European doctors embracing Internet technology and mobile devices
30 January 2006
New York, USA. Manhattan Research, a healthcare marketing information and
services firm has found a high level of use of online technology among
doctors in the developed countries of Europe. Over 80% use the Internet
daily, two thirds have electronic medical records and two thirds have
handheld mobile devices.
The telephone-based research titled, "Taking the Pulse Europe", was
conducted among more than 1,000 physicians from Germany, France, Spain,
Italy and the United Kingdom in the fourth quarter of 2005. The finding will
be discussed in a free webinar (see below).
The top five findings are:
1. Reliance on the Internet — accessing for professional purposes
On a daily basis, 84% of all European physicians use the Internet (for
any reason). A majority of their access is for professional use, such as
online journals, searching literature databases, accessing clinical trial
information, and searching for prescription drug information.
2. Technology infrastructure — well established
In addition to using the Internet for professional purposes, 86% of
European physicians report having an Internet connection in their offices.
Furthermore, nearly two-thirds of European physicians have implemented
digital medical records.
3. Mobile devices — widely used
Almost one in three European physicians have a handheld mobile device,
and the majority are using them for advanced professional activities such as
scheduling, drug reference, clinical notes and reading articles online. As
devices evolve, the opportunity to use them at the point of care will
increase.
4. Email and connectivity — occurring and increasing
While fewer than one-quarter of European physicians report emailing with
their patients, nearly one-third of them report an email relationship with a
pharmaceutical company. This represents a strategic opportunity for
pharmaceutical marketers, given the behavioural pattern is already
established.
5. Global pharmaceutical sites — nearly half of physicians visiting
The top corporate sites visited by European physicians overall are
Pfizer, AstraZeneca, Novartis, GSK, Johnson & Johnson, Sanofi-Aventis,
Merck, Roche, Bayer, Lilly and Bristol-Myers Squibb. While these results
varied by country, 49% of European physicians who use the Internet for
professional purposes have visited a corporate pharmaceutical site.
The findings will be discussed in a free webinar titled "The Year Ahead:
European Physicians Online in 2006" on February 15th at 9:30 a.m. EST/ 2:30
p.m. GMT.
To register for the webinar contact Manhattan Research by visiting
www.manhattanresearch.com/euphysicians.aspx or by emailing
sales@manhattanresearch.com
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