Share of Physicians Seeing iPad Reps Doubles between 2011 and 2012 - 65 Percent of ePharma Physicians who See Reps Have Seen an iPad Rep

New ePharma Physician® 2012 Study Explores Physician Experiences with iPad Reps – Webinar August 22 at 11am ET

August 14, 2012, New York, NY – Among ePharma Physicians who have interacted with a pharma sales rep in person¹, 65 percent have seen a rep use an iPad, up from 30 percent in 2011. This finding is from the new ePharma Physician® 2012 study from healthcare market research and advisory firm Manhattan Research. The study, which surveyed 1,819 U.S. practicing physicians online in Q2 2012, explores how physicians use digital channels to research prescription drug information and to connect with pharma companies and reps.

ePharma Physician® also found that iPad Reps influence physician behavior. For example, among those ePharma Physicians interacting with an iPad Rep, 35 percent say they are more likely to request a sample and 29 percent say they are more likely to consider prescribing the drug.

"We're seeing more positive signs this year that the use of iPads by reps is driving the desired engagement and behavior among physicians," said Monique Levy, Vice President of Research at Manhattan Research. "We're also getting more clarity on the kinds of features and content physicians want on these devices such as demos of apps they can download and KOL videos."

Physician experiences with iPad Reps is just one topic covered in this year's ePharma Physician® study. Other topics explored include:

• Rx information seeking
• Smartphones, tablets and evolving digital experiences
• Pharma online promotion and influence on prescribing decisions
• Pharma digital services opportunities, such as patient education, sampling, and financial assistance
• Online journal media preferences

Register Today for Upcoming ePharma Physician® 2012 Webinar – August 22 at 11am ET

On August 22nd at 11am ET, Manhattan Research Vice President of Research Monique Levy will preview findings and key research topics from the ePharma Physician® 2012 market research and strategic advisory service.

For more information about the webinar and to register, please visit https://drgroup.webex.com/drgroup/onstage/g.php?d=746262719&t=a.



About ePharma Physician®

ePharma Physician® 2012 was fielded online in Q2 2012 among 1,819 U.S. physicians using digital channels for pharma resources. Data can be segmented by more than 20 physician specialties. For more information, please email [email protected], call 1.888.680.0800, ext 2 or visit http://www.manhattanresearch.com/epp.


¹ePharma Physicians are the 95 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
• Visited a customer service portal from a pharmaceutical or biotech company

89 percent of ePharma Physicians have seen a pharma sales rep in person in the past 6 months.