Over 20 million impressions were analysed
Despite the ever-growing popularity of mobile devices, about 90 per cent physicians in India still prefer desktops over mobiles for upgrading their professional knowledge base, as per the 100-day report of Doceree.
Of the total volume of impressions served through Doceree to physicians, nearly 87 per cent were served on desktop, while only 13 per cent were served on mobile devices.
Doceree analysed over 20 million impressions served through its platform in the last 100 days from July 2020 – Oct 2020 (Q3 2020) and observed real-time developments in the physician digital marketing space that could reflect broader trends.
“As part of their omnichannel strategies, pharma brands turn to mobile audiences to maximise return on ad spend (ROAS). Today, the traffic split is nearly 60:40 when it comes to devices versus desktops. But our insights presented a contrasting view. We observed that for professional purposes like reading a medical journal, attending a CME/webinar, or even content consumption on a physician network, physicians prefer desktops over smart phones/tablets,” said Dr Harshit Jain, Founder & CEO, Doceree.
The report dug deep into the vast amount of data captured by the Doceree platform to provide marketers with key trends and important insights into physician digital marketing. The data has been gathered from the digital marketing campaigns that pharmaceutical and healthcare brands run through the platform.
COVID-19 and the subsequent lockdown provided a perfect opportunity for the physicians to increase their knowledge base which so often remains ignored because of their packed schedules. Virtual webinars became a norm and CMEs were attended frequently. Physicians read online medical journals and attended online education programmes with more vigour than ever.
The report suggests that around 80 per cent of the desktop impressions were served on online medical journals and nearly 19 per cent impressions on online learning portals. Physician networks are picking up in terms of engagement, while EHR and Telemedicine platforms have not shown any statistical engagement yet.
“We are witnessing similar trends on Docplexus. We have been an active community of over 3,80,000 physicians across 98 specialities but we have seen a bigger surge recently in digital adoption by these doctors for their knowledge up-gradation, peer-to-peer connections and patient connect. Online Physician-networking is still evolving but I am sure that it will become the mainstay for medical education shortly,” said Dr Mukesh Parmar, CEO, Docplexus.
While online medical journals saw nearly 50 per cent impressions coming from General Physicians (GPs) and Consulting Physicians (CPs), online learning platforms and physician networks were dominated by specialists like cardiologists, diabetologists and infectious disease specialists.