Knowing the digital activities of doctors is of the utmost importance to understand their behavior, since this is based on the interests they have, as well as the type of practice they carry out.
Regardless of their specialty, doctors use digital media and thanks to a study carried out by IQVIA this 2022, we can find out what the digital doctor is like in Mexico.
92% of HCPs receive emails related to their medical practice and, being a high percentage, it is interesting to know that only 66% open and read them only when it is about a brand or service. On the other hand, 27% open them and read them, but only keep the information provided in the mail, while 13% open them and, after reading them, look for more information about it. The other 12% rarely decide to open them and only 3% do not open them or send them to spam.
Based on the information provided, we can affirm that it is important that our content is concise and that, preferably, it contains all the information in the same email and that, leaving good practices, also catches the interest of the HCP with innovation and creativity.
In addition to emails, the health professional considers that it is extremely important that laboratories have a presence in other media such as social networks, podcasts, etc.
The reason for this is that doctors spend a good time connected to their different devices, among which the Smartphone stands out as the most common device (68.4%), followed by a laptop (60.5%) and a desktop computer (59%). ), using them several times a day in his medical practice.
Of these devices, the time they spend can be seen in the following image:
It is very important to keep in mind how important it is for laboratories to have communication with HCPs and not neglect that, although the doctor is digital, face-to-face interactions have become relevant again and taking advantage of the combination of channels to generate disruptive experiences is undoubtedly the main objective for the industry, since it will be what helps us to generate impact, information and participation of the doctor.