Physicians prefer desktops for their professional upgradation: Study

• Of the total volume of impressions served through Doceree to Physicians, nearly 87% were served on desktop and 13% on mobile devices  

• Physicians use digital platforms to upgrade their knowledge base; nearly 80% desktop impressions were served on online medical journals 

Despite the ever-growing popularity of mobile devices, about 90% Physicians in India still prefer desktops over mobiles for upgrading their professional knowledge base, as per the 100-day report of Doceree, the first global network of Physician-only platforms for programmatic marketing.

Of the total volume of impressions served through Doceree to Physicians, nearly 87% were served on desktop, while only 13% were served on mobile devices.

Doceree analysed over 20 million impressions served through its platform in the last 100 days from July 2020 – Oct 2020 (Q3 2020) and observed real-time developments in the Physician digital marketing space that could reflect broader trends.

“As part of their omnichannel strategies, Pharma brands turn to mobile audiences to maximize return on ad spend (ROAS). Today, the traffic split is nearly 60:40 when it comes to devices versus desktops. But our insights presented a contrasting view. We observed that for professional purposes like reading a medical journal, attending a CME/webinar, or even content consumption on a Physician network, Physicians prefer desktops over smart phones/tablets,” said Dr. Harshit Jain, Founder & CEO, Doceree.

The report dug deep into the vast amount of data captured by the Doceree platform to provide marketers with key trends and important insights into the Physician digital marketing. The data has been gathered from the digital marketing campaigns that pharmaceutical and healthcare brands run through the platform.

COVID-19 and the subsequent lockdown provided a perfect opportunity to Physicians to increase their knowledge base which so often remains ignored because of their packed schedules. Virtual webinars became a norm and CMEs were attended frequently. Physicians read online medical journals, and attended online education programs with more vigour than ever.

The report suggests that around 80% of the desktop impressions were served on online medical journals, and nearly 19% impressions on online learning portals. Physician Networks are   picking up in terms of engagement, while EHR and Telemedicine platforms have not shown any statistically engagement yet.

“We are witnessing similar trends on Docplexus. We have been an active community of over 3,80,000 Physicians across 98 specialties but we have seen a bigger surge recently in digital adoption by these doctors for their knowledge upgradation, peer-to-peer connections and  patient connect. Online Physician-networking is still evolving but I am sure that it will become the mainstay for medical education in the near future,” said Dr. Mukesh Parmar, the CEO of Docplexus, one of the top 5 platforms in terms of Physician engagement in partnership with Doceree. 

While online medical journals saw nearly 50% impressions coming from General Physicians (GPs) and Consulting Physicians (CPs), online learning platforms and Physician networks were dominated by specialists like Cardiologists, Diabetologists and Infectious Disease specialists.

Doceree provides the ability to precision target Physicians with its unique identity-resolution proprietary technology – Espyian. It targets over 1 million Physicians across the US and 300,000 in India.

About Doceree 

Doceree is the 1st Global Network of Physician-only Platforms for Programmatic Marketing. Founded in 2019 by eminent healthcare marketing professionals, Doceree aims to address the problem of rising cost of healthcare by bringing efficiency and effectiveness to Physician engagement by using data and creativity. With offices in the US and India, Doceree is the only company in the Physician marketing space to be present in two global geographical locations. It raised $1 million in seed funding from a group of angel investors from India and the US in May 2020.