobile also these days. I can
see potential there, but not for everything! Small screen, too much
scrolling it's good for quick bites, but I wouldn't review anything too large
on there and downloads are tricky.
forum where doctors can share their insight. If given the right situation, I'd
like to be able to post an issue and get others' feedback . Most important
is good research good articles from experts in the field updated often.
I want to know the source I'm using is recognized, reputable and reliable.
If you're not keeping me up to date on developments in my field, then I
don't need to bother with you. What I hate is going back to a site and
seeing the same topic that's highlighted a week later. I know news is
coming in faster than that and I'm expecting you to fill me in on all the
latest.
Whats the biggest issue I face professionally?
A current problem I have right now is coding issues. I can't stay on top of
the ever changing regulation regarding submissions for payment with
Medicare and other insurance companies. I tried going on the AMA site,
but good luck in finding any helpful information there have several
patients, but on an average day, I may have appointments with only 6 or 7
people. I give each of my patients special treatment and spend a lot of
time educating them and answering any and all questions.
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Scenarios/tasks
Cardiologist existing needs engaging
Task
Find a
discussion
forum
Wants to
find out the
latest trends
Talk to his
contact at
All Global
Complain
about a
payment
Functionality suggested
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Staff pictures on
site; named
contact. My
Account on site
.
About me
Age
| 38
Socio-tech profile | Creator/critic
Size office or practice/location| Seattle, USA
How I consume information
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15
Scenarios/tasks
M.D new to All Global
Task
Find out
how to
sign up
with All
Global
Hes had an enewsletter and landed on the site which has no real
contact information for doctors.
Find
material for
his teaching
course
Find out if
any fellow
doctors are on
All Global
See the AG
site on
Smartphone
Functionality suggested
Information both for
new and existing
doctors should be
on corporate site
Search on site;
clear navigation;
rich media library.
Social media
channels;
conversation on
website blog, forum
.
16
About me
Age
Although I would never upload video, I like it as a format and think it would
be great to have experts and peers upload video answers--similar to
YouTube, but for doctors. Post-publication peer reviews about major
impact studies are invaluable. A summary of medical developments and
news about financial and government changes regarding health care
would be useful too. In terms of training, it would useful to have notes
from major CME events available online for those who were unable to
attend (I often cant due to workload).
| 40
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17
Scenarios/tasks
M.D Pediatrician loyal to All Global
Task
Wants to
run a
question
by some
experts
Find video
material on
AG
Find local
contacts in his
field
Functionality suggested
Build area online for
doctors until portal
is ready- social
media channels and
site
Search on site;
clear navigation;
rich media library.
Social media
channels; online map
showing doctors,
forums etc
.
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About me
Age
| 36
Socio-tech profile | Spectator
Size office or practice/location| Group Practice, Chicago, USA
How I consume information
I eat up knowledge. I'm online throughout the day, before work, in
between appointments and when I get home at night. I'm not a
workaholic, but there's just so much information out there I want to stay
on top of things. If I have a particular issue, Google will always be my
initial approach it's just easy. I'll have some success with it, but if it turns
up nothing,
Information sources likes/dislikes
I'll visit my go-to sites: UpToDate.com, Sermo, Epocrates. I have an
Iphone and an IPADand I'll use them both to access some info. It allows
me to read up on things when I'm commuting. But it's not for everything.
No way could I complete a CME course on it, or any extensive training for
that matter.
There are so many new developments in medicine and now so many
ways to share info, I love it. But we are starting to see an overcrowded
space. Only a few sources can emerge as leaders. I'm still trying to find
out who that is. I have a fairly decent tech background so I also like to
use technology to educate my patients
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19
All Global
Physician China
20
I dont get paid well for long days but I am determined to become a specialist.Its difficult
to find time to study but I use my phone to access information on the wards and also I
network with colleagues
About me
Age
| 35
Socio-tech profile | Collector
Size office or practice/location| Guangzhou, China
How I consume information
I work in the Respiratory Unit of Guangzhou hospital .My hours are long
so I dont get a lot of time to search for information for the research that I
need to do to get on(I have some papers published already by the Bureau
of Science & Technology of Guangzhou) My patients come in with their
families and very few have any idea about their conditions so it is
important that I keep my knowledge up to date. This is difficult when most
scientific publications are written in English and dont consider Traditional
Chinese Medicine (which I often have to prescribe because of my
patients low budgets). I learn from the weekly case discussions held with
my peers and from networking with them over dinner and during sports . I
also attend pharma company rep presentations in my lunch hour at least
once a week to try and keep on top of things, and I surf the internet during
consultations via my mobile, looking at sites like The Good Doctor and the
Chinese Medical Doctor Association site(I am a member). I also follow
Alaric DeArment who writes for Drug Store News. We have a drug
cataloguing database (Neusoft) to verify prescriptions and dosage, and to
print prescriptions that helps too.
Information sources likes/dislikes
Its great to have information in Mandarin as well as English and to learn
from other doctors who are not at my hospital. I dont have easy access to
a computer so the information has to be available in mobile format. I
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Scenarios/tasks
M.D. Pediatrician
Task
Access All
Global
site
See AG
site in
Mandarin
and on
phone
Apply for
overseas
job
Functionality suggested
Mobile version;
language
International job
site/relocation
services on site
.
22
All Global
Agency clients and future targetsworldwide remits
23
| 47
Socio-tech profile
| Collector
24
24
Scenarios/tasks
Global Insights Director existing client needs
to be kept loyal and engaged
Task
Run an
MROC for
a client
Find out
the range
of All
Globals
services
Do
edetailing
via All
Global
Wants to see some evidence that All Global has done these before
Functionality
suggested
Video diary case
studies on site
Search; navigation
improvement
all content
searchable.
25
| 40
Socio-tech profile
| Joiner/ Collector
I lead the team that provides strategic global market research support for
consumer, physician and payor marketing campaigns Therapy areas include
rheumatology , cardiology, neurology , diabetes and infectious diseases/HIV. I
carry out ad hoc research, omnibus studies, segmentation, detailing, look at
doctor and patient education, refer to KOL studies and do quick turnaround
studies. I mainly talk to GPs but also do many studies with surgeons, nurses
and KOLs. Corporate Social Responsibility is on my radar too. We are dipping
our toe into online research MROCs (need legal discaimers), video diaries,
Skype conferencing, buzz monitoring , bulletin boards.
Where I find information to do my job
I have to get through an overwhelming amount of information every day, so I only
have time to skim paper journals. I subscribe to Pharmaceutical Executive,
MedAd News, MediaPost. I follow blogs by Ray Poynter, Nigel Hollis and Third
Tuesday. I follow/have set RSS feeds for Pharmalive, PharmaVoice ,
Pharmafocus, Medical Marketing & Media, Pharmaceutical Executive , Daily
Research News , Marketing News, Healthcare Marketers Exchange, Ad Age
and Fierce Pharma. I like the Wall Street Journal , CNN Health , NY Times and
Economist sites for health related issues . I used to work at J&J and they had a
great internal service monitoring Pink Sheet s, medical journals and the like for
important events relevant to each therapeutic area and competitors I miss that
now. I find Wikipedia and Medscape very useful for medical information.
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Scenarios/tasks
Global Insights Director new client of portal
Task
Run an
MROC
Find out
more
about All
Global
Update
social media
knowledge
Find out more about products/services, their history , the strength and
breadth of their panels understand who she would be working with and
their expertise . Look at who she knows who they have worked and see
what they say. Check PR/social media . Find relevant contact info.
Functionality
suggested
Log in; My All
Global area ; RSS
feed/email/blog sign
up; video case
studies; podcasts
Video;testimonials;
contacts on Google
Map; profiles;
PR/buzz stream
Forum, blog,
webcast links
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