Insights Into Physician Behavior AMM Meeting February 12, MARS Medical Med/Surg Readership Study December 2008

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Garey Manning
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1 Insights Into Physician Behavior AMM Meeting February 12, 29 MARS Medical Med/Surg Readership Study December 28

2 Three-Part Presentation Important sources of medical information for physician specialties Review of 19 different media Across 23 physician specialties Detail Representatives Access to Physicians Physicians' Use of Search Engines

3 Important sources of medical information for physician specialties

4 Methodology Respondents to the December 29 MARS Medical Med/Surg Study were asked to rank their 5 most important sources of Medical Information A total of 19 media were offered for ranking 2,5 Total respondents The result was an overall ranking as well as a specialty specific ranking of each media

5 Please rank your five (5) Important Sources of Medical Information (with 1 as most important, 2 as second most important, etc.) Medical Journals Pharmaceutical Representatives Medical Colleagues Pharmaceutical Company Mailings Reference Publications Prescription Pads Faxed Information Dinner Meetings Medical Conferences and Symposia Video (DVD, CD, VCR) Audio Cassettes Medical radio programming e-conferences e-cme e-detailing Governments Bulletins Physician-oriented medical websites Consumer-oriented medical websites

6 Calculation media ranked #1 was assigned a value of 5 media #2 assigned a value of 4 media #3 assigned a value of 3 media #4 assigned a value of 2 media #5 assigned a value of 1 In this way, all media achieved a relative value

7 Dinner meetings Total Physicians Medical Journals Medical Conferences and Symposia Medical Colleagues Reference Publications Physician-oriented medical Web sites Pharmaceutical Representatives

8 This Needs Featured on AMM Web Site To be

9 Family Practice Medical Journals Medical Conferences and Symposia Medical Colleagues Pharmaceutical Representatives Dinner meetings Physician-oriented medical Web sites

10 General Practice Medical Journals Medical Conferences and Symposia Physician-oriented medical Web sites Dinner meetings Medical Colleagues Reference Publications Pharmaceutical Representatives

11 Internal Medicine Medical Journals Medical Colleagues Medical Conferences and Symposia Physician-oriented medical Web sites Pharmaceutical Representatives Reference Publications

12 Dinner meetings Cardiology Medical Journals Medical Conferences and Symposia Medical Colleagues Reference Publications Physician-oriented medical Web sites Pharmaceutical Representatives

13 e-cme Pharmaceutical Representatives Allergy Medical Colleagues Reference Publications Dinner meetings Physician-oriented medical Web sites Medical Conferences and Symposia Medical Journals

14 e-cme Anesthesiology Medical Journals Medical Colleagues Medical Conferences and Symposia Reference Publications Dinner meetings Physician-oriented medical Web sites Pharmaceutical Representatives

15 Dinner meetings Dermatology Medical Journals Medical Conferences and Symposia e Medical Colleagues Pharmaceutical Representatives Reference Publications

16 e-cme Diabetes/Endocrinology Journals Med Conf Med Colleagues Ref Pubs Dinner meetings Physician Web Sites Pharma Reps

17 Dinner meetings Emergency Medicine Journals Med Colleagues Physician Web Sites Med Conf Ref Pubs e-cme Pharma Reps Audio Cassettes

18 Gastroenterology Medical Journals Medical Conferences and Symposia Medical Colleagues Dinner meetings Reference Publications Physician-oriented medical Web sites Pharmaceutical Representatives

19 General Surgery Medical Journals Medical Conferences and Symposia Medical Colleagues Reference Publications Physician-oriented medical Web sites Dinner meetings Pharmaceutical Representatives

20 Infectious Disease Medical Journals Medical Conferences and Symposia Physician-oriented medical Web sites Medical Colleagues Reference Publications Pharmaceutical Representatives

21 Nephrology Medical Conferences and Symposia Medical Journals Medical Colleagues Physician-oriented medical Web sites Reference Publications Pharmaceutical Representatives

22 Neurology Medical Conferences and Symposia Medical Journals Medical Colleagues Reference Publications Dinner meetings Physician-oriented medical Web sites Pharmaceutical Representatives

23 OB/GYN Medical Conferences and Symposia Medical Colleagues Reference Publications Physician-oriented medical Web sites Pharmaceutical Representatives Medical Journals

24 Oncs, Hem/Oncs Medical Journals Medical Conferences and Symposia Medical Colleagues Reference Publications Dinner meetings Physician-oriented medical Web sites Pharmaceutical Representatives

25 Orthopaedic Surgeons Medical Journals Medical Conferences and Symposia Medical Colleagues Reference Publications Pharmaceutical Representatives Dinner meetings

26 Otolaryngology Medical Journals Medical Conferences and Symposia Medical Colleagues Reference Publications Dinner meetings Pharmaceutical Representatives

27 Dinner meetings Pediatrics Medical Conferences and Symposia Medical Journals Medical Colleagues Reference Publications Physician-oriented medical Web sites Pharmaceutical Representatives

28 Psychiatrists Medical Journals Medical Colleagues Medical Conferences and Symposia Physician-oriented medical Web sites Reference Publications Pharmaceutical Representatives

29 Pulmonary Disease Medical Journals Medical Conferences and Symposia Medical Colleagues Reference Publications Physician-oriented medical Web sites Pharmaceutical Representatives

30 Rheumatology Medical Journals Medical Conferences and Symposia Medical Colleagues Reference Publications Pharmaceutical Representatives Physician-oriented medical Web sites

31 Dinner meetings Urology Medical Conferences and Symposia Medical Colleagues Reference Publications Pharmaceutical Representatives Medical Journals

32 Medical Journals: Accessed via Print CME: Meeting Attendance Colleagues Convention Attendance Grand Rounds/ Speaker Programs Medical Journals: Accessed Online Reference Publications: Printed Conf./Symposia on a Product or Therapy: Meeting Attendance CME: Printed Courses Reference Pubs: Electronic (online/ PDA/phone) Dinner Meetings Websites: Disease Site - Focused on Medical Professionals CME: Audio/Video via CD or DVD or TV 1% 8% 6% 4% 2% % Insights into Physicians Media Usage 28 Nielsen Company

33 Conclusion Media preferences appear to shift among specialties Print was consistently the media most often selected as most important Two separate studies, two separate methodologies, spanning two years Support the importance of medical publications

34 Physician Access to Pharmaceutical Representatives

35 Methodology Respondents to the MARS Medical Med/Surg Study were asked to report how often they saw pharmaceutical representatives Always Most of the Time Selectively Never 2,5 Total respondents

36 All Physicians Selectively 24% Never 4% Always 29% Often 43%

37 All Physicians Selective/Never 28% Always/Often 72%

38 86% 84% 82% 8% 78% 76% 74% 86% 85% 84% 83% 82% 8% 79% Gastroenterology Always/Often See Reps Urology Allergy/Immunology General Practice Pediatrics Obstetrics/Gynecology Dermatology Office-based

39 76% 74% 72% 7% 68% 66% 64% Always/Often See Reps 76% 74% 73% 72% 69% 69% 68% Internal Medicine Pulmonology Family Practice Otolaryngology Onc Neurology Cardiology Office-based

40 7% 6% 5% 4% 3% 2% 1% % 67% 63% 63% 6% 54% 48% 48% Orthopaedic Surgery Always/Often See Reps Psychiatry Diabetes/Endocrinology Infectious Diseases Rheumatology Nephrology General Surgery Office-based

41 6% 5% 4% 3% 2% 1% % 52% 52% 5% 5% 47% 4% 38% Infectious Diseases Never/Selectively See Reps Orthopaedic Surgery General Surgery Emergency Medicine Anesthesiology Nephrology Rheumatology Office-based

42 4% 35% 3% 25% 2% 15% 1% 5% % 37% 33% 32% 31% 31% 28% 27% Family Practice Never/Selectively See Reps Diabetes/Endocrinology Psychiatry Cardiology Neurology Onc Otolaryngology Office-based

43 Monitor Medical Search Engines Do you use web search engines designed for physicians?

44 All Physicians Do You Use Search Engines Designed for Physicians? No 48% Yes 52%

45 Search Engines Used By Physicians 45% 4% 35% 3% 25% 2% 15% 1% 5% % 45% 23% 22% 19% 5% 5% 4% 1% Google UpToDate Yahoo Sermo Google Scholar Healthline SearchMedica Medstory

46 Conclusions Important sources of medical information for physician specialties 19 different media Across 23 physician specialties Journals consistently the first choice Detail Representatives Access to Physicians Significant number see reps selectively/never Physicians' Use of Search Engines

Utility of Social Networks For Physicians and Life Sciences Companies. January 2011

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