March 15, 2010, New York, NY – As the pharma industry reevaluates their sales and service models, many companies are debating the role of corporate sites, product sites, customer service portals, and other physician-directed online promotion and marketing initiatives. In light of this discussion, pharmaceutical and healthcare market research company Manhattan Research releases a new physician research module, “Physicians and Pharma Online Properties: The Landscape for Delivering Content and Services to Physicians Online.” The report gives a snapshot of physician behavior and preferences in regard to pharma online resources and details the leading pharma product, corporate, and portal websites among physician audiences. It also discusses some of the best examples of current physician-directed online marketing initiatives.
“Research shows that physicians continue to derive value from online pharma sites and other resources even though they use them less often than third party online resources, representing a challenge for pharma marketers looking to prioritize online spending,” said Monique Levy, Senior Director of Research at Manhattan Research. “Understanding the media behaviors of your target market/specialty segment has never been more important.”
“Physicians and Pharma Online Properties” is based on the findings from Manhattan Research’s ePharma Physician® v9.0 study conducted in Q2 2009 among 1,517 online physicians. For more information about the report and an excerpt, please visit www.manhattanresearch.com/physician-pharma-sites, email sales@manhattanresearch.com, or call 1.888.680.0800, ext 2.
Report Outline
Title: Physicians and Pharma Online Properties
I. Landscape: Physician Adoption of Pharma Online Resources
- ePharma Physician Population Growth
- Continued Growth in the ePharma Physician Population
- Physician Adoption of Pharma Online Websites
- Frequency of Using Online Sources for Health Information
- Comparing Frequency of Visitation to Pharma-owned Properties to Other Information Sources
- Physician Use and Interest in a Customer Service Portal from a Pharma Company
- Physician Visitation to Pharma Sites by Specialty
- Top Specialties Accessing Pharma Corporate or Product Sites
II. Outlook: Leveraging Physician Preferences to Optimize Online Marketing Efforts
- Physician Use and Interest in Features on a Pharma Website
- Physician Preferences for Interacting with Manufacturers
- Activities Physicians Prefer to Conduct Online vs. with Rep
III. Most Popular Pharma Websites for Physicians
- Today’s Top Product Sites
- Reach and Relevance of Product Sites Visited by ePharma Primary Care Physicians
- Top Corporate Sites
- Reach and Relevance of Corporate Sites (among all ePharma Physicians)
- The Landscape for Customer Service Portals
- Top Customer Service Portals Visited by Physicians
- Frequency of Visitation to Top Pharma Customer Service Portals
- Top Specialties Likely Accessing a Customer Service Portal
- Companies from which Physicians Would Use a Customer Service Portal
IV. Best Practices and Examples
- MerckServices Aggregates Merck’s Physician Offerings
- Januvia’s HCP Section Maintains Product Site Look and Feel but is Connected to Merck Services
- Pfizer Serves Physicians with the PfizerPro HCP Portal
- Viagra.com Leads HCPs to Viagra Content within PfizerPro
- Levaquin360.com Acts as an HCP Portal for Levaquin
- Intuniv.com Links to HCP Content on Medscape
- ShireConnect Gates its Content for Authenticated Users
About ePharma Physician® v9.0
ePharma Physician® v9.0 was conducted via online survey methodology in Q2 2009 among 1,517 online practicing U.S. physicians. Since 2002, the study has determined the leading online physician destinations based on the number of physician visitors as well as the content satisfaction of those who visit. ePharma Physician® gives insight to the physician digital resource and communication mix of over twenty specialist segments, including topics such as product and corporate pharmaceutical websites; specialty-specific sites, online journals, newsletters, and online conferences; interactive detailing, live remote rep, customer service portals, and email communication; and web 2.0 technologies such as blogs, podcasts, wikis, and online communities. For additional product information, please visit www.manhattanresearch.com/products/Strategic_Advisory/ePP.
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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