Two diabetes product sites, Merck's Januvia and Takeda's Actos, came in first and second, respectively, in a new study measuring physicians' web habits.
The study, conducted by Manhattan Research, ranked drug product sites based on visitation rates from physicians. Merck had the most products on the list, at three, which included Gardasil's (#4) and Vytorin's (#6) sites. Pfizer's Chantix held the number three spot.
Actonel, an osteoporosis treatment marketed through a Proctor & Gamble/Sanofi-Aventis partnership, was ranked at number five. Seven through 10: Amitiza (#7), from Sucampo Pharmaceuticals/Takeda; Byetta (#8), an Amylin/Lilly product; Avandia (#9), a GlaxoSmithKline product; and Aciphex (#10), an Eisai/PriCara product.
“The presence of diabetes treatment products Januvia, Actos, Byetta and Avandia on the list of pharmaceutical sites most visited by primary care physicians highlight that market events, for the most part beyond a brand team's control, can be a major influence on visitation rates,” said Meredith Abreu Ressi, VP of research, Manhattan Research. “Many of the sites on the list maintain search engine marketing campaigns, making it easier for brands to get the most up to date and accurate brand content and news in front of physician searchers. Januvia's brand site, for example, presents rich media content, a plethora of educational materials about the product and diabetes, treatment tools, and more.”