Pharma companies trying to reach European physicians may want to ramp up their spending on the online channel, according to new findings from Manhattan Research's Taking the Pulse Europe. Half of surveyed physicians in Europe say they prefer to receive prescription information via e-mail, Web casts, podcasts, or pharma Web sites. According to Mark Bard, president of Manhattan Research, these findings bolster "a very strong argument for companies to reevaluate their relative spending online as compared to sales force investments." The study found that 57% of physicians place primary importance on reps as the major information source. "In absolute terms the rep only has a small margin when compared to the online channel collectively, with regards to physician demand for information by source," Bard tells ePharm5. Despite the demand for online information sources, European physicians have fewer options than their U.S. counterparts. "We fully expect the demand for electronic information about pharmaceutical products to increase in the coming years in Europe," Bard says. Go to ePharm InDepth to view the white paper on the study. . .

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