Friday, February 5, 2010

Lights, Camera, Health! New Study Shows Online Health Videos Drive Consumers to Take Action

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Manhattan Research’s ePharma Consumer® Study Sheds Light on Important Digital DTC Channels for 2010


February 4, 2010, New York, NY – Nearly half of consumers who research pharmaceutical information on the Internet include online health videos in their search sessions, according to pharmaceutical and healthcare market research company Manhattan Research. The study also found that online health video drives action among this segment - nearly three quarters of consumers performed additional research after watching health videos online. The findings come from the ePharma Consumer® v9.0 study, which provides data and insights about consumers researching prescription drug information online.

“The growing health video audience represents a strong opportunity for DTC marketers, particularly because this media format leads to considerable post-visit action” said Monique Levy, Senior Director of Research at Manhattan Research. “Understanding what kind of health videos to develop, and which websites or online channels to put them on, however, is critical to success.”


Complimentary Pharma Digital Marketing White Paper

Manhattan Research’s latest white paper, “ePharma Consumer® v9.0: The Online Pharmaceutical Information-Seeking Landscape,” discusses some of the trends among consumers using the Internet to research prescription drug and treatment information. The white paper is just a small preview of in-depth data and analysis available to subscribing clients of the ePharma Consumer® study. To access the report, please visit www.manhattanresearch.com/research/white-papers/consumer-digital-pharma-landscape.aspx.


Manhattan Research at ePharma Summit
Manhattan Research Senior Director of Research Monique Levy will be speaking at the upcoming ePharma Summit as part of the “Optimize Your Integrated Promotional Channel Mix” panel with Novartis, CMI, and QualityHealth. The conference will be held February 8-10, 2010 at the Hyatt Regency in Philadelphia. For conference and registration information, please visit www.iirusa.com/epharmasummit. If you’d like to connect with Ms. Levy during the conference, please email media@manhattanresearch.com or call 212-255-7799.


About ePharma Consumer® v9.0

ePharma Consumer® v9.0 is focused on the attitudes and behaviors of consumers seeking pharmaceutical information online. The study was conducted via online survey in Q4 2009 among 6,575 adults (age 18+). ePharma Consumer® also provides data on more than 250 pharmaceutical product websites. Clients can segment the broad market research to provide in-depth data on more than 85 condition groups. For additional product and subscription information, please visit www.manhattanresearch.com/epc.

About Manhattan Research

Manhattan Research, a Decision Resources, Inc. company, is a leading market research and advisory services firm for global pharmaceutical and healthcare companies. For more information, visit www.manhattanresearch.com, email sales@manhattanresearch.com or call 1.212.255.7775.


About Decision Resources, Inc.

Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at www.decisionresourcesinc.com.

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