Physicians report that they will shift a significant amount of time currently devoted to offline professional sources to their online counterparts in the coming years, according to the just released ePharma Physician® study by pharmaceutical and healthcare market research company Manhattan Research. The study and its accompanying advisory service focus on physician usage and opinions of online pharmaceutical and biotech information and feature data on a broad spectrum of life sciences companies including Merck, AstraZeneca, Novartis, Biogen, Astellas, Daiichi Sankyo, Sepracor, and Eisai.
This year's survey found that physicians desire to receive the majority of their pharmaceutical and device product information through online and other electronic sources. Currently, physicians conduct 41% of their pharmaceutical research online, but expect to increase that percentage to over 50% in the near future.
"This trend could prove to be an opportunity for smaller and targeted specialty pharmaceutical and biotech companies to gain ground on larger competitors in physician reach and market share through cost effective digital sales and marketing support strategies," says Mark Bard, Manhattan Research President. "Digital channels have leveled the playing field in many industries, giving sales and marketing groups the chance to make a big impact even with limited - yet targeted - resources."
Online journals and virtual conferences are two other professional resources that should see spikes in physician traffic in the coming years. The study found that physicians expect to shift time spent with print journals and live conferences to those online counterparts. The market for online clinical resources has been growing steadily over the past five years, and some companies are taking notice by expanding their interactive offerings for physicians. Medical publisher Elsevier launched WiserWiki in 2008 for physicians to collaboratively contribute and update clinical information, and physicians should expect to see more of these innovative tools launch in the near future.
ePharma Physician® v8.0 Webcast
Marketers interested in learning more about the latest digital sales and professional marketing trends are invited to attend a webcast from Manhattan Research on August 26. The session is a must-attend event for healthcare and pharmaceutical marketers looking to effectively reach physician audiences through CRM, tech-enabled sales forces, interactive detailing, Web 2.0, pharmaceutical customer service portals, and other strategies.
Date & Time: Tuesday, August 26, 2008 at 11am and 3pm, EDT (for qualified business accounts only) Register Now: Enroll online at http://manhattanresearch.webex.com.
About ePharma Physician® v8.0
ePharma Physician® v8.0 was conducted via online survey methodology in Q2 2008 among 1,681 online practicing U.S. physicians.
For seven consecutive years, the study has determined the leading online physician destinations based on the number of physician visitors as well as the content satisfaction of those who visit. In-depth analysis of top product and corporate pharmaceutical websites, health portals, online journal sites, specialty-specific sites, newsletters and society sites is available as part of the ePharma Physician® v8.0 advisory service.
ePharma Physician® v8.0 also includes the following specialist segments in the research: Allergy and Immunology, Cardiology (Cardiovascular Surgery and Interventional Cardiology), Dermatology, Emergency Medicine, Endocrinology, Family Medicine/General Practice, Gastroenterology, Infectious Disease or HIV physician, Internal Medicine, Nephrology, Neurology, OB/GYN, Oncology-Hematology & Hematology, Ophthalmology, Pediatrics, Psychiatry, Pulmonology, Radiology, Rheumatology, Surgery (General and Orthopedic), and Urology.
Key Research Topics Covered
ePharma Physician® v8.0 research reveals insight into the following:
- Interactive Detailing and Technology-Assisted Detailing
- Top Online Resources
- Web 2.0 Technologies
- Email Use and Interest
- Pharmaceutical Customer Service Portals
- Top Product and Corporate Websites
ePharma Physician® v8.0 reveals the relevant market share and physician satisfaction for 300+ leading pharmaceutical product websites. A complete list of available product sites is available at www.manhattanresearch.com/products/Strategic_Advisory/ePP/default.aspx
About other Manhattan Research Products and Services
Manhattan Research conducts annual research studies among physicians and consumers, including Taking the Pulse®, Taking the Pulse® Europe, Taking the Pulse® Asia, Cybercitizen® Health, Cybercitizen® Health Europe, and ePharma Consumer®. Each study serves a unique purpose and focuses on different aspects of information technology adoption. Broad consumer and physician research is complemented by targeted analysis among more than 80 consumer therapeutic segments and 25 physician specialist segments.
Manhattan Research, a Decision Resources, Inc. company, is a leading market research and advisory firm for pharmaceutical and healthcare companies. For more information, visit www.manhattanresearch.com.