Charlotte, NC — According to a study by CapGemini and Quantia MD, the digital experience of healthcare is growing rapidly, especially among new physicians. 2014 is the digital tipping point where Digital Natives outnumber Digital Immigrants, meaning more people grew up with computers, video games and the internet than those who adopted them later.
This leads to a natural adoption of digital literacy into the exam room. Below are some quick stats for you to consider the next time you are reaching out to a physician.
80% of new physicians prefer digital communication
67% of all physicians preferred digital content over printed material or rep visits
85% of physicians said they would consider using a virtual service for accessing sales reps
73% said that ease of use was the primary reason to use digital over traditional methods
20% of doctors prefer rep visits over digital touchpoints, this is down from 27% in 2012
With this shift from traditional methods to digital ones, we have to rethink our approach to communication and create new solutions. While reps are still a widely used relationship and sales practice, adopting digital methods in combination with traditional marketing is an obvious first step. As we integrate new EHR capturing devices, sync our learning portals to become more flexible, usable, and searchable, and open up our platforms to ensure compatibility, digital methods will become a solution instead of a hindrance.
Posted By: Mike Martins
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
