Doctors have demonstrated an interest in accessing pharmaceutical drug marketing materials on smartphones and the Apple iPad, according to a Manhattan Research study.
Physicians are interested in
online video presentations about pharmaceuticals on their smartphones and
tablets such as the Apple iPad, according to a new study by Manhattan Research.
In the study "ePharma
Physician 11.0," the firm found that 45 percent of ePharma physicians
would like to access pharmaceutical product information on their smartphone or
iPad instead of live in-person meetings. ePharma physicians are those doctors
who are connected to pharmaceutical resources online. They make up 87 percent of
physicians, Manhattan Research reports.
The company's "ePharma
Physician" survey examines physician behavior as it relates to
pharmaceutical tactics. It studies how tablet presentations affect clinical
Doctors use online resources
66 percent of the time to research information on pharmaceuticals, according to
Meanwhile, 52 of physicians
surveyed prefer the pharmaceutical information to be spread out among PCs,
smartphones and tablets.
With doctors using mobile
devices for practice management, to access EHRs (electronic health records) and
to monitor patient conditions, receiving marketing pitches from pharmaceutical
reps online is another use case that works for them, according to Monique Levy,
vice president of research at Manhattan Research.
Pharmaceutical reps pitch
doctors in presentations called video details, in which they inform them about
the background of the latest medications and how they can help patients. The
presentations may involve a roundtable of experts or information about clinical
interested in having these experiences on their mobile devices," Levy told
eWEEK. "We're in the very early
stages, and pharma is trying to roll these out aggressively."
Two-thirds of doctors prefer
to research pharmaceutical resources online, according to the study.
"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," Levy said. "Getting service and
learning on the go seems to come naturally for busy docs."
Because physicians don't
actively seek out presentations from pharmaceutical representatives, doctors'
interest in viewing the drug campaigns on mobile devices is encouraging,
according to Levy.
banging down pharma's door for these utilities," she said. "Pharma
works hard to get physicians to engage with them, so this is a very positive
For doctors, they may refer
to the pharmaceutical information on a smartphone or iPad to compare drugs on
their mobile device on the way to the operating room, Levy said.
Manhattan Research plans a Webinar
Aug. 11 to discuss the "ePharma Physician" study further.
As for which mobile devices
doctors go for, 75
percent of physicians prefer the Apple iPhone and iPad over competing
platforms, such as Google Android, RIM BlackBerry and Microsoft Windows Phone
7, according to a Manhattan Research report unveiled May 4.
The company's annual
"Taking the Pulse U.S. 11.0" survey studies doctors' use of the Web,
mobile devices and other technology tools.
In addition to helping
doctors decide on which drugs to prescribe, mobile
devices allow patients to take their medication more consistently,
according to a recent adherence study conducted by George Washington
University. Funded by Qualcomm, the study examined the use of Vocel Pill Phone
application to see if patients would benefit from audio or visual medication
reminders, or track their dosages.
Brian T. Horowitz is a freelance technology and health writer as well as a copy editor. Brian has worked on the tech beat since 1996 and covered health care IT and rugged mobile computing for eWEEK since 2010. He has contributed to more than 20 publications, including Computer Shopper, Fast Company, FOXNews.com, More, NYSE Magazine, Parents, ScientificAmerican.com, USA Weekend and Womansday.com, as well as other consumer and trade publications. Brian holds a B.A. from Hofstra University in New York.