Physicians Expect More Out of Tablet-Toting Pharmaceutical Sales Reps, Study Finds

NEW YORK, July 31, 2013 /PRNewswire/ -- With the tablet maturing as a device and adoption by pharmaceutical sales forces at near-universal levels, physicians give most tablet details middling ratings, according to the new ePharma Physician^® 2013 study from healthcare market research and advisory firm Manhattan Research.

(Logo:  http://photos.prnewswire.com/prnh/20130103/MM36806LOGO )

While 54 percent of physicians participating in the ePharma Physician^® 2013 study agreed that tablets make meetings with company representatives more valuable than those without the devices, there's clear room for improvement. Biopharma firms must understand where tablets can add pizzazz to a detail – animations of a novel mechanism of action, for example – and make sure they haven't overlooked basics like intuitive navigation and responsive design.

That's one of a number of opportunities for biopharmaceutical company engagement of physicians identified by the study, for which Manhattan Research surveyed 1,831 US physicians online in Q2 2013. Key findings are summarized in a white paper, Technology and Touchpoints for Physician Engagement in a Time of Change. Among them are:

• Where reps misstep in the tablet "sales dance" and how to master it
• How physicians use pharmaceutical company product sites and the need for manufacturers to move beyond the Brand.com to reach healthcare professionals online
• What physicians want from pharmas as they struggle to adapt to a fast-changing healthcare landscape roiled by the rise of Accountable Care Organizations and implementation of the Affordable Care Act

"In the three years since the iPad's debut, pharmaceutical firms have put tablets in the hands of nearly all of their sales representatives," said Vice President of Research Monique Levy. "The challenge now lies in creating compelling content and crystalizing learning moments that physicians expect and the devices excel at."

Download the Technology and Touchpoints for Physician Engagement in a Time of Change White Paper
This complimentary white paper is just a small preview of the in-depth data and analysis available to subscribing clients of the ePharma Physician^® study. To access the white paper, please visit the white paper page.

About ePharma Physician^® 2013
ePharma Physician^® is Manhattan Research's market research study and syndicated advisory service exploring physician adoption of digital channels for prescription drug information, including through various types of online promotion programs and customer service options from pharma companies. Tablet-assisted in-person sales interactions and their impact on clinical decisions and satisfaction are also assessed. ePharma Physician^® 2013 was fielded online in Q2 2013 among 1,831 physicians who are ePharma Physicians, or who use digital channels for pharma resources and connecting with reps. The data can be segmented across a variety of target specialist audiences, including PCPs, pediatricians, cardiologists, oncologists, gastroenterologists and OB/GYNs. For more information, please visit www.manhattanresearch.com/epp.

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. Broad research can be segmented by target specialist and therapeutic audiences. For more information, please contact [email protected], 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.

All company, brand or product names contained in this document may be trademarks or registered trademarks of their respective holders.

For more information, contact:
Manhattan Research 
Stephanie Cooper
212-255-1368 
[email protected]

SOURCE Manhattan Research