Wednesday, September 16, 2009

Manhattan Research: Oncologists eHealth Trends

Oncologists Visit Pharma Sites and Post Professional Content Online More Frequently than the Average Physician

Source: Manhattan Research Press Release

Manhattan Research Specialist Segmentation Module Explores How Oncologists Use the Internet and Other Technologies for Professional Purposes and Treatment Decisions

September 16, 2009, New York, NY – Oncologists are more likely than the overall population of U.S. physicians to visit pharmaceutical, biotech, and device corporate and product websites on a regular basis, according to pharmaceutical and healthcare market research company Manhattan Research. In fact, almost seventy percent of oncologists visit product websites monthly or more often. Additionally, oncologists are three times more likely than physicians overall to be high-frequency contributors of online health-related content. The findings are derived from Manhattan Research’s study of physician adoption and use of the Internet and other technologies. The company’s physician market research can be segmented to derive insights into over twenty target physician specialties.

The field of oncology is rapidly changing, and physicians in this specialty rely on digital resources to receive the most up-to-date clinical and product news at the moment they need the information. While the sales rep is still undoubtedly important to many oncologists, manufacturers are now realizing the importance of supplementing in-person details with relevant online brand content that these specialists can access on-demand. For example, from Pfizer offers useful videos, extensive product information, and patient education materials via an easy-to-navigate portal.

“The insight that oncologists are ‘above average’ in the digital realm is no surprise to the enlightened brand manager with an eye towards the future – a future in which reps are simply part of the promotional mix and not the center of it,” said Mark Bard, President of Manhattan Research. “The findings also highlight the need to further refine a professional strategy based on the needs of individual physician specialist segments. Clearly, companies can’t use a one-size-fits-all approach when addressing a physician audience online.”

Physician Specialist Segmentation Modules

Manhattan Research provides comprehensive analyses of over twenty physician specialist groups. Each Specialist Segmentation Module is an in-depth view of a particular market’s adoption and use of the Internet and other technologies for clinical, treatment, and product decisions and focuses heavily on tactical execution. The segmentation modules provide clients with the necessary market data and insights to make better informed decisions during brand planning and to connect with a particular specialist group through digital strategies.

Physician specialist module topics include interactive detailing, Web 2.0, pharmaceutical customer service portals, tech-enabled sales reps, search engines, online and offline professional information sources, email use and opportunity, patient interaction and education, digital health infrastructure, and mobile technology profile.

Complimentary Specialist Digital Report Card

Are you curious as to how your target specialist group stacks up to the digital adoption trends of physicians overall? To request a complimentary digital report card of your specialist segment, and to view a list of available physician specialist segmentation modules and topics, please visit

For additional segmentation module product and purchasing information, please contact or call 1.888.680.0800, ext 2.

About Manhattan Research

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 physicians and consumers, including Taking the Pulse®, Taking the Pulse® Nurses, Taking the Pulse® Europe, Taking the Pulse® Asia, Cybercitizen Health™, Cybercitizen Health™ Europe, ePharma Consumer®, and ePharma Physician®. Broad consumer and physician research is complemented by targeted analysis among more than 100 consumer therapeutic segments and 25 physician specialist segments. For information, please contact, call 1.888.680.0800, or visit

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About Decision Resources, Inc.

Decision Resources, Inc. 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, Inc. at


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