Once again physicians have made it known that they prefer email to any other communications from pharma. In fact, 66% preferred email in a recent Healthlink Dimensions survey, way more popular than the next item on the list, the pharmaceutical rep at 17%.
The devices being used to read these emails are shifting to mobile. The smartphone has the highest usage:
When asked what messages they prefer, CME comes out on top as it always does. However, product updates was second this year (normally it’s patient materials). Keep in mind this could be a blip but it’s interesting that it was so strong this year:
Two other findings were interesting. 52% see value in social media usage in the future (even though only ~35% are actively using it now) and 76% said they were “somewhat” or “very” receptive to pharma digital advertising.
All in all, this is a handy study for marketers interested in HCP preferences in 2019.