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Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools

Non-branded digital resources are "strong drivers of action"

Over 40 per cent of online US adults discuss medication with a healthcare professional after using a pharma-sponsored digital resource

Pharma-sponsored websites and mobile apps that provide disease information or management tools are strong drivers of action among patients, according to Manhattan Research.

The eHealth analysts found that 51 per cent of online US adults use pharma-sponsored digital resources, and a significant portion of these people - 43 per cent – subsequently discussed prescription drugs with a doctor, nurse or pharmacist.

These sponsored resources include - unbranded as well as branded - condition and treatment information, disease management tools, doctor discussion guides or mobile apps or websites.

“Many patients are using digital tools and info provided by pharma companies and talking to providers as a result,” said Maureen Malloy, senior healthcare analyst at Manhattan Research. “At the same time, we see unmet demand for resources that help patients prepare for these conversations, representing a key opportunity for many brands.”

Use of such resources was particularly common among people suffering from a chronic condition, with 75 per cent of angina patients and 68 per cent of rheumatoid arthritis patients using pharma-sponsored digital resources.

Manhattan Research's ePharma Consumer study surveyed 6,634 online consumers in the US aged 18 and over during the fourth quarter of 2011.

The study also found a strong level of backing for more pharma involvement in patient communities. Some 42 per cent of online adults thought pharma should be involved in internet communities, more than twice as many as the 19 per cent who disagreed with industry participation.

30th January 2012

From: Marketing

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