Healthy Skepticism Library item: 16175

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Do You Know Which Pharmaceutical Product Sites are Tops Among Physicians in 2009?
Pharma Live 2009 Jul 30
http://pharmalive.com/news/index.cfm?articleID=642338

Abstract:

Manhattan Research’s ePharma Physician® Reveals How Primary Care Physicians, Pediatricians, and a Wide Range of Specialists Access and Use Online Pharmaceutical Information

Full text:

Shire’s ADHD treatment Vyvanse® owns the most popular product site among pediatricians, according to pharmaceutical and healthcare market research company Manhattan Research. The finding comes from the recently released ePharma Physician® market research and strategic advisory service, which focuses on the digital resource and communication preferences and behaviors of physicians who interact with pharmaceutical, device, and biotech companies via the Internet and other technologies. In addition to analyzing physician interaction with over three hundred product sites, the study also tracks usage of online journals, specialty sites, corporate sites, interactive detailing, customer service portals, blogs, wikis, and social networks for over twenty specialist segments.

2009 Top Product Sites Among U.S. Physicians Ranked by number of physician visitors Category Top Site Company ________________________________

Pediatricians Vyvanse® (Vyvanse.com) Shire

Allergy/Immunology Advair® (Advair.com) GlaxoSmithKline
Cardiology/Cardiovascular Surgery Crestor® (Crestor.com) AstraZeneca
Dermatology Botox® (Botox.com) Allergan
Emergency Medicine Levaquin® (Levaquin.com) Ortho-McNeil-Janssen Pharmaceuticals

EndocrinologyJanuvia® (Januvia.com) Merck
Gastroenterology Amitiza® (Amitiza.com) Sucampo, Takeda
Hematology Oncology Avastin® (Avastin.com) Genentech
Infectious Disease/HIV PhysicianIsentress® (Isentress.com) Merck

Medical Oncology Avastin ® (Avastin.com) Genentech

Nephrology Sensipar® (Sensipar.com) Amgen
NeurologyKeppra XRâ„¢ (Kepranxr.com) UCB
OB/GYN Loestrin 24 Fe® (Loestrin24.com) Warner Chilcott
Ophthalmology Latisse® (Latisse.com) Allergan
Psychiatry Abilify® (Abilify.com) BMS, Otsuka
Primary Care Physicians Januvia® (Januvia.com) Merck

Pulmonology Advair® (Advair.com) GlaxoSmithKline

Rheumatology Enbrel® (Enbrel.com) Amgen, Wyeth
Surgery Lovenox® (Lovenox.com) Sanofi-Aventis
Urology Viagra® (Viagra.com) Pfizer
Source: ePharma Physician® v9.0 (2009)

“As use of the Internet for pharmaceutical information becomes a daily routine for the average physician, digging into the sites used for that information becomes critical insight for brand teams and agency partners,” said Mark Bard, President of Manhattan Research. “While product sites are only part of the mix today, understanding how these resources are being used within and across specialty segments is intelligence that no brand should be without today.”