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Few pharma websites optimized for mobile, according to Manhattan Research's new ePharma Competitive Analysis Series
Date:12/5/2013

NEW YORK, Dec. 5, 2013 /PRNewswire/ -- With patients increasingly searching for medical information on their smartphones, surprisingly few websites for prescription pharmaceuticals are ready for them. Just 28 percent of the 160 pharma-owned websites reviewed in Manhattan Research's new ePharma Competitive Analysis Series were mobile-optimized.

"Some brand teams are stuck when it comes to mobile. They know it's a critical channel, but aren't executing on mobile optimization plans fast enough," said Manhattan Research Vice President of Research Monique Levy.  "Part of the problem is figuring out which content and scenarios to prioritize and deciding whether a complete website redesign is necessary."

Manhattan Research reviewed U.S. consumer-facing websites and patient online support programs from 40 drug companies across 19 therapeutic categories for its ePharma Competitive Analysis Series, detailing their feature and function sets, audience targeting, multi-channel integration and more. This new series helps brand marketers and digital teams design and implement competitive product and unbranded websites and patient online support programs. It is relevant to all pharmaceutical companies and agencies that need to understand the composition, strategy and tactical approach taken by leading brands in digital today. While the inaugural reports focus on consumer digital assets in the US market, next year's editions will explore other markets as well.

Clients of the first iteration of the ePharma Competitive Analysis Series will receive a comprehensive written analysis of the landscape and deck of exemplary digital examples for each of the following topics:

  • Pharma Product Websites
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SOURCE Manhattan Research
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