PLANNING AND LEADERSHIP FOR A BETTER WORLD
PLANNING AND LEADERSHIP FOR A BETTER WORLD | Table of Contents: |
Physicians increasingly are demanding access to prescription drug information and online promotion programs on smartphones and tablet PCs, but want solutions that truly leverage the hardware’s capabilities.
In its study of 1,755 U.S. physicians who use digital channels for pharmaceutical resources and connecting with sales reps, Manhattan Research found that on average doctors prefer using online sources two-thirds of the time and offline or print materials only one-third of the time. And 45 percent would like to access pharmaceutical information on their smartphone or iPad, the report said.
Fifty-two percent of those surveyed said it is important for them to access the same source of pharmaceutical information across all their screens, including PCs, smartphones and tablets, according to ePharma Physician v11.0, released this summer.
“Physicians want access to online details and presentations about products on their smartphones and iPads – including experiences which include live elements like live video or voice,” said Monique Levy, vice president of research at Manhattan Research. “Getting service and learning on the go seems to come naturally for busy docs.”
To successfully woo doctors during their busy days, pharmaceutical companies should tap the interactive capabilities of smartphones and tablets. Simply moving one-dimensional marketing materials to a website is not enough, Manhattan Research’s report suggested.
“iPads are all the rage for pharma at the moment, which makes sense given the potential of these devices to support intelligent, nimble sales conversations,” said Monique Levy, Vice President of Research at Manhattan Research. “Unfortunately, some of the detailing programs that are being rushed out the door are sub-par – really no better than something you’d see on tablet PCs six years ago. Doctors won’t waste their time with these.”
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