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Studies Show Pharma has a Strong Opportunity to Market to New Decision Makers via Digital Channels
Date:2/7/2013

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 pharm
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SOURCE Manhattan Research
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