ePharma Consumer® v8.0 Webinar:
Online Pharmaceutical
Information Seeking Landscape
Meredith Abreu Ressi
Vice President of Research, Manhattan Research
For additional information, please email sales@manhattanresearch.com
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Manhattan Research Products and Services
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Manhattan Research Clients
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ePharma Consumer® v8.0 Research Methodology
“Frequently Asked Questions”
How many consumers were surveyed?
The survey included 6,566 U.S. adults (age 18 and over).
How was the survey conducted?
The survey was conducted online. Respondents must be 18 years of age or older, and must report that they had researched
pharmaceutical information online, for themselves or someone else, in the past 12 months.
When was the survey fielded?
The ePharma Consumer® v8.0 survey was fielded in Q4 2008, and released in Q1 2009.
How do the consumers surveyed compare to the overall consumer population?
The resulting data is weighted and benchmarked to the ePharma Consumer® population identified in the Cybercitizen Health™
v8.0 study. This population is currently projected to represent 41% of the U.S. adult population.
Is the data statistically significant?
Yes. The margin of error for this data set is +/-1.2% at the 95% CI.
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Available Therapeutic Categories
- Acid Reflux/ Chronic Heartburn -Diabetes -Migraine
- Acne - Type 1 Diabetes - Multiple Sclerosis
- ADD/ADHD - Type 2 Diabetes - Obesity/Weight Management
- Age-related Macular Degeneration - Taking Insulin - Women Taking Oral Contraceptives
- Allergies - Parent of Child with T1* - Osteoporosis
- Nasal Allergies - Ear infections - OAB or Urinary Incontinence
- Seasonal** - Eczema - Parkinson’s Disease
- Year-round** - Emphysema - Peripheral Arterial Disease
- Treatment for allergies - Endometriosis* - Psoriasis
- A prescription pill* - Enlarged Prostate - Mild
- A prescription nasal spray* - Epilepsy - Moderate
- An over the counter pill* - Eye infections - Severe
- An over the counter nasal spray* - Fibromyalgia - Restless Leg Syndrome
-Alzheimer’s Disease - Genital Herpes - Schizophrenia
-Angina* - Glaucoma - Stroke
-Anxiety or Social Phobia - Growth Hormone Deficiency - Ulcerative Colitis*
-Any type of Arthritis - Heart Attack past 12 months - Tried to Stop Smoking
- Osteoarthritis (General Arthritis) - Heart Disease - OTC or Rx to stop smoking*
- Rheumatoid Arthritis - Hepatitis B - Have tried or considered trying Levitra,
- Psoriatic Arthritis - Hepatitis C Viagra, Cialis (Erectile Dysfunction or ED)
-Asthma - High Cholesterol
-Atrial Fibrillation* - HIV/AIDS
-Bipolar Disorder - Hormone Replacement Therapy
-Cancer - HPV
- Breast Cancer - Hypertension or High Blood Pressure
- Chemo in past 6 mos - Single therapy
- Chronic Bronchitis - Multiple therapy
- COPD - Infertility*
- Chronic Pain - Inflammatory Bowel Disease
- Crohn's Disease* - Influenza or Flu
- Cystic Fibrosis - Insomnia or Sleep Disorder
- Deep Vein Thrombosis - Irritable Bowel Syndrome
- Depression - Menopause
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Topics Covered in ePharma Consumer® v8.0
• Unbranded site visitation, satisfaction, and post visit action for 50+ unbranded sites
• Corporate site visitation for 40+ companies
• Vaccine information seeking; sites used to research vaccines
• Comparative product site data for over 250 sites
• Doctors recommending pharma owned sites
• Consumers driven to request a prescription after online research
• Caregivers, information seekers, treaters, patients by over 85 condition segments
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Strategic Uses for Research:
Clients use our products & advisory services to:
- Understand Online Channel from “Customer” Point of View
- Educate Brand Teams on e-Landscape Specific to a Market
- Evaluate Strategies & Initiatives with Agency/Media Partners
- Brief Senior Executives on Technology Trends & eMarketing
- Incorporate Segment-Specific Data into Product Plans
- Allocate Budget for Marketing Innovation Plans
- Use as a Vendor-Neutral Analysis of Online Advertising Spaces
- Evaluate the Competitive Landscape of 200+ Product Websites
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Annual Membership Deliverables:
ePharma Consumer® v 8.0
‐ Reference Deck
‐ Executive Summary
‐ Consumer Market Trends
‐ Strategic Insights
‐ Analyst Hours
‐ Strategic Briefing
‐ Client Webinar Access
‐ Methodology & Data Tables
‐ Access to Historical Deliverables
‐ Client Website Access
‐ 2 Consumer Research Modules
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• Who are today’s ePharma Consumers?
• Where do they go for pharma information?
• How do pharma properties fit into the information seeking and treatment continuum?
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Online Health Information Seeking Has More Than
Doubled Since 2002; ePharma Has Tripled
eHealth Consumers
150.0
ePharma Consumers
100.0
50.0
0.0
2002 2004 2006 2008
* eHealth Consumers = Consumers who have conducted health information seeking activities online in the past 12 months for themselves or others.
** ePharma Consumers = Consumers who have researched prescription drug information online in the past 12 months for themselves or others.
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Over 90 Million ePharma Consumers – An Audience
that Has Tripled in the Past Five Years
150.0
ePharma Consumers
Over 90 million
ePharma Consumers today
100.0
50.0
0.0
2002 2004 2006 2008
* eHealth Consumers = Consumers who have conducted health information seeking activities online in the past 12 months for themselves or others.
** ePharma Consumers = Consumers who have researched prescription drug information online in the past 12 months for themselves or others.
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The Majority of ePharma Consumers Have Bachelor’s Degrees, Are
Employed and Don’t Have Children in the Household
Education Profile Employment Status
Some High Employed or Self-employed Full Time
School
Retired
High School
Graduate Average Income
Homemaker $55.4K
Vocational or
Trade School Employed or Self-employed Part Time
Bachelor's
Full-time Student
Degree
Post-Graduate Unemployed/Laid Off
Degree
Marital Status Gender Distribution
Children in Household
Married or
Living
Together 50%
50%
Single and
Never Married
Male Female
Separated or
Divorced
None 1 2 3 4 5 or
Widowed or a The mean age of ePharma
Widower
more Consumers = 41 years
Among ePharma Consumers
Source: Cybercitizen Health™ v8.0
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• Who are today’s ePharma Consumers?
• Where do they go for pharma information?
• How do pharma properties fit into the information seeking and treatment continuum?
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Where do ePharma Consumers go for Pharmaceutical Information Online?
Health Sites
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Where do ePharma Consumers go for Pharmaceutical Information Online?
Blogs
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The previous slides are an excerpt of the complete presentation.
To access the full slide deck or to request more information about Manhattan
Research’s products and services, please visit:
http://www.manhattanresearch.com/presentationrequest
Manhattan Research is a global pharmaceutical and healthcare market research and
advisory firm focused on the digital trends shaping the future of consumer and physician
marketing. Broad consumer and physician market research can be segmented for over
125 therapeutic and specialist groups.
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