More than half of physicians reference drug data on their smartphone

doctor smartphone activity

Results from the March 2015 edition of Kantar Media’s Sources & Interactions: Medical/Surgical study are in! This edition shows that the top two smartphone activities (referencing drug data and finding/performing clinical calculations) increased by 9% since last year. More than half of surveyed physicians now report using their smartphone to reference drug data, compared to 27% who reference drug data on a tablet.

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.

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