5 digital differences between office-based and hospital-based doctors

When looking at the digital habits of physicians who work for hospitals and those working in offices, there are important variances. Results of the Kantar Media Sources & Interactions Study, March 2013 – Medical/Surgical Edition suggest that hospital-based doctors are more digital-minded overall, but only slightly. Here are five points to know about how these groups differ:

  1. Hospital-based doctors place a higher value on both drug reference and diagnostic tool mobile apps as important digital information sources.
  2. About 81% of hospital-based doctors say they use their smartphones for professional reasons. Only 73% of office-based doctors responded the same.
  3. Hospital-based doctors are only slightly more likely than office-based doctors to use tablets for professional reasons: 44% vs. 42%. Interestingly, 16% of office-based doctors use tablets for personal reasons only compared to 8% of hospital-based doctors, demonstrating that more of the latter use tablets overall but mostly for personal use solely.
  4. More office-based doctors (29%) say that they use email as a way to communicate with patients compared with hospital-based doctors (23%).
  5. Office-based doctors (45%) are more likely to use professional social networks for professional purposes compared to hospital-based doctors (33%). These could include QuantiaMD, Sermo or Epocrates.

For more information on these two groups, let us know.

Kantar Media’s Sources & Interactions™ Studies offer a detailed examination of healthcare professionals’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more. The Medical/Surgical edition, conducted every six months, reports on the media preferences and habits of more than 3,000 physicians across 21 specialties; annual studies provide similar perspective on Pharmacy, NP/PA, Eyecare, Dental, Radiology, Managed Care, and Hospital C-Suite audiences. Sources & Interactions was designed to help manufacturers and their agencies cost-effectively allocate resources to their overall promotional mix, and provide publishers with specific insight about where their offerings fit into physicians’ (and other healthcare professionals’) information inventory.



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