Manhattan Research offers in-depth research modules on important trends in physician and consumer use of digital media and technology for health. The reports draw from interviews conducted with nearly 20,000 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.
Consumer Topics
Today's ePharma Consumers
The media landscape is rapidly evolving in terms of content, channels, and access points - creating new opportunities and challenges for pharma marketers. At the same time, consumers are becoming more proactive about using the Internet to research pharma product information and treatment options. In this report, Senior Healthcare Analyst Maureen Malloy explores the evolving segment of ePharma Consumers and how they are searching for and using online prescription drug information.
E-Empowered Consumers
Nearly three-quarters of U.S. adults use the Internet for health information and tools. The critical question regarding this audience the extent to which the health web is influencing behavior and empowering consumers to take more responsibility of their health choices and care. This report quantifies and analyzes the E-Empowered Consumer segment and discusses examples of digital tools and services in the market supporting this audience.
Health Influence Mapping
In this report, Vice President of Research Monique Levy evaluates and benchmarks the relative influence of various online and offline health sources on consumer health decisions and actions with the goal of helping marketers better align and implement their marketing strategies.
Assessing Marketing Opportunities for Women
In this report, Senior Director of Research Erika S. Fishman and Research Manager Miranda Manganaro explore opportunities for healthcare marketers to connect with women through online and mobile channels. The analysis also breaks down digital behaviors among women by age and status of children in the household.
Consumer Online Health Video
Vice President of Research Monique Levy explores consumer demand for online health video and the impact of this format on health behavior. Levy also discusses where consumers watch health video and which genres they prefer, as well as the challenges and opportunities in leveraging YouTube.
Unbranded Websites
In this report, Senior Healthcare Analyst Maureen Malloy reviews the market potential for unbranded websites, how strong of an opportunity unbranded initiatives represent for pharma, the elements consumers seek on these properties, and best practices for marketers to consider.
Physician Topics
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.
Physicians & Mobile
Senior Digital Healthcare Analyst James Avallone discusses key trends in the physician mobile market, including how physicians are integrating handhelds into their workday and what share of the mobile audience is comprised of advanced users.
Physician Social Media
In this report, Senior Digital Healthcare Analyst James Avallone focuses on the physician social media landscape, exploring both adoption, behaviors, and barriers related to user-generated content and online physician communities. This report provides a framework for pharma companies to approach this media, discusses why traction of professional communities remains low, and explores challenges and opportunities for harnessing physician use of social media content.
The Future of Physician Media
Vice President of Research Monique Levy discusses how physician use of social media, mobile technology, and on-demand resources will evolve over the next two years. The report serves as a guide for manufacturers and publishers looking to leverage imminent digital opportunities.
Physicians and Health Information Technology
In this report, Senior Director of Research Erika S. Fishman discusses the outlook on health information technology for physicians, including current and future adoption of electronic medical records, e-prescribing, and online patient communication.
Physician Digital Media Landscape
The Physician Digital Media Landscape reviews the top professional medical websites, specialty sites, print and online medical journals, and professional email newsletters among primary care physicians, pediatricians, oncologists, cardiologists, gastroenterologists, infectious disease/HIV physicians, rheumatologists, and OB/GYNs. The report also includes interviews with industry experts, case studies, and a look at the future of the physician digital media landscape.
Physicians and Pharma Online Properties
Physicians and Pharma Online Properties reviews physician use of manufacturer corporate, product and HCP portals and provides insights and case studies to help marketers approach this important piece of the physician promotional and customer service puzzle.
Purchasing Information
To purchase a report, please email sales@manhattanresearch.com or call 1.888.680.0800, ext. 2.
Manhattan Research, a Decision Resources, Inc. company, is a global pharmaceutical and healthcare market research and strategic advisory firm. We conduct annual research studies covering eHealth trends among healthcare professionals and consumers in the Americas, Europe, and Asia. Broad consumer and physician research is complemented by targeted segmentations of specific consumer therapeutic and healthcare professional specialist segments.