Digital is Top-of-Mind Channel for Physicians in Growth Markets
Manhattan Research's Taking the Pulse® Global 2013 study finds that, for the majority of physicians surveyed, digital sources are the preferred channel for clinical information, despite access limitations - Webinar May 2 at 11am ET
NEW YORK, April 25, 2013 /PRNewswire/ -- In growth markets, physicians' attitude toward using digital resources for clinical information has reached a critical turning point. In multiple countries, the majority of physicians surveyed report their first choice is to use digital sources to inform their clinical decisions, according to this year's Taking the Pulse® Global study from healthcare market research and advisory firm Manhattan Research. In growth markets, physicians' desire to turn to digital sources first for clinical information is growing despite greater digital access limitations existing in many of these markets, compared with the U.S. or EU.
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The turnaround is most striking in China— a market that has traditionally had a less advanced digital physician profile— where 57 percent of physicians surveyed say that digital is their first choice when looking for information related to a clinical decision. In Brazil, where physicians' digital profiles are relatively more mature than those in China, 78 percent of physicians surveyed report that digital was their first choice.
"There is no clearer indication about the value of digital than it being physicians' first choice when it comes to clinical matters," said James Avallone, Director of Physician Research at Manhattan Research. "In light of these findings, pharma needs to reset its basic assumptions about the value proposition of the online channel in growth markets for their sales, marketing, and service investments."
Upcoming Webinar! Global Digital Docs 2013 Webinar – Thursday, May 2 at 11am ET
James Avallone, Director of Physician Research, is hosting a webinar May 2nd at 11am ET for those interested in learning more about the Taking the Pulse® Global series as well as highlights from the new data. For more information about the webinar and to register, please visit https://drgroup.webex.com/drgroup/onstage/g.php?t=a&d=747126678.
About Taking the Pulse® Global 2013
Taking the Pulse® Global is Manhattan Research's annual market research study and syndicated advisory service focused on how physicians in Australia, Brazil, Canada, China, India, Japan, Mexico, Russia, South Korea, Taiwan, and Turkey 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. For more information, please visit www.manhattanresearch.com/ttpglobal.
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
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