Report Finds 73% of Physicians Using Search During Patient Treatment
EYEFORPHARMA: New research into physician usage of digital technology reveals that 73% of physicians are using search engines more regularly during the routine treatment of patients.
The new report also underpins the widely-publicized decline of traditional pharmaceutical sales practices, with 44% of physicians indicating that they valued this approach less than in previous years.
The research, unveiled in the recently published Multichannel Marketing Report, highlights the growing importance and changing landscape of physician digital habits. Over 1000 physicians and over 170 pharmaceutical marketers and industry peers contributed to the report.
The new report reveals that in prioritizing areas of interest for pharmaceutical marketers, 87% of respondents indicated that physician digital habits are either essential or of high value. A mere 2% indicated that these digital habits are of no value.
This growing importance of digital habits is catalyzed by mobile and digital adoption. “The physician has a certain profile, but in the end they are a reflection of the general population in some ways. Like everybody else, they are becoming more mobile,” says Timothy White, Digital Commercialization Head, Novartis Region Europe. “The minute you have a smartphone in your hand, whether it’s an app or a mobile device-enabled website, you realize that you can get an answer to a question immediately. It comes back to doing business on their terms.”
Report findings also indicate the sales force cuts and decreasing sales rep access as drivers of this shift. More information on the shift in physicians’ digital behavior can be found in an extract of the report which can be obtained here: an extract of the report can be obtained here: http://www.eyeforpharma.com/multichannel-report/content.php
Other findings in the report are related to Patient Engagement, Channel Integration and Synchronization, Measuring Effectiveness, Predictive Analytics, Gamification and CLM. A full list of topics covered can be found here: http://www.eyeforpharma.com/multichannel-report/contents.php
Contact:
Eric Sporer
VP of Marketing US
eyeforpharma
+1 201 204 1691
esporer@eyeforpharma.com