Almost Half of Doctors Use Smartphones to Reference Drug Data
In Kantar Media’s Sources & Interactions Study: March 2013 Medical/Surgical Edition, respondents were asked to indicate which professional tasks they perform via a smartphone. While accessing the Internet and email rank highest among all physicians surveyed, referencing drug data took the third spot.
Almost three-quarters (74%) of physicians surveyed use a smartphone for professional purposes. About 43% of all physicians say they use their smartphones to reference drug data – a 13% year-over-year increase – and 39% find/perform clinical calculations, up from 35% in 2012.
Perhaps most interesting is that of all of the tasks that are tracked on smartphone in the study, not one showed a decrease year-over-year, demonstrating how deeply ingrained smartphone usage is becoming in the medical workplace.
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 21 specialties, exploring their media preferences and habits. Sources & Interactions was designed to help manufacturers 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.
If you need specialty-specific data, let us know. We study physician media behaviors and preferences annually across 21 specialties.
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