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New Study Finds Physician-only Social Network Adoption Growing in Europe
Jan 17, 2013 (09:01 AM EST)
Manhattan Research's Taking the Pulse® Europe 2012 study shows an increase in use of physician-only social networks by EU physicians and a strong interest in interacting with pharma on these platforms
NEW YORK, Jan. 17, 2013 /PRNewswire/ -- In 2012, 22 percent of European physicians used physician-only social networks*, up from 13 percent adoption in 2011. According to the new Taking the Pulse® Europe 2012 study from healthcare market research and advisory firm Manhattan Research, more than 4 in 5 physicians who use or are interested in using these networks are open to interacting with pharma on physician-only social networks. The types of features and services physicians are interested in seeing on these platforms include access to pharma websites (43 percent), reaching a sales rep via email (42 percent), and watching self-guided online promotional programs (42 percent). The study was fielded online among 1,218 practicing physicians in France, Germany, Italy, Spain, and the United Kingdom in Q4 2012.
Additionally, the study shows that adoption of physician-only social networks varies by country, with local networks playing the lead role in most markets, as opposed to international networks. For example, the physician-only social network with the largest market share among users of these types of networks is Doctors.net.uk in the UK (98 percent), Coliquio in Germany (97 percent), and Egora in France (90 percent).
Physician-only social network adoption in 2012 across countries:
"Adoption of physician-only social networks is accelerating in Europe," said Principal Analyst Christina Anthogalidis. "This growing use together with physicians' strong interest in interacting with pharma on physician-only social networks, points at emerging opportunities for pharma marketers."
*The term "physician-only online social networks" refers to online communities or social networks created specifically for physicians. In the European countries surveyed in Taking the Pulse® Europe 2012 examples for these networks are: Egora in France, Coliquio in Germany, Esanum.it in Italy or Esanum.es in Spain, and Doctors.net.uk in the United Kingdom.
Taking the Pulse® Europe 2012 Webinar
Key topics covered in the research include:
For more information, please visit www.manhattanresearch.com/ttpeu.
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