July 27, 2010 - According to pharmaceutical and healthcare market research company Manhattan Research, U.S. nurses believe they considerably influence patients’ health decisions and behavior.
The Taking the Pulse® Nurses v10.0 study found that the majority of online nurses report that they influence how their patients follow through with their treatment regimens. The study also found that most online nurses encourage patients to take advantage of health and condition websites and are significantly more likely than physicians to recommend these resources to their patients. The research is based on interviews with over 1,000 U.S. nurses and physician assistants (PAs) and focuses on the media and device preferences, professional resource mix, and digital behaviors and attitudes of these segments.
“Marketers shouldn’t underestimate the influence nurses have on how patients think about medication and follow their treatment plan. This new nursing study, as well as past consumer studies, unequivocally show that nurses play a pivotal role in this regard,” said Monique Levy, Senior Director of Research at Manhattan Research. “We’ve seen several brands and marketers already jump on this opportunity – especially given the flux in physician-directed promotion these days.”
Taking the Pulse® Nurses was conducted in the second quarter of 2010 among a nationally representative sample of 1,023 U.S. practicing nurses and physician assistants (PAs) via online survey methodology.
Source: Manhattan Research