Three Ways for Pharma Product Sites to Improve Visitor Satisfaction and Retain Consumers

Manhattan ResearchPharmaceutical product sites are an important component of an overall brand strategy and can serve as a brand extender for consumers - providing an engaging brand experience that may not be fully realized in the time and space constraints of traditional media. Over 40 million U.S. adults turned to the Internet for additional information after DTC advertising last year, so it is critical that pharma companies have a solid online presence that meets the needs of interested consumers and empowers their treatment management.

To help pharmaceutical marketers understand how consumers find pharmaceutical information online and what features are most likely to satisfy and retain consumers, pharmaceutical and healthcare market research company Manhattan Research offers a complimentary white paper, "Reaching Today's ePharma Consumer". The white paper is based on the rich market data and trends covered by the ePharma Consumer® study, which is focused on how consumers find and use pharmaceutical information online.

This white paper gives an overview of the demographics and characteristics of those online for pharmaceutical information and shares how these ePharma Consumers are finding pharmaceutical information online and the features and tools most important to them. It also reviews the pharma product sites that consumers rate highly for satisfaction and explains why these sites are effective in meeting visitor needs.

The paper discusses a few features and factors that are important to consumers and are worthwhile for pharmaceutical marketers to consider when planning online strategy:

  • Customer Service - More than three-quarters of ePharma Consumers report that they "expect" online customer service from a pharmaceutical company. Giving site visitors easy access to customer service representatives and providing information on how to manage prescription costs are good ways to enhance relationships with customers and give them a more personal interaction with the company.
  • Prescription Cost - Product affordability is an important health issue for consumers - product price comparison sites are one of most popular online tools for consumers online for health information, and over four-fifths of ePharma Consumers are interested in obtaining pricing information for pharmaceutical products they take. Coming off of a year during which about 40 million U.S. adults decided not to fill a prescription medication from a doctor because of the cost, links to free trials, coupons, and formulary information can help meet the needs of today's consumers.
  • Format Choice - Consumers vary in their preferences for receiving information - some are more engaged by rich media and interactive features and tools, while others are just looking for text-based product information. To help meet the needs of a greater number of consumers, consider supplementing product directions with an instructional online video and integrating product commercials on the site. The more options visitors have for digesting information, the more people a site is likely to satisfy.

To access the full "Reaching Today's ePharma Consumer" white paper, please visit: http://www.manhattanresearch.com/research/white-papers/reaching-epharma-consumers.aspx

About ePharma Consumer® v8.0
ePharma Consumer® v8.0 is Manhattan Research's consumer market research and strategic advisory service focused on consumers online for pharmaceutical information. In addition to the use of search engines for health and pharma information, ePharma Consumer® covers the impact of social networking/Web 2.0 and tracks consumer interaction with more than 250 branded and unbranded pharmaceutical sites, including in-depth data on the effect of DTC advertising, visitation, site search rationales, desired site tools and features, and actions taken off-site.

ePharma Consumer® v8.0 was conducted via online survey in Q4 2008 among 6,566 adults (age 18+). Overall market research can be segmented for over 85 condition groups. For additional product and subscription information, please visit http://www.manhattanresearch.com/products/Strategic_Advisory/ePC/

Some of the product sites covered in ePharma Consumer® include Abilify, Accurus, Aciphex, ACRYSOF® IOLs, Actemra, Actiq, Activase, Actonel, Actos, Actrapid, Adalat, Adderall (Xr), Adenocard, Adenoscan, Advair/Advair Diskus, Aldara, Alimta, Allegra, Altabax, Altace, Ambien/Ambien CR, Amevive, Amitiza, Androderm, Androgel, Angeliq, Apidra, Aranesp, Arava, Aricept, Arimidex, Asacol, Ascensia, Asmanex, Astelin, Atacand, Avandia, Avapro/Avalide, Avastin, Avelox, Avinza, Avodart, Avonex, Axert, Azor, Basen, Benicar, Benzaclin, Betaseron, Boniva, Botox, Cosmetic, Brovana, Byetta, Bystolic, Caduet, Campath, Carac, Carbatrol, Casodex, Celebrex, Celexa, Cellcept, Cerezyme, Chantix, Cialis, Cimzia, Clarinex, Colazal, Combivir, Concerta, Copaxone, Coreg CR, Cosopt, Cozaar/Hyzaar, Crestor, Cubicin, Cymbalta, Cypher Stent, Daptacel, Daytrana, Depakote ER, Depo-Provera, Detrol LA, Diovan, Ditropan XL, Duragesic, Effexor XR, Elidel, Eligard, Elitek, Ellence, Eloxatin, Emend, Enablex, Enbrel, Enjuvia, Epogen, Epzicom, Erbitux, Evista, Evoxac, Exelon, Exforge, Exubera, Famvir, Femara, Femcon Fe, Ferrlecit, Flomax, Flonase, Flovent HFA, Flumist, Follistim, Forteo, Fosamax, Fuzeon, Gardasil, Gemzar, Geodon, Gleevec, Glucobay, Glumetza XR, Hepsera, Herceptin, Humalog, Humira, Hyalgan, Imitrex, Invega, Invirase, Iressa, Isentress, Ixempra, Januvia, Juvederm, Kaletra, Kepivance, Keppra, Ketek, Kineret, Kogenate FS, Kuvan, Kytril, Lamictal, Lamisil, Lantus, Lescol Xl, Leukine, Levaquin, Levemir, Levitra, Lexapro, Lexiva, Lialda, Lidoderm, Lipitor, Livial, Loestrin 24 Fe, Lovaza, Lovenox, Lucentis, Lunesta, Lupron Depot, Lybrel, Lyrica, Mabthera, Macugen, Micardis, Mirapex, Mirena, Namenda, Nasacort AQ, Nasonex, Natrecor, Neulasta, Neupogen, Neupro, Neurontin, Nexavar, Nexium (Purplepill.com), Niaspan, Norditropin, Norvasc, Novolog Mix 70/30, Novoseven, NuvaRing, Omnaris, Optivar, Orencia, Ortho Evra, Ortho Tri-cyclen Lo, Oxytrol, Pataday, Paxil CR, Pegasys, Penlac, Pentasa, Plavix, Pravachol, Premarin, Prempro, Prevacid, Pristiq, Procrit, Prometrium, Propecia, Protonix, Provigil, Pulmicort, Ranexa, Raptiva, Razadyne, Rebif, Reclast, Relpax, Remicade, Requip, Restasis, Restylane, Reyataz, Rhinocort Aqua, Rilutek, Risperdal, Rituxan, Rozerem, Sculptra, Seasonale, Seasonique, Seroquel, Singulair, Skelaxin, Soma250, Spiriva, Sprycel, Strattera, Sutent, Symbicort, Symbyax, Symlin, Tamiflu, Tarceva, Taxotere, Tekturna, Teveten, Topamax, Toprol XL, Toviaz, Travatan Z, Trelstar, Treximet, TriCor, Truvada, Tykerb, Tysabri, Ultram ER, Uroxatral, Valtrex, Vectibix, Veramyst, Vesicare, Viagra, Vigamox, Viread, Visudyne, Viviant, Vytorin, Vyvanse, Welchol, Wellbutrin XL, Xalatan, Xeloda, Xenical, Xolair, Xopenex, Xyzal, Yasmin, Yaz, Zemplar, Zetia, Zithromax, Zocor, Zofran, Zolinza, Zoloft, Zometa, Zomig, Zostavax, Zyprexa, and Zyrtec.

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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