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Marketing to health care professionals

IT: Hinderance or help for drug marketers ?

According to Manhattan Research “Physician tablet adoption for professional purposes almost doubled since 2011, reaching  62 percent in 2012, with the iPad being the dominant platform. Furthermore, one-half of tablet-owning physicians have used their device at the point-of-care.”  This is a great opportunity for drug companies to reach physicians but they shouldn’t be limited by restrictions placed on them by IT departments. Continue reading »

Physicians and social media

docssocmed64% of physicians use at least one of the types of social network while 36% do not use any, according to the Sources & Interactions Study, September 2013. This breaks down to 13% of doctors using all three types, 25% using 2 of the 3, and 26% using only 1 of the 3 types.

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How to measure the ROI of medical meetings

medical meetingPOST SUMMARY: Sponsoring a medical meeting can be expensive in dollars and time and there are ways to measure the ROI of these meetings.  The key is to understand the most important metric, for ROI, for your organization and then generate buy-in from key stakeholders. Continue reading »

Doctors are not technologists

102011code2In the past, when we bought new software, you would receive thick instruction books included with your purchase.  There was just one problem, users rarely read the manuals and only referred to them when they had questions.  So why would any company think that over 200 pages in update notes would be read by physicians and office staff who are time stressed? Continue reading »

It’s a multiple device world for doctors

whyPOST SUMMARY:Doctors are using multiple devices to connect to the Internet but each device is being used at different points in patient care and for different reasons. Marketers need to understand where doctors are using each device, and why before launching any HCP marketing initiatives. Continue reading »

FDA approval no longer means sales

I was talking to our research Director about some recent research findings and surprisingly one of the top line findings is that both consumers and physicians are not in any hurry to try new drugs just because they were newly approved by the FDA.  Why ?  Trust. Continue reading »