Digital Insights
A Strategic Insights Study
The Digital Insights study is a comprehensive assessment of physicians’ digital behaviors, motivations, and attitudes
Covering areas of interest to pharma or other healthcare brands and their marketing and advertising partners, designed to profile across a range of medical/surgical specialties and verticals.
- Over 2,800 respondents across 23 specialties
- Covers online/social media and mobile behaviors & attitudes, videos and podcasts, patient communication, digital advertising, and other profiling data.
- Collected via online survey of active physicians, invited through email or via panel partners, and weighted to universe of each specialty by age group.
Study Content Overview
Physician & Practice Profiling
Physician Demographics
- Gender
- Age
- Ethnicity, Hispanic/Latino/Spanish
- Language(s) spoken at home
- # of people in household
- Urban/Suburban/Rural residence
Physician Specialty & Professional Profile
- Specialty, sub-specialty, hospitalist
- Association membership details
- Formulary committee membership
- Key Opinion Leaders
- Purchase influence
- Professional activities
- Frequency consulted by other physicians about treatment options
Practice Details & Patient Interaction
- Type and location of practice
- Patients seen in average week
- Length of average patient visit
Colleagues & Practice Management
- Specific physician review sites used & activities performed on them
- How share medical news/developments with colleagues
Prescribing & Treatment
Prescribing Profile
- # of prescriptions written in average week and prescribing data categories
- New drug/device adoption
- Influences of factors on presribing/treatment decisions
- Prescribing behaviors (branded vs. generic propensity, patient out-of-pocket cost consideration)
Treatment Profile
- Preferred initial treatment (prefer least invasive first vs. prefer most efficacious first)
- Treatment selection (rely more on personal experience vs. rely more on clinical studies/guidelines)
- Frequency encounter barriers to preferred treatment (e.g., coverage, availability, cost)
- % of patients recommended OTC products/treatments
Prescribing, Diagnosis & Procedure Data
- Prescribing data: drug categories
- ICD-10 diagnosis
- CPT procedures & services
Patient Education & Discount Programs
Patient Education
- Usefulness of materials (print, video, television, website information, etc.)
- % of patients provided with materials & when/how provided
- Whether physician is a decision maker on type of material available
- Attitudes about patient education materials
Drug Discount Programs
- Information provided to patients
- Types of programs offered
Internet/Mobile, Social Media & Digital Advertising
Internet / Mobile & Apps
- Attitudes about search & online resource
- Mobile devices: personal and/or professional use
- Mobile apps: types installed, frequency & importance for practice
- 50+ general & specialty-specific apps downloaded, use & frequency
Social Media
- Types of social networks used & frequency
- Professional connections
- Actions taken after reading medical-related posts
- Reasons for staying active & networks used most for breaking medical news
- Attitudes about medical content shared on social
Digital Advertising
- Where noticed & actions taken after viewing
- Targeted content vs. targeted ads on professional websites/apps
- Targeted ads/content on non-professional websites
Online Videos & Podcasts
Online Video
- Types watched & video creators that impact prescribing/treatment decisions
- Opinion on looking for video vs. article to learn a new topic
Podcasts
- Listening frequency for professional purposes
- Medical-themed podcasts: types & number listened to in typical week
- Platforms
Emerging Technologies & Telemedicine
Emerging Technologies
- Current or future use: Online test kits, digital tools, patient wearables, remote monitoring, VR/AR
- AI-powered activities
EMR / EHR & Telemedicine
- Actions taken while using EMR/EHR or Telemedicine platforms
- % of current patients diagnosed or treated, % that could be diagnosed or treated via telemedicine