Doctors as Consumers
Detailed Physician Profiling
Connect with physicians beyond the workplace
The Doctors as Consumers study profiles physicians’, PAs’ and NPs’ consumer media habits, lifestyle and attitudes, providing a more complete picture of your HCP audience to support effective non-endemic promotional strategies
- Over 3,000 respondents across 20+ physician and PA/NP specialties
- Covers online behavior (including social), television and streaming audio use, sports & leisure, attitudes & opinions, other profiling
- Collected via online survey of active physicians, invited through email and weighted to universe of each specialty by age group and gender
Healthcare providers aren’t like other consumers, and Doctors as Consumers is the industry’s only syndicated study documenting their non-work activities and media consumption.
While much of the content in Doctors as Consumers replicates the MARS Consumer Health study, the robust HCP sample provides unique insights on differences between doctors and other consumers.
Study Content Overview
HCP & Practice Profiling
HCP Demographics
- Gender
- Age
- Ethnicity, Hispanic/Latino/Spanish
- Language(s) spoken at home
- # of people in household
- Urban/Suburban/Rural residence
Professional & Prescribing Profile
- Physician and PA/NP specialty, sub-specialty, hospitalist
- Association membership details
- Formulary committee membership
- Key Opinion Leaders
- Professional activities
- Patients seen in average week
- # of prescriptions written in average week and prescribing data categories
- New drug/device adoption
Practice Details & Patient Interaction
- Primary practice type
- Patients seen in average week
- Length of average patient visit
- Social determinates facing their patients (e.g., treatment affordability, housing/food insecurity, etc.)
Lifestyle Behaviors & Attitudes
Sports & Leisure
- Regular participation in 50+ activities (sports/exercise, outdoors, leisure/arts/entertainment, self-improvement)
- Types of virtual workouts/fitness sessions
- Types of video games
Attitudes & Opinions
- Digital health tools
- Personal health, work-life balance, career, pharma
- Factors impacting career satisfaction (e.g., work-life balance, compensation, etc.)
Internet, Streaming Audio & Podcasts
Online Behavior, Websites & Social Media
- Hours spent online in a typical day (by daypart)
- % of time spent online for professional vs. personal use
- % of time online spent on social media (professional or personal purposes)
- Health, shopping & social media website visitation & frequency (personal use)
- 20+ topics regularly researched or followed online
Radio, Podcasts & Streaming Music
- Devices used
- Time spent listening in a typical day
- Apps/platforms used
- Types of audio listened to during commute to/from work
Podcasts (personal purposes)
- Frequency & genres
- Apps/platforms used
- Actions taken after hearing advertising
- Used promo code for advertised product/service
Television – Linear & Digital
Household Vewing
- Hours spent watching in a typical day (by daypart)
- How TV is watched (OTA, cable subscription, streaming) & DVR use
- Streaming TV: Devices used & smart TV brands
Personal Viewing
- % of on-demand vs. live TV watched
- 40+ TV genres & sports watched
- 25 TV networks
- Streaming services/platforms used (free & paid)
- Paid streaming services: Pay higher fee for ad-free tier