ePharma Competitive Analysis Series

What is the ePharma Competitive Analysis Series?
The ePharma Competitive Analysis Series is Manhattan Research's new report series analyzing the state of pharmaceutical websites and branded online support programs. This report series aims to help brands design and implement competitive product websites, unbranded websites and online support programs.

In 2013, one hundred and sixty websites and support programs from more than 40 companies and 19 therapeutic categories are analyzed across multiple dimensions, including feature and function sets, audience targeting, and multi-channel integration. The series currently focuses on consumer digital assets in the US market, and will expand in 2014.

What Does Each Report Include?
Each report provides a written analysis of the market and an extensive PowerPoint deck of annotated screenshots of exemplary websites and features in the websites and online support programs tracked. The reports are relevant to all pharmaceutical companies and agencies interested in understanding the composition, strategy and tactical approach taken by leading brands in digital today.

Which Reports Are Featured?
The following three reports cover benchmarks, trends and best practices for pharma marketers to consider for their own digital initiatives.

Unbranded Website Review: Benchmarks, Trends & Best Practices

  • To what extent are unbranded websites affected by the product’s maturity and therapeutic category?
  • What is the relationship between product websites and unbranded websites?
  • How are the content and services on unbranded properties organized, and which audiences are they designed for? Which feature and function set is most common?
  • To what extent are unbranded initiatives optimized for mobile, and how are they integrated across other channels, such as social networks?
  • Are multi-product or indication-based expert hubs emerging for key categories? What other unbranded online strategies are companies using to reinforce the profile of a brand or category?
     

Pharma Product Website Review: Benchmarks, Trends & Best Practices

  • What role does a drug’s life cycle play in pharma’s consumer-directed online marketing strategy?
  • To what extent are branded product initiatives optimized for mobile, and how are they integrated across other channels?
  • How common are personalization and registration opportunities, and which features and benefits are being promoted?


Branded Online Support Program Review: Benchmarks, Trends & Best Practices

  • How prevalent are branded online support programs for prescription pharmaceutical brands?
  • What features are standard in branded online support programs? What are the outliers and emerging models?
  • How are pharmas leveraging these programs? What role do they play in the product lifecycle and patient journey?


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The reports feature industry examples and best practices from digital initiatives across the following companies:
AbbVie, Amgen, AstraZeneca, Bayer, Biogen, Biogen Idec, BMS, Boehringer Ingelheim, Corcept Therapeutics, Eli Lilly, EMD Serono, Endo Pharma, Forest Labs, Genentech, Genzyme, GSK, Janssen, Medimmune, Merck, Mylan Inc, Novartis, Nordisk, Otsuka, Pfizer, Purdue Pharma, Questcor, Reckitt Benckiser, Roche, Sanofi Aventis, Shire Pharma, UCB, and Vertex Pharma.

Need a Deep Dive Into Websites & Programs from Your Specific Brand Category?

ePharma Competitive Analysis Series – In Focus

Marketers can request an add-on analysis for their disease state, such as multiple sclerosis, which would provide a complete analysis of the product websites, unbranded websites and branded online support programs in that category. The in-depth PowerPoint deck analysis highlights and illustrates exemplary features and tactics across all websites and online support programs in the category. The ePCAS In Focus analysis is available for all therapeutic categories with accessible public online websites.
 

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