Millennium Research Group (MRG), the global authority on medical technology market intelligence, announced today that it will be marketing the Manhattan Research product Digital MedTech Physician™, the first data-intense study of how physicians use digital channels to learn about and interact with manufacturers of medical devices. Digital MedTech Physician™ is essential for marketers of medtech devices in devising effective digital promotions and services for their products.

Even if they won’t talk to a sales rep, they’ll listen to marketers online.

The study reveals and quantifies how fast physicians have moved to integrate digital information into their daily routines. While traditional sources such as personal contacts, journals and conferences remain significant information sources, physicians rely increasingly on online product demos, videos and promotional programs to get medtech product information during their workday. Medtech marketers who do not effectively use these channels will find themselves losing market share.

Among the most interesting findings of the study:

Even busy physicians are online during the workday. More than four in five physicians use the Internet during the workday for professional purposes, including access via mobile devices.They use online videos to learn about medical devices. Sixty-eight percent have watched an online video to learn about a medical device and many would use online training sessions from medical device companies.

Even if they won’t talk to a sales rep, they’ll listen to marketers online. Half will participate in online promotional programs from medical device companies whose reps they don’t see in person.

“Our job at MRG is providing full service and support to companies who market and sell medical devices,” said MRG Vice President Ken McLaren. “This new product fits in perfectly with what we have to offer. Many medtech marketers aren’t aware of the extent to which physicians now get information about medical devices online and through other digital channels. Like other products we offer, Digital MedTech Physician™ is distinguished by the depth and accuracy of its data. Manhattan Research has done all medtech marketers a great service by putting this information together.”

The study surveyed 824 practicing physicians in the United States. It offers data in aggregate or broken out by specific specialty for cardiac surgeons, interventional cardiologists, spine surgeons, neurosurgeons, orthopedic surgeons, plastic surgeons, OB/GYN surgeons, general surgeons, electrophysiologists and interventional radiologists.

Source: Millennium Research Group