EPN - Electronic Prescribing News

NEW YORK, April 19 /PRNewswire/ -- In order to reach today's physicians, marketers need to understand how physicians research medical information and which sources have the greatest impact on their treatment decisions. Do you have the answers to key strategic marketing questions you need regarding U.S. physician technology trends?

Manhattan Research, a healthcare marketing information and services firm, today revealed answers to five strategic questions related to technology adoption among practicing U.S. physicians. These trends are based on a recent study of more than 1,200 practicing physicians, titled Taking the Pulse® v6.0: Physicians and Emerging Information Technologies. This syndicated annual study provides marketers with key data about physician portals, pharma corporate and product sites, physician search engine usage, electronic prescribing (eRx), electronic detailing, electronic medical records (EMR), mobile devices, and the actions physicians take after seeking various kinds of health information online. A three-minute audiocast overview of the data is available now, and a 30-minute webinar entitled "Taking the Pulse v6: Physician eMarketing Trends" will be given on May 3rd (registration details for both given below).

By the Numbers ...

Manhattan Research poses five strategic questions that product managers and marketers should be able to answer regarding physician technology adoption:

    1.  What is the role of the Internet in the day-to-day life of today's
        physician? -- 579,000 ... the number of U.S. physicians reporting they
        have "high speed" access at their office or at home or office in 2006.
        In fact, 142,000 physicians report they are actually using the
        Internet during patient consultations. Finally, leading the shift
        towards the "digitalization" of health information, the data reveal
        continued growth of physicians using EMR (electronic medical records)
        or electronic prescribing.

    2.  How do physicians look for information online and what types of

        content do they seek? -- 610,000 ... the number of U.S. physicians who

        report using search engines to find medical information online.

        Although Google and Yahoo! are clear market leaders, physicians report

        varying degrees of relevance and satisfaction when it comes to search

        engine results. And, while search engines play an essential role in

        finding information, leading physician portals such as Medscape, Merck

        Medicus, and UpToDate continue to serve as critical resources in the

        weekly (and daily) lives of practicing physicians.

    3.  What is the role of mobile devices for physicians? -- 333,000 ... the

        number of U.S. physicians reporting use of some type of mobile device

        today (such as a PDA, smartphone with PDA, or a pen tablet).

        Furthermore, just under 40% report using an iPod or portable digital

        music player.

    4.  Are physicians interested in online new media? -- 487,000 ... the

        number of physicians who can be classified as users of "new media",

        such as streaming video, downloadable audio content, or blogs.

        Although many of these technologies are still in their infancy, the

        segment of physicians using them in some capacity today clearly

        represents a viable audience from a strategic marketing perspective.

    5.  What "e" relationship currently exists between physicians and pharma?

        Despite a relatively stagnant market for electronic detailing (aka,

        e-detailing), physicians still voice a strong demand for electronic

        interaction and online customer service with pharmaceutical companies.

        In fact, approximately 75% of physicians report they have used, or are

        interested in using, a customer service portal from a pharmaceutical

        company.

Taking the Pulse® v6.0 was conducted via random digit dial (RDD) telephone within the United States between March and April 2006 with a nationally representative sample of 1,250 practicing U.S. physicians. A complimentary webinar entitled "Taking the Pulse v6: Physician eMarketing Trends" on May 3rd at 11:00am ET will review key study findings and insights (registration details below).

To learn more about these physician market trends, to listen to an audiocast overview, or to register for the complimentary webinar, visit the link below or email sales@manhattanresearch.com. Webinar participation will be limited to qualified business accounts.

    WEBINAR DATE:  May 3, 2006 at 11:00am ET

    PRESENTER:     Meredith Abreu, VP of Research

    REGISTER:      http://www.manhattanresearch.com/ttp2006.aspx

In addition to providing physician market trends, clients can further segment Taking the Pulse® v6.0 to derive statistically relevant insight across the following specialties: Allergists, Cardiologists, Dermatologists, Emergency Medicine, Endocrinologists, Gastroenterologists, Surgeons, Hematologists, Hematology Oncologists, Infectious Disease Specialists, Medical Oncologists, Nephrologists, Neurologists, Obstetrics/Gynecologists (OB/GYNs), Ophthalmologists, Orthopedic Surgeons, Pediatricians, Primary Care Physicians (General Practice, Family Practice and Internal Medicine), Psychiatrists, Rheumatologists and Urologists.

Manhattan Research Products and Services

In addition to the physician study Taking the Pulse®, Manhattan Research conducts annual research studies among physicians and consumers, including Taking the Pulse® Europe, Cybercitizen® Health, ePharma Consumer®, and ePharma Physician®. Each study serves a unique purpose and focuses on different aspects of information technology adoption. Broad consumer and physician research is complemented by targeted analysis among more than 30 consumer therapeutic segments and 20 physician specialist segments.

    MEDIA CONTACT:

    Erica Alexander

    ealexander@manhattanresearch.com

    212.255.7799