eSavvy physicians are less likely to be satisfied with current online pharma offerings than ‘offline’ physicians.

Boosting quality of digital offerings
eSavvy physicians are less likely to be satisfied with current online pharma offerings than ‘offline’ physicians.

The more you make use of any kind of service, the more demanding you become towards the added value that service can offer.  And this is certainly true for online services. Physicians that use the web for professional and non-professional purposes are able to compare online pharma services with non-pharma online services. And eSavvy physicians are likely to conclude that in most cases, the online pharma offerings are less rich than those of other industries. The findings of a recent Across Health study would appear to support that view.

In the study we compared the difference in perception by eSavvy and non-eSavvy physicians of the quality of the online services currently on offer in the healthcare space. eSavvy physicians were classified as those physicians that spend at least 2 hours a day on the Internet during the week or in weekend;  all others were flagged as offline physicians.

Although the analysis shown above is based on a limited sample we can clearly see an indication that eSavvy physicians are less satisfied with the online pharma offerings than their offline colleagues. This is especially the case for the online services mentioned on the right hand side which are all from pharma (see fig above)

Who is the more eSavvy physician? The one getting frequent visits from a Sales Rep? Or the one that doesn't?

In the graph below we can see that the eSavvy physicians are indeed less visited by sales reps.  However it is not clear if this is due to the fact they are less open to seeing reps or are of less sales value to be visited. Whatever the reasons, quality is something that concerns us all and the chart above highlights the need to improve.  

Written by Bernard Depaepe

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