Is the medical representative, who comes to the doctor is able to fully acquire its interest? Of course, to a large extent it depends on your personality and skills, well-prepared materials, etc.. But remember, that doctors use the Internet, and more frequently and freely use technological innovations.
Technology combined with virtually unlimited access to the Internet gives us an unimaginably greater opportunities create content for educational or simply reaching out to physicians in a less invasive (another - often referred to by doctors as boring – meeting with a representative of the medical, fifth booklet received that day and so on.). Is undeniable, that doctors are increasingly online and benefit from technological innovations, to expand their knowledge, verify certain medical data or consult with other colleagues in professional matters (for example.: on dedicated medical portals with access only to public health officials).
Subsequent research reports confirm, that doctors are increasingly using mobile devices (smartphones, tablets), as well as the Internet itself as a source of information in their daily work. An example of interesting data will m.in. ComScore research results (06.2012, USA) on trial 315 doctors (60% respondents use every day at work with mobile devices). Still,, at least in Poland by the study "Potential Internet: health care professionals and their behavior on the Internet "conducted by GFK Polonia (10-11.2011 r.) a representative sample of n = 1,007 doctors and pharmacists, the importance of communication with physicians to traditional channels such.: specialist medical press and symposia and conferences (respectively 92% i 91% in assessing the impact on professional practices). Another indication of this: articles online on the websites of magazines and libraries (75%), Medical portals (73%), materials of medical representatives (63%), information received via e-mail (43%), discussion forums, medical doctors (43%), Webinars (eCME) – 38%, and multimedia presentations online (37%). However, it should be remembered, that the results of the study come from GFK Polonia 2011 r., and as shown by the last years of the changes are more and more dynamic.
In the context of these changes is the command of the guard from the audit report
conducted on a sample of 506 American doctors "The Doctor’s Digital Path to Treatment: A Google and Manhattan Research Study" (02-03.2012 r.). The most interesting data from the point of view of the potential of reaching out to doctors applicable to the Internet as an integral part of the medical professional practice, use of mobile devices, and more specifically: video material interest in the context of online education. In comparison with the study of Polish medical professionals will see a marked difference in the use of technological sources of information for a professional. So you may want to treat the report "The Doctor's Digital Path to Treatment" as a trend, or the announcement of the upcoming changes in the planning of a campaign aimed at Polish doctors. After all, these percentages (for example.: 99% doctors use in their practice desktops or laptops m.in. using the Internet, 84% smartphones, 54% tablets) can make an impact, and if so far you run your marketing efforts did not include online activities or only in a small part used the electronic media and new technologies - it's time, to rethink the strategy and actions to prepare for the new opening. Let them be further confirmed by subsequent facts - American doctors spend twice as much time using online sources of medical information than traditional, printed. Moreover,, 84% of them searching for specific data or other materials online – use of Internet search engines (94% z Google), 39% use of specialized portals for doctors, and after 7% party product and corporate.
What with the conclusions? - Well-planned and directed to physicians educational and promotional campaign online, based on web applications or systems using edetailingowych (medical representative with a multimedia presentation on your tablet or presentation available on the dedicated landing page'ach, portals, or they'll) may not only support for the traditional channels of communication, but also in some cases be used to replace. You also can not forget about the further development of a comprehensive (from a medical point of view) or specialized web platforms, Dedicated online solutions related to the provision of doctors and pharmacists handouts, This media, and - very importantly - are increasingly paying attention to the compatibility and adapt the solutions prepared (applications, Web, video itd.) for various types of devices - desktop / notebook, tablet (including the iPad) or smartphone. And in the end, of course, it is necessary to optimize web pages suitable for high positions in search online for the most important for us keywords and phrases. In sum, the overall trend - for which to some extent can be considered a solution to the US or Western Europe - indicates the increasing role or the availability of the Internet, not only in professional work and education of doctors, but also new technologies based on advanced multimedia. It is worth to think about it today.
