NEW YORK--(BUSINESS WIRE)--According to the new ePharma Physician® v11.0 study from pharmaceutical and healthcare market research company Manhattan Research, 38 percent of ePharma Physicians1 have seen a pharma or biotech sales rep use an iPad or other tablet during a face-to-face meeting in a 12 month period ending in June 2011. ePharma Physician® study findings, however, suggest that marketers still have a ways to go to fully leverage the interactive features and capabilities of these devices to support a customized, efficient discussion with doctors.
Key highlights around tablet-assisted rep interactions from ePharma Physician® v11.0 include the following:
- iPads and other tablet initiatives need to be optimized: Only one-third of ePharma Physicians who see sales reps with iPads or other tablets find this experience to be better than reps using other materials or devices such as print materials or laptops.
- Enthusiasm for iPad or other tablets with reps varies by specialty: General surgeons, infectious disease or HIV physicians, anesthesiologists and OB/GYNs are the specialty groups most likely to agree that sales reps should use iPads or other tablets for product discussions during office visits. In contrast, dermatologists and rheumatologists are less inclined to feel that tablets are needed for rep meetings.
- Some companies are leading the way in terms of iPad reach: To date, the manufacturers with the highest reach in terms of ePharma Physicians seeing their sales reps with an iPad are Pfizer, AstraZeneca, Merck and Abbott.
“iPads are all the rage for pharma at the moment, which makes sense given the potential of these devices to support intelligent, nimble sales conversations,” said Monique Levy, Vice President of Research at Manhattan Research. “Unfortunately, some of the detailing programs that are being rushed out the door are sub-par – really no better than something you’d see on tablet PCs six years ago. Doctors won’t waste their time with these.”
Tablet-assisted face-to-face sales interactions are just one piece of the online pharma service model covered in ePharma Physician® v11.0. Other topics include sources used for prescription drug information; various types of online promotional programs and customer service options, including live one-on-one presentations with video or VOIP rep access; and value-added services such as patient education, financial assistance resources and online sampling.
Manhattan Research will also be releasing its new Digital MedTech Physician™ study later this month. Digital MedTech Physician™ explores similar topics as ePharma Physician®, including reps using iPads, but is designed especially for the unique challenges of medtech marketers.
Register for the Upcoming ePharma Physician® v11.0 Webinar – August 11 at 11am ET
On August 11 at 11am ET, Manhattan Research will host a complimentary webinar about the ePharma Physician® v11.0 market research and strategic advisory service. The webinar will also preview some of the key findings from the new study.
To register and learn more, please visit https://decisionresources.webex.com/decisionresources/onstage/g.php?d=768366026&t=a
1ePharma Physicians are the 87 percent of U.S. practicing physicians who already interact with pharma through digital channels. ePharma Physicians see 20+ patients per week, write 20+ Rx per week and have done at least one of the following activities:
- Looked for pharma information online
- Visited the website of any pharma or biotech products in the past 12 months
- Visited the corporate website of any pharma or biotech company in the past 12 months
- Participated in electronic detailing programs from a pharma or biotech company in the past 12 months
About ePharma Physician®
ePharma Physician® v11.0 was fielded online in Q2 2011 among 1,755 practicing U.S. physicians. Study data is available for multiple physician specialty groups, including allergists and immunologists, anesthesiologists, cardiologists and cardiovascular surgeons, dermatologists, emergency medicine physicians, endocrinologists, gastroenterologists, hospitalists, infectious disease or HIV physicians, nephrologists, neurologists, OB/GYNs, oncologists, ophthalmologists, orthopedists, pain management physicians, psychiatrists, PCPs, pediatricians, pulmonologists, radiologists, rheumatologists, plastic surgeons, general surgeons and urologists.
For more information, please email sales@manhattanresearch.com, call 1.888.680.0800, ext 2 or visit http://www.manhattanresearch.com/epp.
About Manhattan Research
Manhattan Research, a Decision Resources Group company, is a global pharmaceutical and healthcare market research and strategic advisory firm and conducts annual research studies covering eHealth trends among healthcare professionals and consumers. For more information, please visit http://www.manhattanresearch.com.
About Decision Resources Group
Decision Resources Group is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources Group at http://www.decisionresourcesgroup.com.
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