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Your Nurse Audience is Growing

Posted by | 10:48am on Monday, August 8, 2011

Nine in ten RNs, NPs and PAs visit product websites 

Registered nurses (RNs), nurse practitioners (NPs), and physician assistants (PAs) will all play increasingly important roles in health care during the coming years, because of a shortage of primary care physicians. That’s what Manhattan Research’s Taking the Pulse Nurses Study predicted recently.

PAs and NPs are especially important audiences for pharmaceutical companies because they can write prescriptions in all 50 states.

This continues a pattern observed in last year’s Manhattan Research study of nurses, which we discussed previously. But there are some unique insights to be gained from this year’s report.

What’s new?

  • Nurses are active online. In the Manhattan survey, RNs, NPs and PAs reported a median of 10 hours per week spent online for tasks related to their professions.
  • Nurses use digital support materials. A large majority of NPs and PAs recommend that their patients research their condition online.
  • Nurses visit pharma websites. Nine in ten RNs, NPs and PAs visit product websites to get information they need for their jobs, but these visits are infrequent.
  • Many nurses go online during patient consults. Between 2009 and 2011, this usage pattern has been rapidly growing.

The Manhattan Research study focused on nurses from a wide variety of target specialty audiences, including acute care, diabetes, geriatrics, neurology, oncology, pulmonology and women’s health. But the role of nurses is likely to be particularly important in rare diseases, where treatments are often intensive and relationships ongoing.

What You Can Do
The study found that more than half of RNs use resources that were originally developed for physicians, probably because there are so few websites devoted specifically to nurses’ needs.  Sanofi-Aventis’ OncoNursing.com is a great example of what’s possible.

Another initiative that’s  especially noteworthy is Johnson and Johnson’s Campaign for Nursing. It’s an integrated solution that includes:

Is there benefit in targeted communications for nurses? Tell us what you think.

(Image courtesy of  timefornurses on Flickr)

About Pamela Todd

Pam’s extensive work in online intelligence, competitive analysis and audits allows her to provide clients with insights into their audiences’ needs and preferences. She puts those insights to work in creating and implementing user-centric, interactive content strategies to reach targeted patients, caregivers, and healthcare professionals.

View other posts from Pamela

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