John Mangano, comScore vice president of pharmaceutical marketing solutions, said "... physicians are increasingly turning to digital media as a source of health-related information to supplement their practice... understanding which health-related destinations are frequented by physicians, brand marketers and advertisers can effectively reach and engage this audience segment."
General Health Content, including sites such as WebMD.com and About.com Health, reached 75% of physicians, with Association sites reaching 67%. Pharma Support and Pharmaceuticals both reached half of physicians (51% and 50% respectively).
When looking at engagement, HCP content accounted for the largest share of physicians' time spent on health sites at 48% and captured the largest share of visits to health content at 33%. Strong engagement also occurred at
Percent Reach of Health Categories Among Physicians (Q1 2010 Total U.S. Home/Work/University Locations) | |||
Health Category | % Reach of Physicians Online | Share of Minutes at Health Categories | Share of Visits at Health Categories |
HCP Content | 81% | 48% | 33% |
General Health Content | 75% | 2% | 10% |
Association | 67% | 7% | 8% |
Pharma Support | 51% | 8% | 11% |
Pharmaceuticals | 50% | 2% | 3% |
Government | 48% | 2% | 4% |
Health & Wellness | 40% | 2% | 4% |
Social Media | 40% | 6% | 6% |
Insurance | 38% | 5% | 7% |
Physician Locator | 35% | 1% | 2% |
Clinic | 31% | 11% | 6% |
Medical Journal | 30% | 1% | 2% |
Pharmacy Services | 22% | 6% | 4% |
Source: comScore, August, 2010 |
An analysis of the top health sites visited by physicians revealed that Medscape.com was the most-visited HCP site and the most-visited overall health site during the first quarter, reaching 57% of physicians. WebMD.com ranked as the top General Health Content site for physicians, while NIH.gov led as the most-visited government site. In the Pharmaceuticals category, Wyeth.com (now part of Pfizer) led, while DoctorDirectory.com led as the top Pharma Support site.
Percent Reach of Top Sites in Each Health Category Among Physicians (Q1 2010, Total U.S. Home/Work/University Locations) | ||
| Top Site per Category by percent Reach | Percent Reach of Physicians Online |
HCP Content | Medscape.com | 57.0% |
General Health Content | WebMD.com | 20.5% |
Association | AAFP.org | 17.0% |
Pharma Support | DoctorDirectory.com | 22.0% |
Pharmaceuticals | Wyeth.com (now part of Pfizer) | 6.3% |
Government | NIH.gov | 30.5% |
Health & Wellness | Thatsfit.com | 8.3% |
Social Media | SERMO.com | 21.3% |
Insurance | Ucomparehealthcare.com | 11.3% |
Physician Locator | Healthgrades.com | 26.0% |
Clinic | Clinicaloptions.com | 3.5% |
Medical Journal | NEJM.org | 13.0% |
Pharmacy Services | Allscripts.com | 3.5% |
Source: comScore, August 2010 |
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