sábado, 16 de noviembre de 2013

Multiple Screen Usage Becoming More Common among Oncologists | Pharmalive

Multiple Screen Usage Becoming More Common among Oncologists | Pharmalive

Multiple Screen Usage Becoming More Common among Oncologists

By Mia Burns (mia.burns@ubm.com)
Research and advisory firm Digital Insights Group has released its first iteration of DIG Mobile Oncologist. The first release of this service is immediately available for active clients. Company executives say that DIG Mobile Physician provides marketers, brands, technology companies, and publishers with insights into the rapidly evolving world of mobile, multi-screen, and cross screen marketing.
“We built this product to answer the question … ‘What is really happening today with regard to multi-screen?’” says Digital Insights Group CEO Mark Bard. “How are physicians using different devices for different activities? That is a critical insight for most companies and brands today, yet a large number of companies are relying on insights based on old data or historical trends. You have to step back and realize tablets have only been around for a few years and smartphones have been around just a few more years than tablets.”
Bard also told Med Ad News Daily, “A lot of strategy is still based on digital as a unique channel and these devices are still being treated as emerging technologies. It’s not an emerging technology when the vast majority of your customer base is actively using several devices throughout the day. In fact, they are twice as likely to be using four devices as they are to use one device. Perhaps one of the biggest surprises is how important smartphones have become to oncologists – and practicing physicians overall. If you focus on the allocation of time, influence, and impact you quickly learn the smartphone, and future versions of what we call a smartphone today, are rapidly changing the practice of medicine, as well as marketing, media, and education.”
Among the study’s findings are the following:  Thirty-eight percent of oncologists report they use four devices on a regular basis such as desktops, laptops, tablets, and phones. Twenty-right reported that they use three devices and 14 percent report they use two devices. Only 18 percent are only using one device. In other words, oncologists are twice as likely to have four devices as they are just one device.
Regarding the devices used for professional purposes, oncologists reported they use their smartphone the most often (40 percent) and their smartphone has the greatest influence (35 percent) on their practice and clinical decision-making.
Digital Insights Group executives say that despite the preference for mobile overall, oncologists still prefer to access professional video on their desktop – with their tablet a close second. In addition, sixty-two percent of oncologists state they are interested in more content from pharmaceutical and device companies tailored to mobile devices - today.
Oncologists are split with regard to their preference for mobile web or an app to access professional content, according to the study. Only 16 percent reported not having a preference for mobile web versus app. Twelve percent of oncologists indicated that they regularly “prescribe” apps on their smartphone to their patients that they can use on their own.
“We spent a lot of time talking to the market, brand teams, and thought leaders to determine the gaps in the market and what innovative marketers need to compete today – and in the near future,” said Joe Farris, president of Digital Insights Group. “We are focused on compiling and analyzing deep insights by specialist category as opposed to broad population data, delivering continuous streams of insight throughout the year. And, the most important gap we are addressing with this product is informing clients about what to expect in the future and not just letting them know what happened over the past 12 months. This is a product and service for the next decade when digital and multi-screen marketing becomes known as just marketing.”
Regarding market gaps, Bard told Med Ad News Daily, “A number of brands still view the world by platform and fail to realize – or recognize – that their customers are doing the same thing they do on a regular basis when they migrate from device to device to consume content, information and services. All too often, you see a team will have a section of the brand plan with the header ‘mobile’ and they may be persuaded to build an app or create content for that channel without taking into account the customer has a seamless view of digital – across screens. We want to move that thinking forward to help marketers catch up with their audience – or at least get closer.”
Digital Insights Group executives are also sharing what clients may expect in the future. “As the share of cross screen activity and new devices emerge, we plan to deliver those insights much faster than traditional research, advisory or insight providers,” Bard told Med Ad News Daily. “By focusing on a continuous stream of insight based on the latest trends we can move much faster and react to market events – which may or may not be directly related to health. In other words, if a new device of category emerges we can capture the insight and feed that back to clients in a matter of weeks or months.”
The Decline of the Single Screen Physician -- Oncologists Twice as Likely to Have Four Digital Devices (38%) as They Are to Have Just One Digital Device (18%)

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