The pharmaceutical industry needs to engage much more in the digital space with healthcare professionals and “provide clear, concise brand and product messages which can be easily shared across digital channels”.
That is one of the major conclusions of a new report from research specialist Cello Health Insight carried out amongst physicians across the UK, including 300 GPs. The study did find, however, that whilst the use of digital resources has grown substantially amongst HCPs over the past five years, face-to-face interactions still carry the biggest weight.
The research, conducted online in conjunction with M3 Global Research, found that two-thirds of UK physicians are active users of general social media sites such as Facebook (8%), Twitter (8%), Linkedin (19%), Wikipedia (49%) and YouTube (23%). However, there has also been “an enormous growth of specialist healthcare websites over the past five years”, with three-quarters having used Doctors.net.uk within the last month (the survey ran to August 20). Of those who use it, 61% now do so on a daily basis, with the main reason for using such sites being to receive information from peers (74%).