All Global

Personas and
scenarios/tasks

All Global
GPs and specialists UK
UK -

Dr Khalid Patel, Cardiologist

Information has to be really pertinent to me and my particular issues to get my attention. It also has
to be objective and from a trusted source
About me
Age

I like specific information and dont tend to go to general websites or

sources. I like doing my training online because its quick and easy. I
favour Google as a search engine and use Wikipedia quite a lot too to
narrow things down a bit.

| 39

Socio-tech profile | Collector

Size office or practice/location| Large hospital , Oxford UK

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.

How I consume information

I spend four or five hours a week on the internet in between and
sometimes during consultations at work and probably the same at home.
Its very busy at work so it really depends. I spend a lot of time reassuring
patients and relatives, and offer them charity sites like the British Heart
Foundation to look at; they are useful, especially if the patient has a rare
disease. I communicate via email with colleagues - sending ECGs etc
and share advice and thoughts with them face to face. I dont sign up for
enewsletters at work there simply isnt time. I cant visit any social
media sites while in the hospital it is frowned upon and my mobile has
to be switched off. Out of work, I will check my personal Facebook on my
Android. I also use online textbooks to help me with my job and CME
training just about every evening, and I do training for personal and IT
skills online too as often as I can.. I did a computer training programme
last week so it isnt all medical. I also look up things like safety guidelines
online quite regularly and recently completed an online course on safety
on doctorsnet.co.uk. I use mentor-online.com and Google Scholar to help
me with my studies I dont have RSS feeds set up but I do look up
medical articles and journals, and find news and thought pieces on the
BMJ website when I have a break and also at heart.org. I also take a look
at Pulse and The Lancet

I am a member of an Institute for Therapy Advancement programme

called Meet the Masters which is an in person brainstorming forum for
heart disease experts and KOLs sponsored by Boston Scientific. I am
also a member of the British Cardiovascular Society. I go to their events
and I like their website.
Whats the biggest issue I face professionally?
Lack of time is really my main issue and knowing where to go for
information.
What I think of All Global and other data suppliers

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.

Information sources likes/dislikes

I do enjoy the convenience of the internet and the opportunity it gives for
interaction but it would be good to have one site where I can get all my
information
.

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

What does Khalid want to do online?

Has heard that All Global might have a portal where he can get
specialist information and talk to other doctors internationally. Ends up
at All Global main website and cant find anything. Goes to the existing
doctors portal and cant find anything

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

Cant see how to sign up for updates on the website or on the

portal. The website looks very out of date

Cant currently find any information or sign up on sites

Goes to YouTube nothing there

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

Set up social media

channels now!

John Smith, Gastroenterologist

I find it difficult to find the right sort of information in one place. I still use offline sources as
well as online even though I am very computer literate
About me
Age
| 37
Socio-tech profile | Collector
Size office or practice/location| private clinic, London, UK
How I consume information
I am very computer literate as my hobby is computing. I spend up to 10
hours a week online, between work and home life, split about 60:40
between the two. At work, I am looking for answers in between
consultations, trying to find other doctors with patients with similar
problems. I still read the traditional press in paper form - The Lancet and
the British Medical Journal, for example but will also check publications
online , like http://www.gastrojournal.org/ and http://gut.bmj.com/. I still
see reps face to face but I know companies are using doctorsnet.co.uk
and the like and that would seem like the way forward.

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?

Information sources likes/dislikes

My time is short and the information pool is so vast

I like sites like the British Society of Gastroenterology

http://www.bsg.org.uk/ and the American Gastroenterological Association
http://www.gastro.org/ as they are both up to date and relevant. I like the
articles on PubMed http://www.ncbi.nlm.nih.gov/pubmed/ and the fact it

What I think of All Global and other data suppliers

All Global is not as bad as others like doctornet.co.uk. Many of the
doctorsnet questions are badly phrased and Id like to have some indicator
of how far I am as I have limited time to do the surveys and sometimes
they are very long.

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

What does John want to do online?

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

Search; rich media

library of useful
doctor resources

Cant find any relevant place on of the websites and goes to a

completely different site when he searches for All Global news

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

I use the Scottish Doctor site because my old medical school

contributes and it is a good resource. I also attend their
education groups.

Socio-tech profile | Creator

Size office or practice/location| small practice, Scotland
How I consume information
I am a heavy internet user probably about 25-30 hours a week. I have
grown up using it. I use it most for reference although I do share
information on GP community sites like doctorsnet.co.uk and I have an
NHS email that I can use via that site too. I need access to clinical
guidelines but a better source than NICE. I also do my CME online
through BMJ. I use Google for search.. I have an iPhone and like the look
of the iPAD. Id be up for accessing things online through my mobile.
There arent many decent apps out there it would be good to have
access to some I use sites like GPnotebook, PubMed and the BMJ site. I
also check the New Media Medicine site and Ill look at the British
National Formulary /BNF for prescribing advice.

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.

Ill talk to pharma companies- their reps - and other doctors

face to face I dont tend to use their websites id much
rather see what is out there in the online space then make
my mind up. While its fine for patients to talk freely online,
Facebook and the like are difficult for medical
professionals... its the regulations. I use it personally and
keep in touch with friends from college on there.
The biggest issue I face professionally in the next 18
months?
Time is my biggest issue. Doctors seem to have to do 5 or 6
things really well already and the new White Paper is OK as
just that... it isnt practical to ask us to do more. I rarely get
time to go to events and I squeeze in a couple of surveys.
What I think of All Global and other data suppliers
Worldone works fine for me. I dont really have time for any
more but I will take a look at All Global just in case their
standards drop!

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

What does Angus want to do online?

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

Checks to see if AG has any interesting international material

that might be of use for CME(doctorsnet.co.uk is too UK
focussed)

Goes to what he thinks is the main website but there is

nothing there for him

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

Forums and other

comms channels
must be
international
.
Need to change
main website to
cater for new
doctors while portal
being developed
Loyalty programme
for existing docs;
blog and blogger
engagement, social
media ,, forums

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).

Socio-tech profile | Collector

Size office or practice/location| hospital, Sheffield ,UK

Patients still like being given a leaflet so having PDFs available on

specialist therapies would be good as we can email them or print them
out. Its good to have those in different languages too Hindi for
example

How I consume information

I dont have a lot of time to find information and looking online is
much quicker than sifting through a journal. I probably spend
about an hour a day online including weekends so seven hours a
week. If it is at work, it tends to be between consultations, looking
for evidence. I check doctorsnet.co.uk, looking to see what people
are saying. Their management and personal development
courses are also useful. On a day to day basis, I need to learn to
read between the lines with patients and colleagues so these
courses in soft skills are very useful.

KOL feedback is great I would use on a day-to-day basis. I love

webcasts, podcasts and online slide presentation sites. I like to be
able to be part of group when I want to be, involved when I want to be.
I look at job sites and online resources to see if what I am being paid
compares good ones are the NHS, BMA and BMJ sites.

The biggest issue I face professionally in the next 18 months?

Time and where we are based. Its difficult to communicate with older,
ethnic patients and recruit.

Information sources likes/dislikes

I use both my computer and an IPhone/Blackberry for the internet.
The Blackberry is a pain because the keys could be bigger. Id do
surveys on the computer but not on the iPhone the mobile
usage is too limited for me where I live to be reliable.
I like doctorsnet.co.uk, Facebook to see what is going on,
Univadis http://www.univadis.co.uk for 3D pictures and Doctors
Hangout http://www.doctorshangout.com/ which I started using
when I was a student. I also use Diabetes UK, the British Medical
Association site and resources like the Concise Medical
Dictionary Online and OnMedica, I have used Novartis web
resources in the past t not recently, NICE ( which has too much

What I think of All Global and other data suppliers

Lead Physician is much the same All Global. Both are straightforwardyou log in and get on with it quickly. Ive recommended All Global to
others though, whereas I havent Lead Physician. Medefield surveys
are really complicated and take a huge amount of time. They ask the
same questions again and again.

Grace Williamson, Dermatologist

l need access to international information to get the full picture so the community sites that
exist dont really help me

About me
Age
| 42
Socio-tech profile | Spectator
Size office or practice/location| hospital, Northern Ireland

online meetings and sort out online education for GPs.

How I consume information

I look at medical dictionaries and the like at work, spending about one and
half hours a day between consultations. I only use a computer as I am
restricted to using my mobile outside the clinic and cant use it when
driving. At weekends, I spend about two hours online doing training and
catching up with article reading.

I dont do social networks I worry about data protection and I just

dont have time but I do use doctorsnet.co.uk and like its content
but its not all the content I need as it is only for the UK and there is
so much that goes on internationally in my field for example on
sites like DermNetNZ.
I dont use job sites although I will sometimes check my salary with
others online.
The biggest issue I face professionally in the next 18 months?

Information sources likes/dislikes

Time is always my biggest issue.

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.

What I think of All Global and other data suppliers

I sometimes do surveys for suppliers, e.g. 3M for their dressings
http://solutions.3m.com/wps/portal/3M/en_US/SH/SkinHealth/brands/
tegaderm/.
I also regularly take the Cancer Awareness Measure, a validated set
of questions designed to reliably assess cancer awareness. Thats
online. I work with Lead Physician but not often.

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

screen in the surgery with basic patient information. Id like

access to a service where I had protected time on the phone or
online with specialists out of work. I havent got good coverage
for my HTC mobile though so I am not sure about doing
surveys with it. The text is too small and it doesnt handle
attachments If I had a Smartphone, I would use height and
weight chart apps, or risk calculators.
The biggest issue I face professionally
Too much undistilled information. We also find it difficult to
recruit admin staff locally so any online job facility would be
good, plus relocation services for medical staff.
What I think of All Global and other data suppliers
Information overload is a phrase that comes to mind when I
think of companies like All Global. While the service is good
better than Taylor Nelson, Silver Fern and Lead Physician(very
variable quality) I sometimes get the feeling I am being asked
the same question twice. And I want to know up front if a
survey is relevant for me not half way through. Id still
recommend them and have done in the past. I quite like
eRewards I check their blog and look at comments from other
doctors.
All Globals procedures need tightening up though. Id like to
get an alert to tell me when I have been paid so I didnt need to
check all the time. I would also like better, more relevant
payment codes so I know what I am being paid for..And if a
patient has more than one symptom the format can be
inflexible. At the end of the day, we are bound by budgets
there is no getting away from that so Id question the value.

11

11

All Global
GPs and specialists

12

Gregory Silas, M.D. Cardiologist

I'm from the older generation. I know if I don't go digital, I'll miss the boat. But I need to see something
that will truly enhance my work. Not just add complication, confusion and more work!

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.

What I think of All Global and other data suppliers

Your surveys are OK but your online space sucks just like the
competitions(although I do like Sermo). Id like you better if you engaged
me and made it easy to find things. You can have a lot of knowledge on
your site, but if I can't find it, it's no use to me. I want a site that makes
my work life easier not gives me more work by requiring me to do
research!

Information sources likes/dislikes

The All Global main site has way too much info and not a good search
function. I'd like a site that kept me up to date on CME opportunities,
Webinars/podcasts/training sessions, and conferences and events in my
field. I dont' get too involved yet, but I still would like to see an engaging.

13

13

Scenarios/tasks
Cardiologist existing needs engaging

Task
Find a
discussion
forum

What does Gregory want to do online?

Online forum, blog,

downloadable
content

Cant find anything either on the sites or online

Wants to
find out the
latest trends

Thinks All Global might be able to provide a steer on cardiology trends

around the world but it disappointed at how little information they have
online

Talk to his
contact at
All Global

He doesnt have a named contact and cant see anyone on the

contact page of the main website who he might work with

Complain
about a
payment

Functionality suggested

He cant find any numbers or feedback forms on the site

14

Books online; Google

Map or data
visualization showing
trends; white papers

Staff pictures on
site; named
contact. My
Account on site
.

Contact details that

work should be on
every page;
feedback forms

Charles Weisberg, family M.D

I have my own blog and struggle to keep my knowledge up to date for my job and teaching
post

About me
Age
| 38
Socio-tech profile | Creator/critic
Size office or practice/location| Seattle, USA
How I consume information

Whats the biggest issue I face professionally?

Keeping my knowledge up to date for my teaching role

What I think of All Global and other data suppliers

Medscape is OK, Hariis and Epocrates are great. My wife who is
a specialist works with Erewards but I havent . I really hate
Worldone I recently answered 15-20 questions only to learn he
doesn't qualify. havent used All Global. Its important to me that I
paid well and on time and that the business is reputable. I also think
they need to realize we are busy. 20 minutes is the max time I would
spend on a survey. Communications should be relevant and its
great if they offer good resources online.

I am online throughout the entire day via Smartphone or my IPAD in

between appointments - 6-8 hrs throughout the day, probably 60%
personal for my CME/my own blog/forums/rating articles and for work
40%. I am also on the teaching faculty at USC and Johns Hopkins so
have to keep knowledge well up to date for that. If the subject matter is
simple, I use email but there is no substitute for talking when its
complicated.
Information sources likes/dislikes
I refers a lot of my patients who are morbidly obese or have diabetes to
online websites such as fitdata.com so they can track daily behavior or
check BMI. I would use my mobile for surveys and to receive product
updates but not long surveys or lengthy pieces of infomation and it
wouldnt be convenient for CME courses or fast enough for clinical notes.
I had to cancel my Facebook account because patients started to invite
me to be their friends and I cant do that. I use Flickr and Slideshare. My
favourite sites are Uptodate.com, Epocrates(love the fact that I can print
stuff out for patients), and Medscape. Id say use online resources
including webinars/podcasts about 65% of time; print resources about
35%. I use Google for search. I am actively involved in doctor community
sites.

15

15

Scenarios/tasks
M.D new to All Global

Task
Find out
how to
sign up
with All
Global

What does Charles want to do online?

Hes had an enewsletter and landed on the site which has no real
contact information for doctors.

Find
material for
his teaching
course

Cant see any useful resources at first glance so goes elsewhere

Find out if
any fellow
doctors are on
All Global

There doesnt seem to be any form of community for him to join

anywhere!

See the AG
site on
Smartphone

The main site doesnt work on a 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
.

Mobile templates for

new sites/portal etc

16

Theodore Sloan, M.D. Pediatrician

I work long hours. Information has to be really pertinent to me and my particular issues to get my
attention. It also has to be objective and from a trusted source

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

Socio-tech profile | Spectator

Size office or practice/location| Group Practice, New York, USA
How I consume information
I spend a fair amount of time doing self researchvery occasionally
reading print journals or medical papers, but mostly spending time online.
I tend to consume information rather than contribute, reading blogs,
skimming discussion forums, searching for the latest guidelines, checking
what peers and KOLs are saying. Training is important I try to take
regular CME courses in the evening or at weekends if I am not working
and I do all of that online.

In terms of doctor community sites; the web is already overloaded with

general ones. It is really time that someone selected the ones which are
really valuable and credible, and rated them for us! The ones that offer
forums for case collaboration, unbiased material like podcasts and
webcasts from other doctors and access to KOLs in specialist therapy
areas are the ones that work for me. I am also really only interested in
thought leaders blogs and other materials in my specialist area.

I spend some time each day on phone callscalls back to mothers,

consultation discussions but dont use my mobile for online downloads

Whats the biggest issue I face professionally?

Information sources likes/dislikes

Most of my day to day information comes from aap.org (American
Academy of Pediatrics) and Medscape. If the information I am looking for
isnt on either site, then Ill refer to WebMD or do Google searches. I
always need up to date, thorough information for my consultations. It
would really help me to have an ask the expert facilityfor difficult cases
in my specialist area. A local physician group by speciality would be good
then they know where I work and the pressures I am under.

I practice primary care, seeing over 100 patients a week in 55 hours,

covering three hospitals with maternity units and a specialist childrens
hospital as well as appointments at the practice
What I think of All Global and other data suppliers
I like All Global and have recommended them . Their surveys tend to be
just about the right length. I prefer to do any additional, incentive driven
tasks such as detailing online. Its quicker and less intrusive than having a
rep visit me.

17

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

What does Charles want to do online?

He has heard AG has an online community and that it is international

but he cant find any evidence of it

Cant see any useful resources at first glance so goes elsewhere

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
.

No clues as to who works with AG anywhere online

18

Karen Womack, M.D.- ObGyn

I love that online resources provide a compilation of diverse thought among a vast number
of peers. It's great to have access to a variety of viewpoints. But there are so many outlets
out there and way too much junk to sift through. I just want one place that I know is
comprehensive, concise, and easy to manage.
I create short 7-10 minutes videos on certain conditions and either give
them a DVD or upload them to YouTube and have them go there. They
seem to like it. I think all the social media options are fantastic. There's a
lot of potential to share and gather information, as long as it's managed
wisely. When I go to the discussion forums intend only for physicians, I
see a lot comments and opinions, which is great for collaboration, but
sometimes it's a lot to digest. These things need to be moderated so that
the conversation stays on course. Forums are easy to create, but
managing them is what makes them good.

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

Whats the biggest issue I face professionally?

I get very little sleep. I work through the day and work through the night.
In my downtime, I'm doing research. I manage now, but I'd like to
streamline my work day somehow. I can't cut out my patients, so I'd like to
lessen the time I do research.
What I think of All Global and other data suppliers
I havent heard of All Global before but I do work with Sermo and
Epocrates. Sermo is not great, Epocrates is fantastic.

19

19

All Global
Physician China

20

James Wan, Pulmanologist

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

21

always need good CME support as its really important to me to build my

career and become a specialist.
The biggest issue I face professionally in the next 18 months?
As you know, China is now the worlds largest source of both patients
and physicians but also has big challenges. I work in a tertiary
organization and earn less than other government employees like
teachers and civil servants; those in community health centres outside of
the big cities earn even less. There is a big amount of pressure to make
a profit and it is quite corrupt so its an effort to maintain ethics. My
patients I see 40-50 a day - are generally poor and have to pay for their
own medicine so its a bettle between prescribing what is best and what
they can afford There is an appetite for healthcare reforms in Beijing(for
example the Healthy China 2020 initiative launched in 2008) but China
is a big region with lots of disparity and people are living longer and
becoming less healthy as we become more westernized. The book
Chinas Pain: Unveiling the Darkest Secrets of the Healthcare Industry
outlines the problems I face.
In 2003, we had the battle against the home grown epidemic SARS and
then more recently swine flu from Mexico.
What I think of All Global and other data suppliers
I am really interested to learn more about suppliers like All Global so that
I can supplement my income. I would have to do any research on a
mobile phone.

21

Scenarios/tasks
M.D. Pediatrician

Task
Access All
Global
site

See AG
site in
Mandarin
and on
phone

Apply for
overseas
job

What does James want to do online?

No Google in China! Does AG have an entry on Baidu?

No mobile or language versions.

Functionality suggested

SEO and listings

Mobile version;
language

International job
site/relocation
services on site
.

No area on site for this?

22

All Global
Agency clients and future targetsworldwide remits

23

PERSONA 1 AGENCY CLIENT

James McIntyre, Global Head of Market Research

I spend much of day in meetings and conference calls, following up meetings, checking that
RFIs have been done, dealing with client issues, writing proposals. I dont have time to check
up on
About me
Age

| 47

Socio-tech profile

| Collector

Size/location of company| Large research company, New York, USA

(HQ)
My role
I serve the primary and secondary market research needs of healthcare
and pharmaceutical clients internationally. I come from client side where I
directed directed activities including the pre-launch primary and
secondary market research in gastroenterology, cardiovascular, pediatric
vaccines, infectious disease and women's health, oncology and
ophthalmology franchises categories. My team designs and manages
both qualitative and quantitative studies at every phase of the product
lifecycle including communication research, segmentation, conjoint,
pricing, new product development, therapeutic market assessment,
product awareness and usage, and payer/managed care.
Although I am getting on a bit , I have got myself up to speed on social
media . We handle broad consumer research for many sectors so there is
no getting away from it! MROCs and KOL driven services are playing
catch up with the bread and butter services, e.g. full service fieldwork.
We are doing a lot of work in the emerging markets and using mobile
research there.

Media sites visited/publications consulted on a regular basis include

Wall Street Journal and CNN are the most popular with the Economist
not far behind. Pharma Live the blog FiercePharma, Pharma Executive,
Medical Marketing and Media, and Pharma Voice. Then its Research,
Pharma Times, Pharma Marketing and Scrip for Europe in general,
Research & results. Horizont and Plannung &Analyse for
Germany/Switzerland, Journal of Health for Spain.
In terms of data formats , respondent-level numeric data is my
preference and delivery of data via dashboards is interesting to about
one fifth over all geographies.
Who do I buy research/data services from and why?
Opinion Health and Ronin are both good, as are Adkins Health, USamp,
Healthcare Landscape, Olsen Research, Reckner and Schlesinger and
Curth . Ive heard that Synovate isnt very good.

Where I find information to do my job

I use association sites - ESOMAR, EphMRA, BHBIA, MRA, AMA - and I
am on LinkedIn. I like to get enewsletters and have downloaded some
apps onto my Smartphone but dont tend to use it at work. I still do a lot of
face to face meetings and read hard copy journals and magazines as
well as blogs and receiving RSS feeds,.

24

What keeps me awake at night?

The most pressing issues for clients are also pressing for me
regulatory concerns in Europe, for example, or breaking into the BRIC
emerging, understanding reimbursement opportunities/ market access
and how to engage stakeholders Juggling an increased workload on
fewer budgets and fronting suppliers like All Global to the end-client is
always a worry

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

What does James want to do online

Wants to see some evidence that All Global has done these before

Looks for capability presentation on the site cant find anything

immediately

Functionality
suggested
Video diary case
studies on site

Search; navigation
improvement
all content
searchable.

SEO, search, all

services on site

Cant find any information on the site

25

PERSONA 2 CLIENT OF CLIENT

Angie Dotterweich, Global Insight Director

I run a global team working on multiple research projects for different stakeholders. Getting
good data is key. I am often running 20 or more projects concurrently with multiple suppliers
around the world so the process needs to be stress free.
About me
Age

| 40

Socio-tech profile

| Joiner/ Collector

I am part of the Healthcare Businesswomens Association and attend their

events. I have to make time for webinars and online forums to keep up issues.
like it that I can control when I join online events and if I can remain anonymous.
Podcasts are good because I can listen to them anywhere. I am a member of
LinkedIn but annoyed at the number of irrelevant invitations that I get. I use
Facebook for family stuff but not at work.

Size/location of company| Large pharma, New York, USA (HQ)

My role

Who do I buy research/data services from and why?

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.

We have just started going to events - EPHMRA, PBIRG, PMRG (I am a member

of all of these as well as MREB, APhA, AMCP, HBA), eyeforpharma events,
therapeutic area conferences from AAAI, ADA, EASD and marketing /social
media focused conferences from the Advertising Research Association,
Advertising Research Foundation and IIR.

26

I like Quirks Market Research Review ( http://www.quirks.com/) and use it to

select relevant research companies as well as for its though leadership. It has a
great dashboard feature. I like being able to pick and choose what I look at so
dashboards really work for me. We subscribe to Decision Resources
publications for specific disease information and buy Datamonitor, Forrester,
Manhattan Research, Marketing Research Executive Board reports for
benchmarking. I know of All Global through my work with Kantar Health,
Millward Brown, IPSOS and Synovate, and I have used them directly on
projects where I just need data. I dont feel I have a relationship with them ; they
seem quite infexible and process driven. I like Futures Group website and
services http://futuresgroup.com/ they align their offerings to needs. They also
provide all their reports in Powerpoint and Word, which is great for me as
sometimes Powerpoint doesnt give me enough detail . I like getting respondentlevel numeric data from companies like All Global in Excel, ASCII, SPSS or tabdelimited.
What keeps me awake at night?
Budgets cuts and adding value . I want my team to earn a seat at the decision
making table ; we have to rely on external suppliers to help us do that so it is
always a worry that they will deliver results for us. Social media fascinates and
scares me at the same time. Through our buzz monitoring , we see really
negative comments on Twitter and YouTube, and then there is the regulatory
aspect. I worry about moderating MROCs but see that they are really useful.
Also doctors like the online. AZs Symbicort SMART eDetailing apparently
engaged 6,500 GPs sufficiently for 71% to say that they would increase their
prescribing of Sybicort SMART. Thats got to be worth something!

26

Scenarios/tasks
Global Insights Director new client of portal

Task

Run an
MROC

Find out
more
about All
Global

Update
social media
knowledge

What does Angie want to do online?

See some evidence that All Global works well with some of her trusted
partners on MROCs. See personalized information and be taken
straight to benefits driven info. Organize the info she finds online and
find what she is searching for in an instant. Sign up for RSS feeds and
enewsletters; read a blog, download a podcast

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

Download a podcast, sign up for a webcast

27