Consumer Health Websites: A Guide to Positioning Consumer Health Information Online

Introduction

As the size of the online consumer audience continues to expand, it is important for pharmaceutical companies to create websites that attract, convert and retain as many consumers as possible. This PowerPoint trend analysis pack contains a guide to identifying specific consumer groups and to presenting information to meet consumers’ needs while enhancing pharmaceutical company brand recognition. 

Scope

Identifies the key consumer groups that can be targeted through the provision of consumer health websites 

Identifies the critical success factors for pharmaceutical companies to consider when developing a consumer health website 

Analyzes 15 consumer health websites provided by pharmaceutical companies, focusing on the provision of disease, product and lifestyle information 

Draws together the common success factors across the sites with reference to consumer relevant content, customization and interactivity 

Report Highlights

Disease websites are becoming increasingly popular among pharmaceutical companies with a portfolio of treatments in a specific therapy area with a large prevalent population. These sites provide in-depth information and support for patients and/or caregivers looking for disease information. 

Product websites are an important tool for pharmaceutical companies to use in communicating with the potential patient population. In the US, many companies provide links between a product website and a disease website, which provides a broader range of information about treatment and management options. 

Lifestyle websites have the advantage of reaching a wider audience than a disease website and can cover many different disease areas. These sites may be targeted at a particular consumer group, such as women or seniors, or may focus on "healthy living’ as an issue. 

Reasons to Purchase

Understand which specific key consumer groups are looking for health information online 

Understand the critical success factors required to successfully create a consumer targeted health information website 

Understand the different information requirements for product, disease and lifestyle websites 

December 2003, slide pack 

Publisher: Datamonitor eHealthcare Pharma Reports 

To order go to this URL: http://www.bioportfolio.com/cgi-bin/acatalog/Datamonitor_eHealthcare_Pharma.html#a390