Social media sites are stuck on a plateau among physicians
Latest Manhattan Research market study finds little growth in social media usage; also, the rise of the 'three screen' physician
Manhattan Research (New York), which has carved out a proprietary space in use of digital media by healthcare providers, released its 2012 Taking the Pulse survey in May; for the first time, the surveying company did all its work online, with no telephone queries, “due to the near ubiquitous online access among US physicians.”
Highlights of the survey are: the meteoric rise of the interactive tablet (primarily, the Apple iPad), now owned or used for professional purposes by 62% of physicians; and a surprising flattening of interest in social media sites for clinical consulting (common among only 7% of physicians), while traditional telephone interactions or face-to-face meetings are the medium of engagement for 81% and 64% of physicians, respectively. Manhattan Research concludes that for social media channels, there is a “low value proposition” and “privacy concerns [are] still a barrier,” according to Monique Levy, VP of research for the company.
Along with the growth of tablet usage, the “three screen” physician is now common: making use of a desktop/laptop; a smartphone; or a tablet. Somewhat surprisingly, one device does not cannibalize another; the more screens physicians use, the more time they spend online.
JOURNALS, COLLEAGUES ARE THE LEADING INFLUENCES ON CLINICAL DECISIONS. credit: Manhattan Research
Within the subset of online learning, Manhattan Research finds that physicians are avid users of online video, especially for CME, online lectures, and disease or condition information. The top destinations for accessing professional videos are WebMD Professional Network, YouTube, QuantiaMD, pharma industry sites, and professional associations.
Taking the Pulse is one part of a comprehensive polling and analytical service from the company; the data are subdivided by physician specialties, and by hardware platforms. Other surveys look at therapeutic segmentations, consumer activities and geographic variations.