2008 European Pharmaceutical eMarketing Trends

Physician and Consumer Marketing in the Networked European Economy



In Europe, where strict regulations currently govern the communication of information about prescription medicines and treatment alternatives, the primary pharmaceutical marketing focus to date has been directed at the people who write the prescriptions: the physicians.

However, with the advent of the Internet providing physicians and their patients with access to a global database of pharmaceutical information, the opportunities for European pharmaceutical marketers to engage their customers online has reached a strategic turning point.  In fact, with the vast majority of European physicians using the Internet for professional purposes today, and a majority of online European consumers using the Internet for health and pharmaceutical information, the question is no longer if the customers in Europe are using technology but how they are using technology to get information and make health and clinical decisions.

Manhattan Research’s white paper “2008 European Pharmaceutical eMarketing Trends” reveals what pharmaceutical marketers must understand to successfully strategise for 2008 and beyond.  The five trends listed below are based on Manhattan Research industry insight developed through eleven years of tracking the online pharmaceutical market and on two, multi-client market research studies conducted in 2007.


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Five Trends Impacting European Pharmaceutical Marketing for 2008:

1.   Connecting to Physicians, on Their Terms
2.   Leveraging Electronic Detailing as a Sales Force Supplement
3.   Online Physician Portals Evolve into Clinical Resources
4.   Empowered Consumers Speak with Their Physician about Information Found Online
5.   In the Absence of Direct-to-Consumer Advertisements, Online Content Is Critical 




EUROPEAN MARKET STUDIES FROM MANHATTAN RESEARCH

Cybercitizen® Health Europe is a syndicated multi-client study and advisory service focused on key research topics and trends impacting the European consumer health marketplace. The study was fielded online among 4,302 European consumers from the United Kingdom, Germany, Spain, Italy, France, Belgium, Sweden, the Netherlands, Poland and Portugal. The survey instrument was presented in the native language of each individual country.

Taking the Pulse® Europe is a syndicated multi-client study and advisory service focused on key research topics and trends impacting the European physician marketplace. The study was fielded online among 1,000 European physicians from the United Kingdom, Germany, Spain, Italy and France. The survey instrument was presented in the native language of each individual country.


The Cybercitizen® Health Europe and Taking the Pulse® Europe research studies include the following topics:

• Overall media consumption (traditional and new media)
• Use and impact of sales representatives for clinical and pharmaceutical information
• Frequency and types of Internet access (and activities online)
• Technology adoption like MP3/iPod, PDA, SMS messaging, smartphones
• Advanced activities online like online video, blogs, podcasting, wikis
• Use and relative influence of physicians, nurses, pharmacists, friends and family
• Search engine reliance and frequency
• Use and interest in health e-newsletters, support and chat groups, and DM tools
• Interest in Web 2.0 technologies for health and pharmaceutical information


MANHATTAN RESEARCH

In addition to Cybercitizen® Health Europe and Taking the Pulse® Europe, Manhattan Research conducts four research studies annually among consumers and physicians in the United States. These studies include Cybercitizen® Health US, Taking the Pulse® US, ePharma Physician®, and ePharma Consumer®. Each study serves a unique purpose and focuses on specific aspects of information technology adoption. Broad consumer and physician research is complemented by targeted analyses among more than 50 consumer therapeutic segments and 25 physician specialist segments.

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