Indian Doctors Online Behavior

The Digital Doctor Study: Scope

Coverage area

Total number of healthcare practitioners covered1517

317 1200Direct Interviews

Online & Telephonic Interviews

The daTa collecTed has been analysed and will be presenTed in Three parTs. This reporT is The firsT one in

The Three-parT series.

10Non-

Metros

4Metros

 Cardiology

 Endocrinology

 Gynaecology

 Neurosurgery

 Internal Medicine

 Mumbai

 New Delhi

 Chandigarh

 Kolkata

 Bangalore

Specializations | 19

Cities/Towns | 14

 Paediatrics

 Bariatric Surgery

 Pulmonology

 Cosmetic Surgery

 Psychiatry

 General Surgery

 Hepatology

 Chest Medicine

 Gastroenterology

 Anaesthesiology

 Nephrology

 Ophthalmology

 Orthopaedics

 Critical care

 Hyderabad

 Chennai

 Kochi

 Ahmedabad

 Lucknow

 Patna

 Jaipur

 Pune

 Bhopal

Trends

‘Heavy-users’ top the chart among online healthcare practitioners

Internet-savvy Indian healthcare practitioners

Several times a day

Several times a week

Once a day

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

47.2%

37.1%

15.7%

72%

28%

Frequent users (several times a day – several times a week)

Infrequent users (once a week – not at all)

Are specialists the least net-savvy?

Specialists trailing both GPs and Super-specialists

0% 20% 40% 60% 80% 100%

Search Info (Google) General PhysiciansSpecialistsSuper-Specialists

91.7%94%

94.6%

80.4%62%

78.3%

Professional Networks (LinkedIn)

GPsSpSS

GPsSpSS

GPsSpSS

GPsSpSS

GPsSpSS

GPsSpSS

GPsSpSS

GPsSpSS

GPsSpSS

Personal Networking (Facebook)

83.5%70.2%86.5%

Online video (YouTube)

68%52.4%59.4%

Twitter 66%40.5%67.5%

Blogs/Forums etc 56.7%35.7%48.6%

Recommendation sites

57%46.4%51.3%

News portals 58.7%44%

59.4%

Entertainment portals

54.6%40.5%56.7%

Yahoo Groups/Slideshare

46%40.4%43.2%

‘On-the-go’ usage higher in non-metros

70%

60%

50%

40%

30%

20%

10%

0%

On the go (before and after work)

Between patient consultations

During patient consultations

On weekends

54%

23%

42%

9% 4%

17% 19%

66%MetroNon Metro

52%26% 69%58.6%

31.4% of Indian doctors

use multiple devices to go

online

of Indian doctors go online during/ between patient

consultations

of Indian doctors buy stuff online

(more than banking and

booking tickets)

of non-metro doctors are active on Yahoo groups

and use Slideshare compared with

of metro doctors

Also we found ...

Strategic questions the report answers how frequently do indian hcps use the online medium?

is there a marked difference in online activity: 1) among specialties; 2) between specialists and super specialists; 3) specialists and Gps; 4)metros and non-metros and 5) govt and private sector hcps?

when do hcps go online?

what are indian hcps’ major online activities ?

what are the devices hcps use to connect online?

how fast are hcps adapting to the online medium for professional communication?

how do hcps view online promotion of drugs and devices by companies?

   What do HCPs expect from the companies in fulfilling unmet needs in professional communication?

how do they look at online marketing vis-a-vis product promotion by reps?

what are the aspects that according to hcps lend more credence to online promotion?

what are their sources for accessing indian data pertaining to drugs?

what are the company/product websites hcps visit?

why do hcps visit company websites?

how can the fusion of digital media help improve indian health care scenario, according to hcps?

how do hcps view informed patients?

what are the sources hcps consider credible as far as providing information to patients is concerned?

how, do they think, companies can play a role in patient education and awareness on diseases and therapies via online media?

which are the companies they consider best in addressing professional information needs?

What we covered/probed

preferred digital device (to go online)

purpose of going online

frequency of online use

search patterns

frequent online activities

online use for transactions

personal networking

hcps’ key info sources

reasons for use

Time of online use

   Factors influencing online use

Major information needs

Time & frequency of various online activities

how online use helps in practice?

which are the areas online use serves?

common professional websites visited

how often they visit websites of pharma firms

level of trust in company website information

hcps’ dependency on reps to learn about new products

online platforms used for networking with peers

hcps’ referral sources

scope of digital media to improve healthcare in india

current level of digital application

factors limiting digital use

areas where online platforms can be effectively engaged

hurdles in digital penetration

hcps’ perception of ‘informed’ patients

Key sources of patient information

patient online research trends—as seen by hcps

Key info needs of hcps

hcps’ expectations from pharma companies in meeting unmet professional needs

hcps’ general perception on pharma companies’ digital promotion

companies hcps consider are thinking beyond professional information needs

hcps’ dependency on Mrs for crucial drug info

hcps’ level of participation in online promotion

hcps’ preference — online promotion vis-á-vis sales force

brand awareness of hcps

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in addition, Via Media health does business consulting for clients. it facilitates alliances and partnerships. Via Media health is into publishing as well. heal india, a highly popular health and lifestyle magazine for doctors, comes from Via Media health’s stable. also, it brings out industry insights, analyses and trend reports from time to time.

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