Marketing to health care professionals

Physicians and social media

docssocmed64% of physicians use at least one of the types of social network while 36% do not use any, according to the Sources & Interactions Study, September 2013. This breaks down to 13% of doctors using all three types, 25% using 2 of the 3, and 26% using only 1 of the 3 types.

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How to measure the ROI of medical meetings

medical meetingPOST SUMMARY: Sponsoring a medical meeting can be expensive in dollars and time and there are ways to measure the ROI of these meetings.  The key is to understand the most important metric, for ROI, for your organization and then generate buy-in from key stakeholders. Continue reading »

Doctors are not technologists

102011code2In the past, when we bought new software, you would receive thick instruction books included with your purchase.  There was just one problem, users rarely read the manuals and only referred to them when they had questions.  So why would any company think that over 200 pages in update notes would be read by physicians and office staff who are time stressed? Continue reading »

It’s a multiple device world for doctors

whyPOST SUMMARY:Doctors are using multiple devices to connect to the Internet but each device is being used at different points in patient care and for different reasons. Marketers need to understand where doctors are using each device, and why before launching any HCP marketing initiatives. Continue reading »

FDA approval no longer means sales

I was talking to our research Director about some recent research findings and surprisingly one of the top line findings is that both consumers and physicians are not in any hurry to try new drugs just because they were newly approved by the FDA.  Why ?  Trust. Continue reading »

Time to rethink pharma reps?

docrepsPOST SUMMARY: 32% of physicians said they cannot talk to reps, compared to 27% last year. Apply this limit to doctors in organized health systems, and the restrictions become even greater: 42% of doctors affiliated with integrated health networks say they are not allowed to see reps—a 17% increase since last year.  Time for pharma to rethink reps? Continue reading »

2/3rd of physicians use mobile applications

screenshot_1700-resizedPOST SUMMARY: Physicians are not using the mobile web they are using apps as a tool like a stethoscope.  The number one reason that they are using apps is to determine medical interactions followed by diagnosing patients.   If marketers want to appeal to physicians they should focus on a message that benefits physicians. Continue reading »

Physicians use their smartphones for drug info

docsmobilAccording to the Wolters Kluwer Health 2013 Physician Outlook Survey eight in 10 physicians use Smartphones in their daily practice and six in 10 use tablets. Over half (55%) use both smartphones and tablets in their daily practice. The top use of smartphones is for accessing drug information while tablets are used most to access medical research. In addition, mobile apps are being used by 24% of physicians, making these the top digital/social media channel used for work purposes.  Continue reading »

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