2016 study finds innovative channels account for more than 60 per cent of medical information acquired.
As traditional methods of targeting doctors become less effective and online usage within the healthcare community grows, it is becoming increasingly important for pharmaceutical stakeholders to understand exactly how doctors consume information and communicate digitally.
Digital Life Physician 2016, conducted by Kantar Health and DXY, reveals that innovative information channels—such as social media, online meetings, video conferences and mobile applications.—now account for more than 60 per cent of the medical information acquired by physicians in China. More than 10,000 respondents participated in the survey, now in its fourth year, from both web and mobile survey apps, covering more than 20 specialty areas (Figure 1 & 2).
Furthermore, 85 per cent of the physicians commented that they had responded positively to digital marketing activities or tools. Over half of the physicians also commented that they are receptive to receiving pharma-originated online meterials, but are more interested in impartial information such as case studies, medical updates and literature reviews (Figure 3).
"With each generation of our study it is becoming abundantly clear that physicians in China are rapidly adopting digital information channels as a primary means to consume information and communicate," said Diana Tan, General Manager of China at Kantar Health. "This deep and unique insight about how physicians are accessing and using digital resources presents opportunities for astute healthcare stakeholders, as marketers will benefit from deeper, more productive engagements that will ultimately improve patient care."
