Manhattan Research interviewed more than 5,000 consumers for its annual ePharma Consumer study—a report designed to uncover behaviors and traffic patterns of consumers researching pharmaceutical information online within the past 12 months.
Pharm Exec talked to Meredith Abreu Ressi, vice president of research at Manhattan Research, to learn more about the study.How can a pharmaceutical company use this data?
The product-site data is only a piece of the overall finding. We also look at specific Web sites that consumers are going to, e-mail newsletters they are receiving, corporate sites they visit, and Web site features they prefer. You can segment the entire study based on visitors to a given product site, for instance.
Is pharma making it easier for consumers to find information on the Web?
Pharma has really caught on to the Web a lot more in the last two or three years. Any company I visit knows that having a solid online strategy is important. Product sites with a lot of content is the norm now, and the number of consumers going to pharma product sites has skyrocketed in the past two years. Nearly 50 million consumers visited a pharmaceutical product site in the past 12 months—double the number that went to a pharma product site two years ago.
How can pharma companies continue to grow online?
Was there anything surprising in the results?
Cialis and Viagra have been very successful in driving product requests after consumers visited the product sites. Also, Chantix certainly drew a lot of traffic this year. Pfizer came in and swept the smoking-cessation category with that drug this year—which is not surprising. They had a great campaign that got control of that particular market.