European research service to track technology adoption by physicians
pharmafile | January 17, 2008 | News story | Sales and Marketing |Â Â Â
US market research company Manhattan Research has launched a new European service to examine trends in physician's use of technology in their professional lives.
Taking the Pulse Europe is a syndicated multi-client study and advisory service covering the UK, Germany, France, Spain and Italy.
Joe Farris, chief operating officer of Manhattan Research, said: "Although the vast majority of physicians in the major European markets are online, we continue to see unique strategic opportunities emerge, largely driven by cultural differences and technology offerings at the country level.
"Simply stated, an overlay of the US approach does not fit the European markets."
The company said pharmaceutical marketers can use the service to examine strategic technology, media, channel and promotional mix trends as well as to benchmark their performance with competitors.
E. Timothy Thieme, head of global eMarketing at Roche, commented: "Taking the Pulse Europe offers us a strategic view of the role of technology adoption among physicians in Western Europe.
"This research is key as we formulate our plans to reach our audiences to deliver our messages in an efficient and impactful way."
Taking the Pulse Europe will provide companies with data such as: interest in Web 2.0 technologies for pharmaceutical information, overall media consumption use and impact of sales representatives for clinical and pharmaceutical information.
It will also track the adoption by physicians of technologies such as PDAs, SMS messaging and smartphones.






