Last week was really busy for me, not least because I was catching up with work after being away at Web 2.0 Expo @ NYC the previous week, but also because I had out-of-town relatives visiting, etc. So, I’m playing catch up once again…

Image from Plugging Into Physicians white paper from Manhattan Research

Anyway, not too long ago, I blogged about the rise of YouTube channels among pharma, as a means for engaging consumers. In terms of new and emerging media channels, I’ve noticed that over the last couple of years, online video consumption also appears to be a growing trend among physicians as well.

In every market research report and/or segmentation study that I encountered in the last 2-3 years, it appeared that online videos were clearly growing as one of the fastest of all communication channels with physicians, while more traditional channels — such as teleconferences and dinner meetings — seemed to be on the decline.

So, a couple of weeks ago, Manhattan Research (MR) released a SEP 15th press release from their ePharma Physicians v8.0 study, reporting that there is also a growing interest among physicians for live video details from sales reps. Here’s a brief excerpt from the report…

Physician interest in live video detail from sales reps is growing… Currently, about 45,000 U.S. physicians meet via online video with their sales reps, and over 300,000 more show interest in interacting with sales or other company representatives online.

Physicians already engaged in video detailing with sales reps are, for the most part, highly satisfied with their experience, according to the study. This sentiment may explain why these physicians are consistent users – physicians already participating in live video detailing sessions do so with an average of seven reps per month…

"Incorporating live video details in the physician-sales rep relationship can be a win-win for both groups,” said Meredith Abreu Ressi, Vice President of Research at Manhattan Research. "…Pharma companies should pay close attention to rep call centers that give healthcare professionals access to company representatives via telephone or web chat at any time, as many physicians express interest in this type of service".

Similarly, an earlier press release (AUG 13th) from the same study reported that "physicians expect to shift more time to online professional resources in the coming years"…

This year’s survey found that physicians desire to receive the majority of their pharmaceutical and device product information through online and other electronic sources. Currently, physicians conduct 41% of their pharmaceutical research online, but expect to increase that percentage to over 50% in the near future.

"This trend could prove to be an opportunity for smaller and targeted specialty pharmaceutical and biotech companies to gain ground on larger competitors in physician reach and market share through cost effective digital sales and marketing support strategies," says Mark Bard, Manhattan Research President. "Digital channels have leveled the playing field in many industries, giving sales and marketing groups the chance to make a big impact even with limited – yet targeted – resources."

Online journals and virtual conferences are two other professional resources that should see spikes in physician traffic in the coming years. The study found that physicians expect to shift time spent with print journals and live conferences to those online counterparts.

I guess all this should come as no surprise, as physicians start taking charge of their own consumption of media (just like consumers are doing), especially in this day and age, where there are so many hospitals that turn reps away and so many competing healthcare events for a physicians time. Furthermore, the online channel not only provides an on demand service that has almost limitless resources, but it’s also convenient in that it can be consumed in the office, at home, or any number of connected mobile devices; whenever the physician has some down time.

For a brief overview of their ePharma Physician v8.0 study findings and more, check out the following resources from Manhattan Research:
- First of a four-part podcast series providing an overview of the study (3 mins / MP3 file)
- White paper on "Plugging into Physicians"
- Their regular podcast series on eHealth Trends (usually <10mins each)
- Watch their webcasts (note: registration/request required)