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Pharmaceutical Marketing OnlineProduct Type: Market Research ReportPublished by: eMarketer Published: July 2005 Product Code: R203-347 Description Attention: Pharmaceutical Companies, Medical Information and Content Sites, Marketers and Advertising Agencies.The Pharmaceutical Marketing Online report analyzes the many ways pharmaceutical companies are successfully-and sometimes not so successfully-integrating their online marketing tactics with their overall brand strategies. According to data from the Pew Internet and American Life Project, 45% of American adults, or 91 million Americans, regularly consume prescription drugs. The study also found that 64% of American households have at least one person who uses prescription drugs. Manhattan Research estimates that as many as 45.7 million Americans go online to search for information about pharmaceutical products in particular, while other industry observers estimate that millions more Americans use the Internet to look for health information in general, either for themselves, or on behalf of friends or family members. Not surprisingly, as a result of this growing Internet audience, pharmaceutical companies are moving more of their marketing attention and advertising dollars online-but the shift has only begun. Key questions the Pharmaceutical Marketing Online report addresses:
The Pharmaceutical Marketing Online report aggregates the latest data from leading researchers-Advertising Age, comScore Media Metrix, Forrester Research, Harris Interactive, Ipsos-insight, Manhattan Research, Pew Internet & American Life Project, PointRoll and others-with eMarketer's objective, unbiased analysis to give you the up-to-date information you need to make well-informed business decisions in this rapidly evolving market. Demographic Profile Forrester Research has found that US consumers who do take the time to research health information-whether it is online or offline-tend to be more comfortable with new technology and have more education and higher household incomes than those consumers who do not conduct health-related research. Interestingly, Forrester found that just 7% of those people who have recently done some health research have only visited 'general health Web sites' such as WebMD, while 18% have gone to both general health Web sites and offline publications, and 20% have turned to health magazines or publications alone. As might be expected, a high proportion of health researchers told Forrester that they had been diagnosed with a disease or medical condition. Furthermore, more than two thirds of consumers who had looked for health information said that they were regularly taking prescription medication. When asked about their opinions of advertising in general, a similarly high percentage of respondents said they "agree" or "strongly agree" that there are too many ads in the media today. Fewer consumers said they find that advertising prevents them from enjoying what they are reading, although at least half of consumers agreed with this point of view. Users of general health Web sites were more likely to find such advertising distracting, with as many as 42% indicating that they had gone so far as to install software to reduce the number of ads they see. In a separate profile of those consumers who go online to specifically look for prescription drug information, the Pew Internet and American Life Project found that 28% of 40 to 49 year olds had done so, as compared to just 8% of people who are 69 years and older, and 17% of those who are between the ages of 18 and 27. These results should come as little surprise, since older Americans are less familiar with the Internet than their younger counterparts, while younger people are less likely to use prescription drugs. As might be expected then, people between the ages of 40 and 58 are the primary users of online prescription drug information, since they are familiar with the Internet, and most likely to have a need to access such information-whether it is for themselves, their children, or for their elderly parents. Table of Contents Please Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report. |
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