Physicians’ and pharmacists use of emerging information technologies

The pharmaceutical industry is changing fast. New channels that have emerged over the last 5 years are transforming the way in which business is conducted. Pharmaceutical companies must now begin to integrate these channels into their marketing strategy if they are to increase sales – and ultimately profits.

While others take a wait-and-see approach, pharmaceutical companies are making investments in emerging technologies, and are actively exploring innovative ways reach physicians and pharmacists online. For pharmaceutical companies, the future of information technologies is not replacing the existing sales and marketing structure. Instead, it’s about using the Internet and technology to supplement and reinforce other offline investments at relatively low cost per interaction compared to traditional customer and service initiatives.

Physicians’ and pharmacists' use of emerging information technologies can play a role in clinical trials and product launches. Increasingly, as they access pharmaceutical Websites for information about clinical trials, they create a significant market opportunity for promoting key products prior to formal launch and supporting offline journal and manuscript strategies.

• 66% of Online Physicians currently access information related to drugs via the Internet.

• 32% of Online Physicians have visited a pharmaceutical company’s Website in the last three months.

• The leading activity at pharmaceutical corporate sites is accessing information about new drugs. Physicians also use pharmaceutical sites for other critical activities, which represent additional opportunities.

• 31 percent of All Physicians are interested in electronic delivery of information about new and existing prescription drugs (up from 26 percent in 2000).

• 25 percent of All Physicians have engaged in an electronic detailing program.

• 22 percent of Online Physicians who are not currently using e-detailing indicate future interest.

• 94% of physicians are not currently prescribing electronically.

• 40% of All Physicians express a future interest in electronic prescribing, a noticeable increase from 2000.

• 20% of the market will likely use e-prescribing by 2005.

As such the Internet should be regarded as part of an integrated program for providing information to pharmacists, physicians, promoting products, and optimizing prescription sales. Pharmacists and physicians should not be classified as either Internet or traditional marketing physicians. Your strategy should not be about limiting or promoting access to one source; it should be about integrating all available sources and channels effectively.