More than three-fourths of physicians use smartphones for work reasons
The number of doctors who use digital devices like smartphones for professional purposes has steadily increased over the last several years. According to current wave data fromthe Sources & Interactions Study, September 2013: Medical/Surgical Edition, 78% of doctors use smartphones for work reasons, a 6% increase year-over-year. Further, almost half (45%) use both a smartphone and a tablet for professional purposes.
Full-year data shows that 47% of all physicians say they use their smartphones to reference drug data – up from 40% in 2012 - and 44% find/perform clinical calculations, up from 36% in 2012. The study also found that 32% of all doctors currently make prescribing decisions by smartphone.
Of the tasks that are tracked on smartphones in the study, only one showed a decrease year-over-year: e-detailing.
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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