Brief summary of the eastern european doctors' level of digitalization, adoption of new technologies, communication channels. multichannel marketing

1. MEDNETTRACK2015/2016
DOCTORS
BECOMING
DIGITAL
MedNetTrack 2015/2016
Overview of a Market Research
Across Central Eastern Europe
MED
NET
TRACK

2. 2 MEDNETTRACK2015/2016
Szinapszis MedNetTrack 2015/16 survey was conducted from November 2015 to February 2016, on
national representative samples in 8 East-European countries (Poland, Czech Republic, Slovakia, Hungary,
Slovenia, Croatia, Serbia and Romania), with a total sample of 1325 doctors. For more details and price offer
please visit www.szinapszis.hu/mednettrack-cee or get in touch with Krisztián Laczkó, key account manager,
mobil: +36 30 530 7230 e-mail: laczko.krisztian@szinapszis.hu
MedNetTrack is a proprietary survey of Szinapszis Research and Consulting. The study has been
carried out in Hungary since 2006 to measure Doctors’ Internet Usage and Digital Life. The scope of the
research was first extended to 9 markets in Central and Eastern Europe in 2012.

3. 3 MEDNETTRACK2015/2016
DOCTORS AND INTERNET
Doctors belong to the intellectual elite, so perhaps it is not surprising, that in every examined country, over 95% of them
have access to internet in their homes. It is, as if in this regard at least they belonged to a homogenous regional society, digitally
more advanced than the general population.
90% of the physicians involved in the study use the internet daily for professional purposes – and more than half of them
spend at least 2 hours a day doing so (a 9 point increase compared to 2013). Several factors play into increased on-line presence
of doctors:
 They are people too… So as they start to use the digital space in their private life, it also brings to their attention the
professional uses of net.
 Nearly 80% of households have internet access in the countries involved.
Frequency of daily internet usage in the general population was above 60%
except for Poland and Romania in 2015.
 Patient demand: they also get contacted by patients through e-mail, asked about health
related info found on-line, so they feel the push from their „customers”.
 In Hungary 53% - and least 40% of the general population in the Czech Republic,
Croatia, Slovenia and Slovakia was seeking health information online in 2015
 Push through official channels: resources are being made available on-line, administration
is becoming as paperless as possible. The EU also encourages the digital way through
different programs and funding.
1
Sourceofdata:Eurostat:Broadbandandconnectivity-households[isoc_bde15b_h],Individualswhousedtheinternet,frequencyofuseandactivities[isoc_r_iuse_i],Internetactivities
-individuals[isoc_ci_ac_i]Extractedon2016.06.13
Slovenia
Croatia
Poland
Czech Republic
Slovakia
Internet use: seeking health
information
40%
50%
53%
28%
27%
47%
Hungary
Romania
NDSerbia
47%
 
Czech Republic
Croatia
Romania
Hungary
Slovenia
Poland
Slovakia
Serbia
General population: frequency of Internet access: dailyDoctors:usethenetforprofessionalpurposesdaily
 93%
 61%
 93%
 ND
 100%
 60%
 88%
 60%
 88%
 52%
 84%
 63%
 93%
 37%
 93%
 63%

4. 4 MEDNETTRACK2015/2016
Mobile devices are widespread among physicians in the CEE region and their usage shows a steady increase. Those who
wish to be in touch with doctors, have to keep up with them. Although portable computers like laptops and notebooks are still the
most popular, smartphones are catching up. Tablets are used by 40% on the average.
However, it is important to note, that the professional use of small-screen devices varies greatly from country to country:
twice as many Polish doctors own tablets as Serbians.
 Overall more than half of the tablet owner physicians and 3/4 of those, who have smartphones use them for professional
purposes.
TABLETS AND SMARTPHONES
DOCTORS AND DIGITAL DEVICES
SMARTPHONE
IPAD OR
OTHER
TABLET
LAPTOP
2012 27%
43%
68%
2013
2015
2012 14%
26%
42%
2013
2015
2012
75%
80%
78%
2013
2015
TABLETSSMARTPHONES
OTHER
63%
63%
13%
24%
37%
Apple versus Android users differ greatly not just between countries, but also between specializations within a country: In
Hungary an Oncologist is more than three times as likely to access professional information via iPad, than a GP.

5. 5 MEDNETTRACK2015/2016
DOCTORS AND DIGITAL INFORMATION
Internet is an important source for professional information for physicians in the CEE region. In general 70-80% of the
doctors accept digital channels if it is the most convenient way of receiving content. The main professional purposes of internet
usage are:
 Being up to date (Reading medical, healthcare related news or professional literature)
 Looking up practical information (drug information and treatment guidelines)
 Life-long learning (taking professional courses, conferences)
However it is important to note, that there are significant differences between countries – and even within a country
between specializations.
Professional content from medical sites and eDM are the most interesting ways of digital communication for physicians.
Webcasts and videos are also popular and add value. It seems that doctors prefer ways of communication which let them to get the
information when it is convenient for them (or even divided into several parts).
Social media is widely used by physicians – but they consider it part of their private life and most have no wish to engage
in professional communication on these platforms. The exception is Youtube, which is used by a significant proportion of the
doctors for professional purposes. Twitter usage is rare overall.
When planning for regional communication it is advantageous to include translation for ALL materials (including videos).
It is viewed as a courtesy and also, in not inconsiderable number of cases, necessary.
Doctors use the internet for professional
purposes for 1,5 hours a day on average and overall spend
an inordinate amount of time on acquiring information. In
the end, if someone wishes them to add a new source
or channel to their repertoire, than it best be tailored to
their habits and convenient to consume. This also applies
to ensuring no technical glitches prevent accessing the
materials: optimizing for small screens, and both IOS and
Android is a must.
Content on medical portals, doctor’s communities
E-mail, electronic newsletter (eDM)
Video recordings or webcasting
Face-to-face detailing from
a representative using tablet
Self guided e-detailing
Telephone detailing
Remote detailing (web meeting with rep)
CEE TOTAL
APPEAL OF
CHANNELS








6. MEDNETTRACK2015/2016
Leading international pharma
and healthcare research partner
for 18 years
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(international and domestic)
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healthcare research partners
We know your business.
mednettrack@szinapszis.hu
* Recent white papers and consulting workshops: MedRep Barometer,
Pharmacy sales in a change, digital Doctor, Pharmalmage Track,
Health Portals Audit, MedNetTrack CEE