Media Consumption - Health Professionals

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Media Consumption - Health Professionals

Healthcare professionals in Europe wield significant purchasing power and seek quality products or services that make their stressful lives easier. They mainly use social media for learning purposes. In their free time, they enjoy watching TV and participating in relaxing activities.

HEALTHCARE PROFESSIONALS IN EUROPE

Media Consumption Habits

  • A survey among doctors in Europe revealed that 95.4% of them check social media - for personal or professional use - at least once a day, with the median time spent of social media sites during a working day being 120 minutes.
  • In Europe, the most preferred digital channels by healthcare professionals for work-related purposes include website (15%), live virtual event (8%), eNewsletters (7%), mobile app (7%), recorded event (7%), marketing emails (5%), direct emails (2%), social media post (1%), and online meeting (3%).
  • The first place these individuals turn to when they need information is the internet. Regarding how they access the internet, 86% use their mobile phones, while 76% use their smartphones, and 33% use their tablet.
  • In seeking out information for work related purposes, they rely on scientific evidence and literature.
  • While over 85% of them watch TV in their free time, 83% watch live TV, with 26% opting for subscription services like Netflix.
  • Their most preferred sources of information are trade media or news focused on their professional fields, direct exchanges with their colleagues, and selected publications of official bodies.
  • The social media platforms they frequent the most are LinkedIn, YouTube (82%), Facebook (77%), Instagram (almost 50%), Whatsapp and Twitter.
  • European healthcare professionals are purposeful in how they use social media," rather than using it just for casual browsing." One of the top reasons they use social media is to "keep-up-to-date with the news and about 30% are searching for products to buy."

Professional Media Consumption Haits

  • While female healthcare professionals in Europe tend to use social media for professional purposes, male healthcare professionals use it for educational and learning purposes.
  • Over 30% of healthcare professionals in Europe communicate with patients via email. Of note, this might have recently changed as the COVID-19 pandemic has led to more virtual communication. However, no data has been published within the last few months to support our assumption of any changes.
  • About 60% are comfortable with their patients using online forums to access information about them prior to a visit.
  • Almost 70% are hesitant to fully immerse themselves in social media and online communications due to public access worries and legal concerns.
  • Exactly 65% are convinced that social media has increased their job performance and patient care.
  • New digital channels like tablet e-detailing are less popular in Europe, as opposed to emails. This is evidenced by the fact that only 15% of healthcare professionals agree that they have engaged with this channel.

Psychographic Profile

Lifestyle

  • Most physicians in Europe consider family the most important thing in their life.
  • Over 70% like to be well-informed about things in general and deem it important to stay in touch with current events.
  • These individuals make professional growth a priority as evidenced by the fact that almost 80% of them believe opportunities should be seized as they arrive.
  • They are busy professionals who wield significant spending power.

Purchasing Behavior

  • Over 45% of these individuals purchase products online, with 60% making online purchases through their laptops and 32% using their phones for online purchases.
  • Regarding how they discover new brands, products or services, most use search engines. Other forms of discovery for these individuals include TV ads and word of mouth recommendation.
  • Prior to purchasing products online or in physical stores, majority of healthcare professionals in Europe do product or brand research through price comparison websites.
  • These individuals are more likely to read an email or newsletter from a brand than their peers in other regions.
  • They are most motivated by free delivery to make purchases, with coupons/discounts being a close second.

Personality Traits

  • Over half of European healthcare professionals are interested in their health and fitness. They work out at least twice a week.
  • These individuals believe there is a distinctive trade off when dealing with pharmaceutical companies coming into the office. While their experience with pharmaceutical representatives allows them to learn about new products, they lose valuable time with patients. Furthermore, they are likely to be loyal to a company and prescribe more prescriptions from the same pharmaceutical company.
  • Trustworthiness is important to them in both their professional lives and personal lives. They opt for brands they consider reliable and trustworthy.
  • Due to their busy schedules, simplicity and convenience matter to them. They want to be able to get information, a product, or a service seamlessly.

HEALTHCARE PROFESSIONALS IN SWEDEN

There are at least 40,851 physicians in Sweden. The average age of a physician in the country is 35 to 44 years old. In addition, physicians in this country tend to be men.

Opinions

  • About 65% of healthcare professionals - especially primary care physicians - in Sweden consider their work very stressful.
  • They use digital tools often as most of them offer their patients the opportunity to ask medical questions online and view their medical records virtually.
  • Only 50% are content or happy to be physicians/doctors, while less than 15% are satisfied with their daily workload.
  • Healthcare professionals in Sweden have a large purchasing power and are more likely to make expensive and large purchases such as homes and holidays.
  • They are also highly educated as over 30% of them have a master's degree.
  • More than half of these individuals feel like their professional lives leave little to no room for family and leisure. As a result, they are more willing to spend money on products, services, or brands that help ease their stress and simplify their daily life.

Interests

  • Internet usage among this group is seeing the highest growth. Outside of work related activities, they now use social media to shop for clothes, interact with people, and play games.
  • Subscriptions, time management tools, automated reminders, and digital assistants are some of the products and services these individuals are interested in because it makes their daily life easier.
  • These individuals do not use social media as often as other groups. Among those who use social media, Facebook, LinkedIn, Twitter, and Instagram are the most popular social media platforms they go on.
  • They are increasingly interested in popular culture and technology.
  • They also value experiences and are willing to spend more on them.

Aspirations

  • Work life balance is one of the main things healthcare professionals in Sweden value and would like to achieve.
  • They are independent and tend to go for projects or activities that challenge them.
  • Most are working towards financial security and would like to be fully financially independent.

HEALTHCARE PROFESSIONALS IN FRANCE

Physicians in France tend to be men between 40 to 55 years old. France has 211,162 physicians.

Opinions

  • Physicians in France are frustrated about the public hospital funding and staffing level issues.
  • They are very concerned about the quality of care in the country and the safety of their patients. Over a thousand doctors in France recently resigned from supervisory roles over these issues.
  • In general, they feel they are performing their job well. Over 60% of French doctors feel that they are very good at what they do and find it rewarding.

Purchasing Behavior

  • They are less likely to make purchases using their credit cards. Compared to Americans who spend over $5,000 on credit cards, the average credit card usage in France is $30 per year.
  • Although over 80% of these individuals still buy products in brick and mortar stores, they are increasingly turning to online stores.
  • They are more likely to be loyal and stick to the products, brands, or service they have become accustomed to.
  • These individuals actively seek quality products and want them at the right price.

Lifestyle

  • These individuals prioritize their careers and actively seek out socially rewarding activities.
  • Despite poor professional conditions sometimes, most still maintain their jobs for better personal and professional development.
  • They are also less likely to adapt to new situations, due to the fact that most have had the same routine for years.

Media Consumption Habits

  • Ipsos surveyed health professionals in France, including pharmacists, medical specialists, and general practitioners to see the sources of information they prefer.
  • The study showed that 91% of medical professionals in France use their computer daily, while 76% use their smartphone, and 59% use their tablet daily for professional purposes.
  • In terms of their most preferred sources of information, 84% selected the specialized press (press focused on their professional fields), while 76% chose direct exchanges with their colleagues, and 66% selected publications of official bodies.
  • Regarding what they prioritize using their internet for, 92% selected seeking scientific information on pathologies, while 91% chose carrying out administrative procedures, and 78% mentioned keeping informed of the latest news related to their profession.
  • It appears more specialist doctors leverage social networks than general practitioners and pharmacists. Almost 50% of specialist doctors in France use LinkedIn, compared to 30% of general practitioners, and 14% of pharmacists.

HEALTHCARE PROFESSIONALS IN GERMANY

In Germany, the average age of a physician is between 55 to 64. Physicians in the country tend to be men. There are 351,195 physicians in Germany.

Lifestyle

  • Healthcare professionals in Germany are stressed by the high economic pressure that is becoming problematic in the country.
  • They are also getting frustrated by the lack of necessary equipment in their facilities. Overcrowded emergency rooms is another issue they deal with frequently.
  • They earn over 100,000 euros annually and are highly educated.
  • Since they are nearing retirement age, most are getting their finances in order and prioritizing family. They have been able to accumulate greater financial wealth by saving more and amassing little debt.

Interests

  • As they are nearing retirement age, they want to be healthy. 
  • Youthfulness is also important to them. They stay youthful by doing adventurous activities like traveling to places they have never been to. A lot of them seek out additional ways to keep up their youthful appearance. 
  • They want to have strong relationships with their families and aspire to spend more time with them.

Habits

  • In their free time, they enjoy watching TV, reading, surfing the internet, spending time with family, and working out - mainly taking a walk, running or jogging.  
  • They tend to be busy working as most of them have worked hard for their current roles at work. These individuals are at their peak-earning years.
  • While over 80% of them have smartphones, around 60% of these individuals are digital buyers.
  • They watch more broadcast TV than streaming services like Netflix.

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