|
Oncologists Visit Pharma Sites and Post Professional Content Online More Frequently than the Average Physician Manhattan Research Specialist Segmentation Module Explores How Oncologists Use the Internet and Other Technologies for Professional Purposes and Treatment DecisionsNEW YORK, NY – September 16, 2009 – Oncologists are more likely than the overall population of U.S. physicians to visit pharmaceutical, biotech, and device corporate and product websites on a regular basis, according to pharmaceutical and healthcare market research company Manhattan Research. In fact, almost seventy percent of oncologists visit product websites monthly or more often. Additionally, oncologists are three times more likely than physicians overall to be high-frequency contributors of online health-related content. The findings are derived from Manhattan Research’s study of physician adoption and use of the Internet and other technologies. The company’s physician market research can be segmented to derive insights into over twenty target physician specialties. The field of oncology is rapidly changing, and physicians in this specialty rely on digital resources to receive the most up-to-date clinical and product news at the moment they need the information. While the sales rep is still undoubtedly important to many oncologists, manufacturers are now realizing the importance of supplementing in-person details with relevant online brand content that these specialists can access on-demand. For example, PfizerOncology.com from Pfizer offers useful videos, extensive product information, and patient education materials via an easy-to-navigate portal. “The insight that oncologists are ‘above average’ in the digital realm is no surprise to the enlightened brand manager with an eye towards the future – a future in which reps are simply part of the promotional mix and not the center of it,” said Mark Bard, President of Manhattan Research. “The findings also highlight the need to further refine a professional strategy based on the needs of individual physician specialist segments. Clearly, companies can’t use a one-size-fits-all approach when addressing a physician audience online.” Physician Specialist Segmentation Modules Manhattan Research provides comprehensive analyses of over twenty physician specialist groups. Each Specialist Segmentation Module is an in-depth view of a particular market’s adoption and use of the Internet and other technologies for clinical, treatment, and product decisions and focuses heavily on tactical execution. The segmentation modules provide clients with the necessary market data and insights to make better informed decisions during brand planning and to connect with a particular specialist group through digital strategies. Physician specialist module topics include interactive detailing, Web 2.0, pharmaceutical customer service portals, tech-enabled sales reps, search engines, online and offline professional information sources, email use and opportunity, patient interaction and education, digital health infrastructure, and mobile technology profile. Complimentary Specialist Digital Report Card Are you curious as to how your target specialist group stacks up to the digital adoption trends of physicians overall? To request a complimentary digital report card of your specialist segment, and to view a list of available physician specialist segmentation modules and topics, please visit www.manhattanresearch.com/products/Specialist_Segmentations For additional segmentation module product and purchasing information, please contact sales@manhattanresearch.com or call 1.888.680.0800, ext 2. About Manhattan Research All company, brand, or product names contained in this document may be trademarks or registered trademarks of their respective holders.
For more information, contact:
|
White Paper
Get Social!
eNewsletter Sign Up |
Share on Facebook 
Del.icio.us
Digg this
Email This 
