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Written by: Bill Hartzer
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Pharmaceutical Consumer Marketers Beginning to Embrace Online Innovations
Manhattan Research, a healthcare marketing services company, has revealed the latest findings from their Cybercitizen(R) Health v7.0. Cybercitizen(R) Health v7.0 is a multi-year, multi-client study and advisory service focused on understanding consumers’ use of information and technology for healthcare.
Included in the findings are three trends pharmaceutical marketers need to consider for 2008.
The three findings that marketers need to consider are:
1. Justifying the Internet as a Channel to Reach Consumers
2. Taking True Direct-To-Consumer Innovation to the Internet
3. Accepting that Web 2.0 is here and testing next-generation apps
These findings are based on a random digit dial, telephone-based study conducted among more than 4,300 U.S. adults from July 2007 through October 2007. In addition to the data collected, Manhattan Research clients received strategic deliverables including research reports, client briefings, and access to the Manhattan Research analyst team to answer specific questions.
According to Mark Bard, Manhattan Research President Mark Bard:
“With DTC marketing in a state of flux, and a mass industry resource consolidation taking place, it has become paramount for pharmaceutical marketers to use more efficient methods and channels to broadcast their message to a consumer audience…”
Manhattan Research will review the entire study findings and the three emerging trends in an upcoming webcasts to be held on November 7th, 2007. Mark Bard, President of Manhattan Research, and Meredith Abreu, Vice President of Research, will speak at the webcasts.
The complimentary webcasts will be held on November 7th at 11am and 3pm Eastern Time. To register, go here
Additional information about the latest Cybercitizen(R) Health data, including the three emerging trends are listed below:
1. Beyond Justifying the Internet as a Channel to Reach Consumers
With the latest research showing that consumers are online in increasing numbers for health (131.8 million today), most pharmaceutical companies are moving beyond the need to justify a web presence and instead face the challenge of strategically integrating the channel into an overall consumer marketing strategy.
2. True Direct-to-Consumer (DTC) Innovation Is Taken to the Web
In an environment of decreasing advertising budgets, flat ROI, and other budgetary pressures, pharma will rely on the web to broadcast its message efficiently to a critical mass of the target audience, while using increasingly complex segmentations to target content to the appropriate audience.
3. A Glimmer of Light at the End of the Web 2.0 Tunnel
Though pharma still lags behind other industries in its overall level of marketing and advertising innovation, pharmaceutical marketers are beginning to test the waters with next-generation applications such as broadband video messaging, pre-roll advertising within embedded video, social networking, user-generated content, widgets and online communities.
In addition to Cybercitizen(R) Health, Manhattan Research conducts numerous research studies and offers advisory services related to consumer and physician pharmaceutical marketing in the US and in Europe.
Each study serves a unique purpose and focuses on different aspects of information technology adoption. Studies can be segmented by more than 50 consumer therapeutic areas and 25 physician specialist segments.