Which doctors are early adopters of emerging healthcare technologies?

A variety of emerging technologies from smart speakers to virtual/augmented reality to wearable devices are expected to change the way healthcare services are delivered. According to Kantar Media’s 2018 Digital Insights Study, 1 out of 4 doctors surveyed indicate they already use one or more of the healthcare technologies measured.

145,000 doctors say they already use smart speakers, virtual/augmented reality, wearable devices, remote monitoring or telemedicine within their practice.


Which specialists are leading the way?

Doctors have distinct needs and barriers when it comes to adopting new technologies. New approaches to delivering patient care or training received differing usage scores across physician specialties measured:

  • Telemedicine – connects patients and doctors remotely allowing for faster delivery/access to healthcare services. Telemedicine is more likely to be practiced by physicians that work in counseling or heavy communication disciplines. For example, 30% of Emergency Medicine specialists and 24% of Psychiatry specialists say they already use telemedicine within their practice.
  • Wearable devices for patient self-monitoring – fitness bands, smart watches, glucose meters and other devices can help doctors and patients monitor and manage a condition. 34% of Diabetes/Endocrinology specialists are already using this technology. Additionally, 36% of Cardiology specialists indicate they are very likely to adopt this technology within the next five years (on top of the 16% who already use it). This is good news for patients that notice the value of wearable devices. According to the 2018 MARS Consumer Health study, 29% of adults that feel at risk for Type 2 Diabetes and 27% of adults that feel at risk for Heart Disease say the opportunity to download and share their personal health and fitness data with their doctor or others motivates them.
  • Virtual/augmented reality (for training) – is reshaping medical training by allowing doctors to overlay information or images in the world right in front of them. 40% of Pulmonary Disease specialists already use or are very likely to use virtual/augmented reality for training. Additionally, nearly three quarters of Obstetrics/Gynecology specialists indicate they are likely to use it within next five years.

What’s ahead?

Overall, doctors expect to see the most growth in telemedicine and wearable device usage in the next five years. Among total doctors surveyed, 62% say their practice is likely to adopt telemedicine; 63% say their practice is likely to adopt wearable devices for patient self-monitoring in the future:

Want to Learn More?

Find out how to most effectively engage physicians and allied healthcare professionals with your advertising. Kantar Media’s 2018 Digital Insights Study helps clients navigate the new and changing digital landscape. It includes 20 physician specialties across digital device usage and other topic areas including: 

  • Type and frequency of watching online videos for professional purposes
  • Usage of specific social networks within the past 6 months
  • General attitudes and opinions about social media
  • Usage of specific professional apps within the past 6 months
  • Importance and frequency of types of apps used for professional purposes
  • Digital advertising attitudes and opinions, including actions taken, ad blocking and tracking, and content targeting
  • Use of emerging technologies in practice

Kantar Media is the global leader in connected intelligence. To learn more, please contact Kantar Media Healthcare Research Client Services at prohealthclientservice-us@kantarmedia.com or 646-895-8528.

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