Doctors as Consumers
A Strategic Insights Study
Connect with physicians beyond the workplace
The Doctors as Consumers study profiles physicians’ consumer media habits, lifestyle and attitudes, providing a more complete picture of your HCP audience to support effective non-endemic promotional strategies.
- Over 2,200 respondents across 23 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
Doctors 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 physician-only sample provides unique insights on differences between doctors and other consumers.
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 & Prescribing Profile
- 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
- Type and location of practice
- Patients seen in average week
- Length of average patient visit
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
- Online health & data security
- Personal health, work-life balance, job stress
- Career & medical expertise in personal settings
- Concerns that keep them up at night
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 vs. 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
Podcasts (listening for personal purposes)
- Frequency & genres
- 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