New Digital MedTech Physician™ Study Finds Significant Opportunities for Device Marketers to Reach Physicians through Video and Online Promotional Programs

Manhattan Research Introduces a New Study Designed for Marketers in the Medtech Industry – Webinar September 14 at 3pm ET

NEW YORK--()--In response to the medtech industry’s increasing need to leverage digital marketing opportunities, healthcare market research company Manhattan Research releases a new study this year – Digital MedTech Physician™. The study is designed for the unique needs of device and medtech marketers and looks at how surgeons and other relevant physician specialties use digital channels to learn about medical devices and to connect with medtech companies and reps. The study surveyed 824 U.S. practicing physicians online in Q2 2011 and offers data for interventional cardiologists, cardiac surgeons, spinal surgeons, general surgeons, neurosurgeons, orthopedic surgeons, plastic surgeons, OB/GYN surgeons, electrophysiologists and interventional radiologists.

Digital MedTech Physician™ found that the majority of physicians surveyed use the Internet during the workday and demonstrate certain digital behaviors that are unique compared to other types of healthcare professionals, such as their use of online video for professional learning. Additionally, the study suggests there is a significant opportunity for medtech companies to connect with these physicians through online promotional programs. Key highlights from the Digital MedTech Physician™ study include:

  • Internet access during workday popular: More than 4 in 5 physicians surveyed use the Internet during the workday for professional purposes, including access via smartphones and iPads.
  • Online video a key learning tool: 68 percent of physicians surveyed have watched an online video to learn about medical devices, and there is high interest in online video training sessions provided by medical device companies.
  • Physicians not seeing reps still interested in online promotion: 50 percent of physicians surveyed are interested in participating in online promotional programs from medical device companies for which they do not see sales reps in person.

“Physicians using medtech products are digitally savvy and seeking ways to interact with device manufacturers online,” said Meredith Ressi, Manhattan Research President. “It is any marketer’s dream to have customers seeking messaging and information from his or her brand – one that several of our clients are moving fast to deliver on.”

Sign up for the Digital MedTech Physician™ Webinar – September 14 at 3pm ET

On September 14 at 3pm ET, Manhattan Research will host a complimentary webinar about the new Digital MedTech Physician™ market research and strategic advisory service. The webinar will also preview some of the key findings from the new study.

To register and learn more, please visit

About Digital MedTech Physician™

Digital MedTech Physician™ was fielded online in Q2 2011 among 824 practicing U.S. physicians. The physicians participating in the 2011 online research study were recruited to the panel via email, mail, fax, and phone to ensure a nationally randomized distribution across the overall sample. To qualify for the survey, physicians had to confirm their area of specialty and perform at least one procedure involving a medical device per month. The final data set is compared to the known national universe of practicing U.S. physicians in the relevant specialties by age, gender, region, practice setting and specialty. Manhattan Research can state with confidence that the research is accurate and reflective of the relevant population of U.S. practicing physicians who use medical devices today.

For more information, please email, call 1.888.680.0800, ext 2 or visit

About Manhattan Research

Manhattan Research, a Decision Resources Group company, conducts annual research studies covering eHealth trends among healthcare professionals and consumers in the Americas, Europe, and Asia. Broad research can be segmented by target specialist and therapeutic audiences. For more information please contact, call 1.888.680.0800, ext 2, or visit

About Decision Resources Group

Decision Resources Group is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources Group at

All company, brand or product names contained in this document may be trademarks or registered trademarks of their respective holders.


Manhattan Research
Stephanie Cooper, 212-255-1368

Release Summary

Manhattan Research Introduces a New Study Designed for Marketers in the Medtech Industry – Webinar September 14 at 3pm ET


Manhattan Research
Stephanie Cooper, 212-255-1368