“Physicians are more in the habit of going online to research drugs, medical devices, and other offerings in more detail. Pharma and healthcare clients can no longer neglect “digital” as a mainstream channel for accessing physicians in the new digital landscape. “ - Dr. Augustine Fou

1. Physicians are
Modern Digital Users Too
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Dr. Augustine Fou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.

2. Users research products online
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3. Users find info via search
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4. Users trust peers most, ads
least
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5. Source: Manhattan Research 2011
Physicians are digital too
physicians online Internet is essential to practice
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6. Physician Trends
Most physicians report going to Google as their first destination
online when looking for information – even if they are
searching for articles (Google searches, PubMed)
Sources: Manhattan Research ePharma Physician®
v8 Forrester Research
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7. Physician Trends
Despite the prior concentration on a few sites, physicians are
increasingly seeking objective information from peers.
WebMD
Epocrates
UpToDate
Source: Manhattan Research 2011
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8. Physician Smartphones
WebMD
Source: Manhattan Research 2008
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9. Physicians Google Things
WebMD
Source: Manhattan Research 2008
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• 54% of US physicians own a smartphone
• 36% of physicians now communicate with patients
online (up from 19% in 2003), and that physicians
are more active than the average consumer
• Google is the most popular search engine among
physicians, with 91% reach among physicians
searching for health and pharmaceutical info online.
• 83% of physicians watch video clips online, as
compared with 34% of all US adults.

10. So what?
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“Physicians are more in the habit of going
online to research drugs, medical devices, and
other offerings in more detail. Pharma and
healthcare clients can no longer neglect
“digital” as a mainstream channel for
accessing physicians in the new digital
landscape. “
- Dr. Augustine Fou

11. Dr. Augustine Fou – Digital Consigliere
“Users (both patients and especially
physicians) are using digital tools far
more often than many advertisers realize.
Pharma companies should accelerate
their digital efforts to better serve these
constituents.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
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LinkedIn: http://linkd.in/augustinefou
acfou@mktsci.com
212 203 7239