Pharma companies are at a crossroads when it comes to digital marketing.
The media landscape is rapidly evolving in terms of content, channels, and access points, and planning marketing campaigns is becoming akin to hitting a moving target. Consumers are spending their online time connecting with friends on Facebook, watching YouTube videos, reading the news on their smartphones – all of which is making it much harder for pharma websites and traditional marketing channels to compete.
At the same time, consumers are becoming more proactive about using the Internet to research pharma product information and treatment options. One hundred and twelve million U.S. adults went online for prescription drug information and pharma resources in 2010 – double the number of consumers who were researching these topics online in 2005. As a result, marketers are taking a step back to benchmark how consumers look for pharma information online. In this report, Senior Healthcare Analyst Maureen Malloy explores the evolving segment of ePharma Consumers and how they are searching for and using online prescription drug information.
Key questions addressed in the report:
- How many consumers are researching prescription drug information and pharma resources online and how is this ePharma Consumer segment evolving?
- In which ways are ePharma Consumers a critical audience for manufacturers?
- How are consumers finding prescription drug information online and which types of sources are most influential?
- What are the marketing implications of ePharma Consumer behavior for manufacturers?
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Topics Covered:
Evolution of the ePharma Consumer Population
- Share of U.S. adults using online prescription drug and pharma resources
- Various demographic groups who are ePharma Consumers
Profiling E-Empowered Consumers
- Value of ePharma Consumers to Manufacturers
- Share of ePharma Consumers who are E-Empowered
- Actions taken by ePharma Consumers after researching prescription drug information and pharma resources online
- Share of ePharma Consumers taking prescription drugs in past 12 months
Online Prescription Drug Information Seeking Behaviors
- Situations prompting ePharma Consumers to go online for prescription drug information
- Share of ePharma Consumers using search engines to find prescription drug information online in past 12 months
- Reach and influence of online sources used to research prescription drug information in past 12 months among ePharma Consumers
- Online sources used for prescription drug research throughout treatment continuum by ePharma Consumers
- Share of ePharma Consumers owning smart mobile devices and using mobile health resources
Key Marketing Considerations for Pharmaceutical Companies
Manhattan Research's reports cover important trends in physician and consumer use of digital media and technology for health. The reports draw from interviews conducted with thousands of physicians and consumers about their behaviors, attitudes, and future interests as it relates to their use of the Internet and other technologies for health and treatment decisions. Each PDF report includes a written analysis, supporting graphs and data, and strategic takeaways. For more information about reports from Manhattan Research, please visit here, email sales@manhattanresearch.com or call 1.888.680.0800, ext 2.