Manhattan Research’s Brand Support Packages Help Marketers Refine Brand Planning for 2013
June 26, 2012, New York, NY – Physician adoption of digital media is highly advanced in terms of time online, activities and use of multiple devices, representing a strong opportunity for marketers to engage their customers. At the same time, analysis shows media preferences and workflow varies significantly between and within various specialty segments, more so than other variables such as age and practice type.
Physician Brand Support Packages from healthcare market research and advisory firm Manhattan Research provide a detailed overview of how more than 25 specialty audiences use digital for professional purposes and pharma interaction to support the development of granular strategic and tactical brand planning in 2013.
For example, according to the Taking the Pulse® U.S. 2012 study, hematology oncologists spend an average of nine more hours online per week than ophthalmologists, urologists, and allergists.
Hours spent online professionally per week, top 3 specialties:
Specialty Average hours per week
Hematology Oncologists 17
Hours spent online professionally per week, bottom 3 specialties:
Specialty Average hours per week
Another area where digital behavior varies among specialist audiences is pharmaceutical or biotech product website visitation. On average, 15 percent of physicians visit a pharma or biotech product website weekly, but hematology oncologists are twice as likely as the average physician to visit one of these sites weekly.
Visit pharma or biotech product websites weekly or more often, top 3 specialties:
1. Hematology Oncologists, 34%
2. Medical Oncologists, 27%
3. Psychiatrists, 23%
“Physician digital behavior varies in unpredictable ways making segmentation critical,” says Vice President of Research Monique Levy, “especially with most brands having to do more with less in 2013.”
Do you need data and insights for your key specialist audience?
Manhattan Research offers Physician Brand Support Packages for 25+ specialist audiences. Physician Brand Support Packages provide a detailed overview of how a key specialist audience uses digital channels for professional purposes and pharma interaction.
Physician Brand Support Packages are based on the findings from Manhattan Research’s Taking the Pulse® U.S. and ePharma Physician® studies.
Topic areas explored in this physician research include:
• Smartphones and tablets
• Professional resources used
• Social networking
• Online video
• Electronic health records
• Digital at point of care
• Online pharma promotions
• Electronic detailing
• iPad Reps
• Rx info seeking
• HCP service portals
Physician Brand Support Packages are available for:
Allergy and Immunology, Cardiology & Cardiovascular Surgery, Dermatology, Emergency Medicine, Endocrinology, Gastroenterology, Hospitalists, Infectious Disease/HIV Physician, Nephrology, Neurology, OB/GYN, Oncology – Hematology, Oncology – Medical, Ophthalmology, PCPs (Family Practice, General Practice, and Internal Medicine), Pediatrics, Pain Management, Psychiatry, Pulmonology, Radiology, Retinal Specialist, Rheumatology, Surgery – General, Surgery – Ophthalmology, Surgery – Orthopedic, and Urology
To learn more about Physician Brand Support Packages, visit www.manhattanresearch.com/Physician-Brand-Support-Packages, contact email@example.com or call 1.888.680.0800, ext 2.
About Taking the Pulse® U.S. 2012
Taking the Pulse® U.S. is Manhattan Research’s annual market research study and syndicated advisory service focused on how U.S. physicians use the Internet, digital media, mobile devices and other technologies for professional purposes and patient interaction. Taking the Pulse® U.S. 2012 was fielded online among 3,015 U.S. practicing physicians in Q1 2012. The data can be segmented across a variety of target specialist audiences, including PCPs, pediatricians, cardiologists, oncologists, gastroenterologists and OB/GYNs. For more information, please visit www.manhattanresearch.com/ttp.