July 26, 2011 (Miami, FL) Medimix International announced the recent
completion of a seminalstudy sponsored by EphMRA Foundation which
examined internet access by physicians in China and Brazil, two of the world’s largest
emerging market economies.
Interviews were conducted by phone and
online with 300 - 350 cardiologists, oncologists, and Internal Medicine
specialists in both countries in the 4th quarter of 2010. The insights gathered in these reports
provide vital, up-to-date guidance for market researchers in the design and
conduct of online research in these markets.
Results of this
study indicate that the use of the internet has become an essential part of the
“untethered” physicians’ daily routine as they search for medical information
and product knowledge. They also indicate
a willingness of the respondents of both countries to participate in market
research with the healthcare industry.
In China, with an internet access rate of 99% by Tier 1 and
Tier 2 cities physicians (compared to 34% of the general populace in
China), 69% of Chinese physicians report accessing the internet daily at work,
sometimes several times a day, and more than half (55%) already participate in market
research surveys online.
“During the course of the study, we
conducted interviews either by phone or the internet to physicians from 31
provinces (out of the total of 32 provinces of China) in Mandarin and spoken
Cantonese,” reported Bruno Leraillez, Managing Director of Medimix Asia. “ Perhaps
the only distinguishing factor in China which might prove a barrier to online
participation was the lack of confidence in their anonymity (57%) and fear of
computer viruses. “
“However, our findings suggest,“ he
continued, “that the online survey is a reliable mode of interviewing
healthcare professionals in China, provided that the surveys are tested in the
local language and further efforts are made to convince respondents that strict
confidentiality measures are being implemented.”
Brazil reveals similar figures,
with 97% of physicians reporting
internet access but a higher percent (84%) accessing it daily at work. Like their Chinese counterparts, Brazilian physicians
are willing to participate in market research and are driven by a desire to
improve their knowledge and to discuss interesting subjects.
“We have found in our studies that
physicians, driven by time constraints, prefer online surveys of 21 minutes, up
to a maximum of 37 minutes,” noted Martha Dias, Medimix Latin America Director.
“And they do prefer to respond to surveys in their mother tongue, Portuguese.”
To read more of the findings,
for this press release:
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