Physician Research Module from Manhattan Research

THE FUTURE OF PHYSICIAN CHANNEL MIX:
SEGMENTING PHYSICIANS BY AGE

To what degree does age influence adoption of technology among physicians? This module looks at physicians by age cohort, and compares clinical information seeking behavior, relationship with biopharma companies, and technology adoption. The results will surprise you!


THE FUTURE OF PHYSICIAN CHANNEL MIX: SEGMENTING PHYSICIANS BY AGE

Table of Contents


INTRODUCTION

I. IMPACT OF AGE ON PHYSICIAN TECHNOLOGY ADOPTION
  • Technology Adoption Metrics by Age Cohort 
  • Hours Online per Week
  • Technology Device Ownership Decreases with Age
  • Physician Use of Advanced Online Activities
II. A PEEK INTO THE FUTURE OF CLINICAL INFORMATION GATHERING   
  • Times During Which Physicians Use the Internet for Professional Purposes
  • Use of Online Textbooks is High among Younger Physicians   
  • Physician Use of Advanced Technologies for Professional Purposes
  • Podcasts for Physicians on iTunes    
  • Interest in Online Communities for Physicians (by age)
  • Technology and Patient Care   
III. EPHARMA ACTIVITIES   
  • Electronic Detailing   
  • Pharma Corporate and Product Sites   
  • Interest in Technology Devices during Rep Visits 

CONCLUSION


Excerpt

As technology continues to have a drastic impact on how physicians gather clinical information, it is important to understand the relative role of online sources across age groups. While virtually every physician, regardless of age, is online in some capacity, the younger physicians are more likely to conduct certain advanced activities online.  It is especially interesting to keep an eye on the activities of these younger physicians, as they will be a strong indicator of where the market will head in the future.

A detailed understanding of physician activity by age cohort is critical to developing an effective promotional media mix for the near-term, and insuring that long-term promotional plans are aligned with the channel preferences of today’s younger physicians – who are tomorrow’s seasoned healthcare professionals.\



Full access to this report is available for clients of Manhattan Research’s Taking the Pulse® v7.0 study. For information on gaining access, please email sales@manhattanresearch.com.


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