HCPs Use CTV Devices Now More Than Ever
HCPs and Smartphone Use
Although the average age of both the physician and the nurse extends into the 5th generation (51 years for physicians and 48-50 years for nurses), smartphone use among those age groups is relatively high.6,7 In 2019, approximately 92% of individuals aged 30-49 owned a smartphone and 79% of those aged 50-64 owned a smartphone.8
Percentage of Physicians Compared With Percentage of Smartphone Users by Age
Target HCPs with Device IDs
With the power of device IDs, healthcare marketers can identify their healthcare target audience through their engagement with mobile app advertising. Healthcare marketers can identify HCPs by looking into the top medical apps for doctors—especially if these doctors are using apps at practice settings. These include Epocrates, Medscape, UpToDate, and MedPage Today.11 Additionally, marketers should identify the key topic areas that medical professionals value most, which include industry news, product updates and announcements, research and educational opportunities; medical education program information; patient education materials; insurance network updates.12 This way, marketers can identify where their clinician audience is interacting on mobile and in-app, locate the device IDs, and surface their creative.
Benefits of Device IDs
Marketers may be asking themselves why they should target their audience using device IDs when cookies exist. However, the cookieless world is fast approaching. User identity will become much more personalized through this approach, so adopting identity-based data now will give pharmaceutical marketers an advantage in harnessing cookieless data.
Specific benefits of targeting HCPs through mobile and in-app through device IDs as opposed to other channels include higher click-through rates and the ability to analyze user data.4
Next Steps With Mobile App Advertising
- Sydow L. The State of Mobile in 2020: How to Win on Mobile. App Annie website. Published January 15, 2020. Accessed January 20, 2021.
- Petrov C. 57 Mobile vs. Desktop Usage Statistics For 2020 [Mobile’s Overtaking!]. Techinjury website. Updated August 11, 2020. Accessed January 20, 2021.
- Healthcare Client Services. Professional Use of Smartphones by Doctors. Kantar. Published November 16, 2016, Accessed January 20, 2021.
- Device ID. Apps Flyer website. Accessed January 20, 2021.
- Ryan T. Treating the Smartphone Generation: How Doctors are Embracing mHealth to Improve Patient Care. HealthChampion website. Published November 11, 2019. Accessed January 20, 2021.
- Sweeney JF. Physician Retirement: Why it’s Hard for Doctors to Retire. Medical Economics. Published February 13, 2019. Accessed January 20, 2021.
- Schnur MB. U.S. Nurses in 2020: Why We Are and Where We Work. NursingCenter website. Published May 28, 2020. Accessed January 20, 2021.
- Demographics of Mobile Device Ownership and Adoption in the United States. Pew Research Center. Published June 12, 2019. Accessed January 21, 2021.
- Travis A. Historic Spike in Medical School Applications: Is It the ‘Fauci Effect? KXAN website. Published December 25, 2020. Accessed January 20, 2021.
- Anderson M. The Demographics of Device Ownership. Pew Research Center. Published October 25, 2015. Accessed January 20,. 2021.
- Rupp S. Top Medical Apps for Doctors. Electronic Health Reporter website. Published February 18, 2019. Accessed January 20, 2021.
- How to Effectively Reach Medical Professionals Through Content Marketing. Health Link Dimensions website. Published January 9, 2019. Accessed January 20, 2021.