Manhattan Research Reveals the Top 5 Traits of the 'Ideal' eDetail

With 2 in 5 Physicians Participating in eDetails, Industry Focus Shifts to Improving Content

NEW YORK, NY – September 27 – With the number of U.S. physicians participating in electronic detailing nearly doubling in the past 3 years – from 141,000 physicians in 2002 to 246,000 in 2005 – pharmaceutical, biotech and medical device companies are clamoring to perfect and refine their messaging to physicians.

Manhattan Research announced today the top five characteristics desired by U.S. physicians when participating in electronic detailing as part of its latest physician research study, titled "Electronic Detailing: Trends in Adoption and Use of Web-based Applications" – a new comprehensive analysis focused on physicians' edetailing usage, preferences, and opinions of online pharmaceutical information and promotional resources.

In addition to overall market trends, the analysis also contains insights into electronic detailing

adoption rates and preferences among 20 different specialist segments.

"Physicians are utilizing a wide range of online resources from life sciences companies, and frequency is being driven by ongoing improvements in the breadth, depth and quality of these offerings," states Meredith Abreu, Vice President of Research.

She continues, "Although a number of leading companies are designing their edetailing programs to align with market demand, many have yet to incorporate a basic understanding of what their physician audience wants from an electronic detailing experience today."

Manhattan Research is offering strategic highlights from the report to qualified business accounts. To request a copy of the market snapshot, "Electronic Detailing at a Glance," visit us online at http://www.manhattanresearch.com/edetailing.aspx.

    Top 5 Characteristics of the Ideal Electronic Detail

    As Ranked by U.S. Physicians

     1.  Short (less than 5 minutes)

     2.  Available 24/7

     3.  Contains fresh information (not redundant with info from detail rep)

     4.  Interactive or self-guided learning

     5.  Has an incentive attached

     Source: Electronic Detailing: Trends in Adoption and Use of Web-based Applications - Manhattan Research, LLC

    Physician attitudes, preferences, and utilization of leading corporate edetailing programs were recorded and analyzed for more than 45 companies, including: 3M, Abbott Labs, Amgen, Boehringer Ingelheim, Bristol-Myers Squibb, Glaxo SmithKline, Lilly, Merck, Novartis, Pfizer, Schering-Plough, Solvay Pharmaceuticals, TAP, and Takeda.

    Furthermore, the study shows comparisons among electronic detailing vendors including the following: Aptilon Health, Group DCA, IQlearning.com, Lathian Systems, Medsite, Medscape/WebMD, and Physicians Interactive.    

Complete findings and analysis from the "Electronic Detailing: Trends in Adoption and Use of Web-based Applications" are immediately available to Manhattan Research clients as part of the Taking the Pulse(R) Continuous Advisory Service. 

For additional information please contact Erica Alexander at 212.255.7799 or visit http://www.manhattanresearch.com/edetailing.aspx.

     MEDIA CONTACT:

     Erica Alexander

     Manhattan Research, LLC

     212.255.7799

     ealexander@manhattanresearch.com