Devices for researching general medical issues and specific clinical situations
Mobile adoption by physicians may be increasing, but the desktop and laptop computer is still far and away the most popular way for physicians to research general medical issues or specific clinical situations. According to the most recent wave of Sources & Interactions: Medical/Surgical edition (March 2015), 86% of physicians use their computer to perform these activities, compared to roughly a third using a tablet or smartphone.
The Sources & Interactions™ Study is a detailed examination of doctors’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, convention and more. The study is conducted every six months and targets more than 3,000 physicians annually across 22 specialties, exploring their media preferences and habits. Sources & Interactions helps marketers 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.