Survey of over 5,400 specialists, PCPs on Physicians Consulting Network indicates 2/3 own smartphones, 1/4 have tablets

Amplify’d from www.knowledgenetworks.com

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

Read more at www.knowledgenetworks.com

 

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