Nearly 20% of consumers frustrated with medication sites, Keynote finds
The ability to easily locate informaiton on an e-commerce site helps influence sales and conversions – and that’s apparently true for the marketing sites of prescription drugs as well. New data from Keynote Systems, based on its examination of the interaction of 2,000 consumers with 20 leading prescription drug web sites, determined that the top drivers of consumer action were all related to information access.
Consumers accessing these sites have different expectations than they do other commercial sites, with some looking for very basic information and some seeking detailed information, notes Lance Jones, associate director of competitive research for Keynote. In fact, 19% of consumers surveyed said that the disease condition and prescription drug information available on the web was too basic, and 17% said they had trouble finding the information they wanted. However, “The sites that excel in quickly providing consumers with the information they want also excel in driving patients to discuss the drug with their doctors,” he says.
In general, access to the latest news and information, patient success stories and expert advice and articles had the greatest effect in driving consumers to talk to their doctors about a prescription drug.
One of the five prescription categories in the study was drugs targeting allergies. The web site for Nasonex topped the web sites of three other leading allergy prescription drugs in consumers` opinion. 37% of site visitors said they were likely to discuss the medication with their physician. 31% said they intended to request or use the drug, a figure nearly twice as high as one of the other drugs, which recorded just 16% of visitors saying they intended to use or request the drug.
Cholesterol drugs Lipitor and Crestor had the most successful sites in their category. 34% of visitors to the Lipitor site and 31% of visitors to the Crestor site reported an interest in discussing the medication with their doctor. Crestor led in driving consumers to the say they intended to use the drug or request it from their doctors, a figure well above the poorest-performing site in the category, which drove just 13% of visitors to request the drug from their physician.
Back...
