When it comes to staying on top of the latest developments in pharmaceuticals and medical treatments, most physicians are still old school. They routinely use print medical journals, as well as medical conventions and meetings. But there are key circumstances when clinicians choose to get their medical information electronically. Knowing the differences can make a difference for pharmaceutical and medical device companies trying to figure out how to craft digital marketing messages for the medical community.
The conclusions are outlined in a report by CMI/Compas, a media planning and buying company. The firm surveyed 2,780 healthcare professional across the country spanning 27 different medical specialties. The results showed differences among medical specialties. Oncologists view print and online medical journals as equally important, with 70 percent of responding oncologists saying that they use both, Medical Market & Media explained. Other medical specialties did not rank pharmaceutical representatives among their top sources of drug information, though 53 percent of primary care physicians responded that they turn to pharma reps to stay informed about developments in medicine and medical treatments.
Primary care doctors, as the first point of medical contact, need to be abreast of many different medical developments. Susan Dorfman, chief commercial officer at CMI/Compas, says that these physicians can’t possibly read everything so more than other medical specialties, they rely more on pharma reps to share relevant information with them.
Time seems to be the deciding factor that determines whether physicians turn to a print source or go online. When physicians have 10 minutes or less, they turn to the Internet for answers, the survey showed. Across specialties, 70 percent of physicians responded that they search online daily. In oncology, 46 percent of physicians said that they use online Internet searches for medical purposes at least four times a day.
Dorfman says physician Internet search habits suggest that pharma and medical companies need to improve their search engine optimization. That’s particularly important because the CMI/Compas survey results found that physicians across all specialties reported that medical information is not easy to find online.
Physicians will continue to use online sources to supplement the medical information that they get in print and in person. The standout factor determining which source physicians use online searches appears to be the shortage of time. For that reason, pharma and medical device need to craft searchable and accessible messages that can get information to physicians in a timely manner.
Discover how to reach your audience when they need information on the channels they prefer by joining us for the 9th Digital Pharma Europe conference, taking place May 17-19, 2017 in London, UK at the Radisson Blu Edwardian Heathrow Hotel. Join over 200 life science leaders from across Europe and around the world who are improving customer centricity and patient outcomes through digital health and transformative initiatives. To learn more about this event please download the brochure or visit the website. Click here to register and be sure to mention Priority Code C865BLOG.
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