THE DIGITAL HEALTH DEBATE Physicians now use digital technology as a key touchpoint to receive and share information with peers, patients and KOLs about Healthcare & Pharma brands, mostly via their smartphones. It is increasingly important to take digital channels into account as enablers of conversations and brand messages amongst healthcare professionals. Apps Self-diagnosing online The usefulness of patients’ own research is in question by HCPs About 6 results 65% UK Doctors over 55 agree that a compliance App would be helpful 85% UK Doctors would be happy to take part in research on a mobile App 30% UK Doctors would be likely to recommend a health app to a patient Opinion survey of 330 Doctors from across the UK 78% UK Doctors agree that ‘many of their patients’ often look up their condition online prior to a consultation 20% UK Doctors think that patients looking up their condition is useful 72% UK doctors agree that patients often come to them with a diagnosis that they want to discuss (having researched online) 18% UK Doctors think that patients coming to them with a diagnosis (having researched online) is useful 32% UK Doctors agree with the statement that “My patients often specifically ask for a named prescription having diagnosed themselves online” 5% UK doctors believe it is useful for patients to already have a named prescription Opinion survey of 330 Doctors from across the UK 1 2 3 4 5 6 7 8 9 10 Next Professional use of social media and community sites (comparison of 2011 vs 2014 data) Generalist 2014 NB – WebMD, NHS Direct and BJM.com were not included in the 2011 study so comparable data is not available. 62% 70% 40% 49% Devices and wearables 45% 88% Agree with the statement “I use my smartphone or tablet throughout the day for work-related purposes such as searching for information or communicating with peers.” Doctors own smartphones (the general population ownership is 67%) 82% 21% UK Doctors regularly (3–4 days per week) use their Smartphone at work for work purposes Agree with the statement ‘my desktop/laptop at work is so slow that I often end up using my mobile/ tablet to find out information 20% US Doctors agree with the statement “I use my smartphone/ tablet throughout the day for work related purposes such as searching for information or communicating with peers” . UK Doctors say that they would recommend a fitness tracking band to their patients. Almost one in ten Doctors in the UK own some form of fitness band. 43% Expand Opinion survey of 330 Doctors from across the UK 23% D M ir ec t N H SD J. co m UK Doctors who use specialist sites use them for receiving information from pharma/ healthcare brands Reply 60% Expand Expand Expand Expand Favourite More Retweet Favourite More Retweet Favourite More Retweet Favourite More UK Doctors using Doctors.net for professional use are accessing it at least once a day Reply 52% Retweet UK Doctors are active users of Doctors.net.uk Reply 61% More 33% of US and 19% of UK Doctors are active users of Linkedin Reply 75% Favourite UK Doctors think information found from pharma brands on Twitter and its influence on their treatment decisions over the next 1 to 2 years will increase Reply 33% Retweet Professional use of Facebook is to share info with peers Reply 22% Expand Opinion survey of 330 Doctors from across the UK / 138 from the US M nt Pa ti e Brands and social media Expand 75% B k .c o. u k .u et s. n to r oc D Opinion survey of 330 Doctors from across the UK 5% 19% 8% te r Tw it Li nk ed oo In 0% 19% 8% 8% 2% k 23% Fa ce b Yo u W ik ip ed Tu b e ia 26% Increases suggest more peer to peer contact opportunities W eb 52% 75% % used in last month 2011 Specialist Retweet Favourite More UK Doctors agree that pharma brands should factor social media into their PR and communication programs with healthcare professionals Reply Retweet Favourite Opinion survey of 330 Doctors from across the UK / 138 from the US More
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