Percent of Physicians Agreeing That the Internet is Essential to Their Professional Practice D i g i t a l C ommunications E m e r g e Almost 9 out of 10 Physicians Report the Internet is Essential to Practice Today 100% 80% 60% 40% 20% 0% 2001 2003 2005 2007 2009 Source: Taking the Pulse* 2001 -2009 (Manhattan Research) journals, textbooks, and articles for information. With the widespread availability of the Internet today, the same information can be located instantaneously by physicians themselves, or more rapidly by office assistants. The Internet has been the catalyst and the backbone of the digital world. The blur between physical and digital worlds holds tremendous creative potential. Professional digital interactions result in more physical outcomes, and the technology also has enabled professional community- based experiences. Given the pervasiveness and efficiencies of the digital world, agencies and entrepreneurs continually are creating new ways to engage with professionals and with ultimate consumers. Four core trends comprise these new agency offerings. The first is e-detailing (Internet-based detailing) pioneered by companies such as Physician Interactive, MyDrugRep.com (now called Lathian Health), DotComAdvisors (now called Group DCA), and Medsite (now owned by WebMD). Each of these organizations created networks of physicians who agreed to participate 115
RkJQdWJsaXNoZXIy NDMwNDAx