The study reveals and quantifies how fast physicians have moved to integrate digital information into their daily routines. While traditional sources such as personal contacts, journals and conferences remain significant information sources, physicians rely increasingly on online product demos, videos and promotional programs to get medtech product information during their workday. Medtech marketers who do not effectively use these channels will find themselves losing market share.
Among the most interesting findings of the study:
Even busy physicians are online during the workday. More than four in five physicians use the Internet during the workday for professional purposes, including access via mobile devices.
They use online videos to learn about medical devices. Sixty-eight percent have watched an online video to learn about a medical device and many would use online training sessions from medical device companies.
Even if they wont talk to a sales rep, theyll listen to marketers online. Half will participate in online promotional programs from medical device companies whose reps they dont see in person.
"Our job at MRG is providing full service and support to companies who market and sell medical devices," said MRG Vice President Ken McLaren. "This new product fits in perfectly with what we have to offer. Many medtech marketers arent aware of the extent to which physicians now get information about medical devices online and through other digital channels. Like other products we offer, Digital MedTech Physician™ is distinguished by the depth and accuracy of its data. Manhattan Research has done all medtech marketers a great service by putting this information together."
The study surveyed 824 practicing physicians in the United States. It offers data in aggregate or broken out by specific specialty for cardiac surgeons, interventional cardiologists, spine surgeons, neurosurgeons, orthopedic surgeons, plastic surgeons, OB/GYN surgeons, general surgeons, electrophysiologists and interventional radiologists.
About Millennium Research Group
Millennium Research Group (www.MRG.net), a Decision Resources Group company (www.DecisionResourcesInc.com), is the global authority on medical technology market intelligence and the leading provider of strategic information to the healthcare sector. The company provides specialized industry expertise through multiclient market research, ongoing Marketrack™ projects, customer loyalty tracking, facility-level procedure forecasting, and customized solutions.
About Manhattan Research
Manhattan Research (www.manhattanresearch.com), a Decision Resources Group company, conducts annual research studies covering eHealth trends among healthcare professionals and consumers in the Americas, Europe, and Asia. Broad research can be segmented by target specialist and therapeutic audiences.
About Decision Resources Group
Decision Resources Group is a cohesive portfolio of companies that offers best-in-class, high-value information, and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources Group at www.DecisionResourcesGroup.com.