Physician Omnichannel Insights | Taking the Pulse | 2024 | US | PCPs

Physician Omnichannel Insights | Taking the Pulse | 2024 | US | PCPs

Our 2024 study amongst physicians offers more detail on the circumstances in which physicians seek specific types of content – product, medical, and/or patient information/services – as well as the channel preferences for each of these content types. The study highlights how accessing each of these content types—through the corresponding preferred channel— influences physicians’ clinical decisions.

Topics covered in the study:

Information-seeking behavior insights

• Circumstances in which physicians seek out information
• Specific content types needed in each circumstance
• Additional elements a physician is looking for within each content type
• Frequency and influence of content within each channel
• Year over year trends of content and channels
• Preferred formats for each type of content

Owned and non-owned channel deep dives

• Channels covered:
  • Owned channels: Manufacturer websites, product sales reps, medical device reps, medical science liaisons (MSLs), and emails
  • Non-owned channels: General and physician-only social media, non-manufacturer websites, non-manufacturer mobile apps, conferences, medical journals, colleagues/KOLs, healthcare podcasts
• Channel deep dives include:
  • The specific medium or platform names in each channel that physicians turn to for specific content
  • Influential content and user experience elements in each channel on clinical decisions
  • Year over year trends of content and user experience elements in each channel
  • Ranking of pharmaceutical and/or medical device manufacturers based on high-quality content provided in each owned channel
  • Channels with the most recalled manufacturer advertisements
  • Influence of information within manufacturer advertisements on clinical decisions
  • Frequency of interaction with sponsored content by a manufacturer
  • Channels physicians engage the most for viewing and interacting with sponsored content

This report contains the underlying data from Taking the Pulse 2024 specific to U.S. PCPs [n = 100]

Please refer to the analysis of this data within the corresponding summary deck.