Oncologists visit product sites and post content online more frequently than the average US physician, a Manhattan Research survey found.
According to the survey, nearly 70% of oncologists in the US visit corporate pharmaceutical, biotech and device websites at least monthly, and are three-times as likely to contribute online health-related content.
“The insight that oncologists are ‘above average' in the digital realm is no surprise to the enlightened brand manager with an eye towards the future – a future in which reps are simply part of the promotional mix and not the center of it,” said Mark Bard, president of Manhattan Research, in a statement. “The findings also highlight the need to further refine a professional strategy based on the needs of individual physician specialist segments. Clearly, companies can't use a one-size-fits-all approach when addressing a physician audience online.”