Physician usage of email with patient remains low

Only 29% of doctors say they use email to communicate with patients, according to the Sources & Interactions Study, September 2013 – Medical/Surgical Edition . This percentage has only increased 2% year-over-year.

The age of the physicians isn’t a differentiator either. Younger doctors tend to use email to communicate with patients as frequently as older physicians. The one major difference found in the study is that almost half (48%) of Key Opinion Leaders use email to communicate with patients, a significant difference compared with other physicians.

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.

To find out more about the study and specialty-specific data, let us know.

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