In 2014, more than half of all European HCPs will be digital natives. Yet pharmaceutical industry investment in digital vs traditional channels lags far behind other sectors at an underwhelming 8%. In this infographic we break down the Great Digital Divide among healthcare professionals, demonstrating why pharma must urgently shift the balance of communications to digital to remain relevant and visible to healthcare professionals.
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2014: Year of the Digitally-Native HCP
1. ANALOG NATIVE
DIGITALLY-NATIVE HCP
AGES 27-46
MAINLY DIGITAL
EXPERIENCE
AGES 47-65
LOWER DIGITAL
EXPERIENCE
A doctor who qualified during or after the internet went mainstream
– and has relied on digital interactions through connective digital
technologies for his/her entire professional career
DIGITAL NATIVE
[dij•i•tl ney•tiv]
ACCELERATION
OF TECHNOLOGY
The pace at which new technologies
are developed has increased dramatically
in recent years.
195019401930 1960 1980 19901970 2000 2010 2020 2030 2040 2050
DIGITAL TIPPING POINT
in 2014, the majority of HCPs
will be digitally native.
1968-87 1980-99 1986-2005 1991-2010 1995-2014
2000 2004 2009 2020
20
40
60
80
100
26%
38%
67%
15%
PERCENTAGEOFHCPSWHOAREDIGITALNATIVE
DOCTORS ARE CHANGING
51%
BORN
2014
TIPPING
POINT
OF
THE2014: The Year Digitally-Native HCP
SCHOOL UNIVERSITY QUALIFIES RETIRESMEDICAL DEGREE
COMMERCIALISATION
OF WWW
19951989
1977
Apple II introduced
becoming first
successful PC
1990
Offical public face
of the internet
launched
1984
The Motorola
DynaTac 8000X
launched
1996
PubMed
1998
Doctors.net.uk
2005
WIKIPEDIA
2000 2007
Apple iPhone
launched
2010
Apple iPad
launched
Medscape
new EU students enrolling
in medical school each year
HCPs born before internet invented
Years of practice before internet invented
Internet exposure before promotion
Practicing HCPS/internet accessibility.
ARE YOU READY FOR 2014? Email mark.prince@lbi.com for more info.
![ANALOG NATIVE
DIGITALLY-NATIVE HCP
AGES 27-46
MAINLY DIGITAL
EXPERIENCE
AGES 47-65
LOWER DIGITAL
EXPERIENCE
A doctor who qualified during or after the internet went mainstream
– and has relied on digital interactions through connective digital
technologies for his/her entire professional career
DIGITAL NATIVE
[dij•i•tl ney•tiv]
ACCELERATION
OF TECHNOLOGY
The pace at which new technologies
are developed has increased dramatically
in recent years.
195019401930 1960 1980 19901970 2000 2010 2020 2030 2040 2050
DIGITAL TIPPING POINT
in 2014, the majority of HCPs
will be digitally native.
1968-87 1980-99 1986-2005 1991-2010 1995-2014
2000 2004 2009 2020
20
40
60
80
100
26%
38%
67%
15%
PERCENTAGEOFHCPSWHOAREDIGITALNATIVE
DOCTORS ARE CHANGING
51%
BORN
2014
TIPPING
POINT
OF
THE2014: The Year Digitally-Native HCP
SCHOOL UNIVERSITY QUALIFIES RETIRESMEDICAL DEGREE
COMMERCIALISATION
OF WWW
19951989
1977
Apple II introduced
becoming first
successful PC
1990
Offical public face
of the internet
launched
1984
The Motorola
DynaTac 8000X
launched
1996
PubMed
1998
Doctors.net.uk
2005
WIKIPEDIA
2000 2007
Apple iPhone
launched
2010
Apple iPad
launched
Medscape
new EU students enrolling
in medical school each year
HCPs born before internet invented
Years of practice before internet invented
Internet exposure before promotion
Practicing HCPS/internet accessibility.
ARE YOU READY FOR 2014? Email mark.prince@lbi.com for more info.](https://image.slidesharecdn.com/datainfographicsjl060313v9-130606033316-phpapp01/85/2014-Year-of-the-Digitally-Native-HCP-1-320.jpg)
