June 13, 2006
Consumers say drug Web sites too basic, difficult to navigate
Approximately one in five consumers (19%) feel that condition and drug information available on the Web is too basic, with about one in six (17%) surveyed consumers saying they had difficulty finding the information they were looking for, according to the results of a recent study.
The “Keynote Best Practices Study of Pharmaceutical Web sites,” conducted by Internet intelligence firm, Keynote Systems, was based on an examination of the online experience of 2,000 consumers as they interacted with 20 prescription product Web sites from Abbott Laboratories, AstraZeneca, Eli Lilly, Forest Pharmaceuticals, GlaxoSmithKline, Merck, Ortho-McNeil, Pfizer, Schering-Plough, Valiant Pharmaceuticals and Wyeth.
Along with customer dissatisfaction, the study also identified sites that were successful at driving patients to discuss the drug with their doctor by condition category.
The leading Web sites were:
*Schering-Plough’s Nasonex in the allergies category with 37 % of visitors reporting they were likely to discuss the product with their doctors.
*Forest’s Lexapro in the depression category with 35% of visitors reporting an interest in discussing the medication with their doctors, compared with the industry wide average of 33% expressing an interest.
*Pfizer’s Lipitor, in the high cholesterol category with 34% of visitors reporting an interest in discussing the medication with their doctors.
*AstraZeneca’s Zomig in the migraine category with 46% of visitors reporting an intention to discuss the medication with their doctors.
*Ortho-McNeil’s Ditropan XL, in the overactive bladder category, with 46% of visitors reporting an intention to discuss the medication with their doctors.
“We found that information like the latest news about a specific condition, success stories from another medication user and expert advice were strong drivers for prescription discussions,” Keynote’s associate director of competitive intelligence, Lance Jones, told MM&M.