Contents:

Overview 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 resistors of online disease awareness initiatives Benefit from the in-depth case studies included to illustrate the successful use of disease awareness websites ACTION POINTS Independent analysis has uncovered the key action points, which are crucial for success for pharmaceutical companies looking to conduct online disease awareness campaigns: 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. ANALYST OPINION Insight into the way in which Datamonitor believes the industry will develop in the future will help you to shape your online marketing strategy While disease awareness campaigns have long been established as a fundamental part of many companies’ marketing activities, the Internet can serve as an effective and cost-efficient avenue in a disease awareness campaign In measuring the commercial viability of online disease awareness campaigns, the level of Internet penetration in the region of interest is important. The rate of adoption of online resources is continually increasing on a global level In light of the current challenge of maintaining revenue growth, pharmaceutical companies are seeking strategies to increase profit margins. To this end, where appropriate, the use of disease awareness campaigns will expand The Internet will be used as one of the marketing channels in integrated awareness campaigns because of its cost-effectiveness and growing reach APPENDIX Table of figures References DATASETS Figure 1: A sizeable proportion of both consumer and physician respondents in all surveyed markets use the Internet Figure 2: The US website for Viagra provides information resources on the condition and product as well as indicates the product’s sponsorship of Major League Baseball Figure 3: Lilly’s women’s health website provides information to several conditions along with links to disease-specific or product sites Figure 4: In order to expand the overactive bladder market, Pharmacia provided consumers with a general information website emphasizing the diagnosis of and importance of treatment for the condition Figure 5: For its online resource for consumers in the diabetes market, Lilly provides both product and disease awareness information on the same website Figure 6: Novartis’ hypertension portal has several links catering to the different consumer and physician audiences visiting the site