Rheumatoid Arthritis Brands Missing Key Opportunities to Better Engage
Patients and HCPs Through Digital Channels
Leveraging Nurse Support Could Boost Engagement with Rheumatoid Arthritis
Brands, According to Findings in New Manhattan Research Analysis from Decision
BURLINGTON, Mass., June 3, 2014
BURLINGTON, Mass., June 3, 2014 /PRNewswire/ --Manhattan Research's new
Digital Competitive Landscape analysis finds that many rheumatoid arthritis
(RA) brands are overlooking valuable ways to reach patients and physicians
through digital channels and support their evolving needs. Each opportunity
represents a risk in a highly competitive market.
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Key findings from the Digital Competitive Landscape for RA analysis:
oNurse support is underleveraged: Thirty-nine percent of online RA patients
are interested in accessing pharma-sponsored nurse support on pharma
websites, but just over half of brands tracked offer this service. Nurse
support is only offered on product websites, even though online consumers
suffering from RA are engaged with pharma-sponsored condition websites.
oCurrent condition tracking tools are basic: Though most pharma RA websites
have some kind of symptom or condition tracking resource, current
offerings are relatively basic and don't fully leverage technology for
trending, aggregating or sharing symptoms and progress. Online RA patients
are more likely to use a computer than pen and paper to track their health
and wellness, and condition tracking and management tools are one of the
top resources that this patient segment wants from pharma websites.
oRA Healthcare Professional (HCP) product websites are underperforming in
mobile: Seventy-six percent of rheumatologists with smartphones use them
to access professional websites, yet only half of HCP RA product websites
are mobile optimized. Moreover, most mobile optimized RA HCP websites
score poorly for mobile speed performance on Google's PageSpeed Insights
tool – giving further indication that the category overall is underserving
HCPs on mobile devices.
Comments from Decision Resources Group Vice President of Research Monique
o"Pharma brands are becoming much more aggressive in terms of finding and
executing on competitive digital marketing opportunities and having a more
disciplined multichannel strategic approach. The good news is that there
are plenty of easy wins there for the taking this year and this deep
patient journey and digital engagement analysis powerfully illuminates the
oRequest a recording of Manhattan Research's Digital Brand Planning
Webinar, focusing on how pharma clients can shape and refine their digital
brand strategy with data, analysis and insights. Learn more.
Sources: Digital Competitive Landscape: Rheumatoid Arthritis; ePharma
Consumer® 2013: Rheumatoid Arthritis Patients; Taking the Pulse® U.S. 2014:
Rheumatologists, Google PageSpeed Insights tool (accessed May 24, 2014)
Digital Competitive Landscape: Rheumatoid Arthritis
- 25 websites analyzed, as well as other brand digital assets
- Digital initiatives from:
oBrands: Enbrel, Orencia, Rituxan, Humira, Actemra, Remicade, Simponi,
Cimzia, Kineret, Xeljanz
oCompanies: Amgen, Bristol-Myers Squibb, AbbVie, UCB, Genentech, Biogen,
Sobi, Pfizer, Janssen
- Digital properties, tactics and channels such as website features and
content, serviceportals. mobile, video, support programs, communication
with reps, and much more
About Digital Competitive Landscape Series
Manhattan Research analysts track, categorize and analyze pharma website
features, apps, social media, and other digital investments for competitive
insights across 30+ brand categories, including RA, psoriasis, multiple
sclerosis, diabetes, and many more. Paired with extensive research on consumer
and HCP digital behavior and interest in pharma resources, expert analysts
give you actionable answers to your strategic marketing questions. Learn more.
About Decision Resources GroupDecision Resources Group offers best-in-class,
high-value information and insights on critical issues within the healthcare
industry. Decision Resources Group's Manhattan Research product line offers
insights and analysis on digital health trends among healthcare professionals
and consumers in the Americas, Europe and Asia-Pacific. Find out more at
www.manhattanresearch.com and www.DecisionResourcesGroup.com.
All company, brand, or product names contained in this document may be
trademarks or registered trademarks of their respective holders.
For more information, contact:
Decision Resources Group
SOURCE Decision Resources Group
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