New Study Finds Participation in Online Promotion Programs for Medical Devices is Considerable among MedTech Physicians

Manhattan Research’s Digital MedTech Physician™ covers how physicians use digital channels to learn about medical devices – Webinar September 5th

NEW YORK--(BUSINESS WIRE)--According to new data from the Digital MedTech Physician™ 2012 study from healthcare market research and advisory firm Manhattan Research, adoption and interest in online promotion programs among MedTech physicians is considerable, particularly compared with traction of these programs related to prescription drugs. These results are striking given investment in digital channels for sales and marketing is relatively new to many medical device companies. The study surveyed 828 U.S. practicing physicians online in Q2 2012 about their use of digital channels to learn about medical devices and interact with medtech companies. In addition to online promotion, other research topics explored include opportunities for engaging with MedTech physicians via smartphones and tablets, iPad Reps, physician demand for customer service, and specific websites and online resources used for medical device information.

“The advanced digital profile of MedTech physicians represents a tremendous opportunity for stakeholders in this sector”

Key online promotion findings from the study include:

• Forty-eight percent of surveyed physicians have participated in any type of medical device online promotional activity, including self-guided medical device virtual details online, online medical device training, recorded or live web-based KOL or clinical expert led sessions about medical devices, or online live one-on-one information sessions with a medical device rep.
• Additionally, 61 percent of surveyed physicians who participate in any online promotional activity say they use this type of resource more now than they did a year ago.
• MedTech physicians who do not already have a relationship with medical device companies also show interest in interacting with them via digital sources for online promotion and customer services. Forty-five percent of surveyed physicians agree that they would be interested in participating in online promotional programs with medical device companies for which they do not see sales reps in person.

However, the online promotion landscape is complex, as there are multiple types of programs, media, and platforms that marketers need to consider. Also, adoption of any particular type of online promotion is relatively moderate and varies by specialty – making tactical planning challenging.

Top specialties participating in medical device online promotional programs:

1.	Neurological surgery
2.	Interventional radiology
3.	Orthopedic surgery
4.	Plastic & reconstructive surgery
5.	Spinal surgery
6.	Cardiac surgery
7.	OB/GYN surgery
8.	Radiology
9.	Electrophysiology
10.	Interventional cardiology

“The advanced digital profile of MedTech physicians represents a tremendous opportunity for stakeholders in this sector,” said James Avallone, Principal Analyst at Manhattan Research. “From their strong adoption of online promotion to their high interest in accessing customer service features online, MedTech physicians are heavily relying on digital sources for professional information and marketers should be taking note.”

Upcoming Webinar!

Digital MedTech Physician™ 2012 Webinar – Wednesday, September 5 at 11 am ET

Manhattan Research Principal Analyst James Avallone is hosting a webinar September 5th at 11 am ET for those interested in learning more about the study as well as highlights from the new data. Register here.

About Digital MedTech Physician™ 2012

Digital MedTech Physician™ is designed to address the unique challenges faced by marketers in the medtech industry. The study explores how physicians use digital channels to learn about medical devices and interact with medtech companies, with the objective of helping companies address strategic opportunities around tech-assisted and digital promotion and service. Digital MedTech Physician™ 2012 was fielded online in Q2 2012 among 828 U.S. practicing physicians. The data can be segmented by target specialist audiences including Cardiac Surgeons, Electrophysiologists, Interventional Cardiologists, Interventional Radiologists, Neurosurgeons, OB-GYN Surgeons, Orthopedic Surgeons, Radiologists, Plastic Surgeons and Spinal Surgeons. For more information, please visit www.manhattanresearch.com/Digital-MedTech-Physician.

Key research topics include:

• Digital integration into professional practices
• Sources used to research medical devices
• Smartphone and tablet professional activity
• Multiscreen behavior throughout the workday
• MedTech physician social networks and social media adoption
• Online video
• Evolving role of tablet reps
• Medtech online promotion landscape
• Patient education

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 [e-mail], 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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