Most doctors now prefer digital interaction

Most Doctors now prefer Digital Interaction

Over 60% of doctors in the country now prefer, one out of three times, digital interaction with their patients as against the traditional face-to-face interaction, indicating a trend where WhatsApp, text messages and E-Mails are increasingly being used for consultations. This is slightly lower, but in keeping with the trend in the US, Japan and China, where a greater number of healthcare professionals (HCPs) — in certain markets, over 90% — have switched to the digital medium, using various mobile apps, blogs, email and text messaging to engage with patients for follow-up consults.

Also, a majority of doctors - globally approx. 60% - demand drug companies combine the use of digital tablets and iPads along with direct interaction when medical representatives (MRs) are detailing the portfolio of medicines. These findings are part of the Digital Savvy Healthcare Practitioner (HCP) 2015, an annual global survey on the digital habits of doctors across the US, Japan, China and India, by healthcare solutions firm Indigene, shared exclusively with TOI. The survey involved more than 1,600 healthcare professionals across the globe, with 67% specialty doctors, and the remaining 33% general practitioners. In India, over 300 doctors were part of the survey with more than 10 years of experience, practicing in tier 1 and tier 2 places across the country.

The survey found that 76% doctors in the US prefer personal interaction (of field force) along with

detailing with the tablet, while the corresponding figure in India is 90%. "Doctors in the US have a higher digital adoption rate, and are more comfortable with remote detailing channels (through Skype, etc).

This also works well with pharmaceutical companies in terms of costs, as well as adherence to ethical marketing code," Gaurav Kapoor, EVP (emerging markets), Indigene, told TOI. As against this, doctors in India prefer a faceto-face detailing with their digital tablets, wherein they meet MRs in their clinics and the latter are equipped with detailing on their tablets/iPads.

Globally, drug companies are increasingly switching to digital channels like emails, websites, webinars, apps and text messages due to compliance requirements, the survey says, adding 34% of physicians globally value the smartphone as a key resource in seeking medical information. Other devices used by doctors are laptops, PCs and tablets. India sees less than half the global usage of smartphones (by doctors), while the most preferred device for doctors here is laptops (34%).

In terms of overall digital engagement across channels, globally pharma companies are far ahead, with MSD at the top, followed by GSK, AstraZeneca and Pfizer. In India, Abbott leads the pack as the top digital engager, who doctors believe is effectively leveraging technology to reach out to them for providing drug information. Abbott is followed by MSD, Pfizer, Novartis, GSK and Sanofi.

Most MNCs here use digital technology and have equipped their field staff with tablets to engage with physicians for scientific and product communication. "For instance, Abbott's 'Knowledge Genie Portal' has a host of data that can be easily accessed by physicians at their convenience, across multiple therapy areas," Bhasker Iyer, VP, Abbott India, said.

Source: Most doctors now prefer digital interaction

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