New Study Shows Evolving Relationship Between Doctors and Tech

We’re thrilled to announce the release of the "Digital Mexican Physician 2024" Study, an in-depth exploration of how technology is being integrated by doctors into their daily practice. This groundbreaking research was conducted by Funsalud (Fundación Mexicana para la Salud) and executed by Central Media, a leading digital communication agency specialized in health projects and with a highly skilled research team. Together, these organizations have delivered a study that reveals fascinating insights into the evolving digital habits of Mexican physicians.

The Objective of the Study

The key goal of this project is to understand the journey doctors follow in various professional scenarios:

• How they seek and process critical information for their practice.

• The ways they incorporate technology into their consultations and decision-making processes.

• How they select treatments and use digital tools to manage patient care.

• The strategies they employ to maintain communication and follow-up with their patients.

By examining these aspects, the study aims to provide a comprehensive picture of the role of technology in modern medical practice, helping stakeholders identify opportunities  to enhance the healthcare ecosystem.

The Structure 

To achieve its objectives, the Digital Mexican Physician 2024 Study is divided into six key sections, each focusing on a vital aspect of the doctor’s professional life:

1. Digital Activities: Exploring the online behaviors and professional use of technology, focusing on messaging, emailing, searching and online shopping, among others.

2. Patient Communication: Examining how physicians connect with their main audience, including the use of tools like WhatsApp and telemedicine.

3. Technology in the Consulting Room: Investigating the use of tools such as artificial intelligence platforms for clinical decisions, digital prescriptions, and electronic medical records for patient management.

4. Digital Resources in Professional Practice: Identifying the platforms and tools doctors use for educational purposes to acquire valuable health information and how they use digital resources for decision-making.

5. Social Media in Medical Practice: Analyzing the role of social platforms in promoting their services and engaging with patients, colleagues and the public in general.

6. Relationship with the Pharma Industry: Understanding how doctors interact with pharmaceutical companies, including digital tools for learning about treatments and innovations.

How the Study Was Conducted

This new version of the study was carried out between August and November 2024 and represents one of the most ambitious campaigns targeting physicians in Mexico. To ensure a comprehensive reach, the study leveraged the databases of six major providers renowned for their extensive physician registries: Conectimed, CloseUp, Doctoralia, Livemed, Smartscale, and PLM Medicamentos. The initiative also received support from key medical organizations, including the Endocrinologist College of Mexico, Mexican Society of Urologists, and Mexican Society of Cardiologists.

Central Media launched a highly targeted digital campaign across platforms like LinkedIn, X.com (formerly Twitter), and Meta (Facebook, Instagram and Messenger), using advanced techniques to ensure participation from licensed physicians. This campaign achieved participation from over 2,000 doctors across all 32 states in Mexico, ensuring statistical representation of critical demographics such as age and gender, and the possibility to create specific reports for more than 20 medical specialties.

Key Sponsors

This study would not have been possible without the support of leading companies interested in the healthcare sector. Corporations like GNP Seguros, Lilly, Pfizer, and Alfasigma played a crucial role in making this initiative a reality, highlighting their commitment to advancing healthcare and understanding the needs of physicians.

Key Findings

The study uncovered several fascinating insights about the digital habits and preferences of Mexican physicians:

1. Increased Use of Smart Devices: About 2 out of 10 doctors now are using smartwatches for professional activities, doubling the usage reported in the 2022 study.

2. Common Digital Activities: Doctors most frequently use instant messaging, email, and video conferencing for professional purposes.

3. Recommendations for Patients: Physicians suggest patients  seek health information from trusted sources, such as specialized health media, hospital or clinic websites, and government digital channels.

4. Professional Promotion: While half of the doctors do not actively promote their practices, 7 out of 10 consider WhatsApp a fundamental part of their service, and 6 out of 10 see value in maintaining a presence on social media.

5. Preferred Communication Channel: Email remains the top choice for doctors to receive promotional or advertising messages.

6. Barriers to E-Prescriptions: Obstacles include a lack of familiarity with available platforms, the inability to prescribe “controlled drugs” electronically, and resistance from pharmacies.

7. AI Adoption: Only 1 out of 10 doctors use artificial intelligence tools to aid clinical decisions, revealing untapped potential in this area.

Why This Study Matters

With its detailed exploration of the doctor’s digital journey and extensive statistical representation across all regions from Mexico, this study provides a unique and comprehensive snapshot of how physicians navigate the digital landscape. By understanding their tools, behaviors, and challenges, this research will serve as a critical resource for healthcare providers, policymakers, and innovators seeking to contribute to improve the health and wellness of society.

For more information, visit www.medicodigital.mx.