Professional information practices of physicians in Ukraine in 2026: results of a Medical Data Management survey

The article presents the results of a survey of doctors on the use of channels for obtaining professional information in Ukraine in 2026. The study was conducted by Medical Data Management (MDM) in May 2026 using an online survey (Com­puter-Assisted Web Interviewing — CAWI); the sample consisted of 319 doctors of various specialties. It was found that the professional information behavior of doctors is multi-channel in nature: medical websites (96%) and educational platforms (95%) have the highest coverage, while Viber combines significant coverage with high frequency of use. The share of doctors using artificial intelligence (AI) tools to obtain professional information increased from 14% in 2025 to 48% in 2026. At the same time, the role of channels depends on the specific information task: for new drugs, a visit by a medi­cal representative remains key (70%), while for long-known drugs, the importance of online educational platforms and messengers / chat bots is increasing. This indicates that professional communication with doctors is moving from the logic of a separate channel to the logic of an information ecosystem, in which different sources do not replace, but complement each other.