3. Online Physician Portals Evolve into Clinical Resources, Beyond News

Manhattan Research, LLCTraditionally, physicians relied primarily on local content sources for online medical information, such as DiarioMedico in Spain and Doctors.net in the UK. One notable exception of a site that has transcended the country divides has been the Univadis portal from MSD (Merck Sharp & Dohme). For years, Univadis was (and continues to be) the leading portal for physicians across Europe by providing content created specifically for the individual country, in said country's language. The success of Univadis has not gone unnoticed, and pan-European content sources for physicians are continually emerging and gaining traction among European physicians.

New examples continue to emerge. WebMD recently announced a partnership with Medcenter to offer its Medscape content to physicians in Spain and in Portugal www.medcenter.com/medscape, while United Business Media's SearchMedica www.searchmedica.com continues to expand its offerings in a variety of languages and specialties.

In order to successfully develop content to be used by physicians across Europe, companies must devote special effort toward creating local content in the local language. Putting upone site in English and hoping to gain traction across countries is a strategy that has consistently proven to be doomed for failure. With regard to reach and frequency, as the frequency of professional activities online continues to increase year after year, the forecast is that the demand for portals from content providers and pharmaceutical companies will continue to grow for years to come. Of course building a site and engaging traffic are two different things - engagement requires relevance, timeliness, and, naturally, letting visitors know you exist through appropriate online and offline promotional support.

Five Emerging Trends about European Consumer and Physician Use of New Media

1. Connecting to Physicians, on Their Terms

2. Leverage E-detailing as a Sales Force Supplement

3. Online Physician Portals Evolve into Clinical Resources, Beyond News

4. Empowered European Consumers Speak with Their Physician about Information Found Online

5. In the Absence of Direct-to-Consumer Advertising, Online Content Is Critical

For further information, visit:
http://www.manhattanresearch.com/2008EUTrends.aspx

Source: white paper derived from Cybercitizen® Health Europe and Taking the Pulse® Europe
© Manhattan Research, LLC, 2007

Most Popular Now

Salvat Laboratories announces submission of New Dr…

Salvat Laboratories announced that it has submitted a New Drug Application (NDA) to the FDA for the approval of the first ocular corticosteroid formulated in a nanoemulsi...

Pfizer's elranatamab granted FDA Breakthrough Ther…

Pfizer Inc. (NYSE:PFE) announced its investigational cancer immunotherapy, elranatamab, received Breakthrough Therapy Designation from the U.S. Food and Drug Administrati...

New insights on antibody responses to Omicron vari…

Knowing how well vaccination against one SARS-CoV-2 strain (with or without previous infection) counteracts infection with a different strain is a critical research quest...

Ancient viral DNA in human genome guards against i…

Viral DNA in human genomes, embedded there from ancient infections, serve as antivirals that protect human cells against certain present-day viruses, according to new res...

The origin-of-life molecule, a key to cancer resea…

RNA, the molecule that gave rise to life, has been shown to be essential for repairing human genetic material and preventing mutations that might lead to developing cance...

Bayer with continued strong performance

The Bayer Group maintained its strong business performance across all three divisions in the third quarter. "Despite rising inflation and global supply chain problems, we...

Sugar molecules as a target in cancer therapy

Cancer cells use sugar molecules on their surface to disable attacks by the body's immune system. Researchers at the University of Basel now report on how this mechanism ...

Vividion Therapeutics names Jenna Goldberg as Chie…

Vividion Therapeutics, Inc., a biopharmaceutical company utilizing novel discovery technologies to unlock high value, traditionally undruggable targets with precision the...

COVID vaccination improves effectiveness of cancer…

Patients with nasopharyngeal cancer are often treated with drugs that activate their immune system against the tumor. Until now, it was feared that vaccination against Co...

Making melanoma immortal: Pitt scientists discover…

Scientists at the University of Pittsburgh School of Medicine have discovered the missing puzzle piece in the mystery of how melanoma tumors control their mortality. I...

Pfizer and BioNTech receive positive CHMP opinion …

Pfizer Inc. (NYSE: PFE) and BioNTech SE (Nasdaq: BNTX) announced a booster dose of their Omicron BA.4/BA.5-adapted bivalent COVID-19 vaccine (COMIRNATY® Original/Omicron ...

Study reveals vaccine confidence declined consider…

A new study suggests that, despite the success of the COVID-19 vaccination campaigns, vaccine confidence has declined significantly since the start of the pandemic. Re...