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SOCIAL MEDIA: Are You Speaking Where Most Docs are Listening?

A Major Survey by MedData Group

Department store magnate John Wanamaker is famous for saying “I know that 50% of my advertising dollars are wasted. I’d just like to know which 50%.”

Pharmaceutical companies have a similar dilemma. They are one of the largest advertisers in the overall marketplace and across all media, but in the avalanche of data collected about this effort it’s hard to tell what messages are working, to which demographics, on what platforms, at what time. It’s estimated that over $24 billion is spent advertising to the over 1 million physicians in the U.S. So, in a belt-tightening era, it’s natural that healthcare companies need to know what Wanamaker wanted to know: where is the waste, and how can we be more efficient with our budgets?

MedData Group is one of the companies working on answering those questions. It provides high quality professional healthcare data solutions to support and fuel healthcare professional (HCP) audience identification, segmentation, targeting, and insights about digital targeting, programmatic advertising, social media advertising, addressable TV, email marketing and postal mail.

Their MedData Point surveys ask physicians across age, specialty, and practice size about their opinions, perceptions, and preferences on healthcare and pharmaceutical marketing geared toward them. This analysis provides insights into the latest trends, technologies and perceptions in healthcare among physicians and other healthcare professionals and across a variety of specialties and practice sizes. The following survey data is reflective of 245 U.S. physicians.

DOCTORS ARE CONSUMERS, ON AND OFF THE JOB

Even when not “at work,” HCPs are alert to the topics that interest them professionally. MedData found that 90% read professional content in out-of-office settings.

a chart PHYSICIAN ONLINE INTERACTIONS WITH PROFESSIONAL CONTENT

THEY WANT THE NEWS ON EMERGING THERAPIES AND TREATMENT OPTIONS

When asked if they are receptive to receiving information from pharma companies about new drugs and treatment options, 75% of respondents said they were. Further probing revealed the categories they were most interested in:

a chart PHYSICIAN PREFERENCES FOR ONLINE ADVERTISING

A healthy 45% want drug information, and only 21% say they rarely engage with online advertising—meaning that 79% do it occasionally or often. A deeper dive into that preference revealed the following:

a chart PHYSICIAN PREFERENCES FOR ONLINE ADVERTISING

AND THEY TRUST THAT NEWS

Another positive trend is that many physicians value and trust the content they receive through social media campaigns

a chart PHYSICIAN ENGAGEMENT WITH PHARMACEUTICAL CONTENT ON SOCIAL MEDIA AND OTHER LIFESTYLE SITES

LINKING UP WITH LINKEDIN

Because it’s where you would expect to find professionals seeking industry-related information, LinkedIn was worth further investigation:

a chart LINKING UP WITH LINKEDIN
a chart LINKING UP WITH LINKEDIN
a chart LINKING UP WITH LINKEDIN

BREAKDOWN BY SPECIALTIES

Finally, a brief look at the habits of both primary-care physicians and specialists on social media:

table BREAKDOWN BY SPECIALTIES

It’s a continual task to assess, target and refine messaging where the eyes and ears are. This data can put you on a clearer path to grabbing the attention of the HCPs you want.

What do you think?

Written by hsandm

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