The trend: Healthcare provider (HCP) adoption of digital channels and content depends on factors including age, specialty, and media channels, according to Indegene’s 2024 HCP Digital Affinity Report. Indigene’s data includes 2.1 million US HCPs across 30 specialties.

Digging into the data: One-third (33%) of HCPs enthusiastically or regularly engage with digital channels, while another 40% use digital occasionally. Indegene looked at emails, electronic health records, virtual rep engagements, programmatic ads, paid search, and social media.

Older HCPs are surprisingly the most digitally savvy.