Last Thursday Mark Bard and Joe Farris presented the first data from the newly-minted Digital Insights Group, a report on mobile use by Oncologists. The report illustrates how dependent the oncology field is on digital information and presents seven “mythbusting” points (with occasional editors notes):
- Myth #1: Oncologists are too busy for mobile, they use desktop. 38% use four devices (desktop, laptop, tablet, smartphone) and only 18% are using only one device and the leading device is the smartphone. (Editor’s note: I do question whether that was ever a myth, the busier doctors are the more they use mobile in the hallways.)
- Myth #2: The desktop still has the greatest influence. 40% of oncologists report using their smartphone the most, and 35% report that it has the greatest influence in their decision-making.
- Myth #3: The only activity on the smartphone is looking up medical and drug details. 72% report using YouTube on the smartphone, 57% Facebook. A surprising finding was that only 10% of oncologists use Twitter.
- Myth #4: They want to do everything on the smartphone. The preferred platform for video is the large screen of the desktop, tablets are a close second. (Editors note: I don’t mean to be picky, but this myth didn’t exist for the folks who believed myth #1. I respect the need to stay in the pattern for the presentation, but just had to point that out.)
- Myth #5: Oncologists do not want information from pharmaceutical companies. 62% of oncologists state they are interested in more content from pharmaceutical and device companies and that content should be tailored to mobile devices. (Editor’s note: this one was worth the price of admission.)
- Myth #6: Oncologists have a strong preference for apps: Mobile app vs. mobile website is a tie (52% app, 45% web, 16% no preference). One would expect it will depend on the action being taken and the frequency of said action.
- Myth #7: Oncologists are actively promoting apps to their patients. Only 12% of oncologist report that they regularly “prescribe” apps to their patients. (Editor’s note: sorry, guys, this wasn’t a myth, at least I hadn’t heard it. That’s ok though, the insights are very useful!)
Bard also told Med Ad News Daily, “A lot of strategy is still based on digital as a unique channel and these devices are still being treated as emerging technologies. It’s not an emerging technology when the vast majority of your customer base is actively using several devices throughout the day. In fact, they are twice as likely to be using four devices as they are to use one device. Perhaps one of the biggest surprises is how important smartphones have become to oncologists…”
Other news from Med Ad News: