Taking the Pulse® v9.0 Webinar:
Digital Trends Shaping the Future of Physician Marketing


Monique Levy, Senior Director of Research
Original Presentation - April 21, 2009



Top Attendee Questions

1) What are the biggest changes in the physician media mix over the past two years?

Internet increasingly central in physicians’ workflow.  Almost 9 in 10 physicians report the Internet is essential to their practice in 2009. Since   2007, the share of doctors using the Internet daily has grown substantially, particularly during and between patient consultations.  Among the primary drivers of this shift is smartphone ownership and improved mobile content.  In addition, the frequency with which doctors use online resources to research information, read journals among other typical physician activities has grown rapidly.

2) Which activities do physicians prefer to conduct on mobile devices vs. PCs?

PC and Mobile-based activities will begin to blur.  Checking drug reference databases, clinical or medical databases, and using prescription dosage calculators are among the top activities physicians perform on mobile devices today. Nevertheless, about one-quarter of physicians completed CME on their mobile devices in 2009 even though most doctors report they prefer doing this activity on their PCs.  Physicians will perform more complex tasks and activities on mobile devices in the mid-term as form factors as applications and browser-based content improve.

3) How can manufacturers improve physician loyalty to customer service portals?

Marketers must boost awareness of customer service portals across all marketing initiatives. Being walled gardens, mananufacturers’ customer services portals are disadvantaged for search—physicians’ primary method of finding online content.  To compensate for this loss of traffic manufacturers must push awareness of their portals through sales reps, email marketing, brand.com websites, and other promotional activities. 


To learn more about Manhattan Research's Taking the Pulse® v9.0 physician market research and strategic advisory service, please contact sales@manhattanresearch.com or visit the product page.

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