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Disease Awareness: Building Market Share Through Online Channels
Datamonitor, June 2003, Pages: 42
Introduction:
Disease awareness is used to increase the market size of a therapeutic area as well as for fostering brand loyalty. Traditional media used for reaching prospective patients includes television and radio. Detailing and CME are typical methods of increasing physician awareness of a particular condition. The Internet is increasingly being used to increase the effectiveness of campaigns.
Scope:
- Classifies the therapeutic areas where disease awareness campaigns are most applicable
- Provides an overview of the current market of several therapeutic areas and the opportunity to implement disease awareness campaigns
- Presents the different online strategies required for Europe and the US
- Assesses the pharmaceutical industry’s future use of disease awareness campaigns and the role that the Internet will play
Report Highlights:
Disease awareness campaigns should use an integrated marketing approach, using traditional media channels to reach a wide audience and then the Internet to provide detailed information and support.
Online resources included in disease awareness campaigns need to comply with the same advertising regulations as traditional marketing media, which include television, print and radio.
Due to the restrictions on direct-to-consumer advertising in Europe, separate online strategies should be adopted for disease awareness campaigns in Europe and the US.
Reasons to Purchase:
- Understand how online channels can play a key role in awareness campaigns
- Identify the critical drivers and overcome resistors of online disease awareness initiatives
- Benefit from the in-depth case studies included to illustrate the successful use of disease awareness websites
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