Consumers are performing pharma-related searches at more points along the treatment continuum, according to pharmaceutical and healthcare market research company Manhattan Research. Consumers are most likely to use search engines for pharma information when they have symptoms for a condition, after receiving a diagnosis from a physician, and before beginning to take a new prescription. The findings come from ePharma Consumer® v8.0, the company's latest market research and strategic advisory service focused on how consumers find and use pharmaceutical resources online.
The study also looks at search behaviors for a variety of demographic and condition groups. While Google is the most popular search engine among those online for pharma information as a whole, use of and behavior on Google, Yahoo! Search, MSN Search, AOL Search, and other search engines vary by age, patient condition, and other factors.
"Today's savvy health consumers rely on search engines in a wide variety of situations," said Meredith Abreu Ressi, Vice President of Research at Manhattan Research. "Companies should tailor keywords, landing pages, and conversion points to be relevant to a variety of stages along the disease continuum. It's also important for brand teams to take note of search behavior variations between demographic and condition groups when creating a targeted pharma search engine marketing campaign."
In addition to an analysis of situations in which consumers use search engines, the study looks at search terms used by consumers, factors contributing to perceived trust of search results, and consumer use of paid versus organic search results.
About ePharma Consumer® v8.0
ePharma Consumer® v8.0 is Manhattan Research's market research and strategic advisory service focused on consumers online for pharmaceutical information. In addition to the use of search engines for health and pharma information, ePharma Consumer® covers the impact of social networking/Web 2.0 and tracks consumer interaction with more than 250 branded and unbranded pharmaceutical sites, including in-depth data on the effect of DTC advertising, visitation, site search rationales, desired site tools and features, and actions taken off-site.
ePharma Consumer® v8.0 was conducted via online survey in Q4 2008 among 6,566 adults (age 18+). Overall market research can be segmented for over 85 condition groups. For additional product and subscription information, please visit http://www.manhattanresearch.com/products/Strategic_Advisory/ePC/
Some of the product sites covered in ePharma Consumer® include Abilify, Aciphex, Actonel, Advair, Ambien/Ambien CR, Aranesp, Aricept, Boniva, Botox, Caduet, Chantix, Cialis, Concerta, Copaxone, Crestor, Cymbalta, Depakote, Depo-Provera, Detrol LA, Effexor XR, Enbrel, Flomax, Flonase, Flovent, Fosamax, Gardasil, Humira, Imitrex, Lamisil, Lantus, Lexapro, Levitra, Lipitor, Lunesta, Nasacort, Nasonex, Neulasta, Neurontin, Nexium, Norvasc, NuvaRing, Ortho Evra, Ortho Tri-Cyclen Lo, Paxil, Plavix, Pravachol, Prevacid, Protonix, Provigil, Pulmicort, Rebif, Remicade, Restasis, Risperdal, Rozerem, Seasonale, Seroquel, Singulair, Strattera, Tamiflu, Topamax, Toprol XL, TriCor, Valtrex, Viagra, Vytorin, Wellbutrin XL, Yasmin, Yaz, Zetia, Zocor, Zoloft, Zomig, and Zyprexa.
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.