New iPad Rep Report: Docs Who “Tablet Touch” During Details Have Significantly Better iPad Rep Experiences

Manhattan Research Releases New iPad Rep Report to Help Pharma Optimize Investments in 2012

NEW YORK--(BUSINESS WIRE)-- Since the launch of the iPad in 2010, pharmaceutical companies have dedicated considerable time and investment in leveraging this device as a promotional or detailing aid. To help pharma harness the potential of iPads as a sales rep tool, healthcare market research and advisory firm Manhattan Research releases its latest report, “iPad Reps: Evaluating the Success of Early Initiatives & Identifying Strategic Opportunities in 2012.” This report examines physicians’ experiences with iPad Reps in 2011 as well as physician attitudes to the use of these devices during a sales call, and provides key insights and strategic implications to optimize investments in 2012.

One of the key findings of the report is that ePharma Physicians1 who touched a sales reps’ iPad were significantly more likely to have a satisfactory experience, and more likely to say the experience influenced their clinical decisions. However, only one-quarter of the 30 percent of ePharma Physicians who saw a sales rep2 with an iPad actually touched the device during the meeting.

“Pharma is highly optimistic about iPads and the impact these devices can make on face-to-face sales,” said Vice President of Research and author of this report Monique Levy. “However, there are successful ways to leverage and incorporate these devices and most companies are still on that learning curve.”

“iPad Reps: Evaluating the Success of Early Initiatives & Identifying Strategic Opportunities in 2012” is from Manhattan Research’s ePharma Physician® 2011 study, which is focused on the digital resource and communication behaviors and preferences of the key segment of U.S. physicians already interacting with pharmaceutical and biotech companies through the Internet and other technologies. The study was fielded online in Q2 2011 among 1,755 practicing U.S. physicians.

Key questions addressed in the report include:

  • How many ePharma Physicians have seen an iPad Rep, and do physicians see iPad Reps as the new norm?
  • How do physicians rate the success of early tablet initiatives?
  • Which segments of physicians have a more favorable view of iPad Reps?
  • How will the iPad Rep race evolve; is there room for alternative tablets?

For more information about the report, please visit, email [email protected], or call 1.888.680.0800, ext 2.

1ePharma Physicians are the 87 percent of U.S. practicing physicians who already interact with pharma through digital channels. ePharma Physicians see 20+ patients per week, write 20+ Rx per week and have done at least one of the following activities:

  • Looked for pharma information online
  • Visited the website of any pharma or biotech products in the past 12 months
  • Visited the corporate website of any pharma or biotech company in the past 12 months
  • Participated in electronic detailing programs from a pharma or biotech company in the past 12 months

289 percent of ePharma Physicians have seen pharma sales reps in the past six months as of the survey fielding.

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

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

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


Manhattan Research
Stephanie Cooper, 212-255-1368
[email protected]

KEYWORDS:   United States  North America  New York

INDUSTRY KEYWORDS:   Technology  Consumer Electronics  Data Management  Networks  Software  Other Technology  Practice Management  Health  Biotechnology  Hospitals  Pharmaceutical  Other Health



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