Essential Physician V.3.0: An ongoing study of Canadian Primary Care
Physicians & their engagement in digital technology for professional
TORONTO, May 17 /CNW/ - The 3rd annual Essential Physician Study reveals that adoption of smartphones
and iPads among physicians is on the rise, signalling a shift towards
increased application of clinical information and tools to support
Patient Point-of-Care decisions.
"The indication from physicians is that their use of smartphones and
iPads is displacing their use of laptops and desktops," stated
researchers at Essential Research. "The mobile devices give them
ultimate flexibility in accessing information and applications they can
use at the precise moments they need them in their clinical practice:
at Patient Point-of-Care, both during and between patient visits."
Ownership of smartphones among Canadian primary care physicians has
increased from 55% to 62% in the past 12 months, with 86% of physicians
using their smartphones for professional purposes. Moreover, 65% of
physicians indicate their year-over-year usage is increasing.
Although physician iPad owners are a relatively small group for now, "we
expect that iPad adoption will follow a similar adoption path as
smartphones," said the researchers. 17% of physicians now own an iPad,
with the majority (56%) using it for professional purposes.
For Healthcare marketers, this mobile shift has implications for
development of communications and programs targeted to physicians.
Essential Research will be closely monitoring professional use of
mobile technology among Canadian physicians in order to identify new
opportunities for healthcare companies and organizations wishing to
more effectively communicate with and engage physicians.
About Essential Research
Essential Research Inc. is a market research company with the most
comprehensive knowledge base of Canadian physicians and their Internet
preferences and behaviour. Essential Research helps pharmaceutical and
healthcare companies identify and evaluate business opportunities
across eMarketing channels. www.essentialresearch.ca
SOURCE Essential Research Inc.
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