February 16, 2009
Study: Lantus website tops in consumer satisfaction
The product site for Sanofi-Aventis's insulin injection Lantus received the highest mark in terms of consumer satisfaction, according to a Manhattan Research study.
The site (which features optional registration for the “Lantus Connection” community and support program) provides “real stories, real tips and real support” for diabetics, and offers “healthcare professional guides” for download.
In order to join the Lantus community, consumers must input basic information, such as name, address, type of diabetes, current treatments, results from the most recent A1C test and answer several attitudinal statements. For example, registrants are asked whether their diabetes is “completely under control,” if they “feel frazzled by not being able to control my blood sugar” and if they are “interested in learning about insulin,” and whether “having to go on (having gone on) insulin means that I have failed at controlling my blood sugar.” Consumers then would receive a customized newsletter via email.
Other top brand sites: GlaxoSmithKline's Advair and Merck's Singulair, coming in at number two and three, respectively.
“While driving visitors to sites is critical, engaging and retaining them will provide the most strategic value to the brand,” said Mark Bard, president of Manhattan Research, in a statement.