Infographic - Digital Media and Healthcare Providers: What They Believe | What They Do


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This infographic explores how health providers perceive and use digital and social media technologies. It also compares and contrasts physician online activities versus nurses and pharmacists. It is based on a study conducted by Enspektos, LLC.

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Infographic - Digital Media and Healthcare Providers: What They Believe | What They Do

  1. 1. Digital Media and Healthcare Providers What They Believe | What They Do Theres lots of data available on how physicians perceive and use digital technologies like the Web and social media for health. But, how do their perceptions and use patterns compare to other providers, specifically nurses and pharmacists? Whats more, how do things change when healthcare providers are passively observed using the Web and social media? This infographic features research conducted by Enspektos, LLC exploring the differences and similarities between what providers recall versus the reality of their online health experiences. How Frequently Credibility of Digital Digital is Consulted for Medical Information Medical Information Sources (Recalled) Providers were asked how often they use various Providers rated the credibility of various digital/peer digital sources for medical information. Data for medical information sources. Data for respondents those consulting digital media "frequently" and viewing certain information tools as "high" or "very frequently" appears below. "very high credibility" appears below. Web (Frequently and Very Frequently) Doctors: High and Very High Credibility !"#"$"% *"+","- &""(") $%&% $%&% (%)% Doctors Nurses Pharmacists Health Websites 78% Mobile 70% 85% 85% 85% Social Networks 10% Twitter 11% Mobile (Frequently and Very Frequently) Nurses: High and Very High Credibility *%+% ,%-% .%/% Doctors Nurses Pharmacists Health Websites 69% Mobile 46% 55% 34% 50% Social Networks 9% Twitter 3% Social Networks (Frequently and Very Frequently) Pharmacists: High and Very High Credibility 0%1% 0%2% 3%4% Doctors Nurses Pharmacists Health Websites 71% Mobile 61% 23% 27% 22% Social Networks 6% Twitter (Frequently and Very Frequently) Twitter 5% 5%6% 7%8% 9%:% Doctors Nurses Pharmacists Peer Credibility (High and Very High) Some digital Doctors Nurses Pharmacists ! " # sources viewed as 8% 6% 7% more credible than peers. 63% | 36% | 45% Consumption of Content on Health/Medical Sites vs. Online Properties About Other Topics Health is a major focus, but not providers only one, as the data below illustrates. Research participants were tracked to measure their consumption of content on health/medical sites versus online properties focusing on a range of other subjects.* Physicians were the most consistent visitors to health properties between November 7 and December 21, 2011. >%*%@%A ? ; Nov. 7 - Nov. 21, 2011 49% 41% 77% Doctors Nurses Pharmacists B%CD%F%G E Nov. 22 - Dec. 6, 2011 40% 27% 54% Doctors Nurses Pharmacists *%;<%=<%= Dec. 7 - Dec. 21, 2011 28% 23% 41% Doctors Nurses Pharmacists Health and Medicine Other Topics: Entertainment, News and Media, Society *Total Views of Web Content on These Topics: 17,092 Credibility of Online Health Content (Post Encounter) During the studys tracking phase, providers were asked to rate the credibility of health/wellness content focusing on a variety of topics, including Victoza and HPV. Data regarding provider perceptions of online and social media content was captured immediately after it was consumed.* Perceptions of Social Medias Credibility $%H I%HJ%H Health Content Rated on a 5-Point Scale: 1 = Low Credibility, 5 = High Credibility Shifts When Health Content is Encountered Doctors During Web Sessions Few physician study participants gave social media health and medical 3.29 4.31Social 4.07 Search K%H L%HM%H content high marks. Web Media Engines However, their perceptions shifted Nurses when they encountered health information on Twitter and other social sites during their Web browsing 2.96 1.78Social 3.64Search N%H O%.%H sessions. H Web Media Engines Doctors ranked social health content they consumed Pharmacists approximately 4 on a 5-point scale. Nurses and pharmacists had a less favorable 3.49 2.21 1.07 Social Search impression. Web Media Engines Of course, perceptions of content credibility can shift based on many factors, including messaging, source and context. *Total Healthcare Provider Responses: 266 Study Methodology 308 physicians, nurses and pharmacists (~100 in each group) participated in a two-phase study between November 2011 and Study January 2012. During Phase I (survey), participants answered a Infographic Powered By range of questions about their use and perceptions of online and Developed By social media. During Phase II (tracking), they agreed to have their computer-based Web activities tracked in order to study their actual consumption habits and perceptions of online health content. Tracking was conducted using enmoebius, a patent pending digital surveillance and behavioral measurement developed by Enspektos. Click Here to Learn More Click Here to Learn More Learn more about the technology at