Tech-Savvy Nurses: Emerging Target of Influence for Pharmaceutical Marketing & Advertising
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Each week, according to one recent survey, physicians get about 20 visits from pharmaceutical company representatives, but not everyone gets face time with the doc.

Compare that with another study that says that nurses are not only “digitally advanced,” but they are likely to recommend online resources to patients. Although physicians are a primary pharmaceutical marketing target, nurses are no less active online and are emerging as a significant alternative market segment.

Taking the Pulse Nurses, a study by Manhattan Research, tracks the media preferences, professional resource mix, and digital behaviors and attitudes of U.S. nurses and physician assistants. Data suggests that pharmaceutical marketing and advertising decision-makers should not overlook the impact that nurses have over patient decisions.

Nurses go online, according to this year’s study results, in search of pharma information. They report that nearly 90% of online nurses have visited a pharmaceutical, biotech, or device corporate or product website in the past year. But, surprisingly, only a few pharma companies provide nursing-focused content on their healthcare professional Websites.

The study, which tracks the attitudes and interests of nurses and the use of technology, is a multi-year project that includes more than twenty nursing segments. “While nearly all online nurses visit pharmaceutical Websites, general professional medical websites garner higher retention rates among this audience. As a result, marketers should be looking for promotional opportunities on third-party websites in addition to investing in developing their own properties,” Manhattan Research says.

Read more about pharmaceutical marketing and advertising on our website.

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.

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