New Manhattan Research Study Finds Strong Physician Demand For Access To Pharma Product Information On Smartphones And iPa

New ePharma Physician® v11.0 Study Explores the Opportunity for Online Promotion and Service on Mobile Devices – Webinar August 11 at 11am ET

NEW YORK--(BUSINESS WIRE)-- According to the new ePharma Physician® v11.0 study from pharmaceutical and healthcare market research company Manhattan Research, there is significant physician demand for access to prescription drug information and online promotion programs on smartphones and iPads. The study focuses on the 89 percent of U.S. physicians who are ePharma Physicians, or who use digital channels for pharma resources and connecting with reps.

The following findings from ePharma Physician® v11.0 highlight the importance of considering touch points across multiple devices, including iPads and smartphones, when targeting physician audiences:

  • Online channels preferred for product information: When ePharma Physicians access pharma product information, on average they want to use online sources two-thirds of the time and to only rely on offline or print materials one-third of the time.
  • Demand for mobile pharma resources: 45 percent of ePharma Physicians would like to access pharma product information on their smartphone or iPad.
  • Multidevice access important: 52 percent of ePharma Physicians say that it is important for them to be able to access the same source of pharma product information across all of their screens, including PCs, smartphones and tablets.

“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,” said Monique Levy, Vice President of Research at Manhattan Research. “Getting service and learning on the go seems to come naturally for busy docs.”

The mobile opportunity for online product information seeking and online promotion is just one piece of the online pharma service model explored by ePharma Physician® v11.0. Other topics include tablet-assisted face-to-face sales interactions; various types of online promotional programs and customer service options; and value-added services such as patient education, financial assistance resources and online sampling. The study also examines the various pathways that ePharma Physicians use to research prescription drug information and how it varies across product maturity.

The study provides competitive metrics for several leading manufacturers, such as AstraZeneca, Merck, Pfizer, Shire and many more.

Register Today for Upcoming ePharma Physician® v11.0 Webinar – August 11 at 11am ET

Manhattan Research Senior Digital Healthcare Analyst James Avallone will review the ePharma Physician® v11.0 market research and strategic advisory service and highlight some of the study's key findings for 2011 during a complimentary webinar on Thursday August 11 at 11am ET.

For more information about the webinar and to register, please visit

About ePharma Physician®

ePharma Physician® v11.0 was fielded online in Q2 2011 among 1,755 U.S. physicians using digital channels for pharma resources and connecting with reps. Study data is available for more than 20 physician specialties. For more information, please email [email protected], call 1.888.680.0800, ext 2 or visit

About Manhattan Research

Manhattan Research, a Decision Resources Group company, is a global pharmaceutical and healthcare market research and strategic advisory firm and conducts annual research studies covering eHealth trends among healthcare professionals and consumers. For more information, please 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

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

KEYWORDS:   United States  North America  New York

INDUSTRY KEYWORDS:   Technology  Health  Pharmaceutical  Mobile/Wireless  General Health