Around 69% Doctors in India preferred YouTube

The other platforms of choice are WhatsApp, LinkedIn and Facebook.

The recent DIGITAL HEALTHCOMMS 2024 report by Mirum India: A VML Company gives a deep dive into the evolving HCP behaviour towards online platforms.

In this edition of GAPSULE , I am going share with you key insights from the report.?

The acceptance of digital platforms as a part of content consumption and dissemination among doctors has led to the development of two different sets of KOLs. One set of KOLs was already part of the digital culture before pandemic and a new set of KOLs started using digital due to the pandemic. The ones who were already part of it found it simpler to navigate the digital journey, but the ones who started using digital channels experienced a learning curve.?

When it comes to what doctors really want, almost 72% of doctors want to learn about therapy or disease information. They attribute this as a major reason to drop out of learning portals launched by big pharmaceutical companies. Doctors look out for content that helps them and does not sell to them. They want the information to be non - biased. Therefore, a lot of doctors favor online learning initiatives run by associations of healthcare institutions rather than ones run by particular businesses. The same holds true when pharma companies launch courses; they tend to go overboard with promotion and this also gives doctors the perception that the content may be biased towards the company molecule. This often leads them to drop out of the online CME programs.

Another interesting insight from the report is the incremental use of YouTube by doctors.?

Although most of us are aware Youtube is the 2nd biggest search engine, we never anticipated doctors would also opt for visual content. Whether long-form video consumption or short-form video consumption in the form of reels. Doctors have been using YouTube to learn about new procedures, about educational content posted by peers and also to create their brand. A lot of patient informational content is via YouTube.

Doctors are more rapidly adopting digital media to increase business opportunities. They are focusing on creating personal brands using digital platforms. Doctors believe years of experience and affiliation with a reputed clinic or hospital are not enough anymore. Being present across social media channels and ranking on Google searches has become more important for them as patients become more digitally savvy. They feel patients are evaluating the doctor before booking any appointment. Even after the first visit, if the patient feels the doctor is not credible enough, they are ready to switch to a competitor.?

With the rise in digital platforms and the increased time spent by HCPs on these channels, the day won’t be far when the doctors will get burnt out and mentally stressed. The constant availability of digital communication tools can make it difficult for them to disconnect from work and maintain a healthy work-life balance, leading to stress and burnout. I think even this brings us as brand managers to launch initiatives to help them.?

Here is the link to download the report for free - Click Here