This infographic explores how health providers perceive and use digital and social media technologies. It also compares and contrasts physician online activities versus nurses and pharmacists. It is based on a study conducted by Enspektos, LLC.

1. Digital Media and Healthcare Providers
What They Believe | What They Do
There's lots of data available on how physicians perceive and use digital technologies like the
Web and social media for health. But, how do their perceptions and use patterns compare to
other providers, specifically nurses and pharmacists? What's more, how do things change
when healthcare providers are passively observed using the Web and social media?
This infographic features research conducted by Enspektos, LLC exploring the differences and
similarities between what providers recall versus the reality of their online health experiences.
How Frequently Credibility of Digital
Digital is Consulted for Medical Information
Medical Information Sources (Recalled)
Providers were asked how often they use various Providers rated the credibility of various digital/peer
digital sources for medical information. Data for medical information sources. Data for respondents
those consulting digital media "frequently" and viewing certain information tools as "high" or
"very frequently" appears below. "very high credibility" appears below.
Web (Frequently and Very Frequently) Doctors: High and Very High Credibility
!"#"$"% *"+","- &"'"(")
$%&%' $%&%' (%)%'
Doctors Nurses Pharmacists Health Websites 78%
Mobile 70%
85% 85% 85% Social Networks 10%
Twitter 11%
Mobile (Frequently and Very Frequently) Nurses: High and Very High Credibility
*%+%' ,%-%' .%/%'
Doctors Nurses Pharmacists Health Websites 69%
Mobile 46%
55% 34% 50%
Social Networks 9%
Twitter 3%
Social Networks (Frequently and Very Frequently) Pharmacists: High and Very High Credibility
0%1%' 0%2%' 3%4%'
Doctors Nurses Pharmacists Health Websites 71%
Mobile 61%
23% 27% 22%
Social Networks 6%
Twitter (Frequently and Very Frequently) Twitter 5%
5%6%' 7%8%' 9%:%'
Doctors Nurses Pharmacists Peer Credibility (High and Very High)
Some digital Doctors Nurses Pharmacists
! " #
sources
viewed as
8% 6% 7% more credible
than peers.
63%
| 36% | 45%
Consumption of Content on Health/Medical Sites
vs. Online Properties About Other Topics
Health is a major focus, but not providers' only one, as the data below illustrates.
Research participants were tracked to measure their consumption of content on
health/medical sites versus online properties focusing on a range of other subjects.*
Physicians were the most consistent visitors to health properties between November 7 and December 21, 2011.
>%*%@%A
? ;
Nov. 7 - Nov. 21, 2011
49% 41% 77%
Doctors Nurses Pharmacists
B%CD%F%G
E
Nov. 22 - Dec. 6, 2011
40% 27%
54%
Doctors Nurses Pharmacists
*%;<%=<%=
Dec. 7 - Dec. 21, 2011
28% 23%
41%
Doctors Nurses Pharmacists
Health and Medicine Other Topics: Entertainment, News and Media, Society *Total Views of Web
Content on These
Topics: 17,092
Credibility of Online Health Content (Post Encounter)
During the study's tracking phase, providers were asked to rate the credibility of health/wellness
content focusing on a variety of topics, including Victoza and HPV. Data regarding provider
perceptions of online and social media content was captured immediately after it was consumed.*
Perceptions of
Social Media's
Credibility
$%H I%HJ%H
Health Content Rated on a 5-Point Scale: 1 = Low Credibility, 5 = High Credibility
Shifts When
Health Content
is Encountered Doctors
During Web
Sessions
Few physician
study participants
gave social media
health and medical
3.29 4.31Social
4.07
Search
K%H L%HM%H
content high marks. Web
Media Engines
However, their
perceptions shifted Nurses
when they
encountered
health information
on Twitter and other
social sites during
their Web browsing
2.96 1.78Social
3.64Search
N%H O%.%H
sessions.
H
Web
Media Engines
Doctors ranked
social health content
they consumed Pharmacists
approximately 4
on a 5-point scale.
Nurses and
pharmacists had
a less favorable
3.49 2.21 1.07
Social Search
impression. Web
Media Engines
Of course, perceptions
of content credibility
can shift based on
many factors, including
messaging, source
and context.
*Total Healthcare Provider
Responses: 266
Study Methodology
308 physicians, nurses and pharmacists (~100 in each group)
participated in a two-phase study between November 2011 and
Study January 2012. During Phase I (survey), participants answered a Infographic
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range of questions about their use and perceptions of online and Developed By
social media. During Phase II (tracking), they agreed to have
their computer-based Web activities tracked in order to study
their actual consumption habits and perceptions of online health
content. Tracking was conducted using enmoebius, a patent
pending digital surveillance and behavioral measurement engine
enmoebius.enspektos.com developed by Enspektos. www.enspektos.com
Click Here to Learn More Click Here to Learn More
Learn more about the technology at enmoebius.enspektos.com.