Increasing demand for online services from pharma

US study shows patients increasingly expect online support from pharmaceutical companies to help manage their chronic conditions.

The results of the ePharma Consumer 2012 study by New York-based Manhattan Research represent a shift in public perception about the role of pharma companies, as long-term customer value becomes the norm.

The online research, which was conducted during Q4 2012 and involved 6,607 US adults, found 30 per cent of people with a chronic condition and 38 per cent of caregivers would register for a patient support programme.

Among the most popular features are:

• Financial assistance
• Meal plans and recipes
• Tools to track/manage a condition
• Registered nurse hotline.

The report also found that 75 per cent of people who use online patient support programmes from a pharma company said they felt confident the prescription they have is right for them because of support from the programme.

"Patients are interested in patient support programmes from pharma, and don't necessarily mind registering for access," said Monique Levy, vice president of Research at Manhattan Research.

"At the same time, pharma isn't top-of-mind as a destination, so marketers must consider partnering with other health resources such as general health websites, pharmacies and hospitals in an effort to gain traction for these programmes."