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Medical Professional Websites: Building Relationships with Physicians Online
Datamonitor, Sep 2004, Pages: 60
..... respectively, reporting that they currently participate in online forums with other physicians at least weekly. Participation in France and Spain was slightly less, with one third of physicians in each of these countries reporting that they participate in online forums at least weekly. Adoption was lowest in Germany, with 10% of physicians in Germany participating in online forums at least on a weekly basis.
Figure 8: Pharmaceutical companies planning to invest in building physician online forums should take note of the discrepancy between current participation in online forums and the level of physician interest to participate in the future (Provided in Full Report)
Physicians were also asked if they would like to participate in online forums with other physicians in the future. Although physicians in Germany currently make the least regular use of online forums, nearly one-half of surveyed physicians in Germany reported that they would like to participate in these forums with other physicians in the future. Overall, interest in taking part in online forums in the future was highest among physicians in the US, Italy and Spain (53% of physicians from each country).
Figure 15: Johnson & Johnson’s Pediatric Institute site for healthcare professionals offers a wide range of resources for professional development, including a resource library, CME opportunities and online forums (Provided in Full Report)
Johnson & Johnson’s Pediatric Institute site for healthcare professionals (see Figure 15) offers physicians a variety of professional development features. An educational
The third clinical tool that can be provided on a healthcare professional website is online detailing, as found on Pfizer’s ViagraMD site. Detailing online has many of the same advantages that electronic sampling has. For one, online detailing can be used in addition to traditional office visits, either to reinforce specific points or to provide content that is more in-depth than can be covered in the few moments that a sales representative normally spends with a physician. Extra value can be added to an online detailing session by combining it with an eSampling offering. In doing so, pharmaceutical companies will be providing incentive for the physician to complete the detailing presentation.
Building a comprehensive medical professional website
Although many sites are exemplary in the provision of certain features, there are few that prove to be either comprehensive or integrated enough to meet all of the online needs of physicians. Part of the reason for this is that designing and building a comprehensive medical professional website require a significant amount of resources. Traditionally, pharmaceutical companies focus the majority of their marketing efforts on print or TV campaigns, making extra resources for Internet initiatives scarce Additionally, most current Internet initiatives try to meet the information needs of patients, physicians and non-physician prescribers through a single website. Sites such as these are limited in the content that they can provide, especially in Europe where direct-to-consumer advertising is prohibited. Perhaps most importantly, most site designers fail to establish the metrics and the means by which site success is measured. As a result, necessary changes to make the site more user-friendly (based on the experiences of past site users) are slow to occur.
There are several sites that Datamonitor has identified as more comprehensive than most currently offered. One such site is Ortho Biotech’s site for healthcare professionals. This site (see Figure 18) has a wide range of features that address physicians’ needs for professional development, patient resources and clinical tools. The main page of the site has links to in-depth product and disease information. Physicians can use these resources to search for information related to five different specialty areas. While it is not yet possible to earn credits for conducting specific searches on the site, physicians are able to follow links to access opportunities to earn traditional CME credits.
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