The world moved from paper to digital a few decades ago, and now it is fast-forwarding into the era of artificial intelligence (AI). However, the movement to digital itself was very slow, especially concerning healthcare practitioners (HCPs). While digital technologies have enabled ease of data handling and consumption, information overload limits the consumption of digital technologies. Therefore, pharmaceutical marketers, healthcare technology companies, and doctors’ adaptation to digital technology have been sluggish over decades.
COVID-19 was a turning point
While HCPs have been using social media for quite a long time, the use hit a new high with the COVID-19 pandemic. Like everyone else, HCPs were hooked to the digital world and relied on it for patient communication and gathering information. The pharmaceutical companies were also left with very few choices to reach HCPs and started extensively using digital options like digital banners, emailers, webinars, websites, and whatnot. Social media sites, especially WhatsApp, became the major tool of communication with doctors and by the doctors.
Change in digital competency
There has been an increase in digital competency among HCPs across the world. Most of the HCPs are extremely comfortable using smartphones. Smartphones have become the primary source of information and communication for almost all HCPs.
Will the change be sustained?
The change is likely to sustain with regards to the consumption of some of the information but not related to all aspects of clinical practice. Doctors would prefer seeing patients over communicating with them online. The appointment tools and generic communication through digital tools are likely to continue. Pharma companies may need to re-align themselves with print and in-person communication.
The challenges
Lack of time: Doctors are busy seeing patients throughout the day and hence find less time to browse the internet and communicate through social media.
Information overload: There is too much information online, bombarded by Journals, websites, medical associations, pharmaceutical companies, and peers. It would be impossible for any busy practitioner to filter out the information that is relevant to the clinical practice.
Trust: Doctors are less likely to trust the information coming from online sources sometimes even when it is from a reliable platform like a medical body.
Preference: Most HCPs prefer the consumption of information in the format of a journal rather than a digital tool. However, digital journals have become more acceptable.
The way ahead
There is a need for further improvement in digital literacy. Digital learning is likely to become a greatly used method of learning. There is a need for decluttering of information to reduce information overload. Platforms that identify relevant information and give it in a summarized format are likely to benefit doctors and increase information use.
References
- Jimenez G, Spinazze P, Matchar D, et al. Digital health competencies for primary healthcare professionals: A scoping review. Int J Med Inform. 2020 Nov;143:104260.
- Kumar AS, Wadhwa A, Amol G. Health Care Professionals in the Digital Landscape in India. International Journal of Management and Humanities (IJMH). 2021;5(7):ISSN: 2394-0913 (Online)
- Longhini J, Rossettini G, Palese A. Digital health competencies and affecting factors among healthcare professionals: additional findings from a systematic review. J Res Nurs. 2024 Mar;29(2):156-176.
- Lee M, Bin Mahmood ABS, Lee ES, et al. Smartphone and Mobile App Use Among Physicians in Clinical Practice: Scoping Review. JMIR Mhealth Uhealth. 2023 Mar 31;11:e44765.
- Kim J, Lee Y, Lim S, et al. What Clinical Information Is Valuable to Doctors Using Mobile Electronic Medical Records and When? J Med Internet Res. 2017 Oct 18;19(10):e340.