Survey: Many physician-pharma interactions aided by iPad

By Brian Dolan

iPad 2According to the latest survey from Manhattan Research, many in-person interactions between pharmaceutical company representatives and physicians are now aided by the pharma rep's iPad. Manhattan polled more than 1,800 practicing physicians in the United States during the second quarter of 2012 and found that of those that had met with a pharma sales rep in person, some 65 percent said they had seen a rep use an iPad. A similar survey in 2011 found that only 30 percent of physicians had an iPad-aided interaction at the time.

According to Manhattan Research, iPads help pharma reps better interact with physicians too. Of those physicians surveyed who had interacted with pharma sales reps with iPads, 35 percent said they were more likely to request a sample and 29 percent said they were more likely to consider prescribing the drug.

“We’re seeing more positive signs this year that the use of iPads by reps is driving the desired engagement and behavior among physicians,” Monique Levy, Vice President of Research at Manhattan Research stated in an announcement about the survey. “We’re also getting more clarity on the kinds of features and content physicians want on these devices such as demos of apps they can download and KOL [key opinion leaders] videos.”

More details from the Manhattan Research survey will be released next week.