Tactic

Channel % 2017

Channel % 2016

Digital (net)

90.9%

98.2%

Websites

77.8%

75%

Digital ads

64.2%

56.3%

Social media

63.6%

52.8%

Digital sales materials

56.3%

48.9%

Mobile/Tablet apps

36.9%

33.5%

Meetings/events

81.3%

83%

Printed sales materials

78.4%

74.4%

Sales representatives

76.1%

71%

Paid Speaker Programs

60.2%

56.8%

Research/data/analytics

58.5%

55.1%

Direct marketing/mail

58%

55.1%

Patient education materials

56.8%

54%

Journal print ads

50.6%

50.6%

Continuing medical education

41.5%

37.5%

Advocacy education programs

39.8%

36.9%

Point of care

32.4%

25.6%

AR/VRs

18.8%

11.9%

Electronic health records

17%

11.4%


Methodology

A survey link was sent in an email to approximately 15,000 US healthcare professionals. Respondents were offered either a $25 or $50 Amazon gift card for their participation. A total of 176 HCPs completed the online survey between late November 2017 and early January 20118. Results are not weighted and are statistically tested at confidence levels of 90% and 95%.