Healthy Skepticism Library item: 16510

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Comer B
Oncologists visit pharma sites most often, survey says
Medical Marketing & Media 2009 Sep 18
http://www.mmm-online.com/Oncologists-visit-pharma-sites-most-often-survey-says/article/149262

Full text:

Oncologists visit product sites and post content online more frequently than the average US physician, a Manhattan Research survey found.

According to a survey, nearly 70% of oncologists in the US visit corporate pharmaceutical, biotech and device websites at least monthly, and are three-times as likely to contribute online health-related content, the study found.

“The insight that oncologists are ‘above average’ in the digital realm is no surprise to the enlightened brand manager with an eye towards the future – a future in which reps are simply part of the promotional mix and not the center of it,” said Mark Bard, president of Manhattan Research, in a statement. “The findings also highlight the need to further refine a professional strategy based on the needs of individual physician specialist segments. Clearly, companies can’t use a one-size-fits-all approach when addressing a physician audience online.”