Tech-Savvy Nurses: Emerging Target of Influence for Pharmaceutical Marketing & Advertising

By Stewart Gandolf
Chief Executive Officer

Male doctor and two female nurses posing behind him

Tech-Savvy Recommendations

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 at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.

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