Physician Research Module from Manhattan Research

PHYSICIAN DIGITAL MEDIA LANDSCAPE:
Connecting with Physicians Through Online Professional Resources

This report is part of Manhattan Research’s  ePharma Physician® market research and advisory service and provides a roadmap for physician marketers and media planners. The report explores the top professional medical websites, specialty sites, print and online medical journals, and professional email newsletters for primary care physicians, pediatricians, oncologists, cardiologists, gastroenterologists, infectious disease/HIV physicians, rheumatologists, and OB/GYNs. “Physician Digital Media Landscape” also includes interviews with industry experts, case studies, and a look at the future of physician marketing.

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Physician Digital Media Landscape:
Connecting with Physicians Through Online Professional Resources

Table of Contents

Introduction

Physician Digital Media Outlook for Primary Care Physicians, Pediatricians, Oncologists, Cardiologists, Gastroenterologists, Infectious Disease/HIV Physicians, Rheumatologists, and OB/GYNs
  • Professional Medical Websites
  • Specialty Websites
  • Professional Journals
  • Professional Email Newsletters

Top Online Physician Professional Online Resource Summary

Physician Digital Media Outlook and Strategy

Conclusion and Key Takeaways


Excerpt

The share of doctors using the Internet has already reached a point of saturation, and each year physicians of all ages and specialties are shifting more of their professional activities online. At the same time, sales representatives are having a harder time securing quality face-time with doctors. As the relationship between physicians and pharmaceutical, biotech, and device companies shifts, representatives will undoubtedly continue to play a role, but may no longer be the primary source of pharmaceutical information for physicians as the choice of information options expands.

The game has clearly changed for healthcare marketers aiming to reach physicians. Engaging the physician customer base is complicated by the ever-splintering number of physician resource channels, and the degree to which those channels differ between specialties.

The one common thread that weaves through the physician population as a whole, though, is that they are more likely to frequent health and professional websites, such as Medscape or UpToDate, than a pharmaceutical, biotech, or device property. Most physicians have visited a manufacturer site or physician customer service portal at least once in the past year, but overall are more likely to visit broader topic and better-known third-party networks. In order to extend brand reach, marketers can integrate their brand message and content on the sites that physicians are already visiting on a weekly or even daily basis, and even use this exposure as a way to get physicians to fulfill desired brand goals.

The following module explores the top professional medical websites, specialty sites, professional journals (online and print), and professional email newsletters among the following physician segments: primary care physicians, pediatricians, oncologists, cardiologists, gastroenterologists, infectious disease/HIV physicians, rheumatologists, and OB/GYNs. The report will also look at the following questions:

  • How do the medical-related websites and online resources physicians use vary by specialty?
  • What are some of the physician promotional opportunities on popular online clinical destinations?
  • Where is the physician media mix landscape headed in the next few years?


Full access to "Physician Digital Media Landscape" is available for clients of Manhattan Research’s ePharma Physician® market research and strategic advisory service. For information on gaining access, please email sales@manhattanresearch.com, call 1.888.680.0800, ext 2.

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