Digital technology is bringing healthcare professionals and patients closer together, but face-to-face information from peers, KOLs and rep visits remain the biggest influencer on prescribing behaviour.

That's according to a global online survey of healthcare professionals, which found that the preferred source of pharma info was the sales rep visit and most trusted sources of information were face-to-face information from peers or key opinion leaders or a sales rep visit.

Market research agency Cello Health Insight found that the information source most likely to influence prescribing was information from peers (38%), face-to-face information from key opinion leaders (35%) and in fourth place with (22%) the sales rep visit.

Paul Mannu, director at Cello Health Insight, said: “The amount doctors are using digital technology, and the importance they attach to it as a way of engaging with patients, is definitely growing year-on-year. 

"But pharma cannot view such channels as a panacea; the basics of engaging on a personal basis with doctors remains a crucial part of winning their trust and influencing prescribing decisions."

Cello conducted 1,090 interviews in July with a range of different physician types in eight markets - including the US, the UK, France and Germany and were conducted online with panel provider M3 Global Research and all respondents were verified as being healthcare professionals.

The firm's second annual Digital Health Debate report also found 62% of doctors often see patients who attend surgery with a self-diagnosis from web research, with 40% saying that patients often specifically request a medicine.

Digital inspiration for pharma on mobile, social media, strategy, best practice, regulations and more