Key take-aways from ‘ePharma Physician’, a new report from Manhattan Research, include:

* iPads and other tablet initiatives need to be optimized – only one-third of ePharma Physicians who see sales reps with iPads or other tablets find this experience to be better than reps using other materials or devices such as print materials or laptops.

* Enthusiasm for iPad or other tablets with reps varies by specialty – general surgeons, infectious disease or HIV physicians, anesthesiologists and OB/GYNs are the specialty groups most likely to agree that sales reps should use iPads or other tablets for product discussions during office visits. In contrast, dermatologists and rheumatologists are less inclined to feel that tablets are needed for rep meetings.

* Some companies are leading the way in terms of iPad reach – to date, the manufacturers with the highest reach in terms of ePharma Physicians seeing their sales reps with an iPad are Pfizer, AstraZeneca, Merck and Abbott.

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