Physicians in Europe and the US are using general health information websites and physician websites as their primary sources of health information online. Physicians in the US are more likely to spend a longer period of time on one specific website than European physicians. Physicians from both regions are primarily searching for health news and broad-ranging product and disease information.

Scope:

• Provides insight into physicians’ online behavior with respect to specific use of health information websites
• Analyzes critical success factors required in a health information website from the physician’s viewpoint and the site provider’s viewpoint
• Presents an in-depth analysis of the most commonly used physician health websites in five European countries and three sites in the US
• Details common success factors among the analyzed sites with particular reference to attracting, converting and retaining physicians

Report Highlights

In Europe and the US, the most commonly used online sources of health information are general health websites and physician websites. Physicians in the UK and the US generally spend more time using a single health information website than those physicians in France, Germany, Italy and Spain.

Physician targeted websites need to allow physicians to easily navigate through the site and find the information they need as quickly and easily as possible. The site should also foster recognition of the brand of the company, and retention tools should be used to maximize the number of physicians revisiting the site.

More than three-quarters of surveyed physicians in Europe and the US desire more disease information to be provided on physician targeted websites. Physicians from both regions are also interested in seeing more product-specific information and treatment pattern information provided through this online channel.

Benefits

• Determine the current and prospective opportunities to use physician targeted websites as a marketing channel to reach selected physician audiences
• Understand the online behavior of physicians in Europe and the US as well as how to best provide for their online information needs
• Pinpoint which specific features of websites can be used to attract, convert and retain physicians so as to maximize the number of physicians users

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61 pages