China Insights
English
English

Medical-related apps are failing physicians in China

Diana Tan

General Manager for China

Health 08.10.2016 / 11:10

Female doctor on X-Ray and mobile phone

Digital communication channels are gaining strength, but more than 60% of physicians report deleting medical apps.

A new study from Kantar Health designed to assess how physicians in China acquire medical information reveals that digital communication channels continue to gain strength for medical information access. However, the survey, Digital Life Physician 2016, uncovers some alarming trends regarding medical-related applications. Most notably, while more than 90% of physicians have installed medical-related apps on their smartphones, over 60% have deleted these apps, most often within four weeks of installing. The main reasons given for deleting apps are that they are not useful or fail to meet physicians' professional needs.

With each generation of our study it's becoming overwhelmingly clear that physicians in China are rapidly adopting digital information channels as a primary means to consume information and communicate. However, our latest report finds that companies need to work harder in designing medical-related apps that deliver quality content, are continually useful, and remain engaging over time. Unique insights such as this will enable healthcare stakeholders to achieve deeper, more productive engagements that will ultimately improve patient care.

Digital Life Physician 2016, conducted by Kantar Health and DXY, is the largest online physician survey in China that's purely focused on picturing the real-life online behaviour of physicians in China and the competitive digital landscape. More than 10,000 respondents participated in the survey from both web and mobile survey apps covering more than 20 specialty areas. The study, now in its fourth year, measures three elements: physician behaviour, company performance and best practices. Key findings include:

• 97% of physicians in China subscribe to medical-related WeChat accounts.

• Physicians subscribe to an average of eight medical-related public accounts, and more than half read all or most "push" messages sent.

• Physicians are most likely to install medical-related apps to acquire knowledge or get information on the industry.

• Physicians are challenged with finding the right medical-related public accounts because they have many options.

• Physicians are spending an increasing amount of time online, 27.4 hours per week, with over half of that time spent on professional activities.

 

Source: Kantar Health

Editor's notes

* To reach the author, or to know more information, data and analysis of health industry in China, please contact us.

* Please subscribe to our newsletter to receive news alerts.

Latest Stories

Kantar Worldpanel’s Asian Brand Power report zeros in on how retailers respond to consumers’ changing needs brought by ageing populations, shrinking households.

Kantar TNS Auto survey shows Chinese consumers are more willing to buy connected cars as well as more ready to accept self-driving cars, shared cars and new energy cars.

China’s overall image is steadily improving overseas. Countries whose score of China rose the most were all developed countries; awareness of the Belt and Road Initiative rose significantly from three years ago; Chinese food and high-speed railway are most mentioned cultural and high-tech elements.

In Urban China, there are significant numbers of Huawei, Xiaomi & Samsung customers switching to the new iPhone models.

Kantar announces the launch of Kantar Consulting, a specialist sales and marketing consultancy designed to ‘switch on growth’ for brand owners and retailers.

Related Content
Social Network