Online registration databases provide the information needed to target website users who are most likely to be receptive to pharmaceutical marketing messages.
They can also be used to measure the success of online initiatives. This capability is vital to pharmaceutical companies that want to create new websites, or improve existing ones, to better meet the expectations of physicians and consumers.
Scope of Report:
Analyzes physician and consumer attitudes towards online security and privacy of personal information in the US and Europe
Examines the types of websites that physicians and consumers are most likely to access when looking for health information online
Analyzes website features that induce physicians and consumers in the US and Europe to provide pharmaceutical companies with personal information
Recommends how best to target consumers and physicians online based on the results of our 2004 Insight Surveys
Highlights of Report:
By failing to recognize the differences between what consumers and physicians are looking for online, pharmaceutical companies are missing the opportunity to optimize their marketing campaigns by more precisely targeting their intended audience.
Concerns about the security of the Internet are present in all pharmaceutical markets surveyed, as are misgivings about providing pharmaceutical companies with personal information online. To address these concerns and gain consumer confidence, pharmaceutical companies have to clearly present their commitment to the protection of personal privacy.
In order to better target physicians and gain their trust, pharmaceutical companies should devote resources to designing and creating websites for physicians that are separate from the consumer sites and more comprehensive and sophisticated in their coverage of health-related issues.
Reasons to Purchase Report:
Understand the potential applications of registration databases and how they can be best used to improve website quality
Recognize the benefits of providing diverse Web-based initiatives in order to better serve the unique needs of both physicians and consumers
Understand how physician and consumer concerns about personal privacy and online security impact the success of registration database initiatives
