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.
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. The study and advisory service product determines the leading online physician destinations based on the number of physician visitors as well as the content satisfaction of those who visit and provides in-depth analysis of top product and corporate pharmaceutical websites, health portals, online journal sites, specialty-specific sites, newsletters, and society sites.
Marketers interested in learning more about the latest digital sales and professional marketing trends from ePharma Physician® v8.0 are invited to attend a webcast from Manhattan Research on Tuesday, August 26, 2008, at 11am and 3pm, EDT. Register online at http://manhattanresearch.webex.com/.
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 or call 1.888.680.0800.
SOURCE: Manhattan Research
CONTACT: Manhattan Research, 1-888-680-0800