(Dr R S Sathya Saminadan, Associate Professor of Practice & Area Chair – Marketing, IFMR GSB, Krea University)
Abstract
This study investigates the factors influencing information search behavior among doctors, particularly in the context of purchasing medical equipment online. The primary objective is to identify the patterns and determinants of doctors’ information-seeking behaviors preceding their online purchase decisions for professional use. By exploring the structural relationships among these factors, the study aims to address operational gaps in service delivery within emerging markets.
Employing a mixed-methods approach, the study integrates qualitative and quantitative techniques. Data were gathered through a comprehensive survey questionnaire distributed among doctors of various practice types. The collected data underwent rigorous analysis to uncover significant insights.
Key findings reveal that doctors are proactive in seeking information regarding advancements in medical equipment essential for their professional roles. With the increasing reliance on online resources, doctors engage extensively in information search activities across diverse online platforms. This behavior underscores the critical role of accurate and comprehensive online information in their decision-making processes related to medical equipment purchases.
The study highlights implications for market segmentation and the development of targeted online marketing strategies tailored to meet doctors’ expectations in the online purchase of medical equipment. By understanding these information-seeking behaviors and influencing factors, companies can enhance their service offerings and effectively cater to the specific needs of medical professionals.
Despite the study’s focus on doctors’ information-seeking behaviors and the factors shaping these processes, initial reluctance among some participants posed a challenge. However, the study successfully secured participation from 366 respondents, all from the same geographical area. This localized sample may constrain the broader applicability of the findings beyond this specific region.
In conclusion, this research contributes valuable insights into the complex dynamics of doctors’ information search behaviors in the context of purchasing medical equipment online. By elucidating these dynamics, the study provides a foundation for further research and strategic initiatives aimed at optimizing service delivery and marketing strategies within the healthcare sector.
Keywords: Doctors, Factors Influencing Online Search, Search Behavior, Online Information, Purchase Intention, Purchasing Behavior