The Future of Physician Media

Vice President of Research Monique Levy discusses how physician use of social media, mobile technology and on-demand resources will evolve over the next two years. The report serves as a guide for healthcare marketers and publishers looking to leverage imminent digital opportunities.

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Topics Covered:

I. Mobile Outlook

• Adoption of Smartphone/PDAs Through 2012
• Characteristics of Smartphone/PDA Users and Non Smartphone/PDA Users 
• Smartphone OS/Manufacturer Outlook
• Activities on Smartphones/PDA Outlook
• Examples of Emerging Mobile Products and Services
• Activities Physicians Prefer Doing on Mobile Devices 

 
II. Social Media Outlook 

• User-Generated Content Outlook
• Types of User-Generated Content
• Example of Surgery Video on YouTube
• Physician Social Network Outlook
• Examples of Physician Social Networks
• Physician Adoption of General Social Networks for Professional and Personal Purposes
• Frequency of Use of Various Online Resources 

 
III. On Demand Outlook

• Share of Physicians Going Online Daily
• Occasions When Physicians Access the Internet
• Channel Adoption Across Professional Activities
• Weekly Use of Online Resources 2008-2009

 

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Excerpt

Physician adoption of digital media shows little signs of slowing in 2012 – quite the contrary. While the last few years have seen a rapid uptake in Internet-related media and devices, the next few will see the emergence of a maturing physician audience, one that is more proficient and has more extensive experience with online professional products and services.

Today, almost as many physicians research information, attend conferences, and read journals online as do so offline.  Physicians’ time online has doubled since 2003.  Moreover, about four in five physicians believe that the Internet is essential to their practice and improves their practice’s efficiency.
Growth in newer media adoption has been particularly remarkable in the last two years, and is in many cases limited only by the availability of professional content in these formats. Participation in social networks that are dedicated to physicians has almost doubled from 2008 to 2009. Mobile trends are equally impressive, with smartphone/PDA ownership growing significantly between 2008 and 2009.  As a pharma marketer recently remarked, “it’s very exciting to see the explosion of new technologies.”

Even more change lies ahead. In 2012, physicians will be more immersed in online media in several respects. Physicians will use online resources more frequently and will reduce or eliminate their use of offline sources as the Internet becomes a primary rather than complimentary resource. A higher number of physicians will perform a broader and more complex range of functions online, including on mobile devices. User-generated content will become a mainstream source of information and influence, and professional social networks may well start to evolve into hubs of content, service, and connection. All of this at a time when manufacturers are aggressively seeking a new sales and marketing model, and the overall product and payer landscape is shifting.

This module looks at how mobile, social, and on demand trends will evolve in 2012, to help manufacturers and publishers leverage imminent digital opportunities.
 

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Manhattan Research's reports cover important trends in physician and consumer use of digital media and technology for health. The reports draw from interviews conducted with nearly 20,000 physicians and consumers about their behaviors, attitudes, and future interests as it relates to their use of the Internet and other technologies for health and treatment decisions. Each PDF report includes a written analysis, supporting graphs and data, and strategic takeaways. For more information about reports from Manhattan Research, please visit here, email sales@manhattanresearch.com or call 1.888.680.0800, ext 2.