4 out of 5 Physicians Online Visited Health Care Professional Sites in Q1 2010

Medscape.com Ranks as Most-Visited Health-Related Destination by Physicians, Reaching More than Half of Doctors Online

comScore Releases First in a Series of Reports on Physicians' Online Behaviors from its comScore/ImpactRx Physician Behavioral Measurement™ Solution

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"Physicians are increasingly turning to digital media as a source of health-related information to supplement their practice," said John Mangano, comScore vice president of pharmaceutical marketing solutions. "The ability to understand physicians' actual online behavior rather than relying on recall-based surveys provides a more accurate view of how physicians' utilize the Internet as a health information resource. By understanding which health-related destinations are frequented by physicians, brand marketers and advertisers can effectively reach and engage this influential audience segment."

HCP Sites Account for Half of Physicians' Time Spent on Health Content

In Q1 2010, 81 percent of physicians online visited HCP content destinations, making it the highest reaching health-related sub-category among physicians. General Health Content, including sites such as WebMD.com and About.com Health, reached 75 percent of physicians, with Association sites reaching 67 percent. Pharma Support and Pharmaceuticals both reached half of physicians (51 percent and 50 percent, respectively).

When looking at engagement, HCP content accounted for the largest share of physicians' time spent on health sites at 48 percent and captured the largest share of visits to health content at 33 percent. Strong engagement also occurred at Pharma Support sites (8 percent share of total minutes, 11 percent share of visits), Clinic sites (11 percent share of minutes, 6 percent share of visits) and Association sites (7 percent share of minutes, 8 percent share of visits).


 
 

Percent Reach of Health Categories Among Physicians
Q1 2010
Total U.S. Home/Work/University Locations
Source: comScore, Inc.

 

 Health Category

% Reach of Physicians Online

Share of Minutes at Health Categories

Share of Visits at Health Categories

 

HCP Content

81%

48%

33%

 

General Health Content

75%

2%

10%

 

Association

67%

7%

8%

 

Pharma Support

51%

8%

11%

 

Pharmaceuticals

50%

2%

3%

 

Government

48%

2%

4%

 

Health & Wellness

40%

2%

4%

 

Social Media

40%

6%

6%

 

Insurance

38%

5%

7%

 

Physician Locator

35%

1%

2%

 

Clinic

31%

11%

6%

 

Medical Journal

30%

1%

2%

 

Pharmacy Services

22%

6%

4%

 

 
 
         


 

Medscape.com Leads as Most-Visited Health Site by Physicians

An analysis of the top health sites visited by physicians revealed that Medscape.com was the most-visited HCP site and the most-visited overall health site during the first quarter, reaching 57 percent of physicians. WebMD.com ranked as the top General Health Content site for physicians reaching 20.5 percent, while NIH.gov led as the most-visited government site reaching 30.5 percent. In the Pharmaceuticals category, Wyeth.com (now part of Pfizer) led with 6.3 percent of physicians visiting the destination, while DoctorDirectory.com led as the top Pharma Support site reaching 22 percent.  


 
 

Percent Reach of Top Sites in Each Health Category Among Physicians
Q1 2010
Total U.S. Home/Work/University Locations
Source: comScore, Inc.

 

 

Top Site per Category by Percent Reach

% Reach of Physicians Online

 

HCP Content

Medscape.com

57.0%

 

General Health Content

WebMD.com

20.5%

 

Association

AAFP.org

17.0%

 

Pharma Support

DoctorDirectory.com

22.0%

 

Pharmaceuticals

Wyeth.com (now part of Pfizer)

6.3%

 

Government

NIH.gov

30.5%

 

Health & Wellness

Thatsfit.com

8.3%

 

Social Media

SERMO.com

21.3%

 

Insurance

Ucomparehealthcare.com

11.3%

 

Physician Locator

Healthgrades.com

26.0%

 

Clinic

Clinicaloptions.com

3.5%

 

Medical Journal

NEJM.org

13.0%

 

Pharmacy Services

Allscripts.com

3.5%

 

 
 
       


 

About ImpactRx

Founded in October 2000, ImpactRx's physician networks are the source of an unprecedented intelligence capability for tracking the promotional initiatives of the pharmaceutical industry and for measuring their impact on physician prescribing behavior. Based in Mount Laurel, New Jersey, ImpactRx is a private company with investment financing provided by Mediphase Venture Partners, Oxford Bioscience Partners, Merck Capital Ventures and Omega Funds. For more information, please visit: http://www.impactrx.com/

About comScore Pharmaceutical and Healthcare Solutions

comScore Pharmaceutical Solutions delivers in-depth information needed to understand the impact that brand, condition-specific, and health Web sites have on consumers' brand awareness, conversion, and patient compliance as well as insights into health care professionals' online usage. comScore's products deliver actionable insight to help refine consumer profiles, identify key alliances, optimize interactive marketing initiatives, benchmark against the competition and accurately measure the ROI of Web site and online marketing programs. For more information, please visit: http://www.comscore.com/Industry_Solutions/Pharmaceutical

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo

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Posted: August 2010


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