Health Care Professionals in the Digital Landscape in India

Abstract

Internet has become essential to everyone during the Covid-19 pandemic lockdown as everything went to virtual. This has made the interactions between Pharmaceutical companies and Health Care Professionals (HCPs) explore digital channels as Medical Representatives (MRs) were not able to efficiently reach the HCPs. This pioneering study was conducted to evaluate the scope of digital channels and uncover insights into the digital behavioral landscape of HCPs to reach them effectively. A proctored, PAN India survey was conducted for health care professionals across diverse specialties and the responses were collected through in-clinic visits, mobile phones (via WhatsApp & SMS) and e-mails. 407 HCPs had actively participated in this survey from across the country. Descriptive statistics were used to analyze the outcomes of this research which will help to develop programs directed at the HCPs in India to enhance their knowledge, medicine practice, HCP – patient & HCP – Pharmaceutical company interactions, engagement with the medical community and highlight the areas that they face challenges while accessing information online to better fit in this fast-growing digital landscape of the health sector. This will also cover insights to bridge both physical and digital interactions as ‘Phygital interactions’ that could be followed in the hopeful Post – Covid-19 scenario.