Usage vs. Trust: How Doctors Search for Medical Information

How do doctors obtain information for their day-to-day practice, and which channels do they actually trust? In the latest podcast episode, Katharina Radunz from coliquio analyzes study data on the information-seeking behavior of healthcare professionals (HCPs).

She explains the current “trust shift” in doctors’ information-seeking behavior. She also points out that AI tools such as chatbots have catapulted themselves into the top 5 most-used channels in just 18 months. Radunz confronts the industry with the reality that pharmaceutical companies must radically rethink their content strategies.

It is no longer enough to operate isolated, standalone websites, as these are rarely proactively visited amid the hectic pace of daily practice. Instead, reliable, transparent content must be placed where the medical community is looking: on independent platforms and within AI-powered systems.

As a sparring partner, she emphasizes:

"Doctors do not blindly trust artificial intelligence: They demand the highest quality of content, transparent citations, and reliable sources in order to avoid the problem of content-free 'beautiful garbage.'"