Online consumers with type 2 diabetes are significantly more likely to search specifically for pharmaceutical information on the Internet. According to pharmaceutical and healthcare market research company Manhattan Research’s Cybercitizen Health study, two-thirds of type 2 diabetes patients who are online research pharma information, compared to 56 percent of all online adults.

One-third of all online type 2 diabetes patients are using Health 2.0 sources. Though not as high as some conditions, the type 2 population exist within a rich social media space online, implying great potential for Health 2.0 growth among the community. Those already participating in diabetes blogging and online community arena are active and engaged, providing support to patients managing condition and lifestyle choices.

The numbers come from a pair of surveys by Manhattan Research that looked at topics ranging from media consumption to insurance coverage, and from Web site usage metrics to types of diseases and conditions researched.


One key point for pharma: Online diabetes patients are using the Web to find drug information. “People with type 2 diabetes, who are using the Internet, are more likely to be searching for pharma than anyone online,” said Fishman. “If you think about it, type 2 diabetes patients are good templates for marketers because they are so willing to look for pharma information online about their conditions.”

Fishman said pharma companies are using social media to get in touch with a younger group of diabetes patients. Pharma companies such as Sanofi-Aventis and Merck offer support programs online for their respective diabetes drugs, Lantus (Lantus.com) and Januvia (Januvia.com). She cites the example of a message Sanofi-Aventis recently posted on the DiabetesMine blog, linking to a Sanofi-produced videoclip on YouTube. In fact, the study discovered that out of a pool of more than 200 product Web sites, Sanofi-Aventis’ Lantus.com was the highest-rated site in terms of visitor satisfaction. Consumers also rated Merck’s Januvia.com as one of the top pharmaceutical product brand sites for visitor satisfaction.

Lipitor, Actos, and Januvia, were ranked the top three product sites, respectively, visited among type 2 diabetes patients. Fishman noted that Lipitor, although not directly prescribed for diabetes, is a prime example of a Web site type 2 diabetes patients would explore for other related information. “It doesn’t necessarily mean they have high cholesterol,” she pointed out. 

Fishman also noted that with so many products for this condition on the   marketplace, type 2 diabetes patients have a lot of information to sort  through online. This is helpful as they are highly likely to go online aftera diagnosis, driving them to a variety of treatment-related sources.

However, the search for information does not translate to branded requests—more than 75 percent of type 2 diabetes patients interviewed said that do not request prescriptions by name when they meet with their physician. That said, over 80 percent of type 2 diabetes patients who requested a brand-name drug had their specific request fulfilled. 

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Manhattan Research singled out type 2 diabetes sufferers and their online search patterns; it turns out diabetes patients are less likely to confront doctors about branded drugs they?ve seen in DTC ads, yet more apt to take Lipitor.

New Study Details Online Habits of Diabetes Patients

Roche brought Genentech back to the negotiating table this week by increasing its offer for outstanding shares to $45.7 billion-$93 a share-and extended the offer to midnight Friday, March 20. 

“Based on conversations with Genentech shareholders, we believe that there is a strong sentiment to bring this process to a conclusion,” said Franz B. Humer, chairman of the Roche Group, in a press release. “We are increasing our price to $93 per share to maximize shareholder participation, and will proceed quickly to complete all necessary financing.”

Analysts say the extra $6.50 per share was probably enough to make Genentech management reconsider the offer. 

“We believe that Roche has upped their tender offer following meetings with Genentech shareholders to ensure a speedy conclusion to the acquisition,” said Alexandra Hauber, a JPMorgan pharmaceuticals analyst. “This new tender offer has a good likelihood of being successful.”

 reported that the deal was on the brink of being closed at $95 per share ($46.7 billion). Rumors that the delay is due to a legal debate about how long Roche’s tender offer should stay open also surfaced Wednesday afternoon, but both companies remain quiet about negotiations.  

“My guess is that Genentech realizes that at $93 per share there could be enough shareholders tendering for the deal to go through without their consent. I think it’s to the point now where they’re saying ‘Let’s be safe and agree to a price,’” said Jason Napodano senior biotech analyst at Zacks Investment Research. 

Napodano also said he wouldn’t be surprised if the deal was infused with caveats or outlined by milestones Genentech hopes to hit within the next couple of months. Landmarks that could raise the price to tendering shareholders before the deal is closed include positive Avastin (bevacizumab) colon cancer trial results in spring, and FDA approval for Avastin in brain cancer. 

 is going on, but there have been several pharma-biotech deals or biotech-biotech deals over the past several months where that kind of negotiation has happened,” said Napodano. “It would not surprise me to see something like that being baked in.

Shareholders have been on a bidding rollercoaster since last July, when Roche made its first offer to Genentech for $89 per share. A Genentech special committee fired back about three weeks later with a distinct “no,” claiming that the proposal severely undervalued the company. Then, in late January, Roche went to stockholders with a slightly lower bid of $86.50. Investors didn’t take the bait, forcing Roche to up its offer. 

If struck, this deal could be a breath of fresh air in the current storm of pharma layoffs and cost cutting. According to Napodano, the merger is an old-fashioned courtship. “I don’t know that the synergies or the cost-cutting are going to be great; I don’t think that’s the emphasis for the merger. I think Roche just really sees Genentech as the crown jewel of biologics, and wants to be 100 percent owner.” 
   

All signs point to Genentech acquisition.

Pharmaceutical Executive-03-05-2009

New Study Details Online Habits of Diabetes Patients

Genentech and Roche May Be Close to Deal