Consumers increasingly turn to Internet for drug treatment information
The study, conducted from June 20 – 22 of this year, highlighted some very important trends in the way consumers do research.
By on Sep 4, 2007The study, conducted from June 20 22 of this year, highlighted some very important trends in the way consumers do research. More than half of respondents (57%) said they had at some time utilized the Web for information on ailments or drug treatments. Of those, about a third did online health care research at least once a month.
Where are consumers looking?
Of all the information sources available on the Internet, consumers overwhelmingly preferred the general health resources not specific pharma company or drug web sites. More than half of respondents (54%) chose general health-focused web sites as their research venue of choice; 34% favored web sites that focused on specific ailments; just over 5% preferred public health web sites, with pharmaceutical company web sites coming in last at 3.5%.
The question then becomes, how to drive more consumers to pharma company or drug-specific sites?
Jere Doyle, president/CEO of Prospectiv, speculates that a lot of consumers simply may not know that pharma company web sites are out there. A lot of these sites are brand specific, says Doyle, and some of the pharmaceutical drugs don'st have the most common brand names.
General health-related web sites are more familiar to consumers, Doyle added. Pharma brand managers need to work harder to create the same name recognition among consumers that sites such as Web MD enjoy.
Strategies for capitalizing on consumer-conducted research
The Prospectiv survey indicates that consumers are relying more and more on the Internet for answers to their health questions. Savvy marketers are leveraging this trend to build relationships with potential customers.
One way to increase interest in a pharma company or drug web site is by building a database of self-profiled consumers who have indicated an interest in exploring their treatment options, says Doyle. Then pharma companies should initiate a dialogue by sending emails and newsletters. Communication between patients and industry professionals that can help them builds confidence and generates a positive brand image.
On the Prospectiv survey, drug samples and e-newsletters ranked first (55%) and second (35%) respectively, as methods that respondents felt would pique their interest in a particular drug. Nearly a quarter of respondents said that an online advertisement offer had persuaded them to try a drug.
Doyle suggests that pharma brand managers try to build stronger relationships with consumers by using an integrated marketing approach. More and more marketing dollars will likely be spent on the Internet, but a combined approach of TV, print and Internet marketing could be the winning strategy.
Broadcast falling behind
Television advertising by pharma did not fare particularly well in the Prospectiv study. While nearly half of respondents rated television commercials as effective in presenting the benefits and potential side effects of a particular drug, nearly the same number said they were moderately concerned that such ads could be confusing or misleading.
When asked if they felt there were too many drug treatment ads on television, 72% of respondents agreed; 89% agreed or strongly agreed that those advertisements needed to be more closely regulated. To the question, Has a pharmaceutical television commercial ever persuaded you to try a specific drug treatment? 76% of respondents answered no.
The Prospectiv survey indicates that consumers are more comfortable getting their ailment and drug treatment information from the Internet particularly from web sites they feel have no vested interest in selling them a particular drug or therapy. It is up to pharma to find ways of initiating meaningful conversations with those consumers.