Pharma Marketing to Physicians

Publicis Healthware The eHealth communications agency INTERNATIONAL PHARMA MARKETING TO PHYSICIANS What Pharma can't miss in the marketing plans for 2012 JU The vast majority of physicians today are digitally active, accessing multiple devices and networks as part of their day-to-day activities. Physicians are increasingly interested in video and social media for personal and professional usage. Mobility is a key part of this evolving landscape. Manhattan Research, in fact, estimates that smartphone growth among physicians will become commonplace, with 81% owning one in 2012. 81% 79% 72% of physicians are expected to own a smartphone by 2012. (Manhattan Research) of physicians engage in social media, either for personal purposes, professional or both. (UBM Medica-HCPS and social media) of physicians have watched video clips online. (Manhattan Research) 1 Mobile 81% 81% of physicians are expected to own a smartphone by 2012 (Manhattan Research) Types of smartphone devices physicians own or use iPhone/iOS Blackberry/RIM Android 52. 25% 18% Source: Manhattan Research Mobile activities conducted by physicians App Www Searching the Web Visiting websites Applications 73% 59% 55% Source: Manhattan Research iPad 30% 35% usage of physicians own an iPad (Manhattan Research - Taking the Pulse v11) 40% of physicians plan to purchase an iPad in the next 6 months of physicians agree that all sales reps should use tablets like the iPad for (Manhattan Research - Taking the Pulse v11) product presentations during calls (Manhattan Research - ePharma Physician v11) 2 Video 79% 79% of physicians have watched video clips online (Manhattan Research) Sites that physicians access to watch video for medical purposes WebMD You Tube Professional Network Pharma company websites 82. 50% 50% / Source: Manhattan Research - Taking the Pulse v10.0 Types of videos that physicians watch for medical or clinical purposes CME Lectures Drug info 81% 75% 57% Source: Manhattan Research - Taking the Pulse v10.0 3 Social Media 72% 72% of physicians engage in social media, either for personal purposes, professional needs or both (UBM Medica-HCPS and social media) Top social media/professional community sites used by physicians facebook. Medscape sermo 86 52% 44% Base: respondents who indicated they engage in social media and belong to at least one medical professional community Source: UBM Medica-HCPS and social media Most popular activities among physicians who engage in social media Following what colleagues are sharing and discussing CME 60% 59% Social platforms' usage by age twitter 31 - 40 years old Linked in. facebook. 51 - 60 years old 20 - 30 years old Source: UBM Medica-HCPS and social media Publicis Healthware INTERN ATIONAL For more information visit www.publicishealthware.com or email [email protected] Follow us on Twitter PHI Global Find us on Facebook and Linkedin Publicis Healthware International The eHealth communications agency Mobile Video Social media