Live Video Detailing

With continued pressure on pharma to innovate and optimize their sales approach, executives are closely watching how physician adoption of live video detailing is evolving. In this report, Vice President of Research Monique Levy reviews growth and opportunities in the live video detailing market, including the profile of current adopters and best use cases for pharma.

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Topics Covered:

I. Assessing Market Opportunity

Growth in live video detailing among ePharma Physicians
Percentage of ePharma Physicians self-reporting the impact of live video detailing on their prescribing behavior
Reasons ePharma Physicians have not participated in live video detailing across segments
Types of other online promotion physicians use across segments

II. Video Detailing Use Cases & Recruitment

Reasons ePharma Physicians use online promotion programs by segment
Attitudes on live video detailing being more convenient than office visits from reps; Plans to replace in-office visits with live video details
Demand for live video details with reps from companies that don’t provide office visits
Scenarios in which ePharma Physicians would use live video detailing
Promotional channel preference for various research needs across segments
Ways physicians were recruited for online video detailing programs

III. Profiling Live Video Detailing Users

Practice and technology ownership profile of physicians across segments
Top specialty segments among users and those interested in using live video detailing
Online resources used and service features desired by physicians across segments

Excerpt

Adoption of live video detailing has grown rapidly since 2008, increasing from 13 percent to 31 percent of ePharma Physicians and outpacing Manhattan Research’s projections by about one year (See the 2008 report “The Evolving Market for Video Detailing”). High satisfaction rates among users, and manufacturers’ reported plans to invest significant budgets in live video capabilities were major drivers in 2008. At that time, survey results showed that more than one-half of ePharma Physicians participating in live video detailing reported a six or seven on a seven-point satisfaction scale. The recent survey shows that convenience of live video is the primary advantage of this channel for physicians, as will be discussed.

Manhattan Research's reports cover important trends in physician and consumer use of digital media and technology for health. The reports draw from interviews conducted with thousands of physicians and consumers about their behaviors, attitudes, and future interests as it relates to their use of the Internet and other technologies for health and treatment decisions. Each PDF report includes a written analysis, supporting graphs and data, and strategic takeaways. For more information about reports from Manhattan Research, please visit here, email sales@manhattanresearch.com or call 1.888.680.0800, ext 2.