What Tasks are Physicians Performing on Their Smartphones?
One third of physicians say they use their smartphones to make prescribing decisions, according to the Sources & Interactions Study, September 2014: Medical/Surgical Edition. Almost half (44%) say they use these devices to find/perform clinical situations and 47% use them to reference drug data.
There are particular tasks that doctors are more likely to execute on smartphone compared to a tablet and vice versa. For example, more physicians use their smartphones to find/perform clinical calculations (44% vs. 19%) and to make prescribing decisions (33% vs. 20%). The least commonly performed task on a smartphone by physicians is writing prescriptions (5%).
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.
To find out more about the study and get access to specialty-specific data, contact us now. We study physician media behaviors and preferences annually across 22 specialties.
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