Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
UK showed clear lead in use last year, according to Manhattan Research
European doctors' use of closed social networks showed a marked increase last year, with adoption up from 13 per cent in 2011 to 22 per cent, according to Manhattan Research.
The consultants said their new Taking the Pulse Europe 2012 study also found that more than 80 per cent of European doctors who do use physician-only social networks, such the UK's Doctors.net.uk and Germany's Coliquio, were open to interacting with pharma on them.
Principal analyst Christina Anthogalidis said: “Adoption of physician-only social networks is accelerating in Europe. This growing use, together with physicians' strong interest in interacting with pharma on physician-only social networks, points at emerging opportunities for pharma marketers.”
Going into more detail about the types of features and services doctors would like to see on these platforms, access to pharma websites came top (mentioned by 43 per cent of doctors who use the networks), followed by reaching a sales rep via email (42 per cent) and watching self-guided online promotional programmes (42 per cent).
The study was conducted online among 1,218 practicing physicians in France, Germany, Italy, Spain, and the UK in Q4 2012.