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Where Physicians Spent Time online : Comscore

09 Dec

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In mid and late 2010, Comscore and Impact Rx released data from an ongoing study focusing on how physicians use digital and social media channels. In contrast to the majority of research examining physicians’ online behavior, Comscore and Impact Rx tracked their Web media consumption habits directly.

According to Comscore and Impact Rx, during Q1 2010:

  • 81% of physicians went to “healthcare provider content destinations” such as Medscape.com 
  • 75% visited general health sites such as WebMD and About.com 
  • 40% visited social media sites such as Sermo.com

While physicians visited a variety of sites during Q1 2010, they were more likely to engage (i.e., spend more time on) content rather than social media sites:

Healthcare provider sites such as Medscape captured the majority of physicians’ online attention (about half of their online time was spent on these types of Web properties)

In contrast, physicians only spent 6% of their online time on social media sites

 

Percent Reach of Health Categories Among Physicians  
Q1 2010 
Total U.S. Home/Work/University Locations 
Source: comScore, Inc.

 

 Health Category

% Reach of Physicians Online

Share of Minutes at Health Categories

Share of Visits at Health Categories

 

HCP Content

81%

48%

33%

 

General Health Content

75%

2%

10%

 

Association

67%

7%

8%

 

Pharma Support

51%

8%

11%

 

Pharmaceuticals

50%

2%

3%

 

Government

48%

2%

4%

 

Health & Wellness

40%

2%

4%

 

Social Media

40%

6%

6%

 

Insurance

38%

5%

7%

 

Physician Locator

35%

1%

2%

 

Clinic

31%

11%

6%

 

Medical Journal

30%

1%

2%

 

Pharmacy Services

22%

6%

4%

 
1 Comment

Posted by on December 9, 2010 in Uncategorized

 

One response to “Where Physicians Spent Time online : Comscore

  1. Steve Smith

    July 6, 2011 at 3:46 am

    Hi,Unique information posted here .. Really very interesting. Thanks for sharing,Zenegra

     

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