Digital technology has enormous potential to a�ect the various facets of the healthcare industry. This digitisation of the health and social care provision has presented doctors with new opportunities. The technology is thus being used in potentially transformative ways . As part of study, to analyse the potential of existing and new technology in healthcare, the following Doctors’ behaviour was observed.

0-2 Min

2-5 Min

5-10 Min

>10 Min

MORNING AFTERNOON EVENING

DAILY

10 am2 pm

6 pm

Marketing message should be displayed in�rst 300 characters

4.12 Mins

80 %

26 %

Doctors agreed that online learning bene�ts them largely as it helps overcome the demographic constraints

Doctors opined that any medical write up should not exceed 2-3 scroll limit

Average time spent by doctors to view an online content

Doctors validated that large content does not interest them.

15%

25% 53% 7%

83%

71%

48%

52%

RX

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VIDEO MARKETING

90% Doctors favoured personalised communication

78% Doctors concurred that video content is easily grasped. Doctors also inferred that targeted speciality based content excites them more.

Video deliverables for doctors include recorded webinars, KOL videos, surgical videos, presentation demonstrations and many more. Relevance, publishing schedule, duration and quality of the video play a crucial role in determining the impact of video marketing.

of online media is increasing substantially in rural parts of the country

Doctors suggested that gaining knowledge from Key Opinion Leaders is easier online

Digital Presence of Doctors In India

VERY LOWLOW

BELOW AVERAGE

AVERAGEHIGH

VERY HIGH

Impact

76% 38% 72% 26% 15%Doctors asserted that internet is an excellent medium to gain knowledge.

Doctors agreed that internet updates them with healthcare policy related information.

Doctors proclaimed that drug related information can be easily obtained through online media.

Doctors con�rmed that they use online media for networking with peers.

Doctors established that online media aids them to get information on best practice guidelines.

TIME SPENT BY DOCTORS ONLINE

This decides the best time to reach out to doctors.

DEVICES USED BY DOCTORS

The tide of digitalisation has swept the healthcare professionals and the doctors are no longer an exception. This integrated analysis supports the notion and a�rms it. It can be acknowledged that the healthcare industry is on the cusp of digital transformation and now it is the time to go all in on digital strategies.