media use among optometrists and opticians april 2011

Media Use Among Optometrists and Opticians

April 2011

Methodology

Email questionnaire and follow-up/reminder emails deployed to 5,000 optometrists and 4,000 opticians — selected on a random nth name basis — during March 2011

Incentive: $250 Amazon.com gift card

394 completed questionnaires used in tabulation

OD Demographics

40% in solo practice; 40% in group; 10% employed by corporation; 10% academic, military, mgt co, etc.

Average of 70 patients seen per week

Majority (60%) see patients 5 days each week

67% are male; 33% female

Age range breakout:21-29 4%

30-39 38%

40-49 22%

50-59 27%

60+ 9%

Optician Demographics

60% in solely owned location; 23% in group; 13% employed by corporation; 4% academic, military, mgt co, etc.

Average of 65 patients seen per week

Majority (57%) see patients 5 days each week

60% are female; 40% male

Age range breakout:

21-29 7%

30-39 11%

40-49 45%

50-59 29%

60+ 8%

Current Challenges in Each Field

86% of ODs and 96% of

opticians agree/strongly

agree that their position

has become more

complex/demanding over

the past 3-5 years.

86% of ODs and 96% of

opticians agree/strongly

agree that their position

has become more

complex/demanding over

the past 3-5 years.

Preferred Media Tools by Task: Optometrists

Do not perform Desktop/laptop Handheld Print Otherthis task computer wireless device

3% 85% 11% 0% Access Internet

10% 57% 1% 26% 6% Access/maintain medical records

32% 47% 11% 8% 2% Check formulary status

6% 37% 0% 22% 35% Complete education credits/units

3% 76% 21% 0% Email

16% 51% 3% 28% 2% Find disease state codes

24% 43% 11% 12% 10% Find/perform clinical calculations

39% 52% 7% 2% Listen to/view medical podcasts

1% 45% 5% 40% 9% Prescribing

1% 37% 5% 56% 1% Read articles/abstracts

2% 63% 18% 17% 0% Reference drug data

1% 74% 5% 18% 2% Research new products/services

Preferred Media Tools by Task: Opticians

Do not perform Desktop/laptop Handheld Print Otherthis task computer wireless device

7% 87% 5% 1% Access Internet

7% 59% 4% 20% 11% Access/maintain medical records

57% 32% 5% 4% 1% Check formulary status

12% 52% 0% 16% 20% Complete education credits/units

0% 92% 7% 1% Email

56% 32% 5% 7% 0% Find disease state codes

61% 24% 5% 1% 8% Find/perform clinical calculations

64% 25% 9% 1% Listen to/view medical podcasts

69% 13% 0% 11% 7% Prescribing

8% 49% 0% 40% 3% Read articles/abstracts

57% 28% 7% 7% 1% Reference drug data

3% 73% 1% 23% 0% Research new products/services

Time Spent Reading Professional Publications Each Week

1011

22

19

2223

1011

13

20

23

17

0

5

10

15

20

25

<20 min 20-30min

30-40min

40-50min

50 min-1hr

>1hr

Optometrists

Opticians

Time Spent Per Day Using Electronic Tools for Professional Purposes

9

1

15 15

34

15 15

2826

41

0

5

10

15

20

25

30

35

40

45

<30 min 30 min-1hr

1-2 hrs 2-3 hrs >3 hrs

Optometrists

Opticians

Amount of Time Spent with Media When Researching/Planning a Purchase vs.

Non-purchasing Time Periods

Less time12%

Same amount

31%More time

57%

Less time13%

Same amount

47%

More time40%Optometrists

Opticians

Sources Referenced When Researching Products/Services

43

5

17

20

1

20

13

25

29

34

31

5251

7049

7072

0 10 20 30 40 50 60 70 80

Other

Social media sites

White papers online

Webinars

Direct mail from supplier

Emails promotingproduct/service

Industry supplier website

Colleaguerecommendations

Professional tradepublications

Opticians

Optometrists

Importance in Having the Latest Information About New Products and Services in the Field

82% of ODs and 75% of opticians consider the

articles and advertisements in trade journals integral

to their research during the purchase process.

82% of ODs and 75% of opticians consider the

articles and advertisements in trade journals integral

to their research during the purchase process.

Optometrists

Opticians

Media Source That Gives First Impression of New Products/Services

1

0

1

1

2

7

3

5

10

5

12

19

29

17

42

45

0 10 20 30 40 50

Other

Webinar

Direct mail

Industry supplier website

Trade show

Direct contact fromsupplier

Emails promotingproduct/service

Professional tradepublications

Opticians

Optometrists

Change in Loyalty to Industry Suppliers Based on Increased Number of Media Outlets

Decreased20%

Increased13%

Remained the Same

67%

Decreased7%

Increased40% Remained

the Same53%

Optometrists

Opticians

Social Media Websites Used on a Regular Basis (at least once per week)

59

67

3331

14

8 74

6 5

2 1 1 10

10

20

30

40

50

60

70

Facebook Do not usesocial media

sites

LinkedIn Twitter Blogs onpro assoc

sites

Other MySpace

Optometrists

Opticians

Preferred Format When Publication Available in Print and Online

40

44

38

45

24 24

24

0

5

10

15

20

25

30

35

40

45

Original PrintedFormat

CombinationPrinted and

Online

Online Printed from theInternet

Optometrists

Opticians

Types of Profession-related Video Presentations Viewed

Services Accessed Via Handheld Devices

Number of Professional Print Publications and E-mail Newsletters Read in One Month

Optometrists Opticians

Print Publications 4 3

E-mail Newsletters 10 9

ECPs Who Have Attended (or Plan to Attend) an Eye Care Related Webinar vs.

Those Who Have Not

No23%

Yes77%

No33% Yes

67%

Optometrists

Opticians

ECPs Who Purchase Products or Services Online for Their Practices

No25%

Yes75%

No16%

Yes84%

Optometrists

Opticians