NuvaRing® and Latisse® are the top pharmaceutical brands in terms of having the highest percentage of overall product website traffic driven by their DTC television advertisements, according to pharmaceutical and healthcare market research company Manhattan Research. The findings are from ePharma Consumer® v9.0, the company's newly released study focused on the attitudes and behaviors of consumers researching prescription drug information online. NuvaRing®, a contraceptive manufactured by Merck, jumped five spots from last year to take the top ranking.
Latisse®, an eyelash enhancement treatment launched last year by Allergan, was also successful in driving individuals online for additional information.
Top Pharma Product Sites in Terms of Percentage of Traffic Driven by DTC Television Ads
1. NuvaRing®
2. Latisse®
3. Cialis®
4. Boniva®
5. Abilify®
6. Gardasil®
7. Yaz®
8. Viagra®
9. Levitra®
10. Lunesta™
Among consumers online for pharma information and sites for which n>60
"In today's multi-channel world, marketing initiatives must be designed to work together for optimal results," says Meredith Ressi, Vice President of Research at Manhattan Research. "While the television ad is critical to building awareness, for many patients, the Internet is a next stop for learning more before going on to speak to their physician about a product."
Mrs. Ressi will discuss these findings and more during a complimentary webinar to be held on Thursday, January 21st at 11:00 AM, EST.
Complimentary Pharma eMarketing Webinar - Thursday, January 21, 2010
Manhattan Research Vice President of Research Meredith Ressi will preview the latest trends in how consumers research and interact with online prescription drug information from the ePharma Consumer® study. Key topics include:
- Which brands (250+ tracked) are the most successful in driving consumers online and satisfying them with engaging content? How does your brand measure up to the competition?
- What roles do search, social media, and online video play in the ePharma landscape?
- What are some of the general attitudes and future interests of consumers seeking prescription drug information online?
Thursday, January 21, 11:00 AM EST
Register here: https://www2.gotomeeting.com/register/491612787
About ePharma Consumer® v9.0
ePharma Consumer® v9.0 is focused on the attitudes and behaviors of consumers seeking pharmaceutical information online. The study was conducted via online survey in Q4 2009 among 6,575 adults (age 18+). ePharma Consumer® also provides data on more than 250 pharmaceutical product websites. Clients can segment the broad market research to provide in-depth data on more than 85 condition groups. For additional product and subscription information, please visit http://www.manhattanresearch.com/epc.
About Manhattan Research
Manhattan Research, a Decision Resources, Inc. company, is a leading market research and advisory services firm for global pharmaceutical and healthcare companies. For more information, visit http://www.manhattanresearch.com.
About Decision Resources, Inc.
Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at http://www.decisionresourcesinc.com.