ePharma Physician®

ePharma Physician® is Manhattan Research’s annual market research study and syndicated advisory service focused on information technology, new media, and alternative channel adoption by physicians, as they relate specifically to interactive communication with the pharmaceutical, biotech, and medical device industries.
 
Fielded annually in Q2 through an online survey methodology, the study identifies and analyzes the behaviors, attitudes, and future interests in technology and new media usage by physicians for the purpose of communicating with manufacturers and their product information. In its tenth edition, ePharma Physician® explores and details the latest trends around online and offline sources used to obtain pharmaceutical product information, online and print journals, mobile device adoption and activities conducted using an iPad, HCP online communities, attitudes toward reps, e-detailing and non-personal promotion (NPP), Tablet PCs, live video detailing, HCP service portals, online pharmaceutical websites, customer service interests, pharma-sponsored KOL and MSL sessions, and electronic sampling. In addition to being a multi-year, multi-topic research program, segmentations across twenty-five (25) physician specialty categories are available.
 
Building on Manhattan Research’s Taking the Pulse® U.S. study, ePharma Physician® delivers a strategic decision-making tool for online promotional campaigns during any phase of the branded product life cycle.


Download the ePharma Physician® brochure (PDF)
or complete the form below for more information.


Better understand the audience of physicians interacting with manufacturers through the Internet and other technologies through ePharma Physician® and Manhattan Research.

TOPICAL SUMMARY

  • Applications and Channel Mix: Online and offline sources used to obtain pharma product information, including channels used at different points of the product lifecycle; display and search engine advertising; online and print journals used; specialty websites used; professional medical websites used; influence on prescribing behavior
  • Mobile Adoption: Device adoption by platform (iPhone, BlackBerry, Palm, Android, iPad, iPod Touch); intent to purchase, professional activities; activities conducted using iPad
  • Social Networking: Use of HCP online communities; interest in pharma-sponsored online communities
  • Rep Relationship and Tech Detailing: Use of and attitude toward rep; desired services from rep; interactions with and attitudes toward tech-enabled sales reps using Tablet PC or iPad
  • Online Promotion: Types of e-detailing and non-personal promotion (NPP) used, number of times used, duration of program; use of live video detailing; KOL-led speaker programs; HCP portals and microsites; attitudes toward, influence of and barriers to use of online promotion; preferences for obtaining product information; ranking of e-detailing and video detailing programs by company (use and satisfaction)
  • Online Pharmaceutical Properties: Pharma product, corporate, service portal, and unbranded websites
  • Customer Service: Use of and features of interest on customer service portals; live online speaker events from a pharma company; preferences for communicating with reps and MSLs; interest in customer service through email, click-to-chat, click-to-call, video chat, phone; reasons for registering for a service portal
  • Electronic Sampling: Use and frequency; preferences for obtaining samples


DELIVERABLES

  • Comprehensive slide deck
  • Analyst inquiry privileges
  • Executive management report  - Focusing on key findings, future trends, potential markets and changes in the online healthcare and pharmaceutical industry based on data and trends
  • Strategic briefing
  • Client Web access
  • Research Modules - In-depth reports on a variety of healthcare and technology topics, rich with graphs and data
  • Strategic Insights – Articles written by Manhattan Research analysts on a variety of topics from the syndicated research studies


METHODOLOGY                

  • Online survey of 1,713 practicing U.S. physicians
  • Interview screener: Looked online for pharmaceutical information, visited a pharmaceutical or biotech product or corporate website, or participated in an electronic detailing program from a pharmaceutical or biotech company in past 12 months
  • Mix of primary care (PCP) and specialists (approx. 20/80)
  • Quotas established for 25 specialist segments
  • In-depth online interview
  • The margin of error is ±3.1% at the 95% Confidence Interval

 

STRATEGIC USES

  • Assess current and future physician marketing channel mix
  • Measure the ROI of particular “e” initiatives from the perspective of the end user
  • Understand technology adoption drivers and barriers for physicians
  • Gain insight into the future of pharmaceutical marketing
  • Identify new opportunities to reach valuable physician segments

 

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