media use among optometrists and opticians april 2011
TRANSCRIPT
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