Kantar Media Healthcare Research Insights
Kantar Media is a pharma research company offering insights to drug manufacturers. The information also reflects directly back to MD usage of social media.
Many physicians still are reticent to use social media. If you have not looked at social media in the past two years you would not know about the uptick for #hcsm. Users in all fields of medicine and health businesses, including device manufacturers, pharma, laboratories, and government. (FDA,HHS,CMS,WHO and more use social media for marketing and information purposes.
While most use Google to search for subjects you may notice that significant number of replies yield twitter, facebook, or Google + pages. It is not at all unusual to see twitter handles and facebook page links on professional web sites. If you want to remain strictly professional Linkedin has grown explosively in the last 12 months. Building a profile on any of those sites or opening an about.me page will yield results. About.me is an eye catching site with creative graphics. It is much more interesting to read than a curriculum vita.
Kantar Media Healthcare Research Insights
Uncovered some some specific insights about physicians and their professional social network usage. When it comes to posting on social media in a professional capacity, there are certain trends we can notice. We know that a doctor sharing an article is much more likely to be embracing new medical technology or drugs.
One of the trends we're noticing is that professional social networks are surpassing other platforms in terms of popularity and content shared. Our study results show that 58% of physicians that write/post on social networks for professional purposes choose to write/post on professional social networks vs. consumer or medical association social networks. What does this mean for advertisers? Well, potentially you as an advertiser should establish more of a presence on professional networks.
If you sell new pharmaceuticals to doctors, there's definitely some good news from the March 2015 edition of the Sources & Interactions™ Study. Physicians that write/post on social networks for professional purposes are more likely to be new drug adopters. Is social media advertising part of your media plan? It should be: 67% of respondents are saying they prefer to adopt drugs as soon as they are released or after a few others have tried it successfully. The fact is that medical professionals using professional social media are among the most receptive to new pharmaceuticals and you don't want to miss out on that group.
Sales teams should embrace these findings as well. Among this demographic using social media, 83% of them say they see sales reps—10 percentage points higher than the total physician population that see sales reps. It's clearly evident that social media needs to be a tool you utilize to reach the newest drug adopters.
The Sources & Interactions™ Source 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.tudy
Sources & Interactions, March 2015: Medical/Surgical Edition
Kantar Media’s Sources & Interactions™ Studies offer detailed research on healthcare professionals’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more. Sources & Interactions helps 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.
The Medical/Surgical edition is conducted every six months,with brand new data available now!
