Do You Know Where Your Physicians Will Be In 2009?
Latest Trends in Physician Media Mix


 NEW YORK, NY – May 26, 2008 – The image of the well-informed physician having stacks of journals and walls of textbooks in his or her office is becoming increasingly obsolete. All that the informed physician needs today is a computer or mobile device and an Internet connection to stay up-to-date. In fact, many physicians are eschewing traditional media sources such as print journals and offline conferences or textbooks, and shifting their learning entirely online.

According to healthcare market research firm Manhattan Research, reading online journals and medical textbooks/references and attending online conferences have proven to be some of the fastest growing professional activities for physicians, growing at double-digit rates over the past three years.

“Given the magnitude of the shifts we are seeing in physician channel mix, it is critical that pharmaceutical marketers re-evaluate the usual way of doing things,” says Meredith Abreu Ressi, VP of research at Manhattan Research. “With substantial changes in use of journals, conferences, and textbooks happening year over year, many companies are finding they have to aggressively redesign their marketing plans to keep pace with physician channel preference.”


About Taking the Pulse® v8.0
Taking the Pulse® v8.0 was conducted via telephone and online survey methodology in Q1 2008 with a nationally representative sample of 1,832 practicing U.S. physicians.

In addition to providing physician market trends, clients can further segment Taking the Pulse® v8.0 to derive statistically relevant insight across the following specialties: Allergists, Cardiologists, Dermatologists, Electro Physiologists, Emergency Medicine, Endocrinologists, Gastroenterologists, Surgeons, Hematology Oncologists, Infectious Disease Specialists, Medical Oncologists, Nephrologists, Neurologists, Obstetrics/Gynecologists (OB/GYNs), Ophthalmologists, Orthopedic Surgeons, Pediatricians, Primary Care Physicians (General Practice, Family Practice and Internal Medicine), Psychiatrists, Pulmonologists, Radiologists, Rheumatologists and Urologists.

Other Manhattan Research Products and Services
Manhattan Research conducts annual research studies among physicians and consumers, including Taking the Pulse® Europe, Cybercitizen® Health, Cybercitizen® Health Europe, ePharma Consumer® and ePharma Physician®. 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 is a leading market research and advisory firm for pharmaceutical and healthcare companies. For more information, visit www.manhattanresearch.com or email sales@manhattanresearch.com.

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