How do people choose OTC drugs? What is interesting for them choosing the drug? What can do pharmaceutical companies in search?

1. • +
Search for
pharm industry

2. Ways of choosing OTC drugs
32%
12%
32%
24%
Personal experience
Search
HCP
Sites about
treatment
Reviews about
medicines Pharmacist
Awareness of need Search for information Evaluation of options Decision-making
31%
69%
29% 24%
39% turn to the pharmacist for recommendationOnly in the case of personal experience, users can not go into the search
The general tendency is to search and double-check information on the Internet.

3. Google vs Yandex
16,347 т.ч.
13,735 т.ч.
13,372 т.ч.
12,489 т.ч.
10,739 т.ч.
9,311 т.ч.
7,696 т.ч.
7,615 т.ч.
7,118 т.ч.
6,728 т.ч.
Google
Вконтакте
Яндекс
Youtube
Mail.Ru
Whatsapp
Viber
Facebook
Instagram
Wikipedia.org
8,114 т.ч.
8,106 т.ч.
5,185 т.ч.
4,611 т.ч.
3,730 т.ч.
3,643 т.ч.
3,366 т.ч.
3,365 т.ч.
2,044 т.ч.
1,883 т.ч.
Google
Вконтакте
Яндекс
Whatsapp
Instagram
Mail.Ru
Youtube
Viber
Facebook
Cheetah mobile
Daily reachMonthly reach
27,016 т.ч.
21,406 т.ч.
21,296 т.ч.
12,770 т.ч.
12,543 т.ч.
12,147 т.ч.
4,110 т.ч.
4,026 т.ч.
3,838 т.ч.
3,136 т.ч.
Яндекс (33 проекта)
Vk.com
Mail.ru (25 проектов)
Google (ru+com)
Odnoklassniki.ru
Youtube.com
Avito.ru
Facebook.com
Wikipedia.org
Aliexpress.com
53,589 т.ч.
50,922 т.ч.
47,355 т.ч.
43,801 т.ч.
42,473 т.ч.
31,154 т.ч.
29,543 т.ч.
24,614 т.ч.
21,657 т.ч.
19,370 т.ч.
Яндекс (33 проекта)
Mail.ru (25 проектов)
Vk.com
Youtube.com
Google (ru+com)
Odnoklassniki.ru
Wikipedia.org
Avito.ru
Facebook.com
Aliexpress.com
9.5 million requests per month with the word "treatment" (Yandex).
One in three is looking for something from the category ‘Treatment’.

4. HOW DO PEOPLE SEARCH

5. Search is a need
Check the prescription 31% are looking for information
in the pharmacy
94% are searching from mobile
devices
After visiting the doctor In pharmacy In search of the nearest pharmacy
+36%
Number of requests for medicines in Q1'16

6. Users ask a variety of questions in the search ...
cold than cure
cold during pregnancy than to treat
What is the difference between a flu and
cold?
than to treat a cold in pregnancy
than to treat a cold
than to treat a common cold in children
than to treat a throat
than gargle
than to treat nail fungus
cold during pregnancy how to treat
cold how to cure
how to cure a cold
how quickly to cure a cold
how to treat a cold
how to treat a throat during pregnancy
how to cure a throat
how to treat nail fungus
cold begins what to do
sore throat what to do
what to do when my throat hurts
what to do if the stomach hurts
sore stomach what to do
from what groans abdomen
from which the stomach hurts
because of what the stomach hurts
from which the throat hurts
what the throat can hurt from
why does my throat ache
why often sore throat
why the sore throat constantly
why does my stomach hurt?
why is the stomach rumbling
WHY
HOW
THAN
WHAT
WHICH/
WHAT Yandex х5
Yandex х5

7. ... which can be translated into the user's path
pills for cough instructions
interferon instruction
snoop instruction
derinat drops in the nose instructions
interferon price
Rinza composition
application teraflju
Antigrippin instructions
anvimax reviews
how to bring down the temperature
how to bring down the heat
than to bring down the temperature
how to quickly cure a throat
how to knock down a child's temperature
sore throat
nasal congestion
a sore throat
chills
tickle in the throat
SYMPTOM
DECISION
DRUGS
INSTRUCTION

8. Farm categories
Brands
E.g.: bronchicum
Brands + atributes
E.g.: bronchicum price
Category
E.g.: how to cure cough
The breakdown of search pharma queries by types,
Search, 2014-2016
Cough Cold & Flu Runny nose
Fungal
infections
Oral care
Remedies for
stomach pain
Probiotics
Pain killers
Vitamins
49%
40%
11%

9. The volume and dynamics of growth of search interest
Cold&Flu
Remedies for
stomach pain
Vitamins
Cough
Oral care
Fungal
infections
Runny nose
Probiotics
Volume: 21%
Growth: +54%
Volume: 18%
Growth: +51%
Volume: 15%
Growth: +54%
Volume: 14%
Growth: +49%
Volume: 12%
Growth: +43%
Volume: 7%
Growth: +44%
Volume: 3%
Growth: +39%
Volume: 10%
Growth: +47%

10. Search trends
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
G
Y
G
G G G
G G
G G G G
G
Y
G Y G Y
Y G Y
G Y
G Y G Y
G Y G YY
G Y G Y
G Y G Y Y Y
G Y

11. A few words about mobility
IMAGE PLACEHOLDER IMAGE PLACEHOLDER IMAGE PLACEHOLDERIMAGE PLACEHOLDER
JAN 2014 APR 2016 JAN 2014 APR 2016
37% 65%42% 63%
RUNET DRUG SEARCH
Google
16%
ONLY mobile

12. From what devices are they searching ...
63% 60% 58% 56% 54% 53% 53% 53%
24% 27%
27% 30% 35%
32% 34% 33%
14% 13% 15% 14% 11% 14% 13% 14%
Stomach ache Cold&Flu Cough Runny nose Pain killers Fungal infections Oral care Probiotics
Smartphones Desktop Tablets

13. Share of attributes
BRAND
0.50%
1%
2%
4%
10%
13%
32%
37%
Buy
Use
Composition
Analogue
Other
Reviews
Instruction
Price
57%
From
mobile
56%
From
mobile

14. STRATEGY FOR SEARCH

15. Always ON
Seasonal Flight
Seasonal Flight
Seasonal Flight
Seasonal Flight
Seasonal Flight
Permanent
presence
BUDGET
TIME

16. Strategy for search
Liver treatment Cough treatment Allergy treatment Diabetes treatment
Summer 2014 Summer 2016Summer 2015

17. Strategy for search
PROTECT
Reinforce messages with direct
requests.
GROWTH
Be part of the relevant
queries.
YOUR VALUES
Associate with what the brand
says.
BRAND
CONFORMITYCATEGORY

18. • +
THE END