Yesterday I was asked a question about our Life Sciences strategy that gets to the heart of our value proposition. The question: “…that’s all fine and good; but, don’t physicians really want to receive paper material?”

Research conducted by Manhattan Research* answers the question:

–In 2010, 72% MDs own Smartphones
-US adults only at 20% Smartphone use
-In 2001, 30% MDs owned Smartphones
–And, Apple iPhone and iTouch > BB for MDs

“In 2010, the conversation has shifted away from whether physicians are online to understanding the degree to which digital content is changing the way physicians practice medicine,” said Meredith Ressi, VP of research at Manhattan Research. “Professional use of smartphones and online user-generated content are no longer early adopter activities of a tech-savvy few – these types of activities are the norm for the majority of physicians today.”

Physicians are adopting personal communications devices faster than the general population – it follows that they have adopted the consumption of digital content as well.

*Manhattan Research’s Taking the Pulse report, 2010.