ePharma Consumer® v7.0

The Future of DTC Marketing 


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ePharma Consumer® is a syndicated multi-client study and advisory service focused on consumers who look online for pharmaceutical information. With the wealth of pharmaceutical products and indications currently on the market, a growing number of consumers are heading to Rx product.com and unbranded pharmaceutical sites as decision support resources for themselves and their families. Along with this increased demand for pharmaceutical information online comes a need for advanced site features which companies must be aware of to stay ahead of the digital media curve.

Our approach to ePharma Consumer® manifests from our philosophy that web logs and consumer monitoring panels cannot provide a full and representative picture of who is visiting sites, why visitors come to a site, or the actions taken after visiting. ePharma Consumer® uses an online survey and recall methodology to offer the best means for understanding, benchmarking, and measuring website effectiveness. 


    Download the ePharma Consumer brochure
    Listen to the introductory podcasts
    ePharma Consumer: Part I  and  ePharma Consumer: Part II
    Mark Bard, President  •  (5 minutes each)



    Key Questions Answered in ePharma Consumer®:

    • Why are consumers going to your product website?
    • Which website in your therapeutic category is driving the most prescription requests?
    • What are the top 10 features your customers want on a product site?
    • Which resources are consumers using when deciding to request or fill a prescription?



    Clients of the ePharma Consumer® study include global pharma companies and their agencies, all of whom rely on this advisory service year after year for budget planning, product site development, market sizing, and ROI measurement for online initiatives. The study includes trended data sets since 2000, coupled with insight from one of the world’s leading authorities on healthcare and information technology adoption.


    The following topics are covered in this study:

    • Top sites visited for pharmaceutical information
    • Over 150 Rx product websites tracked
    • Who are the visitors to each product site?
    • Why do visitors go to a given product site? (e.g., caregiver, on medication, received a new script, etc.)
    • What actions did visitors take after visiting an Rx website? (request Rx, start new Rx, continue Rx, etc.)
    • Top features desired on a product site
    • Most popular health blogs
    • Over 50 unbranded sites tracked (use and satisfaction)
    • Pharmaceutical corporate site visitation and satisfaction
    • DTC recall and online actions taken after DTC exposure  
        

     

    METHODOLOGY 

    • Online survey with 5,112 online U.S. adult consumers recruited randomly
    • Survey Screener: “Have you searched for pharmaceutical information online, for yourself or someone else, in the last 12 months?”
    • Focused on the use of pharmaceutical information online, actions taken offline, relative trust in content sources and the integration of media/marketing channels from the consumer point of view
    • Extensive trended user database to 1995
    • Margin of error +/- 1.5%, at 95% CI

     

    STRATEGIC USES  

    • Assess the future of DTC eMarketing
    • Examine consumers using pharmaceutical information online
    • Determine current and future online actions taken by consumers
    • Identify top conditions being searched online and top health and pharmaceutical Web sites consumers are visiting
    • Uncover consumer expectations of health and pharmaceutical websites
    • Identify product websites consumers use and learn what influence them to visit these sites

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