We recently announced that Intouch Solutions is collaborating with MD Mindset to help pharmaceutical marketers better understand the impact and opportunities iPads® offer as a main platform for information delivery. In March of 2012, MD Mindset performed research with regarding iPad ownership, professional use and pharmaceutical rep use in physician detailing. They interviewed 1,500 doctors in 15 different specialties, and over the next few weeks, we will be sharing some of what they discovered. iPad adoption among doctors expected to skyrocket
We know physicians have embraced the iPad, but this research revealed large differences among age groups and specialties. For instance, ownership for physicians aged 50 and under is well above the 51% average for all physicians. With a large group of boomer physicians poised to retire in the next 5-10 years, we can expect adoption to skyrocket. And, with less access than ever to physicians, pharmaceutical companies have a great opportunity to leverage physicians’ love for the sleek tablet device in a way that will reverse their rapidly dwindling access to their target audience.
Understanding differences in gender and specialty
Aside from ownership differences by age, we also observed large differences in ownership by gender and specialty. For instance, 61% of dermatologists own iPads, but female dermatologists index much higher than that and male dermatologists index below the overall average of 51%.
As we discuss the data from this research in future blog posts, we will look at those differences and compare them against how each specialty group has embraced (or not) pharma rep detailing on the iPad.
The two infographics below provide an introduction into physicians’ feelings about iPad detailing and what pharma companies have already successfully embraced this new tool.