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Physicians are Modern Digital Users Too by Dr Augustine Fou

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“Physicians are more in the habit of going online to research drugs, medical devices, and other offerings in more detail. Pharma and healthcare clients can no longer neglect “digital” as a mainstream channel for accessing physicians in the new digital landscape. “ - Dr. Augustine Fou

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Physicians are Modern Digital Users Too by Dr Augustine Fou

  1. 1. Physicians are Modern Digital Users Too 3/26/2012 1 Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.
  2. 2. Users research products online 3/26/2012 2
  3. 3. Users find info via search 3/26/2012 3
  4. 4. Users trust peers most, ads least 3/26/2012 4
  5. 5. Source: Manhattan Research 2011 Physicians are digital too physicians online Internet is essential to practice 3/26/2012 5
  6. 6. Physician Trends Most physicians report going to Google as their first destination online when looking for information – even if they are searching for articles (Google searches, PubMed) Sources: Manhattan Research ePharma Physician® v8 Forrester Research 3/26/2012 6
  7. 7. Physician Trends Despite the prior concentration on a few sites, physicians are increasingly seeking objective information from peers. WebMD Epocrates UpToDate Source: Manhattan Research 2011 3/26/2012 7
  8. 8. Physician Smartphones WebMD Source: Manhattan Research 2008 3/26/2012 8
  9. 9. Physicians Google Things WebMD Source: Manhattan Research 2008 3/26/2012 9 • 54% of US physicians own a smartphone • 36% of physicians now communicate with patients online (up from 19% in 2003), and that physicians are more active than the average consumer • Google is the most popular search engine among physicians, with 91% reach among physicians searching for health and pharmaceutical info online. • 83% of physicians watch video clips online, as compared with 34% of all US adults.
  10. 10. So what? 3/26/2012 10 “Physicians are more in the habit of going online to research drugs, medical devices, and other offerings in more detail. Pharma and healthcare clients can no longer neglect “digital” as a mainstream channel for accessing physicians in the new digital landscape. “ - Dr. Augustine Fou
  11. 11. Dr. Augustine Fou – Digital Consigliere “Users (both patients and especially physicians) are using digital tools far more often than many advertisers realize. Pharma companies should accelerate their digital efforts to better serve these constituents.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou acfou@mktsci.com 212 203 7239

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