Kantar Health found that physicians spent an average of 23.7
hours online per week in 2015, compared to an average of 20.6 hours
online a year ago, according to Digital Life Physician 2015. The
2015 study revealed that 12.5 online hours were spent on
professional-related activities, a 30% increase from 9.6 hours in
"Digital Life Physician 2015", the third annual joint study by
Kantar Health and China's leading doctor online community DXY.com,
is the largest online physician survey in China focusing on
measuring physician's digital behaviours. This year's survey
covered 4,704 doctors from tier 1 to 5 Chinese cities and used a
combination of innovative online and offline methodologies to
measure the digital engagement levels of physicians across multiple
The survey also found that doctors from respiratory (13.8
hours), oncology (13.5 hours) and cardiology (13.4 hours) specialty
areas spent more online time for professional purposes than their
peers in other areas. Compared with last year, the increase of
online professional time is more significant in low tier cities,
lower title physicians and higher level hospitals.
* Distribution of professional online time
In the research, medical-related online activities were grouped
into six categories, of which "Knowledge", "Search" and "Continuous
Medical Education" attracted more time than other activities.
• Knowledge (3 hours, 24%) - Physician sourcing of professional
information online using medical portals, medical information
websites, product websites, encyclopedia websites and association
websites to acquire disease and treatment, product, and conference
and exhibition information.
• Search (2.6 hours, 20.8%) - Physicians use of professional
search engines and/or databases to find articles, books,
guidelines, literature and related information.
• Continuous medical education (CME) (2.1 hours, 16.8%) - CME
and online training, including online courses and lectures,
surgical videos, patient case analysis, web seminars and online
• Tools (2 hours, 16%) - Physician use of online devices that
assist their clinical practice, research and education, including
online professional dictionaries, pharmacopoeia, reference
retrieval, scaling and atlases.
• Peer (1.7 hours, 13.6%) - Physicians connecting and sharing
with peers online; writing professional blogs, articles, reviews
and comments; and following, communicating or cooperative authoring
with peers on social networking sites (SNS) and bulletin board
• Caring (1.1 hours, 8.8%) - Physicians interacting with
patients, participating in patient education and support programs,
answering patient questions online, and providing online consulting
* WeChat and medical-related accounts
WeChat is the dominant social platform in China, and it is also
an important and effective channel for Chinese doctors to acquire
medical-related information. Of all doctors surveyed, 94% have
installed WeChat, and 86% have subscribed to medical-related public
More than half doctors have subscribed 1 to 5 medical related
Sixty-four percent doctors will "read all" (6%) or "read most
of" (58%) the "push messages" sent by medical related public
accounts while 33% doctors will read small part of "push messages"
that interests them sent by the public accounts.
Overall, 85% of physician respondents say they welcome all kinds
of digital marketing activities, and more than seven out of 10
Chinese physicians believe pharmaceutical companies will realize
advantages by "going digital".
In 2015 survey, AstraZeneca was voted by physicians as the most
digitally active marketer in the industry, followed by Pfizer and
Source: Kantar Health