Physicians use of the Internet is on the rise. In fact, a recent study released by Manhatten Research states the average physician currently spends a full work day every week using the Internet for professional reasons. This is a significant increase from 2.5 hours per week in 2002. This increased time on the Internet represents a significant opportunity for pharmaceutical marketing. There is no time frame around this data – is it a full day a week, a month or a year?
The biggest opportunity here lies in assisting the physician to maximize their time on the Internet. As with any research you’re conducting on the Internet, a lot of time is wasted shifting through links and articles that are not relevant to your original query. Oftentimes information is scattered across different websites and are not available in an easily digestible format. There are certainly ways to help them lower the amount of time spent by offering them customized and relevant information efficiently exactly when they are seeking it.
AIR Health’s MyOperon web portal helps to address all of these issues relating to inefficiency. The information presented is customized to the individual physician and takes into consideration their therapeutic focus, practice specific needs, patient load, any CME’s of interest etc. Additionally, the information is available on a real time basis, exactly at the time they need it. This basically, cuts out all the shifting and sorting of the information on the part of the physician and maximize their engagement on the Internet.
