Beyond access the Internet and email, what tasks are doctors performing on their computers for work reasons? 85% of doctors use computers to research general medical issues or specific clinical situations, according to the most recent Sources & Interactions Study, (September 2014): Medical/Surgical Edition. Further, 82% of surveyed physicians use their computers to access/maintain medical records, 71% use them for professional news updates and 71% use them for meetings/conference information. Although smartphones are becoming more prevalent in the workplace, doctors continue to be more likely to use their computers for all the tasks that we currently study.
The closest comparison would be finding/performing clinical calculations and peer-to-peer social networking. 57% of doctors use computers to finding/performing clinical calculations and 44% use smartphones. 38% use computers for peer-to-peer social networking while 23% use smartphones. 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. New data will be available very soon. 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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