Health marketing communications firm Enspektos did a deep dive into desktop and media habits and found that who you are in the healthcare industry plays a big role in how much you trust the information that pops up on the screen.
The overall trend was that doctors, nurses and pharmacists trust information from health websites they access from desktops much more than they do information they access using mobile platforms or social networks. Twitter was deemed the least credible.
How much a health professional thought of each information channel was partly linked to job title, with 78% of polled doctors saying they trusted websites, compared with 69% of nurses and 71% of pharmacists.
Mobile content was considered credible by 70% of the polled doctors, but only by 46% of nurses and 61% of pharmacists. Social network information wasn’t nearly as highly regarded, with only 10% of the polled docs saying it was trustworthy, compared with 9% of polled nurses and 6% of polled pharmacists.
The study also showed that low social media trust doesn’t mean pharma should stay away from the communal space—the report found that these same healthcare providers changed their minds about the integrity of social-media news if they dipped into the social space while doing work-related web surfing or just after scanning websites for related health information.
From the October 01, 2012 Issue of MM+M - Medical Marketing and Media
