Survey of over 5,400 specialists, PCPs on Physicians Consulting Network indicates 2/3 own smartphones, 1/4 have tablets
New York, NY; March 31, 2011: For pharmaceutical companies marketing to health care professionals, going mobile is only part of the story. New research by Knowledge Networks using the Physicians Consulting Network (PCN®) shows that doctors are seeking a combination of digital and in-person marketing. Specialists and PCPs alike are relying more and more on smartphones and tablets to check email, research medications and conditions, and take online surveys; but they still prefer in-person visits with drug sales reps over electronic pharma marketing (“e-detailing”) by a factor of three to one.
Drawing on responses from 5,490 doctors, the 2011 Digital MD Marketing research shows that
- 67% of PCPs and 61% of specialists now have a smartphone (64% of doctors overall)
- 27% of PCPs and specialists alike have tablet computers (such as iPads) – about 5 times the level in the general population
- Shopping and survey taking via mobile devices have grown significantly since 2010, but “e-detailing” grew less dramatically and is less common
- Reference applications, such as Epocrates and WebMD, are the most popular mobile medical “apps” – while apps from pharmaceutical manufacturers receive minimal use