The internet has revolutionized how HCPs access and gather information about pharmaceutical products. With a wealth of information available at their fingertips, HCPs are increasingly relying on digital channels to stay informed and upto date about the latest advancements in their field. However, not all specialties have the same browsing habits and preferences. Understanding these different browsing behaviors is important for advertisers in the healthcare industry to tailor their campaigns to each specialty's individual preferences.
PERxCEPT’s browser extension comprehensively tracks the digital journey of HCPs and monitors their exposure to different healthcare websites to provide valuable insights. In this article, we look into how browsing behavior varied among Oncologists, Cardiologists, and Primary Care Practitioners (PCPs) in 2022.
#1 MDs engage with brands more on third-party websites than on dedicated product websites
HCPs tend to rely more on third-party websites, particularly healthcare news websites and online medical journals, for brand-related content. While cardiologists spend only about 25% of their time browsing brand-related content, oncologists and primary care physicians spend twice as much.
One possible explanation for this trend is that oncologists and primary care physicians may need to search across multiple medical domains due to their broader range of patients and medical conditions. Besides, third-party news websites are preferred due to their perceived objectivity in reporting drug information and comprehensive coverage of multiple drugs, as they are not directly affiliated with any particular manufacturer and these websites are updated more frequently.
Third-party websites usually present limited product information, focusing mainly on efficacy and safety data, in a concise manner. To attract more traffic to their dedicated product websites, manufacturers should advertise disease and product-relevant pages on these third-party websites. This way, HCPs can consume more detailed information on the products.
#2 Oncologists typically visit a product website after having clicked on a paid search ad
Paid search ads play a crucial role in driving traffic to product websites, as HCPs end up on these sites 29% of the time after clicking on them. While unprompted traffic accounts for half of the visits from cardiologists to product websites, other channels such as news websites and different paid campaigns, including display ads and emails, contribute significantly to driving traffic from oncologists.
This indicates cardiologists are more likely to proactively seek information about products they are interested in, whereas oncologists tend to visit product websites after having come across digital campaigns. On the other hand, PCPs tend to navigate between multiple product websites to compare information from competitors.
#3 Oncologists are more likely to continue engaging with the same product website during any given browsing session
During a browsing session, Oncologists and PCPs who visit a product website are more likely to engage with it beyond the landing page 45% of the time. However, for cardiologists, this engagement occurs only in 25% of browsing sessions. Instead, cardiologists typically search for product information on healthcare news websites and online medical journals, rather than visiting official product websites.
After visiting the homepage, oncologists are more likely to focus on reading about dosing and efficacy to stay updated with the latest clinical findings. On the other hand, PCPs visit the access and support sections of the product website more frequently than other sections, possibly due to their greater involvement in managing patient care and providing support.
In conclusion, understanding the digital browsing habits of HCPs across different specialties is crucial for effective marketing campaigns in the healthcare industry. ZoomRx's PERxCEPT provides valuable insights into HCPs' digital journeys, allowing manufacturers to tailor their campaigns to each specialty's unique preferences. By leveraging these insights, manufacturers can optimize their digital marketing efforts, effectively target HCPs, and provide them with the information they need to make informed decisions.
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