POST SUMMARY: Physicians are not using the mobile web they are using apps as a tool like a stethoscope. The number one reason that they are using apps is to determine medical interactions followed by diagnosing patients. If marketers want to appeal to physicians they should focus on a message that benefits physicians.
It should come as no surprise to anyone that apps rule mobile devices (smarphones). Why? Because even with 4G speeds the smartphone web provides a small and slow experience. Now a report from MedData indicates the same is true for physicians.
To generate demand among physicians, campaigns must focus on solving physicians problems.