Pharmaceutical and healthcare market research company Manhattan Research released a new research report, “Pharmaceutical Search Engine Marketing” that explores how to leverage health topic searching behavior to fulfill brand goals amidst the new FDA regulations. The report also looks at emerging trends and technologies like mobile search, personalization, and real-time search.

healthcare sem study

Key questions that are answered in the report include:

  • How is the use of search engines for health information evolving?
  • What role does search play in the online health and pharmaceutical landscape and how does pharmaceutical information searching vary by demographics and different points in the treatment continuum?
  • What are best practices for integrating search in an overall brand strategy, especially in light of recent FDA regulations?

Healthcare information online has long been a focus for millions of searchers since the early days of the internet. As baby boomers age, that trend will only continue and include subsequent generations.

“According to the report, successful pharmaceutical search campaigns can play an important role in leading valuable target customers from the research stage to becoming product users. Consumers who visit product sites are nearly three times more likely than the average U.S. adult to request prescriptions by name from their doctors. Increasing search engine visibility can help brands to reach consumers actively seeking health information and to effectively insert themselves into the patient-physician treatment discussions.”

MarketingCharts summarized the key findings from the report (Search Plays a Big Role in Online Health) as:

  • Approximately two-thirds of ePharma Consumers think they can tell if a medical site is from a credible source prior to clicking on the search result, indicating that consumers feel that they are proficient searchers and are able to parse out relevant content for themselves.
  • More US adults use the internet than they use doctors for obtaining health and medical information.
  • Consumers are much more likely to begin their quest for health information with a search engine rather going directly to a website.
  • Consumers who visit product sites are nearly three times more likely than the average US adult to request prescriptions by name from Cialis their doctors.
  • When consumers use search engines for pharmaceutical or health information online, they are most likely to search by the name of a specific condition/disease or the name of a specific product.
  • The most common situation for which they use a search engine for this purpose is when they have symptoms for a condition.
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