Doctors are Most Often Exposed to Online Patient Medical Records among Sources of Information
Online patient medical records and online prescribing software took the top spots in terms of frequency of exposure among the +3,000 physicians surveyed in the Sources & Interactions Study, September 2013: Medical/Surgical Edition. These two sources were newly added to the survey and are becoming increasingly utilized in the medical workplace.
We found that doctors are exposed to online medical records as a source of information more than 200 times per year, trumping colleagues (last year’s top source by mean annual exposures) by almost 100 occurrences. Both of these digital sources also rank in the top five information sources by importance and each has about a 75% reach among all doctors. Doctors continue to be exposed to drug reference mobile apps as well, with about 142 mean annual exposures, an increase of about 8 exposures year-over-year.
Exposure to colleagues continues to be stable with about 172 annual exposures, while print prescription pads/paper increased by almost 20 average exposures.
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 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.
If you need specialty-specific data, let us know. We study physician media behaviors and preferences annually across 22 specialties.
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