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Studies Show Pharma has a Strong Opportunity to Market to New Decision Makers via Digital Channels

NEW YORK, Feb. 7, 2013 /PRNewswire/ -- Many leading pharmaceutical companies are shifting their sales and marketing strategies to expand their customer focus beyond the physician and the patient to include payers, nurses, and pharmacists. These emerging players have a growing influence on the medications and treatments prescribed to patients, an influence that is likely to intensify as strategies to improve outcomes and reduce costs are implemented through Accountable Care Organizations, formularies and other changing dynamics of the healthcare marketplace.

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Recent studies from healthcare market research and advisory firm Manhattan Research reveal a compelling opportunity for pharmaceutical companies to leverage digital media and online channels to reach and provide services to these emerging customers. Formulary decision makers, nurses and pharmacists are digitally savvy, are already engaging with pharmaceutical companies and indicate strong interest in support and services from pharmaceutical companies to manage their changing mandate:

  • Over 4 in 5 hospital-based formulary decision makers are interested in any form of ongoing support and resources from pharma, including help with such items as developing provider education materials, economic models, and patient education materials.
  • Over 3 in 4 retail, hospital and specialty pharmacists have used or are interested in using online promotional activities from pharma. These online promotional programs include webinars, self-guided virtual details, and live 1:1 sessions with reps.
  • 3 in 5 registered nurses expressed interest in accessing information on patient assistance programs, and links to disease sites for professionals on pharma and device manufacturer websites.

"Pharma is reconsidering who their customer is – and not a day too soon," said Monique Levy , Vice President of Research at Manhattan Research. "The good news is that nurses, formulary decision makers and pharmacists are highly accessible online and recognize that pharma can add value and help them succeed in this new outcome-based world."

Upcoming Conference! iPharma 2013 - Digging for Data — Breakdown of Emerging Audience Members for Pharma Digital Promotion, Tuesday, February 12 at 2:10 pm ET

Vice President of Research, Monique Levy is presenting "Digging for Data — Breakdown of Emerging Audience Members for Pharma Digital Promotion" at the 2013 iPharma conference for those interested in learning more about Taking the Pulse® Pharmacists, Taking the Pulse® Formulary Decision Makers and Taking the Pulse® Nurses, as well as highlights from the new data. Register today!

About Taking the Pulse® Formulary Decision Makers 2012
Taking the Pulse® Formulary Decision Makers from Manhattan Research is designed to address the unique challenges faced by marketers targeting formulary decision makers (P&T committee members) in payer organizations, PBMs, and large hospitals. The study explores the formulary and pre-authorization decision making process, as well as how formulary decision makers use the Internet, key digital information sources and other pharma-provided services and tools. The study surveyed 205 Managed Care Organizations (MCOs), Pharmacy Benefit Managers (PBMs), and Hospital Pharmacy & Therapeutic (P&T) committee members in the United States in October of 2012. For more information, please visit

About Taking the Pulse® Pharmacists 2012
Taking the Pulse® Pharmacists from Manhattan Research is focused on how U.S. pharmacists use various channels and sources, including digital content and mobile devices, for professional purposes, pharma interaction, and patient care. The study surveyed 752 U.S. pharmacists online in September and October of 2012. For more information, please visit

About Taking the Pulse® Nurses 2012
Taking the Pulse® Nurses is Manhattan Research's annual market research study and syndicated advisory service focused on how U.S. nurses, advanced practice registered nurses (APRNs) and physician assistants (PAs) use the Internet, digital media, mobile devices and other technologies for professional purposes, pharma communication and patient interaction. The study was fielded in Q2 2012 among 1,019 U.S. practicing nurses and physician assistants. For more information, please visit

About Manhattan Research
Manhattan Research, a Decision Resources Group company, conducts annual research studies covering digital health trends among healthcare professionals and consumers in the Americas, Europe, and Asia-Pacific. Broad research can be segmented by target specialist and therapeutic audiences. For more information please contact, call 1.888.680.0800, ext 2, or visit

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

All company, brand or product names contained in this document may be trademarks or registered trademarks of their respective holders

For more information, contact:

Manhattan Research
Stephanie Cooper

SOURCE Manhattan Research
Copyright©2012 PR Newswire.
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