Websites for Pfizer’s smoking cessation drug Chantix,erectile dysfunction drugs Cialis, marketed by Eli Lilly, and Pfizer’s Viagrawere the top three online branded pharma product portals driving offlineconsumer prescription requests, a new study shows.
The product site rankings were based on an online consumerresearch study of 5,112 US adults conducted by market research firm ManahattanResearch.
“Having the most unique visitors is no longer the ultimategoal of a successful pharmaceutical product site,” said Manhattan Researchpresident Mark Bard in a statement. “Brand teams and agencies are beingchallenged to demonstrate the economic and strategic value created by theseonline destinations—beyond the raw number of visitors or page views.”
The study also found thatthe top activities consumers currently conduct on product sites are researchingside effect information and reading educational information about the conditiontreated by the product, said Meredith Abreu Ressi, Manhattan Research VP,research. “Two areas of unmet demand or future interest include the ability tocompare differing features of products within a therapeutic category as well ascost information or discounts/coupons,” she added.
From the March 01, 2008 Issue of MM+M - Medical Marketing and Media
