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In Italy, it’s not just members of the public who rely on the Internet to search for information about their health. Now the vast majority of doctors (nine out of 10) also ‘study’ online. This is a finding that came to light in GFK-Eurisko’s 2014 research on Digital Doctor Communication, which highlighted a real paradox: the more time doctors spend on the Internet updating their knowledge, the more quality time they can devote to patients.
The truth is that medical-scientific information is now primarily available on the web, so medical staff are simply adapting to this. About 80% of doctors now have remote or tele-detailing; 30% are already receiving scientific updates online; 70% own a smartphone, compared to 50% in 2013, while 50% have a tablet.
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