Physicians Posting on Social Networks for Professional Purposes

by Client Services

Kantar Media's Sources and Interactions Study is one of the leading ways to measure medical professionals and their relationships with various media and sources of information. Among the sources studied are social networks, an increasingly important tool for professional purposes. The March 2015 edition of the Sources and Interactions Study delivers some unique insights about physicians and how they use social media. 

Our results show that 1 in 5 physicians surveyed write/post on social networks for professional purposes. This number is up 38% from last year's results, which suggests a changing attitude toward sites such as Medscape Physician Connect, QuantiaMD, Sermo, and others. We can tell that more physicians are hopping on board and learning how to use it to their advantage. 

And this is just the tip of the iceberg!

The Sources and Interactions Study goes well beyond the numbers of physicians using social media. We have information about how social media usage correlates with the likelihood of adopting new drugs. Additionally, we have information about where these physicians stand in terms of age, work environment, and status as key opinion leaders in their communities. 

Check back soon for more useful findings from the March 2015 edition of the Sources and Interactions Study from Kantar Media!

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.