Welcome!

News Feed Item

New Study on Physician Online Behaviors Shows Health Care Professional Sites Reach 4 out of 5 Physicians, While Electronic Medical Records Show Highest Engagement

More Than Half of Physicians Show Interest in Using Mobile Devices and Tablets at Work

RESTON, Va., Dec. 3, 2012 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released new findings from a study based on data generated by the comScore/Symphony Health Care Professional (HCP) Measurement Solutions offering, which provides insight into the actual online behavior of physicians with regard to health-related categories, and the Physician Mobile Survey, a survey of physicians' attitudes toward mobile devices and tablets in the workplace. Based on a longitudinal study of a permission-based panel of 1,000 U.S. physicians, the study showed that HCP Content websites such as Medscape.com, which provide content or services catering specifically to physicians, reached the highest percentage of physicians (81 percent) in comparison to other types of health sites. However, Electronic Medical Records sites such as Allscripts.com showed higher engagement as physicians have begun to use these sites to replace paper record-keeping. The study also revealed that although computers are still the most often used device to go online at work by physicians, more than half of physicians expressed interest in using mobile phones and tablets in the workplace.

(Logo: http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)

"It has never been easier for physicians to access health information digitally in the workplace, which makes it important for health marketers to understand exactly how and when doctors are using online tools to do their work more efficiently," said John Mangano, vice president for comScore Health and Pharmaceutical Solutions. "With the health industry placing more emphasis on the potential of mobile platforms, marketers must also educate themselves on how physicians are currently integrating – or plan to integrate – smartphones and tablets into their digital work habits."

HCP Sites Reach Most Physicians, But Electronic Medical Records Show Highest Engagement
In Q1 2012, HCP Content sites reached the highest percentage of physicians at 81 percent and also showed the second-highest visitation frequency among different types of health sites. In contrast, Electronic Medical Records sites showed the lowest physician reach at only 4 percent, but exhibited the highest visitation frequency and most average time spent per physician for those now using electronic records to replace paper records. Physicians using tablets showed a greater propensity to access medical records on their tablets rather than mobile phones, suggesting that the reach of this category will likely only grow with further tablet adoption. Health Social Media sites (such as Sermo.com) now reach half of physicians going online, showing the largest growth in visitation over the past year. The Health Social Media category also had the largest share of visits from high-prescribing physicians, a priority target for many HCP marketers.

Percent Reach of Health Categories Among Physicians 
Q1 2012
Source: comScore/Symphony HCP Measurement Solutions

Health Category

% Reach of Physicians Online

Average Visits per Physician

Average Minutes per Physician

HCP Content

81%

14.6

5.1

General Health Content

72%

6.5

2.9

Association

61%

4.8

6.9

Government

51%

4.7

6.3

Health Social Media

50%

9.7

8.0

Pharma Support

47%

8.6

10.2

Pharmaceuticals

44%

3.3

3.6

Health & Wellness

39%

4.9

5.1

Insurance

34%

7.0

8.9

Physician Locator

33%

2.7

2.3

Medical Journal

30%

3.5

4.8

Clinic

25%

7.4

9.4

Pharmacy Services

18%

8.0

10.1

Electronic Medical Records

4%

18.4

18.0

Pharmaceutical Online Ad Exposure Exhibits Strong Correlation with Prescription Activity
Another aspect of the study examined the correlation between prescribing activity and exposure to pharmaceutical advertising. An analysis of high-prescribing physicians' online behavior from Q1 2011 through Q1 2012 showed a strong correlation (R²=0.6557) between share of visits to Medscape properties among high-prescribing physicians and the number of pharmaceutical ad impressions to which they were exposed. While correlation does not necessarily imply causation, this strong positive association indicates the possibility of online ad exposure driving prescription activity.

Preference for Using Tablets Among Physicians Outpaces Actual Usage
A survey of more than 300 U.S. physicians owning mobile devices conducted in June 2012 showed, not surprisingly, that computers remained the most heavily-used electronic device in the workplace. More than three-quarters of physicians said they used their PCs on a daily basis to go online to access health content. As new platforms emerge, the results also showed that a significant 60 percent also reported using mobile phones on a daily basis, with 62 percent of these daily mobile users indicating they need their device to stay in contact with their job.

In addition, 44 percent reported using tablets every day. However, while mobile phones outpaced tablets in terms of actual use, a greater percentage of physicians reported a preference for using tablets in the workplace (64 percent vs. 55 percent). This disparity suggests the potential for further adoption of tablet usage among physicians in order to meet their stated preference. On tablets, the most heavily accessed pieces of content were medical news, drug information, and disease treatment options. Tablets also showed an advantage over mobile phones as a point of access for electronic medical records and health records.

Usage and Preference for Mobile Devices and Tablets
June 2012
Source: comScore Physicians Mobile Survey (n=315)


Mobile Phones

Tablets

% of Physicians Using Specified Device Everyday

60%

44%

% of Physicians Who Would Prefer to Use Specified Device

55%

64%

Interestingly, specialists showed a slightly higher propensity to use smartphones and tablets in the workplace, compared to primary care physicians. Moreover, there was no statistically significant difference in device usage between Baby Boomers and Generation X, meaning that physician age is less of a barrier to technology adoption than it is in the general population.

"While mobile phones have already emerged as a means for doctors to look up medical information quickly and efficiently, tablet usage is ramping up quickly and shows significant promise to serve as a substitute for computers in handling more involved tasks like record-keeping," added Mangano.

To learn more about the comScore/Symphony HCP Measurement Solutions and the Physician Mobile Survey, please contact John Mangano at [email protected].

About comScore/Symphony HCP Measurement Solutions and the Physicians Mobile Survey
In partnership with Symphony Health Solutions, comScore continually measures the online behavior of physicians via a 1,000-person permission-based HIPAA-compliant physician panel to determine behavioral trends linked to prescription activity and size market opportunities. The Physicians Mobile Survey cited in this release was fielded June 1, 2012June 12, 2012 with a sample size of 315 physicians.  The results shed light on how often and for what purposes physicians use mobile devices such as smartphones and tablets at work, in conjunction with desktop computers. The study also highlights differences in the types of medical content most likely to be accessed on each platform, as well as differences in how physicians of different specialties and demographic characteristics engage with mobile at work.

About comScore Health and Pharmaceutical Solutions
comScore Health and Pharmaceutical Solutions delivers in-depth information needed to understand the impact that brand, condition-specific, and health websites have on consumers' brand awareness, conversion, and patient compliance, in addition to insights into health care professionals' online usage. comScore products deliver actionable insights to help refine consumer profiles, evaluate and test creative campaign elements across traditional and digital media, identify key alliances, optimize interactive marketing initiatives, benchmark against the competition and accurately measure the ROI of web site and online marketing programs. For more information, please visit http://www.comscore.com/Industry_Solutions/Pharmaceutical.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

About Symphony Health Solutions
Symphony Health Solutions enables the growth of our clients and transformation of the healthcare ecosystem by providing best-in-class information, analytics and technology solutions with actionable insights for maximum impact. Comprised of AlphaDetail, ImpactRx, and Source Healthcare Analytics, the company connects and integrates a broad set of primary and secondary health research, analytics and consulting expertise to deliver high-value knowledge products that help our clients leverage the rich data available to transform their businesses.  For more information, visit: www.symphonyhealth.com.

SOURCE comScore, Inc.

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Due of the rise of Hadoop, many enterprises are now deploying their first small clusters of 10 to 20 servers. At this small scale, the complexity of operating the cluster looks and feels like general data center servers. It is not until the clusters scale, as they inevitably do, when the pain caused by the exponential complexity becomes apparent. We've seen this problem occur time and time again. In his session at Big Data Expo, Greg Bruno, Vice President of Engineering and co-founder of StackIQ...
Containers have changed the mind of IT in DevOps. They enable developers to work with dev, test, stage and production environments identically. Containers provide the right abstraction for microservices and many cloud platforms have integrated them into deployment pipelines. DevOps and containers together help companies achieve their business goals faster and more effectively. In his session at DevOps Summit, Ruslan Synytsky, CEO and Co-founder of Jelastic, reviewed the current landscape of Dev...
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
"A lot of times people will come to us and have a very diverse set of requirements or very customized need and we'll help them to implement it in a fashion that you can't just buy off of the shelf," explained Nick Rose, CTO of Enzu, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive ad...
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, introduced the technologies required for implementing these idea...
Enterprise networks are complex. Moreover, they were designed and deployed to meet a specific set of business requirements at a specific point in time. But, the adoption of cloud services, new business applications and intensifying security policies, among other factors, require IT organizations to continuously deploy configuration changes. Therefore, enterprises are looking for better ways to automate the management of their networks while still leveraging existing capabilities, optimizing perf...
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addres...
The WebRTC Summit New York, to be held June 6-8, 2017, at the Javits Center in New York City, NY, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 20th International Cloud Expo and @ThingsExpo. WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web co...
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develop...
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of C...
"We are an all-flash array storage provider but our focus has been on VM-aware storage specifically for virtualized applications," stated Dhiraj Sehgal of Tintri in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Who are you? How do you introduce yourself? Do you use a name, or do you greet a friend by the last four digits of his social security number? Assuming you don’t, why are we content to associate our identity with 10 random digits assigned by our phone company? Identity is an issue that affects everyone, but as individuals we don’t spend a lot of time thinking about it. In his session at @ThingsExpo, Ben Klang, Founder & President of Mojo Lingo, discussed the impact of technology on identity. Sho...