Physician adoption of digital media is highly advanced in terms of time online, activities and use of multiple devices, representing a strong opportunity for marketers to engage their customers. At the same time, analysis shows media preferences and workflow varies significantly between and within various specialty segments, more so than other variables such as age and practice type.
Physician Brand Support Packages from healthcare market research and advisory firm Manhattan Research provide a detailed overview of how more than 25 specialty audiences use digital for professional purposes and pharma interaction to support the development of granular strategic and tactical brand planning in 2013.
For example, according to the Taking the Pulse(R) U.S. 2012 study, hematology oncologists spend an average of nine more hours online per week than ophthalmologists, urologists, and allergists.
