The medical technology industry is advancing quickly as companies these firms roll out new devices like spine implants and wrist replacements. To keep track of changes and stay current in their field, more MedTech physicians are researching developments online. To date, medical device firms have been slow to roll out digital promotions but a new survey points to growing opportunity for them in this channel.
A new study from research and advisory firm Manhattan Research, titled Digital MedTech Physician 2012, explores physician interest in online promotions from medical device companies. The research shows that physicians most likely to view medical device online promotions come from specialties like orthopedic surgery, spinal surgery, plastic and reconstructive surgery, and interventional cardiology – among others. About half, 48%, of physicians in this survey have participated in online promotions sponsored by medical device firms. These promotions range from online training to sessions led by clinical device experts to viewing self-guided virtual sessions on a specific medical device.
This activity also appears to be growing. About 61% of these physicians indicate they are increasingly participating in online promotional activity. Historically, medical device firms have relied on sales reps who make personal visits to physician offices. But up 45% of physicians are open to using more online promotional tools, especially if they are not seeing a sales rep on the same device.
Researchers note that they face challenges in developing online promotions because interest varies by specialty and they must consider the many forms of media and platforms available for delivery mechanisms. James Avallone, Principal Analyst at Manhattan Research is optimistic about the future of MedTech online promotions. He notes, “From their strong adoption of online promotion to their high interest in accessing customer service features online, MedTech physicians are heavily relying on digital sources for professional information and marketers should be taking note.”[Source: Participation in Online Promotion Programs – MedTech. Manhattanresearch.com. 4 Sept. 2012. Web. 11 Sept. 2012]