Wednesday, February 11, 2009

Manhattan Research: Search Engines Used At More Points Along the Treatment Continuum

Search Engines Used At More Points Along the Treatment Continuum, Especially When Consumer Has Symptoms for a Condition

NEW YORK, NY – February 11, 2009  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 consumer 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+). The study is focused on consumers online for pharmaceutical information. For additional product and subscription information, please visit
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, 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, Restasis, Risperdal, Rozerem, Seasonale, Seroquel, Singulair, Strattera, Tamiflu, Topamax, Toprol XL, TriCor, Valtrex, Viagra, Vytorin, Wellbutrin XL, Yasmin, Yaz, 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, email or call 1.888.680.0800.
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

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AZ launches branded YouTube channel AND solicits User-Generated Content

AZ Launches Symbicort YouTube Channel

Check it out at I think it's the first example I've seen where a pharma company launches a channel that is specifically related to a brand as well as requests patient stories. They also do a good job of clearly outlining some of the "rules" in terms of adverse event reporting so that they don't get in trouble. You can also go there directly:

Congrats AZ -- thank you for pushing the envelope and raising the bar!
General Rules Governing Video Submission:
  • You must have uncontrolled asthma
  • You must be 18 years or older
  • Your video should capture your personal stories/experiences about controlling your asthma. You cannot mention any medications you have used by name, or talk about any side effects you may have experienced. (You are encouraged to report negative side effects of prescription drugs to the FDA by visiting or calling 800-FDA-1088.)
  • Do not show any brand names or trademarks in your video (for example, a logo on a t-shirt)
  • Refrain from the use of profanity
  • Selected submissions will be posted on the "My Asthma Story" channel within 8-12 weeks of submission
  • Selected submissions may be edited by Sponsor prior to posting on the "My Asthma Story" channel due to Pharmaceutical Industry guidelines and Food and Drug Administration regulations. Selected submissions may also be used for other purposes
  • Limit one submission per person
  • Videos that do not comply with the video specifications or any other requirements stated herein will not be accepted
  • All videos submitted will become the property of Sponsor and will not be returned
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