Doctors most likely to consult the internet regarding a patient condition after a consult versus before or during
Physicians say that they research specific patient conditions online immediately before a patient consult an average of 3.7 times per week, according to the
Sources & Interactions Study, September 2013 – Medical/Surgical Edition
. More than half of the physicians surveyed use the Internet before a patient consult at least once or twice per week.
Most physicians say they do not access Internet-based resources regarding a specific patient condition during a consult. Of those that do, 16% said they do so at least once or twice weekly. On average, physicians say they do so an average of 2.8 times per week.
Doctors say they consult the Internet immediately after a patient consult about 4.3 times per week on average. About 27% say they do so once/twice weekly while 24% say they do less often. Very few respondents (4%) never use Internet-based resources immediately after a patient consult.
Trend data shows that mean weekly usages before, during and after a patient consult have all increased year-over-year, suggesting that online medical resources are increasingly being incorporated into physicians’ daily work flow.
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 22 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 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.
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