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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
  • Unbranded Websites
  • Pharma Branded Online Support Programs

Clients are also invited to an exclusive webinar on December 17 at 11am ET for an executive summary of top findings and marketing takeaways from the series. The event is a must-attend for any brand marketer or digital team facing pharma digital planning decisions in 2014. Learn more here.

In-depth analysis of product and unbranded websites and branded online support programs for specific therapeutic categories, such as multiple sclerosis, oncology, type 2 diabetes, and many more, are also available.

Other key findings in the ePharma Competitive Analysis Series include:

  • Pharmas continue to shy away from social media - according to the research only 17 percent of unbranded websites reviewed had a dedicated social media presence. Instead, many brands opt for peer-to-peer elements that aren't live or tied to social media platforms, such as inviting visitors to submit their stories or mentor and advocate programs.
  • One-third of unbranded websites reviewed linked to product websites.
  • Nearly half of all websites tracked offered branded patient support programs, often promoted under different names on product and unbranded sites.
  • Emerging models of pharma website design, such as multi-indication hubs like Genentech's BioOncology.com, portal-like sites such as Sanofi's The DX, and branded support programs like Novartis' Care to Care Program for Exelon Patch, are breaking the mold.

Despite pharma's overall struggle with mobile and social, the reports highlight instances where some brands are trailblazing. "There are pockets of strong digital innovation today, particularly among pharma brands with new products," said Levy. "Multiple sclerosis, hepatitis C, and oncology are three categories worth watching closely."

ePharma Competitive Analysis Series Client-Only Webinar - December 17 at 11am ET

Manhattan Research Vice President of Research Monique Levy is hosting an exclusive webinar for clients of the ePharma Competitive Analysis Series on December 17 at 11am ET. Levy will review key benchmarks, trends and best practices of the consumer-facing pharma website and branded online support program landscape. The event is a must-attend for any brand marketer or digital team facing pharma digital planning decisions in 2014.

Learn more about the series and how to sign up for the webinar here:
http://manhattanresearch.com/News-and-Events/Events/epcas-webinar

About the ePharma Competitive Analysis Series

The ePharma Competitive Analysis Series is Manhattan Research's new report series analyzing the state of pharmaceutical websites and branded online support programs. This report series aims to help brands design and implement competitive product websites, unbranded websites and online support programs.

In 2013, one hundred and sixty websites and support programs from more than 40 companies and 19 therapeutic categories are analyzed across multiple dimensions, including feature and function sets, audience targeting, and multi-channel integration. The series currently focuses on consumer digital assets in the US market, and will expand in 2014. Learn more here.

The reports feature industry examples and best practices from digital initiatives across the following companies:

AbbVie, Amgen, AstraZeneca, Bayer, Biogen, BMS, Boehringer Ingelheim, Corcept Therapeutics, Eli Lilly, EMD Serono, Endo Pharma, Forest Labs, Genentech, Genzyme, GSK, Janssen, Medimmune, Merck, Mylan Inc, Novartis, Nordisk, Otsuka, Pfizer, Purdue Pharma, Questcor, Reckitt Benckiser, Roche, Sanofi Aventis, Shire Pharma, UCB, and Vertex Pharma.

About Manhattan Research
Manhattan Research, a Decision Resources Group company, conducts annual research studies covering digital health trends among healthcare professionals and consumers in the Americas, Europe, and Asia-Pacific. Broad research can be segmented by target specialist and therapeutic audiences. For more information, please contact sales@manhattanresearch.com, call 1.888.680.0800, ext 2, or visit www.manhattanresearch.com.

About Decision Resources Group
Decision Resources Group 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 Group at www.DecisionResourcesGroup.com.

All company, brand or product names contained in this document may be trademarks or registered trademarks of their respective holders.

For more information, contact:

Manhattan Research
Stephanie Cooper
212-255-1368
scooper@manhattanresearch.com


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