Taking the Pulse® v8.0 Webinar:
How to Reach Physicians in 2009:
Digital Marketing and Sales Trends for Strategy Planning
Meredith Abreu Ressi
Vice President of Research
Manhattan Research
Modified version for Slideshare
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ePharma Physician® v8.0: Available Specialties
● Primary Care Physicians (PCP) ● Neurology
● Family Medicine/General Practice ● OB/GYN
● Internal Medicine ● Oncology - Hematology
● Pediatrics ● Oncology - Medical
● Allergy and Immunology ● Ophthalmology
● Cardiologist • Ophthalmology - Retina Specialist
• Cardiology & Cardiovascular Surgery • Ophthalmology - Non-Retina Specialist
• Interventional Cardiology ● Psychiatry
• Non-interventional Cardiology ● Pulmonology
● Dermatology ● Radiology
● Emergency Medicine ● Rheumatology
● Endocrinology ● Surgery – General
● Gastroenterology ● Surgery – Orthopedic
● Infectious Disease or HIV physician ● Urology
● Nephrology

ePharma Physician® v8.0: Research Methodology
• Survey of 1,681 online practicing U.S. physicians:
• Inclusion Criteria: >20 Rx per week, >20 patients per week
• Inclusion Criteria for Ophthalmologists, Surgeons and Cardiovascular Surgery: >1 Rx Per week, >1 patient per week
• Mix of primary care (PCP) and specialists (approx. 20/80)
• Interview Screener:
At least one of the following:
• Visited the website of any pharmaceutical or biotech products in the past 12 months
• Visited the website of any medical device products in the past 12 months
• Visited the corporate website of any pharmaceutical, biotech, or medical device companies in the past 12 months
• Participated in electronic detailing programs from a pharmaceutical, biotech, or medical device company in the past 12 months
In-depth interview (average 21 minutes)
Fielded in Q2 2008 and released in Q3 2008
ePharma Physicians
• Are currently projected to reflect 84% of all practicing physicians
(based on normative data from Taking the Pulse® v8.0)

ePharma Physician® v8.0
• Drug Information Seeking and Channel Mix
• CRM Strategies & Sales Force Integration
• Site Landscape and Benchmarking

A Trip Back In Time … Where Were We Ten Years Ago?
Bill Clinton was president…
George Clooney was on “ER”…
And a little search engine named “Google” launched…

A Trip Back In Time … Where Were We Ten Years Ago?
Physician Marketing circa 1998
The Rep The Dinner Meeting

A Trip Back In Time … Where Were We Ten Years Ago?
Physician Marketing circa 1998
…and pens…

So Where Are We Now?
Physician Marketing circa 2008

So Where Are We Now?
Physician Marketing circa 2008
…but no pens…

ePharma Physicians are No Longer an Early Adopter Minority;
They Are the New Majority
20% increase over past 4 years
Projected
Projected
84% 85%
80%
2003 2004 2005 2006 2007 2008 2010
Source: ePharma Physician® v4.0 Percent of All U.S. Physicians
- 6.0
Source: ePharma Physician® v8.0 (2008)

Physician Channel Mix is Shifting… Fast

The previous slides are an excerpt of the complete presentation.
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Manhattan Research is a global pharmaceutical and healthcare market research and
advisory firm focused on the digital trends shaping the future of consumer and physician
marketing. Broad consumer and physician market research can be segmented for over
125 therapeutic and specialist groups.
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