Manhattan Research Releases New Report Advising on the New Pharma Search Engine Marketing Landscape

The Consumer Pharmaceutical Search Engine Marketing Module explores how to leverage eHealth searching behavior to fulfill brand goals amidst new FDA regulations


NEW YORK, NY – August 3, 2009 – Pharmaceutical and healthcare market research company Manhattan Research releases its latest consumer marketing research module, “Pharmaceutical Search Engine Marketing: Leveraging Online Health Searching to Fulfill Brand Goals,” as part of its ePharma Consumer® market research and strategic advisory service.

The Pharmaceutical Search Engine Marketing Module overviews the evolution of consumer search engine usage for health and pharmaceutical information in the new media landscape, how eHealth searching behavior varies along the treatment continuum, and best practices for integrating search in overall brand strategies, especially in light of new FDA regulations. The report also looks at emerging trends and technologies like mobile search, personalization, and real-time search, as well as the developments of Microsoft and its new engine Bing, especially in light of the company’s recently announced partnership with Yahoo!.

According to the report, successful pharmaceutical search campaigns can play an important role in leading valuable target customers from the research stage to becoming product users. Consumers who visit product sites are nearly three times more likely than the average U.S. adult to request prescriptions by name from their doctors. Increasing search engine visibility can help brands to reach consumers actively seeking health information and to effectively insert themselves into the patient-physician treatment discussions.

“Mastering search engine marketing is critical for brands looking to take advantage of consumers’ increasing reliance on the Internet to figure out and manage their health issues,” said Monique Levy, author of the report and Senior Director of Research at Manhattan Research. “The trouble is, mastering search is not as straightforward as it seems, especially with murky FDA guidelines and increasingly complex digital assets such as mobile and video.” 

Analysis Outline

Title: Pharmaceutical Search Engine Marketing: Leveraging Online Health Searching to Fulfill Brand Goals

Introduction

I. Search: An Overview

  • Types of Search
  • Up & Coming Search Topics

 

II. The Health & Pharma Search Market Landscape

  • eHealth Consumer Searcher Demographics
  • Figure 2-1:  Interest in Prescription Refill Reminders
  • Comparing the Engines Used by eHealth Consumer Searchers
  • Figure 2-2: eHealth Search Share across Major Engines
  • Figure 2-3:  Comparing Search Engine User Demographics

 

III. ePharma Search Engine Behavior

  • Understanding the Terms Consumers Use for Pharma Info
  • Figure 3-1:  Most Common Search Terms by ePharma Consumers
  • Figure 3-2:  Searching for Pharma Information during General Research
  • Figure 3-3:  Searching for Pharma Information for Treatment and Rx Decisions
  • Figure 3-4:  Searching for Pharma Information for Health Maintenance
  • Understanding How Consumers Select a Search Result
  • Figure 3-5:  Correlation of Age and Likelihood to Click on Paid Search Ads
  • Figure 3-6: Consumer Diligence When Browsing Search Engine Results
  • Figure 3-7:  ePharma Consumer Judgment of Search Engine Result Listing Credibility

 

IV. Search Marketing Strategies for Health and Pharma Brands 

  • Pharma Search Marketing within New FDA Regulations
  • Integrating Search in a Multichannel Strategy
  • Using Search Marketing to Facilitate the Path to Brand Goals
  • On-site Search
  • Measurement
  • Searching for Your Most Valuable Consumers

 

Key Learnings and Action Items


For an excerpt from the module and more information about its contents, please visit: www.manhattanresearch.com/products/Research_Modules/Consumer/pharma-health-search-engine-marketing.aspx.

Access to the “Pharmaceutical Search Engine Marketing” research module is immediately available to subscribers of Manhattan Research’s ePharma Consumer® market research and strategic advisory service. For more information about becoming a subscriber to this service and gaining access to the in-depth consumer market data and analysis, contact sales@manhattanresearch.com, call 1.888.680.0800, ext. 2 or visit www.manhattanresearch.com/products/Strategic_Advisory/ePC/.
 

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 www.manhattanresearch.com/products/Strategic_Advisory/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 www.manhattanresearch.com, email sales@manhattanresearch.com or call 1.888.680.0800. 


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 www.decisionresourcesinc.com. 
 

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All company, brand, or product names contained in this document may be trademarks or registered trademarks of their respective holders.

 

For more information, contact:
 
Manhattan Research                                                             
Maureen Malloy                                                                        
212-255-7799                                                                           
mmalloy@manhattanresearch.com                                             



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