Manhattan Research’s ePharma Consumer® 2012 study explores how consumers use digital channels to learn about prescription drugs and interact with pharma companies – Webinar January 22 at 2pm ET
January 10, 2013, New York, NY – The new ePharma Consumer® 2012 study from healthcare market research and advisory firm Manhattan Research shows considerable consumer demand for online services from pharmaceutical companies to help patients manage a chronic condition. The study was fielded online in Q4 2012 among 6,607 U.S. adults (age 18 and over). These results represent an opportunity for leading pharmaceutical companies that are increasingly focusing on outcomes and longer-term customer value in the face of generics and growing formulary restrictions.
Thirty percent of online consumers with a chronic condition and 38 percent of caregivers are interested in registering for a patient support program that would give access to a range of services. The most popular features are financial assistance, meal plans and recipes, tools to track and manage a condition and a registered nurses hotline. Current adoption of such programs varies considerably by condition, for example 41 percent of online patients suffering from multiple sclerosis used one from pharma. Moreover, 75 percent of online consumers who used online pharma patient support programs said they feel confident the prescription they have is right for them or those they take care of because of these services.
“Patients are interested in patient support programs from pharma, and don’t necessarily mind registering for access,” said Monique Levy, Vice President of Research at Manhattan Research. “At the same time, pharma isn’t top-of-mind as a destination, so marketers must consider partnering with other health resources such as general health websites, pharmacies and hospitals in an effort to gain traction for these programs.”
Upcoming Webinar! ePharma Consumer® 2012 – Tuesday, January 22 at 2:00pm ET
Vice President of Research Monique Levy is hosting a webinar January 22nd at 2pm ET for those interested in learning more about ePharma Consumer® as well as highlights from the new data. Register today!
About ePharma Consumer® 2012
ePharma Consumer® is Manhattan Research’s market research study and syndicated advisory service exploring how consumers use digital channels to learn about prescription drugs and interact with pharma companies. The data can be segmented across a variety of key therapeutic audiences, including diagnosed patients, patients on Rx, caregivers and info seekers.
Key topics covered in the research include:
- Use of digital media for prescription drug info
- Online Rx research behavior
- Influence of online Rx research on discussing medication with HCP
- Demand for various types of online patient resources across the treatment continuum
- Demand for online patient resources from pharma vs. other sources
- Adoption of various types of online pharma resources
- Use and interest in patient support programs
- Interest in connecting with pharma brands through various online platforms and networks
- Patient exposure to various types of health education resources at the doctor’s office
- Opportunities for pharma to provide supportive services to patients at the doctor’s office
For more information, please visit www.manhattanresearch.com/epc.