Indian Doctors Online Behavior

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Healthcare domain is influenced in the era of digital revolution.Not just awareness of consumer, but it is also a platform for healthcare professionals to share and learn. Presence of consumer and HCPs in digital space gives a lot of opportunities to healthcare marketers to place their product, make rapport and develop trust.

Published in: Health & Medicine, Business

Indian Doctors Online Behavior

  1. 1. The Digital Doctor Study: Scope Coverage area Total number of healthcare practitioners covered1517 317 1200Direct Interviews Online & Telephonic Interviews The data collected has been analysed and will be presented in three parts. This report is the first one in the three-part series. 10Non- Metros 4Metros  Cardiology  Endocrinology  Gynaecology  Neurosurgery  Internal Medicine  Mumbai  New Delhi  Chandigarh  Kolkata  Bangalore Specializations | 19 Cities/Towns | 14  Paediatrics  Bariatric Surgery  Pulmonology  Cosmetic Surgery  Psychiatry  General Surgery  Hepatology  Chest Medicine  Gastroenterology  Anaesthesiology  Nephrology  Ophthalmology  Orthopaedics  Critical care  Hyderabad  Chennai  Kochi  Ahmedabad  Lucknow  Patna  Jaipur  Pune  Bhopal
  2. 2. Trends ‘Heavy-users’ top the chart among online healthcare practitioners Internet-savvy Indian healthcare practitioners Several times a day Several times a week Once a day 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 47.2% 37.1% 15.7% 72% 28% Frequent users (several times a day – several times a week) Infrequent users (once a week – not at all)
  3. 3. Are specialists the least net-savvy? Specialists trailing both GPs and Super-specialists 0% 20% 40% 60% 80% 100% Search Info (Google) General Physicians Specialists Super-Specialists 91.7% 94% 94.6% 80.4% 62% 78.3% Professional Networks (LinkedIn) GPs Sp SS GPs Sp SS GPs Sp SS GPs Sp SS GPs Sp SS GPs Sp SS GPs Sp SS GPs Sp SS GPs Sp SS Personal Networking (Facebook) 83.5% 70.2% 86.5% Online video (YouTube) 68% 52.4% 59.4% Twitter 66% 40.5% 67.5% Blogs/Forums etc 56.7% 35.7% 48.6% Recommendation sites 57% 46.4% 51.3% News portals 58.7% 44% 59.4% Entertainment portals 54.6% 40.5% 56.7% Yahoo Groups/ Slideshare 46% 40.4% 43.2%
  4. 4. ‘On-the-go’ usage higher in non-metros 70% 60% 50% 40% 30% 20% 10% 0% On the go (before and after work) Between patient consultations During patient consultations On weekends 54% 23% 42% 9% 4% 17% 19% 66% Metro Non Metro 52%26% 69% 58.6% 31.4% of Indian doctors use multiple devices to go online of Indian doctors go online during/ between patient consultations of Indian doctors buy stuff online (more than banking and booking tickets) of non-metro doctors are active on Yahoo groups and use Slideshare compared with of metro doctors Also we found ...
  5. 5. Strategic questions the report answers  How frequently do Indian HCPs use the online medium?  Is there a marked difference in online activity: 1) among specialties; 2) between specialists and super specialists; 3) specialists and GPs; 4)metros and non-metros and 5) govt and private sector HCPs?  When do HCPs go online?  What are Indian HCPs’ major online activities ?  What are the devices HCPs use to connect online?  How fast are HCPs adapting to the online medium for professional communication?  How do HCPs view online promotion of drugs and devices by companies?   What do HCPs expect from the companies in fulfilling unmet needs in professional communication?  How do they look at online marketing vis-a-vis product promotion by reps?  What are the aspects that according to HCPs lend more credence to online promotion?  What are their sources for accessing Indian data pertaining to drugs?  What are the company/product websites HCPs visit?  Why do HCPs visit company websites?  How can the fusion of digital media help improve Indian health care scenario, according to HCPs?  How do HCPs view informed patients?  What are the sources HCPs consider credible as far as providing information to patients is concerned?  How, do they think, companies can play a role in patient education and awareness on diseases and therapies via online media?  Which are the companies they consider best in addressing professional information needs?
  6. 6. What we covered/probed  Preferred digital device (to go online)  Purpose of going online  Frequency of online use  Search patterns  Frequent online activities  Online use for transactions  Personal networking  HCPs’ key info sources  Reasons for use  Time of online use   Factors influencing online use  Major information needs  Time frequency of various online activities  How online use helps in practice?  Which are the areas online use serves?  Common professional websites visited  How often they visit websites of pharma firms  Level of trust in company website information  HCPs’ dependency on reps to learn about new products  Online platforms used for networking with peers  HCPs’ referral sources  Scope of digital media to improve healthcare in India  Current level of digital application  Factors limiting digital use  Areas where online platforms can be effectively engaged  Hurdles in digital penetration  HCPs’ perception of ‘informed’ patients  Key sources of patient information  Patient online research trends—as seen by HCPs  Key info needs of HCPs  HCPs’ expectations from pharma companies in meeting unmet professional needs  HCPs’ general perception on pharma companies’ digital promotion  Companies HCPs consider are thinking beyond professional information needs  HCPs’ dependency on MRs for crucial drug info  HCPs’ level of participation in online promotion  HCPs’ preference — online promotion vis-á-vis sales force  Brand awareness of HCPs
  7. 7. VIA Media Health Unit No. 211, 2nd Floor, R G Square, Plot No. 2, I. P. Extention, Patparganj, New Delhi-110092 Ph: +91-011-30103012 -16 Via Media Health is India’s largest comprehensive healthcare communication service provider. It focuses on specialized communication as a dedicated, high impact and a high speed connection to various facets of the healthcare business including: •  Healthcare Public Relations •  Public Health Communication •  Integrated Consumer Marketing Campaigns •  Healthcare Professional or Medical Communication •  Healthcare Digital Marketing •  KOL (Key Opinion Leaders) •  Government Relations Healthcare Policy In addition, Via Media Health does business consulting for clients. It facilitates alliances and partnerships. Via Media Health is into publishing as well. HEAL India, a highly popular health and lifestyle magazine for doctors, comes from Via Media Health’s stable. Also, it brings out industry insights, analyses and trend reports from time to time. Want to order? Price: USD 1,999 + taxes (for the complete report) To order your copy and for further information contact us at: contactus@viamediahealth.net

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