An increasingly large segment of the medical community is turning to tablet computers.
According to a freshly published study from Knowledge Networks for the pharmaceutical industry, a substantial 27% of primary care providers now own a tablet like Apple’s hugely popular iPad. That’s about 5 times the level in the general population.
The study’s results are based on the findings of a survey targeting some 5,490 doctors.
Not surprisingly, an even larger percentage of doctors report owning a smartphone (64%).
So what are these medical professionals doing with these devices? They’ve delving into cutting edge medical apps.
About three-quarters of specialists and PCPs view Epocrates, which appears to be the most widely used app of this sort. In general, 40 percent of pediatricians use drug reference apps, compared with 30 percent among specialists. But only 6 percent of specialists and PCPs use apps from drugmakers.
“Mobile technology has indeed proven a boon to busy physicians, helping them keep up on the latest information and manage their practices,” said Jim Vielee, Senior Vice President in charge of Physicians Consulting Network (PCN).
“Their focus on the practical – and slow adoption of branded pharma apps and mobile e-detailing – is something marketers need to keep in mind to make their efforts balanced and effective. Our findings also reinforce the important role that sales rep visits still play in doctor interaction; the transition to digital is still just that, and ignoring either side of the equation is likely to backfire,” Vielee adds.
To read the complete survey results, click here.