How Unbranded Websites Can Extend Brand Reach throughout the Patient Life Cycle?

Manhattan ResearchConsumer reliance on condition-focused content during the disease research process, growing emphasis on customer care throughout the treatment continuum, and uncertainty around the DTC regulatory environment is prompting increased interest in unbranded online initiatives. Manhattan Research releases a new report, "Unbranded Websites: Extending Brand Reach throughout the Patient Life Cycle", to support pharma marketers and their agencies with key data, insights, and strategic considerations as they approach unbranded online investments. The report discusses the market potential for unbranded websites, how strong of an opportunity unbranded initiatives represent for pharma, the elements consumers seek on these properties, and best practices for marketers to consider.

"The extent to which a company can benefit from unbranded strategies varies greatly by disease category and product situation, among other issues, but under the right circumstances, this type of investment can support lead generation, relationship marketing, and awareness and education initiatives," said Maureen Malloy, Healthcare Marketing Analyst and lead author of the report. "A recent warning letter sent about two Novartis unbranded websites will likely lead to a more conservative approach by most brands."

"Unbranded Websites" draws from Manhattan Research's ePharma Consumer® v9.0 study conducted in Q4 2009 among 6,575 adults (age 18+). For more information about the report and an excerpt, please visit http://www.manhattanresearch.com/unbranded-websites.

Report Topics

Title: Unbranded Websites: Extending Brand Reach throughout the Patient Life Cycle

  • Landscape: Unbranded Websites and Consumer Trends
    • Consumer Demand and Market Potential for Unbranded Online Initiatives
    • Profiling Unbranded Website Users
  • Outlook: Implement Unbranded Initiatives Strategically
  • Best Practices and Examples

About ePharma Consumer® v9.0
ePharma Consumer® v9.0 is focused on the attitudes and behaviors of consumers seeking pharmaceutical information online. The study was conducted via online survey in Q4 2009 among 6,575 adults (age 18+). ePharma Consumer® also provides data on more than 160 pharmaceutical product websites. Clients can segment the broad market research to provide in-depth data on more than 80 condition groups. For additional product and subscription information, please visit http://www.manhattanresearch.com/epc.

About Manhattan Research
Manhattan Research, a Decision Resources, Inc. company, is a leading market research and advisory services firm for global pharmaceutical and healthcare companies. For more information, visit http://www.manhattanresearch.com.

About Decision Resources, Inc.
Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at http://www.decisionresourcesinc.com.

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