Social Media & Physicians: high adoption in BRIC regions
Manhattan Research has released the findings of a study according to which physicians in the BRIC region – Russia and India in particular – are incorporating social networks and online communities into their professional resource mix. This trend is likely due in part to user-generated content from peers filling a gap in the availability of online clinical resources in some of these high growth pharma markets.
Taking the Pulse BRIC is a market research and advisory service focused on how physicians in Brazil, Russia, India and China (BRIC) use digital media and technology for professional purposes and to obtain information and services from pharma.
Among physicians who are already online for professional purposes in Russia and India, more than half have used a social network or online community for a professional reason in the past year. Adoption is more moderate in China and Brazil.
However, physicians in these countries are stronger users of social networking for their work and learning than those in more mature pharma markets such as Canada and Japan.
The study further noted that in addition to filling a vacuum created by the absence of local independent medical publishers, professional communities and social networks allow physicians to connect to their peers in these geographically expansive markets.