It’s not too surprising to learn that HCPs are similar to the population as a whole when it comes to social media usage in their personal time. The data was initially published in September of 2018 but the new report focuses more on physicians’ use of social so we have included it anyway. You can see the original report on Digital Rx: the Klick Blog.
So, what platforms are most used by HCPs? It’s the same old story: Facebook wins for usage, but LinkedIn has good reach albeit more sporadic:
The internet, and even ads, are considered important to HCPs:
- 70% say the internet is important for researching treatment options
- 56% say they notice professionally appropriate ads when on non-professional sites and social properties
One other takeaway in the report shows that HCP app usage also follows consumer trends:
Finally, the report also talks about the types of drug information that HCPs look for. Not surprising but useful nonetheless:
This report, especially when combined with the one from September, paints a picture of HCPs’ use of digital outside of the clinical setting. A useful download for any health marketer.