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

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.

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