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Manhattan Research Releases Competitive Review of Online Pharma Promotion Campaigns ? 36 Pharma Companies Covered

Online Promotion in 2012 report examines physician attitudes on the strengths and weaknesses of online promotion in general and key attributes of specific campaigns

NEW YORK--(BUSINESS WIRE)--Nov 15, 2012 - According to the new “Online Promotion in 2012” report from healthcare market research and advisory firm Manhattan Research, physicians show a considerable unmet need for pharma-sponsored online promotion programs, such as self-directed programs, webcasts and live one-on-one presentations. Nearly one-quarter of ePharma Physicians1 are not currently participating in these types of programs but are very interested in doing so.

“Online Promotion in 2012” is an essential report for any pharma company evaluating their approach to online promotional programs for 2013. Key attributes of the report include:


  • Review of 1,473 physicians responses on online promotion to assess key strengths and weaknesses of online promotion and to help brands identify opportunities and ways to optimize campaigns
  • An evaluation of 36 companies, providing company-specific online promotional program profiles and identifying strengths to help brands

Companies covered in the report include: Abbott, Alcon, Amylin, Allergan, Amgen, AstraZeneca, Bayer, Boehringer Ingelheim, Bristol-Myers Squibb, Covidien, Eli Lilly, Endo, Forest Laboratories, Galderma, GE Healthcare, Genzyme, Genentech, Gilead, GlaxoSmithKline, Janssen, Johnson & Johnson, Medtronic, Merck, Novartis, Novo Nordisk, Pfizer, Roche, Shire, Stryker, Sunovion, Salix, Takeda, Teva, UCB, Vertex, and Watson.

“Physicians show strong demand for online promotional programs,” said James Avallone, Principal Analyst. “However, physicians are a discerning audience with high expectations for these programs. In order to optimize online promotion campaigns, pharma must commit to sustained and adequate investments in this channel.”

“Online Promotion in 2012: Identifying Key Strengths and Weaknesses Across 36 Companies” is based on data from Manhattan Research's ePharma Physician® 2012 study, which explores how physicians use digital channels to research prescription drug information and to connect with pharma companies and reps. The study surveyed 1,819 U.S. practicing physicians online in Q2 2012.

For more information about the report, please visit, email, or call 1.888.680.0800, ext 2.

About ePharma Physician®

ePharma Physician® 2012 was fielded online in Q2 2012 among 1,819 U.S. physicians using digital channels for pharma resources. Data can be segmented by more than 20 physician specialties. For more information, please email, call 1.888.680.0800, ext 2 or visit

1ePharma Physicians are the 95 percent of U.S. practicing physicians who already interact with pharma through digital channels. ePharma Physicians see 20+ patients per week, write 20+ Rx per week and have done at least one of the following activities:


  • Looked for pharma information online
  • Visited the website of any pharma or biotech products in the past 12 months
  • Visited the corporate website of any pharma or biotech company in the past 12 months
  • Visited a customer service portal from a pharmaceutical or biotech company

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

Contact: Manhattan Research
Stephanie Cooper, 212-255-1368


Posted: November 2012