NAHQ Audience Insights

Goals

To determine the psychographic profile of C-Suite executives and healthcare workers that are interested in work quality and productivity and to provide information on C-Suite executives and healthcare workers' media consumption and usage.

Early Findings

Healthcare Workers Media Consumption

  • 97% of healthcare workers own mobile devices. 87.9% of healthcare workers use social media, most spending at least one hour per day using social media. Those who were under 40 were more likely to use social media than those over 40.
  • The use of social media among doctors and nurses was found to be identical, with 88% of each group active on social media. Both groups encourage their patients to research their conditions on social media.
  • There are a range of different networks that physicians use to network with each other and that allow them to learn collaboratively. These networks include Sermo, Doximity, Doctors.net, and QuanitaMD.
  • Digital channels that are seen as a valuable source of medical content include video channels, webinars and webcasts, emails and newsletters, professional social networks, and pharmaceutical educational websites.

C-Suite Media Consumption

  • C-Suite executives are most likely to engage on LinkedIn and use this as their primary social media platform. 68% of C-Suite executives use Facebook, while 53% use Twitter.
  • 84% of executives prefer to view long-form content over charts and visuals, videos, breaking news, and virtual and augmented reality. Most executives report scanning the article for key points rather than reading the entire document.
  • When deciding whether to share or read content, the most important factors are that the source is reliable, trusted, and popular. The sources that are considered reliable by C-Suite executives include Forbes, The New York Times, Business Insider, Telecrunch, Inc, Harvard Business Review, The Wall Street Journal, Medium, Fortune, and Mashable.

Summary

  • In our initial hour of research, we have spent time scoping the available information pertinent to the questions at hand. There is a considerable amount of available information suggesting there will be no issue developing a psychographic profile and media consumption profile for both C-Suite executives and healthcare professionals.

Proposed next steps:

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