7p5 digital

Copyright 2009 · Manhattan Research, LLCAll rights reserved

t: 1.888.680.0800e: [email protected] www.manhattanresearch.com

How Digital is Shaping the Future of Pharmaceutical Marketing

Digital Health Trends

ePharma Marketing Strategies

Resource Guide

Released Q3 2009


Copyright© 2009 • Manhattan Research, LLC t: 1.888.680.0800

All rights reserved e: [email protected] www.manhattanresearch.com

Table of Contents

Introduction…………………………………………...

Digital Health Trends…………………………….…..

Physician Market Trends…………………….

Consumer Market Trends………...………....

ePharma Marketing Strategies…………..…….……

Physician eMarketing Life Cycle……..….....

Consumer eMarketing Life Cycle…………..

Resource Guide……………………………………...

To request a complimentary demo of Manhattan Research’s physician and consumer studies and strategic advisory services and preview the breadth of eHealth data and analysis available to subscribing clients, please contact our team at [email protected] or 1-888-680-0800, ext 2.

3

3

3

3

7

7

11

15

mailto:[email protected]




Introduction

Technology has prompted drastic changes in the marketing world over the past decade, and pharmaceutical

marketing has not been excluded from this evolution. Faced with shifting consumer and physician media

preferences and shrinking budgets - what is a smart pharmaceutical marketer to do? The task is best summed

up by the words of English naturalist Charles Darwin, “It is not the strongest of the species that survives, nor the

most intelligent that survives. It is the one that is the most adaptable to change.” So change you must. The

following paper overviews the latest consumer and physician digital health trends, explores digital marketing

examples, and shares helpful resources for staying up-to-date on the latest digital pharma news and

information.

Digital Health Trends Physician Market Trends

The first, and still the most prevalent, pharmaceutical drug promotions were aimed at the gatekeepers of the

prescription pad - physicians. Traditionally, pharmaceutical companies have deployed sales reps armed with

product information and freebies to promote products to doctors. But technology trends and changing media

preferences are forcing pharmaceutical companies to reassess how they reach and build relationships with

physicians.

In the past, doctors were limited to offline materials like journals and

references for accessing medical information and news. But those

days are long gone, and with just a click of a mouse or touch of a

screen, physicians have access to all of the resources they need to

stay abreast of the latest knowledge in the field. Internet-savvy

physicians are no longer an emerging group – this market is at a

saturation point, as nearly all physicians are online for professional purposes weekly or more. In fact, the

average physician now spends a full work day (eight hours) per week using the Internet for professional

reasons, a substantial jump from only 2.5 hours in 2002. The trend of shifting to digital channels is expected to

continue, with physicians reporting that they expect to increase their use of online resources in the near future.

Professional content that have been feeling “the shift” the most are clinical textbooks/references, journals,

conferences, news, and continuing medical education (CME).

Internet-savvy physicians are

no longer an emerging group

– nearly all physicians are

online for professional

purposes weekly or more.




Mobile technology has played a significant role in increasing physicians’ dependency on online resources –

64% of doctors own smartphones and are using them to supplement their desk or laptop computer usage to be

“always on.” Also, mobile devices help physicians to access clinical resources at multiple points throughout

their day, even to at the point of care. Currently, physicians prefer to conduct easy tasks such as information-

checking on mobile devices, while leaving more complex activities like CME for completion on their PCs. But as

mobile browsing capabilities improve, physicians will start to use smartphones for more advanced activities

than just reference purposes.

Physician engagement in Web 2.0 has been one of the hottest topics over the past few years. As a group,

physicians have acclimated themselves to advanced online activities, such as watching streaming video and

listening to podcasts, at a much faster rate than consumers. Doctors are also catching the social media fever.

Many are collaborating in online communities designed specifically for healthcare professionals; participation in

these networks doubled between 2008 and 2009.

Just as the professional channel mix is evolving, so is the traditional physician-sales rep relationship.

Physicians are no longer limited to in-person details for information and updates on pharmaceutical products,

but can easily seek out this type of information at any time via the Internet. In light of this, pharmaceutical

companies are offering physicians online customer services such as customer service portals, live video reps,

interactive detailing, and e-sampling. Sales reps are also “digitalizing” their in-person visits with tools such as

tablet PCs.




Consumer Market Trends

Unlike physician marketing, DTC advertising in the U.S. is a fairly recent development, only just about to reach

the quarter-century club. And the DTC advertisements that we know today have only cropped up in just over

the past decade, after the FDA amended its legislation on the amount of risk information required for drug

companies to append to promotional material. Similar to the physician market, an emerging breed of eHealth

consumers – those using digital sources for health – is transforming direct-to-consumer (DTC) marketing.

Like in the case of the physician market, the consumer channels mix

has been shifting significantly towards digital over the past decade.

An ever-increasing plenitude of media sources has ultimately given

individuals the upper hand in controlling their information

consumption, lessening advertisers’ ability to reach a concentrated

consumer mass through any one channel. Television, magazines, and newspapers no longer dominate the

news and entertainment world as they once did. In fact, less than half of U.S. adults report to watch all of their

television programs live on their TV set, indicating the growing popularity of DVR, online video, and other

alternative viewing channels.

Following suit with the overall consumer channel shift, individuals of all ages are turning to the Internet as tool

to empower healthcare decisions. This eHealth consumer market is not yet at the point of saturation, but still is

a substantial 60% of the U.S. adult population. Health 2.0 is one of the hottest areas of online health. Over 60

million U.S. adults consume or contribute health-related social media content, such as blogs, message boards,

chat rooms, online patient support groups and other networks. Patient online rating and reviewing of doctors,

health insurance plans, hospitals, and prescription drugs is one of the fasting growing Health 2.0 activities - and

is helping consumers to compare experiences and become more empowered in their personal healthcare

decisions.

Consumers have not reached the same adoption levels as physicians when it comes to smartphones and

advanced mobile technologies beyond just the cell phone. But an early adopter group of mHealth (mobile

health) consumers is emerging, as already over 10 million consumers use mobile devices for health and

medical purposes. The mHealth trend has been largely driven by a plethora of new health-related iPhone

applications, ranging from weight loss trackers to diabetes management tools to medication dosage references.

Less than half of U.S. adults

report to watch all of their

television programs live on their

TV set.




Beyond just looking up general health resources, 100 million consumers are online specifically for

pharmaceutical or prescription drug information. Individuals obtain this information from a variety of sources,

including blogs, insurance sites, general health portals, government sites, Wikipedia, online communities, and

of course the corporate and brand sites of the product makers themselves.

Online health and pharma digital trends are leading to better informed, more empowered patients, and are

impacting physician-patient interactions. Virtually all U.S. physicians report that at least some of their patients

bring health information they found online to an appointment, and more than two-thirds of physicians believe

that this trend is a good thing. Additionally, the majority of physicians report they spend more time with a patient

as a result of the information they brought in to discuss. Traditional doctor-to-patient lectures are giving way to

two-way conversations between physicians and informed eHealth Consumers.




ePharma Marketing Strategies Physician eMarketing Life Cycle

Reach

With sales rep access to physicians becoming increasingly narrower and the physician channel mix more

complex than ever, reach is one of the most challenging stages of the physician marketing life cycle for

marketers. Many are including more interactive advertising in the marketing mix as a way to reach physician

audiences, ranging from online display ads to e-newsletter sponsorships to paid search ads and more.

Action Items

o Re-evaluate your promotional mix to ensure that promotional efforts take into account the physician

shift toward digital channels. Online journals, virtual conferences, physician social networks, and

other professional online sources provide marketing opportunities to reach physicians through

alternate channels.

o Don’t forget about search marketing for physicians. Physicians rely heavily on search engines when

researching medical and pharmaceutical information online, with Google being the most popular

engine among this group. Enact paid search and search engine optimization strategies to drive

physician visitors to customer service portals.

Novo Nordisk promotes its CSP with paid search.




Acquisition

Though gaining the attention of a target physician audience is a great thing, the next step is actually prompting

them to take action. Driving physicians to a customer service portal (CSP) or product website for more

information is a great way to ensure that interested parties are taking the next step towards conversion. These

sites in a way serve as the hub of the physician marketing strategy, aggregating all of the brand components

and information that can’t be communicated through just an advertisement.

Action Items

o No two physicians are alike, so media preferences vary greatly. Ensure that website content for

healthcare professionals is available in a variety of formats, as some visitors prefer to digest

information via text, while others prefer video or audio.

o Understand the online tools and content desired by physicians interacting with your brand. For

example, disease-specific information, electronic sampling and professional education resources

are just a few of the features physicians desire to access on customer service portals.

o Educate reps about physician site features and encourage them to promote it during details so

physicians can go online to access additional product information, KOL webinars, and brand

content.

MerckMedicus offers resources in a variety of formats, including PDA tools, interactive 3D images, clinical podcasts and much more.




Conversion

Conversion is one of the main indicators of the success of a marketing program – the tactics put in place were

effective in leading an individual to complete a desired brand goal. For physicians, perhaps the most obvious

conversion is writing a script, but can also pertain to other favorable actions such as ordering a sample or

recommending the product website to a patient. The main point to keep in mind is making sure that site content

and features are intuitive and compelling for taking desired actions.

Action Items

o Provide useful patient education materials, resources and prescription assistance program

information on customer service portals to encourage physicians to use your brand’s support tools

when interacting with consumers at the point of care.

o Physicians want to access information, including your brand’s content, on their own terms, at their

own convenience. Make sure that physicians are able to convert without having to go through a

sales rep, for example by offering e-sampling capabilities on a service portal.

Agencies like Physicians Interactive offer direct-to-HCP marketing solutions, such as e-sampling and e-detailing, to promote physician brand engagement beyond face-to-face sales rep meetings.




Retention/Loyalty

Even after a physician converts, a pharmaceutical marketer’s job is still not complete. Now the focus is on

keeping the physician satisfied enough to grow a relationship with the brand and become a repeat customer.

Pharmaceutical customer service portals are intended to “keep them coming back for more,” so to speak, but

studies show that the retention rates for these websites are much, much lower than for prominent non-

manufacturer professional sites like WebMD’s Medscape. CSPs must feature useful, relevant, and up-to-date

content and tools, and provide easy access to company reps for product questions, if pharmaceutical marketers

want to foster physician loyalty.

Action Items

o Remember that physicians are consumers too and need customer support in order to build loyalty

to the brand. Some pharmaceutical companies are beginning to offer live video detailing and online

customer service reps to give physicians access to product information and support from at any

time from the convenience of their computer.

Merck offers physicians access to company representatives through Merck OnCall®.




Consumer eMarketing Life Cycle

Reach

DTC advertising was still in its adolescence when the usual way of doing things began to change due to

emerging technologies and new media. Television, print and radio ads become less effective as the consumer

media mix continues to fragment. Additionally, the mass media tactics that were once successful in raising

awareness of blockbuster drugs aren’t as efficient as the industry shifts focus to niche therapies. So while

offline DTC advertising still dominates, it’s important for pharmaceutical marketers to keep up with consumers’

evolving media preferences.

Action Items

o Search is still a major consumer driver to online health and pharmaceutical content – consumers

start with search engines two-thirds of the time when looking for health information online. Look

into expanding brand sites with keyword-rich content on topics relevant to target condition group;

explore paid search opportunities and alternative options for getting content out on the web through

social media strategies.

o The traditional concept of commercials is reinventing itself. Since less than half of consumers are

watching all of their television programming live on TV sets, online video sponsorship or DVR-based

advertising may be viable options for brands. Many consumers have indicated that they are

receptive to this type of advertising since they are getting the content for free, and ads provide

opportunities to lead targets to additional brand engagement, such as driving them to a website for

more info or even having them play an interactive game within the ad.

Streaming video content offers a highy-engaged environment for reaching targeted consumers.




Acquistion

As with physicians, a product website can also serve as the hub of a consumer marketing strategy, extending

the brand experience that beyond just an ad impression. Additionally, consumers who visit product sites are

nearly three times more likely than the average U.S. adult to request prescriptions by name from their doctors.

The standard side effect and condition information are the most common types of information sought out by

visitors, but features that enhance the brand experience, such as personal videos, an online community and

interactive quizzes, can help sites stand out from the crowd.

Action Items

o Feature clear call to actions and compelling offers in your display advertising. For example, almost

40 million U.S. adults didn’t fill a prescription drug last year because of cost, so a paid search ad

that promotes free trials or coupons can help lead consumers down the path to conversion.

o When driving consumers to a brand site, make sure to follow through on any promises made to get

them there. Bait-and-switch tactics, such as promoting an offer on a banner ad and not mentioning

it on the landing page will more likely gain you a brand antagonist instead of a new customer.

o Understand your target audience. Therapeutic profile significantly influences one’s online health

activities, behavior and desires. A web strategy that proves successful for one brand may not

resonate at all with another’s audience. Marketers should utilize market data and analysis to gain

actionable knowledge of their therapeutic category’s preferred media mix and health resources.

Vyvanse™’s paid search ad features a compelling offer and leads those who click thru to a website featuring a call out button for the offer. They could have even shortened the conversion funnel by leading visitors directly to the enrollment form.




Conversion

Converting consumers in the pharmaceutical world is a much more indirect process than in other industries, as

the physician controls the ultimate product choice. Still, individuals are now researching health and prescription

drug information online and are visiting the doctor armed with much more knowledge than in the past, and with

more influence over eventual treatment decisions. Visitor conversions can range from asking the doctor for the

drug by name to downloading patient education materials and trial offers.

Action Items

o Metrics should dictate your brand conversion strategy - establish a measurement and optimization

cycle. Testing and tweaking website components, such as the number of fields in a form or

placement of a free trial offer, can significantly improve conversion rates.

o The path to conversion should be a clear and intuitive process for consumers. If one of your brand

goals is to have website visitors download a “Questions to Ask Your Doctor” worksheet, promote it

throughout the site and make it apparent to consumers to follow through with the desired action.

Crestor.com features prominent call to actions on most of its web pages, not just on the homepage. It’s important to make desired actions intuitive for consumers throughout the site, especially since search engines will drop visitors off at any given landing page that appears in search engine results.




Retention/Loyalty

Consumer retention and loyalty is an interesting point to ponder for pharmaceutical marketers, since unlike

other products like cars or soft drinks, patients for the most part would rather not be on medication if they didn’t

have to be. But online tools, loyalty programs and support communities can help consumers stay compliant and

have a positive brand experience.

Action Items

o Over three quarters of consumers online for pharmaceutical information report that they “expect”

online customer service from drug companies. Look to other industries as examples of how

pharmaceutical companies can evolve in the age of on-demand customer service. Companies in

areas like banking, hospitality and consumer packaged goods offer multiple customer service touch

points through websites, email, text messaging, message boards, blogs, and micro blogs to meet

the communication preferences of today’s consumers. The pharmaceutical industry is being called

on to provide comprehensive healthcare solutions rather than just pills, so companies must

enhance their customer service models.

o Social media can be a customer service enabler. Companies monitor blogs, message boards and

Twitter to seek problems and questions before they are even reported to the company itself.

Crohn’s & Me, UCB’s unbranded site for Cimzia, is a network supporting Crohn’s disease patients. The approachable design, informative tools and community resources aim to keep visitors coming back to the site.




Resource Guide

Though this is not an exhaustive list, it includes great resources for staying on top of the latest eHealth trends,

sparking conversations with colleagues, and networking with industry contacts.

Blogs

Dose of Digital

Jonathan Richman of Bridge Worldwide sets out to discover how pharma companies can use digital

technologies to better promote their products, enhance customer services, and ultimately improve patient care.

www.doseofdigital.com

ePharma Rx

This blog, written by Wendy Blackburn of Intouch Solutions, discusses pharmaceutical e-marketing trends from

an agency point-of-view.

blog.intouchsol.com

Pharma 2.0

Interbrand Health’s Bunny Ellerin explores the convergence of social media and the life sciences.

pharma2blog.com

World of DTC Marketing

Rich Meyer, formerly an eMarketer at Medtronic and Eli Lilly, blogs on consumer eHealth marketing trends

strategies in trends aimed at DTC marketers.

www.worldofdtcmarketing.com

Why Dot Pharma

Why Dot Pharma shows how pharmaceutical companies can drive product awareness, access and adherence

by engaging in the digital healthcare revolution and gives examples of how patients and other healthcare

system stakeholders use social media to improve patient care.

www.whydotpharma.com

Eyeforpharma

Eyeforpharma’s portal is not technically a blog, but more of a collection of articles and blog posts from industry

experts on digital pharma strategy, sales, and marketing topics.

www.eyeforpharma.com

www.doseofdigital.com

http://blog.intouchsol.com/

http://pharma2blog.com/

http://www.worldofdtcmarketing.com/

http://www.whydotpharma.com/

http://www.eyeforpharma.com/




Twitter

Follow Manhattan Research (@manhattanresear) on Twitter for bite-sized eHealth data nuggets, links to

interesting articles we're reading, and updates on what our research team is up to. Drop us a line if you’d like to

start a conversation, have a question or would just like to say hello! Vice President of Research Meredith Abreu

Ressi also tweets @meredithressi.

Pharmatweetical

Pharmatweetical aggregates pharma-related tweets on the latest industry news and developments.

pharmatweetical.com

Impactiviti’s List of Pharma Twitterers

impactivitillc.wordpress.com/socialrx

Medical Student Blog Twitter Listing

An extensive list of Twitters in the medical field, categorized by specialty.

medicalstudentblog.co.uk/twitter-doctors-medical-students-and-medicine-related

Online Groups & Networks

Social Pharmer

Created by social pharma maven Shwen Gwee, Social Pharmer is a community for anyone interested or

involved with social media in the pharma and healthcare industry.

socialpharmer.ning.com

Pharma Marketing Network

This forum, moderated by Pharma Marketing News’ John Mack, collects the news and views of pharmaceutical

marketing experts.

www.forums.pharma-mkting.com

Pharma Marketing LinkedIn Groups

Join Manhattan Research’s eHealth Trends Group on LinkedIn for digital health news, events and discussions.

The group provides a great opportunity to make new connections and build relationships in the eHealth and

medical marketing community.

http://www.twitter.com/manhattanresear

http://www.twitter.com/meredithressi

http://pharmatweetical.com/

http://impactivitillc.wordpress.com/socialrx

http://medicalstudentblog.co.uk/twitter-doctors-medical-students-and-medicine-related

http://socialpharmer.ning.com/

http://www.forums.pharma-mkting.com/




eHealth Trends – Manhattan Research

tinyurl.com/mRLinkedIn

Healthcare Communication & Marketing Association Group

www.linkedin.com/groups?gid=30214

Pharma Marketing & Advertising Group


PMLive.com Pharmaceutical Marketing Group


Eyeforpharma Pharma Marketing Group


ePharma Summit Group


Other Social Groups

Check out Manhattan Research on SlideShare! We feature a variety of presentations covering the latest

physician and consumer digital trends affecting pharma and healthcare marketing.

www.slideshare.net/manhattanresearch

Become a fan of Manhattan Research on Facebook for links to the latest news and events in the eHealth and

ePharma world. We’d love to hear your thoughts so comment on our posts or spark your own discussion!

tinyurl.com/mRFacebook

Manhattan Research offers a podcast series, eHealth Trends, that explores the consumer and physician

healthcare technology trends such as mobile health, social networking, patient-physician emailing, and much

more. Subscribe via iTunes (tinyurl.com/mRiTunes) or download episodes directly from our website

(www.manhattanresearch.com/podcast).

http://tinyurl.com/mRLinkedIn





http://www.linkedin.com/groups?gid=105180

www.slideshare.net/manhattanresearch

http://tinyurl.com/mRFacebook

http://tinyurl.com/mRiTunes

www.manhattanresearch.com/podcast




White Papers

Manhattan Research regularly produces on a variety of consumer and physician digital marketing white papers.

Read through our latest ones for eHealth trends and strategies.

The Absolute, Relative, and Incremental ROI of DTC Digital Marketing

www.manhattanresearch.com/files/White_Papers/The_Absolute_Relative_and_Incremental_ROI_of_DTC_Digit

al_Marketing.pdf

Catch the New Pharmaceutical Marketing Wave:

Trends and Strategies for Reaching Today’s Healthcare Consumer

www.manhattanresearch.com/files/White_Papers/Catch_the_New_Pharmaceutical_Marketing_Wave.pdf

Connecting with Europeans Online for Health:

Digital Marketing Strategies for Building Consumer Relationships

www.manhattanresearch.com/files/White_Papers/Connecting_with_Europeans_Online_for_Health.pdf

European Opinion Leader Roundtable:

Innovators from Global Biopharma Companies Discuss Consumer & Physician E-marketing Trends

www.manhattanresearch.com/files/White_Papers/EU_Roundtable.pdf

Pharma & Social Media:

Trends Practical Social Media Strategies for the Pharmaceutical Industry

www.manhattanresearch.com/files/White_Papers/Pharma___Social_Media.pdf

Pharma Brand Manager New Year’s Resolutions:

Five Strategies for Staying Ahead in 2009

www.manhattanresearch.com/files/White_Papers/Pharma_Brand_Manager_New_Year_s_Resolutions.pdf

Reaching Today’s ePharma Consumer:

How Consumers are Using Online Channels for Pharma Product Information

www.manhattanresearch.com/files/White_Papers/Reaching_Today_s_ePharma_Consumer.pdf

The State of eHealth:

Trends of Today’s eHealth Consumers

www.manhattanresearch.com/files/White_Papers/The_State_of_eHealth.pdf

http://www.manhattanresearch.com/files/White_Papers/The_Absolute_Relative_and_Incremental_ROI_of_DTC_Digital_Marketing.pdf

http://www.manhattanresearch.com/files/White_Papers/The_Absolute_Relative_and_Incremental_ROI_of_DTC_Digital_Marketing.pdf

http://www.manhattanresearch.com/files/White_Papers/Catch_the_New_Pharmaceutical_Marketing_Wave.pdf

http://www.manhattanresearch.com/files/White_Papers/Connecting_with_Europeans_Online_for_Health.pdf

http://www.manhattanresearch.com/files/White_Papers/EU_Roundtable.pdf

http://www.manhattanresearch.com/files/White_Papers/Pharma___Social_Media.pdf

http://www.manhattanresearch.com/files/White_Papers/Pharma_Brand_Manager_New_Year_s_Resolutions.pdf

http://www.manhattanresearch.com/files/White_Papers/Reaching_Today_s_ePharma_Consumer.pdf

http://www.manhattanresearch.com/files/White_Papers/The_State_of_eHealth.pdf




Improve Your Digital Strategy with Market Intelligence About Manhattan Research

Manhattan Research, a Decision Resources, Inc. company, is a pharmaceutical and healthcare market

research and advisory firm focused on the digital trends shaping the future of consumer and physician

marketing.

We conduct annual research studies covering eHealth trends among physicians and consumers in the U.S.,

Europe, and Asia. Our market research and advisory services include Taking the Pulse®, Taking the Pulse®

Nurses, Taking the Pulse® Europe, Taking the Pulse® Asia, Cybercitizen Health™, Cybercitizen Health™

Europe, ePharma Consumer®, and ePharma Physician®. Broad consumer and physician market research can

be segmented for over 125 therapeutic and specialist groups.

Clients combine our in-depth, trended data with insights from our eHealth analyst team to shape better

informed e-marketing and sales strategies. For information, please contact [email protected],

call 1.888.680.0800, or visit www.manhattanresearch.com.

To request a complimentary demo of Manhattan Research’s physician and consumer studies and

strategic advisory services and preview the breadth of eHealth data and analysis available to

subscribing clients, please contact our team at [email protected] or 1-888-680-0800,

ext 2.

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 www.DecisionResourcesInc.com.

http://www.manhattanresearch.com/

mailto:[email protected]




Know Your Target Audience

Manhattan Research’s broad physician and consumer research can be segmented to provide insight to the

eHealth adoption and behaviorial trends of over 125 specialist and therapeutic groups. These modules offer a

strategic view of the market, but focus heavily on tactical execution. We offer close coordination with your team

to provide customized, timely, and intensive analysis into key areas of interest specific to your initiatives and

market position (using the additional analyst hours included with the modules).

Available Specialist Segmentation Modules

Allergy and Immunology

Cardiology/Cardiovascular Surgery

Dermatology

Emergency Medicine

Endocrinology

Family Medicine/General Practice

Gastroenterology

Hematology Oncology

Infectious Disease/HIV Physician

Internal Medicine

Interventional Cardiology

Nephrology

Neurology

Obstetrics and Gynecology

Medical Oncology

Ophthalmology

Primary Care Physicians

Pediatrics

Psychiatry

Pulmonology

Radiology

Rheumatology

Surgery - Orthopedic

Surgery - General

Urology

More information: www.manhattanresearch.com/products/Specialist_Segmentations

Are you curious as to how your target specialist group stacks up to the digital adoption trends of

physicians overall? To request a complimentary Digital Report Card of your specialist segment,

please visit www.manhattanresearch.com/products/Specialist_Segmentations

http://www.manhattanresearch.com/products/Specialist_Segmentations

http://www.manhattanresearch.com/products/Specialist_Segmentations




Available Therapeutic Segmentation Modules Acid Reflux/ Chronic Heartburn Acne -Non-prescription medication

-Topical treatments (e.g. lotions, creams) -Vitamins/Herbal supplements*

-Prescription medication* Acute Pain ADD/ADHD

-Parent of a child with ADD/ADHD** Age-related Macular Degeneration Allergies

-Nasal Allergies -Seasonal Allergies -Year-round Allergies

-Parent of a child with allergies Treatment for allergies -A prescription pill

-A prescription nasal spray -An over-the-counter (OTC) pill -An over-the-counter (OTC)

nasal spray Alzheimer’s Disease Angina

Anxiety disorders or Social Phobia Any type of Arthritis -Osteoarthritis (General Arthritis)

-Rheumatoid Arthritis -Psoriatic Arthritis* Arrhythmia

Asthma -Asthma by severity, symptoms or treatment*

-Take Advair Atrial Fibrillation* Bipolar Disorder

Cancer -Breast Cancer -Colon (Colorectal) Cancer

-Prostate Cancer

-Skin Cancer -Chemotherapy (Chemo) in the past 12 months

Chronic Bronchitis Chronic Obstructive Pulmonary Disease (COPD)

Chronic Pain Crohn's Disease* Cystic Fibrosis**

Deep Vein Thrombosis (DVT)* Depression Diabetes

-Type 1 Diabetes -Type 2 Diabetes -Taking Insulin

-Taking Oral Therapy Ear infections Eczema

Emphysema Enlarged Prostate (BPH) Epilepsy

Erectile dysfunction Eye infections Fibromyalgia

Generalized anxiety disorder (GAD) Genital Herpes Glaucoma

Gout** Growth Hormone Deficiency* Heart Attack*

Heart Disease Hepatitis B* Hepatitis C

Herpes** High Cholesterol High Triglycerides

HIV/AIDS Hormone Replacement Therapy* HPV

Hypertension/High Blood Pressure

-Single therapy -Multiple therapy Infertility*

Inflammatory Bowel Disease (IBD) Influenza/Flu Insomnia/Sleep Disorder

Irritable Bowel Syndrome Knee Replacement** Menopause**

Migraine Multiple Sclerosis Overweight or obese

Women Taking Oral Contraceptives, or Using the Patch or NuvaRing Osteoporosis

Overactive Bladder (OAB)/Urinary Incontinence Peripheral Arterial Disease (PAD)

Pneumonia Psoriasis -Mild*

-Moderate* Restless Leg Syndrome (RLS) Schizophrenia**

Shingles Sleep Apnea** Smoker**

Stroke Swine Flu/H1N1 Info Seeker** Ulcerative Colitis*

Tried to Stop Smoking -Taking product (OTC or Rx) to stop or quit smoking

Have tried or considered trying Levitra, Viagra, Cialis (Erectile Dysfunction or ED)*

Vaccine preventable diseases/vaccines**

* Available in ePharma Consumer® v8.0 only ** Available in Cybercitizen Health™ v9.0 only

. Some segments may have lower sample size

More information: www.manhattanresearch.com/products/Therapeutic_Segmentations

###

All company, brand, or product names contained in this document may be trademarks or registered trademarks of their respective holders.

http://www.manhattanresearch.com/products/Therapeutic_Segmentations

7p5 digital

Documents