Healthcare First Look at branded Rx Web sites.
DTC drug ads are everywhere these days. And while pharma invests in an array of online tactics aimed at influencing consumers' decisions to request and take name-brand drugs, a product-specific promotional site is at the center of most product managers' strategies. That's smart. Of those Web users who check out health information online, some 69% are researching a specific drug or medication. What do visitors think of prescription drug Web sites? Consumers are tuned in but turned off.

Fifty-eight percent of visitors to prescription drug Web sites think they are a good way to learn about a drug, but the news is mostly bad from there. Nearly 60% believe the sites are too promotional, and 72% fear an avalanche of spam if they register at an Rx site.

Consumers are pretty savvy when it comes to health information. They demonstrate a propensity to shop around for credible content and have strong opinions about value. So who do consumers trust? Not surprisingly, content endorsed by consumers' personal doctors leads the pack, followed closely by information blessed by medical societies or boards. Bringing up the rear in believability is content endorsed by plans, well-known research physicians, and ¿- pharmaceutical companies. What's a drug company to do? Licensing medically reviewed content and delivering side-by-side Rx comparison tools on their sites, something 53% of Web users express an interest in using, are both good ideas.

Pfizer heats up the statin wars.
Phase IV trials that compare the effectiveness of dueling drugs in a crowded therapeutic class ¿- like heart meds -- are on the rise. Last week, Pfizer announced good news from its trial pitting cholesterol-fighting Lipitor against rival Bristol-Myers Squibb's Pravachol. But so far the Lipitor site home page is mum on the topic. That's a mistake Pfizer must fix fast. Fifty-three percent of online consumers want to compare drugs side by side -- more than twice the number who today visit drug sites. A big January 1, 2004 jump in consumer-directed health plan enrollment will fuel even more consumer interest in tools and information that reveal the value of healthcare products and services. Pharma can play a prominent role in shaping that trend if firms let the facts do the talking.

MD practice sites draw leading-edge consumers
Medical practices are increasingly hanging out their shingles online, but only 6% of US households have paid a visit. Access is users' no. 1 objective as 65% look up office hours, directions, or addresses. About a third of visitors are after health or medical information, and 30% have requested Rx renewals at their doctors' Web sites. Who are these leading-edge consumers? They are sophisticated people with higher incomes, more education, and more online experience who are willing to trade higher out-of-pocket costs to gain control over the care they receive. Physicians looking to launch online should tune their sites to satisfy these aggressive consumers or risk disappointing their patients.

We are very interested in your feedback on our research. Do you have topics to recommend, data you would like to have, technologies you want assessed? Drop me a line with your input at bradholmes@forrester.com.


Brad Holmes
Healthcare Research Director

Research Referenced In This Issue If you printed this email, get links to the research featured in this week's issue by going to www.forrester.com/go and entering the five-digit number of the report you'd like to read. Consumer-Directed Health Plan Leaders Poised For Growth (16035) Consumers Don't Swallow Pharma Site Messages (33188) Doctors To Pharma: Don't Ditch The eDetailers (15454) Health Plan Sites Fail To Meet User Expectations (32788) IT At Work: Doctors, Nurses, Pharmacists, And Vets (17091) Online Rx Buying Goes Mainstream -- Not Overseas (16795) Pfizer Should Take Its Statin Battle With BMS Online (33193) Why Consumers Visit Physician Group Sites (33009)

EMAIL: Email this issue to a colleague.

PRINT: View a printer-friendly version of this issue.

VIEW ARCHIVE: View past issues of First Look.

TECHNICAL SUPPORT: Call the Client Resource Center
1 866/FORRESTER (1 866/367-7378) or +1 617/613-5730

UNSUBSCRIBE: We hope you like First Look. But if you want to unsubscribe, please go to our email subscriptions page.