Reaching Purchase Decision Influencer Physicians

Doctors have the power to influence decisions of both patients and colleagues due to their respected position and extensive knowledge and experience. In particular, physicians who are influential for making purchase decisions for their practice can have a significant impact on a brand’s reputation and growth. 

According to the 2018 Medical/Surgical Edition of the Sources and Interactions study, 17% of all U.S. doctors surveyed indicate they are usually the most influential in the purchasing or selection of device, equipment or services at their practice. In this blog post we’ll refer to this group as the influencer doctors. Furthermore, we’ll explore the characteristics of these individuals and how to reach them through the information sources they value. 

​How do the influencers differ from the average doctor?

Purchase influencer doctors are connected, embrace new health technology and are public leaders. Below are some of the characteristics and behaviors of influencer physicians: 

Influencer doctors exhibit varied practice characteristics and demographics:

Paths to connect with them

Information or communication from device sales reps is highly valued by influencer doctors. They also find information from meetings, promotional videos and medical publications to be highly valuable: 

Want to Learn More?

Find out how to most effectively engage physicians and allied healthcare professionals with your advertising. The 2018 Sources and Interactions: Medical/Surgical Edition study includes 28 physician specialties across 45 different sources of information including traditional and emerging media, pharma reps, CME, convention, and more.

Get the insights you need to make informed decisions. To learn more, please contact Kantar Media Healthcare Research Client Services at or 646-895-8528. 



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