Facts and figures - Interactive & Digital Marketing, September 2013
Almost half of the physicians surveyed in the Kantar Media Sources & Interactions Study, March 2013 – Medical/Surgical Edition say they have participated in a pharmaceutical manufacturer e-detail presentation, and trending data indicates that more physicians are participating in e-detailing. In 2009, less than one in four doctors admitted to participating in an e-detailing presentation. According to this year’s study, the figure has more than doubled.
“While the percentage of doctors who have participated in e-detailing has shown an increase since 2011, the majority (53 percent) of doctors still haven’t ever participated in a pharmaceutical manufacturer e-detail presentation,” says Kantar Media’s Healthcare Research Team. “Further, only 27 percent of those that have ever participated in e-detailing did so within the past six months.”
Of the 47 percent of doctors that have participated in an e-detailing presentation, 8 percent participated within the past month, 13 percent participated one to three months ago, 6 percent participated four to six months ago, and 21 percent participated more than six months ago.
Among the physicians who have participated in e-detailing before, 78 percent reported that they would participate again. Regarding the physicians who have never participated in an e-detail presentation, 42 percent reported that they would consider participating in the future. Physicians spend an average of 10.3 minutes during an e-detail presentation, with one quarter averaging less than five minutes per presentation.
During the past two years, social media use in healthcare has increased 21 percent, according to Kantar Media’s 2013 Online Behavior Study. The most significant jump was in health video, but health blogs also experienced substantial growth.
“A driver for this increase in social media is the increase in mobile devices ownership,” the report says. “Between 2012 and 2013, the portion of adults owning a smartphone or tablet increased from 42 percent to 55 percent. Two thirds of smartphone or tablet owners report that social networking is a reason they access the Internet.”
According to Kantar Media’s Healthcare Research Team, consumers who go online to research certain health conditions and use social media may be looking for different types of information based on the stage of the condition. “Those recently diagnosed are more likely to visit or post comments to online message boards or forums,” the researchers told Med Ad News. “Those experiencing symptoms or preparing for their first medical appointment are more likely to read blogs about a particular health topic or participate in online support groups. Those recovering, undergoing treatment, or have an ongoing condition are more likely to visit or join health support groups.”
Posted: October 2013