Seven Key Market Trends in 2003
New York, December 11, 2002 Manhattan Research,
a healthcare marketing information and services firm, recently
announced seven key trends related to physicians and emerging
information technologies in the year 2003.
· PDA AND HANDHELD COMPUTERS COME OF AGE:
Approximately 35% of practicing physicians are actively using
a PDA. Almost two-thirds of physicians using a PDA are actively
using an Rx reference database on their PDA. In addition to the
increased adoption of these mobile devices in general, improvements
in the form factor and underlying technology, as well as the competitive
pricing of new Windows devices, will drive significant growth
and value in this market segment.
· ROBUST PRACTICE WEB SITES EMERGE:
Among all U.S. practicing physicians, 34% reported having a practice
Web site in 2002. More than two-thirds of US physicians expressed
an interest in having a Web site in the future. Data from the
latest Cybercitizen Health research show a dramatic increase in
the consumer use of practice Web sites, demonstrating a strong
value proposition to physician end users.
· INTEGRATED ELECTRONIC PHARMACEUTICAL
DETAILING BECOMES A REALITY: Thirty-six percent of primary
care physicians have already participated in electronic detailing
programs offered by pharmaceutical companies. More than 80% expect
of current users expect to participate in the next 12 months.
The difference in 2003 will be a growing number of pharmaceutical
companies realize the value of integrating the detail rep with
extended online capabilities as a compliment (and not a
replacement) to the relationship.
· SOME SPECIALISTS BECOME VERY DEPENDENT
ON THE WEB: Targeted segments of practicing physicians, such
as information intensive groups including Oncologists, Neurologists,
and Rheumatologists, become very dependent on the Web in 2003
as a critical source for the latest clinical news and pharmaceutical
·PATIENT CONNECTIVITY STILL ON HOLD:
Despite consumer demand to connect with their physicians
online, the evolution of the virtual online consult remains in
a holding pattern as a majority of physicians are still waiting
for an economic argument to participate. However, pilot projects
underway (funded by insurers in many cases) will begin to justify
the value proposition to the payer community in turn generating
a greater general understanding of the offline impact of online
· HEALTH PLAN PORTALS BECOME A VIABLE
CUSTOMER SERVICE OPTION: Following years of building online
service solutions, and spurred by pending HIPAA deadlines, a majority
of health plans finally deliver valued-added online solutions
to participating providers in their physician networks. Building
on administrative applications, early innovators also begin to
roll out the first edition of e-care applications to support comprehensive
· E-PRESCRIBING RESURFACES
NEW MANAGEMENT: After a very tough year, electronic prescribing
makes a comeback with new backers. After a failed attempt by numerous
pharmaceutical companies to gain control over the prescribing
process at the point of care (through third party investments),
the true beneficiaries of electronic prescribing (insurers and
PBMs) begin investing in more projects to demonstrate and capture
economic benefit (such as increased Rx formulary compliance).
About Manhattan Research
Research helps healthcare and life sciences organizations
adapt, prosper and maximize opportunities in the networked economy.
The company seeks to serve as a strategic positioning system for
clients, helping them use industry expertise, robust data sets,
and insight to maximize the value of their overall business strategy.