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
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability and development velocity challenges. In his session at 21st Cloud Expo, Ryland Degnan, a Senior Software Engineer on the Netflix Edge Platform team, will discuss how by leveraging a reactive stream-based protocol,...
Any startup has to have a clear go –to-market strategy from the beginning. Similarly, any data science project has to have a go to production strategy from its first days, so it could go beyond proof-of-concept. Machine learning and artificial intelligence in production would result in hundreds of training pipelines and machine learning models that are continuously revised by teams of data scientists and seamlessly connected with web applications for tenants and users.
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, discussed the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information.
In his session at 20th Cloud Expo, Mike Johnston, an infrastructure engineer at Supergiant.io, discussed how to use Kubernetes to set up a SaaS infrastructure for your business. Mike Johnston is an infrastructure engineer at Supergiant.io with over 12 years of experience designing, deploying, and maintaining server and workstation infrastructure at all scales. He has experience with brick and mortar data centers as well as cloud providers like Digital Ocean, Amazon Web Services, and Rackspace. H...
SYS-CON Events announced today that Massive Networks will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
All organizations that did not originate this moment have a pre-existing culture as well as legacy technology and processes that can be more or less amenable to DevOps implementation. That organizational culture is influenced by the personalities and management styles of Executive Management, the wider culture in which the organization is situated, and the personalities of key team members at all levels of the organization. This culture and entrenched interests usually throw a wrench in the work...
"The Striim platform is a full end-to-end streaming integration and analytics platform that is middleware that covers a lot of different use cases," explained Steve Wilkes, Founder and CTO at Striim, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Calligo, an innovative cloud service provider offering mid-sized companies the highest levels of data privacy and security, has been named "Bronze Sponsor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalised support service from its globally located cloud plat...
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, will examine the regulations and provide insight on how it affects technology, challenges the established rules and will usher in new levels of diligence...
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
In his session at @ThingsExpo, Sudarshan Krishnamurthi, a Senior Manager, Business Strategy, at Cisco Systems, discussed how IT and operational technology (OT) work together, as opposed to being in separate siloes as once was traditional. Attendees learned how to fully leverage the power of IoT in their organization by bringing the two sides together and bridging the communication gap. He also looked at what good leadership must entail in order to accomplish this, and how IT managers can be the ...
DX World EXPO, LLC., a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, presented an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He then expounded on the industry issues he frequently came up against as an analyst, and ...