The Next Wave: Digital Doctors

Via MarketingVox

"The number of physicians who use the Internet and other digital technologies to access pharmaceutical, biotech, and medical-device information has jumped 20% since 2004 and accounts for 84% of the total US physician population, according to the ePharma Physician v8.0 study from Manhattan Research, reports MarketingCharts.

The research also finds that 36% of physicians now communicate with patients online (up from 19% in 2003), and that physicians are more active than the average consumer when it comes to new media

I have talked about this in the past, but the opportunity for Rx/Dx companies to enhance/strengthen/build the relationship with HCPs using interactive and new media is huge. Providing the right info at the right time is critical and having an avenue to allow the doctor spend time with your information at his convenience and not yours is an absolute no-brainer. Couple that with multiple channels to distribute or capture the HCP and you have a far more effective and measurable marketing program that isn't on a golf course on a Friday afternoon.

The second point is somewhat buried, but equally important:

The research also finds that 36% of physicians now communicate with patients online (up from 19% in 2003), and that physicians are more active than the average consumer when it comes to new media.
The connected health aspect of this is that HCPs are communicating online. Over time that will evolve to actual remote visits.

"American Well aims to reinvent the house call.

If Roy Schoenberg, the start-up’s co-founder and chief executive, has his way, patients will no longer have to wait a month to see a doctor for an urgent sore throat, wait all day for a doctor to return their call or leave work midday and drive a long distance for a routine appointment. Instead, patients will log on to their computers and find themselves face-to-face with physicians over Webcam.

If I pull out my crystal ball, I see this coming to the fore pretty soon or let me put it this way, sooner than comfortable to drive costs out of the system. The big issue to resolve before it takes off is the reimbursement for the HCP. With President-Elect Obama already being called the Internet President, I bet it comes sooner than later.




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1 comments:

  1. Anonymous said...

    Jim, the "remote" visits is exactly what Roche tried to do with MyDoc (virtual physician visits) in the late 90s/early 2000s. it sounds like Roche Dx was a little ahead of its time - but what a great concept to look forward to in the near future.