Issues and Challenges in Marketing to Physicians

In the past three years, physician Internet access has gone from 40% to nearly 100%. In 2002, 237,000 physicians were using online CME, now that number is over 500,000. That is over 70% of practicing US physicians. According to February 2005 MED AD NEWS:

Manhattan Research found a range of online continuing-medical-education use. The group with the least reliance on the Internet for continuing medical education comprises 161,000 physicians who use the Internet for an average of 3.8% of continuing-medical-education hours. About 112,000 physicians are moderate users who are online for 10.8% of their total continuing medical education. The electronic continuing-medical-education group most dependent on the online venue account for almost 40% of toal continuing-medical-education hours online. This group comprises 145,000 physicians.

Lectures have proven to be the least effective way of educating physicians, if the goal of education is to change practices.

posted by Robert E. Sweeney, DA, MS @ 9:23 AM 1 comments