Manhattan Research Releases New Research Exploring Digital Physician Trends in 17 Markets – Turkey and Australia New Countries Added for 2012

Pharmaceutical companies aggressively investing in high-growth markets are looking to leverage the digital channel to augment their sales and marketing efforts. In response to these trends, healthcare market research and advisory firm Manhattan Research is releasing its Taking the Pulse^® Global series covering 17 countries– adding Australia and Turkey to its coverage for 2012. This research explores how physicians use digital media and devices for professional purposes and pharma interaction, with the objective of helping global marketers assess opportunities for providing content, services and support to physicians online. Additional countries tracked include the U.S., Germany, France, Spain, Italy, the UK, China, South Korea, India, Japan, Taiwan, Brazil, Mexico, Russia and Canada.

Key findings from the new Australia and Turkey physician research include:

• Physicians using multiple screens for professional purposes: Eighty-four percent of online physicians in Australia own or use a smartphone for professional purposes and 54 percent own or use a tablet for professional purposes. In Turkey, 64 percent of online physicians own or use a smartphone for professional purposes and 35 percent own or use a tablet for professional purposes.
• Internet use is prevalent during the workday: Online physicians in Australia and Turkey are accessing the Internet throughout the workday. Eighty percent of online physicians in Australia access the Internet between patient consultations. The top digital resources used between patient consultations are online journals and drug reference databases. Sixty percent of online physicians in Turkey access the Internet between patient consultations, most often utilizing drug reference databases and government resources.
• Demand for pharma online promotional programs: In addition to the 18 percent of online physicians in Australia who already participate in pharma online promotional programs, 46 percent are interested in engaging with pharma through live or recorded webcasts, self-guided online promotional programs, or live one-on-one sessions. Similarly, 23 percent of online physicians in Turkey already participate in these types of programs and 59 percent are interested in doing so.

“Digital media and devices are increasingly integral to physicians’ clinical workflow across high-growth markets like Turkey,” said Monique Levy, Vice President of Research at Manhattan Research. “Each market has its idiosyncrasies, creating opportunities for pharma to refine and localize their marketing strategies.”

Upcoming Webinar!

Global Digital Docs 2012 Webinar – Tuesday, July 31 at 11am ET
Overview of Taking the Pulse® Global Series

Manhattan Research Vice President of Research Monique Levy is hosting a webinar Tuesday, July 31 at 11am ET for those interested in learning more about the Taking the Pulse^® Global series as well as highlights from the new data. Register here.

About Taking the Pulse^® Global 2012

The Taking the Pulse® Global Series explores digital adoption trends among online physicians in Australia (new this year), Turkey (new this year), Brazil, Mexico , Russia, Canada, the United States, Germany, France, Spain, Italy, the United Kingdom, China, South Korea, India, Japan and Taiwan.

For more information, please visit www.manhattanresearch.com/ttpglobal, email sales@manhattanresearch.com or call 1.888.680.0800, ext 2.

About Manhattan Research

Manhattan Research, a Decision Resources Group company, conducts annual research studies covering digital health trends among healthcare professionals and consumers in the Americas, Europe, and Asia-Pacific. Broad research can be segmented by target specialist and therapeutic audiences. For more information please contact sales@manhattanresearch.com, call 1.888.680.0800, ext 2, or visit www.manhattanresearch.com.

About Decision Resources Group

Decision Resources Group is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources Group at www.decisionresourcesgroup.com.

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