Is unbranded the new branded?
Online consumers of health information are showing considerable interest in unbranded Websites from pharma companies.
By Joshua Slatko
For many marketers, branding isn't everything - it's the only thing. But such an approach may lack the subtlety to attract those - like me - to whom branded marketing is largely irritating, or who are susceptible to the vaguely queasy feeling of being "sold to."
Our friends at Manhattan Research, who positively revel in trends like this, have confirmed this impression in their latest research on the subject. According to the wonks at MR, more than half of the folks they call ePharma Consumers (consumers online for pharma info) have used or are interested in using unbranded Websites from pharma companies. And only a small share of consumers are not interested in or mistrust unbranded Websites from pharma companies, indicating that there is an opportunity to engage consumers with these types of properties if the right approach is taken.
This would not be a new path for pharma - only the reappearance of an old one.
"During the early days of digital marketing in the pharmaceutical industry, unbranded Websites were the primary form of online communication, with Websites like MSWatch.com serving as pharma’s first foray into the online space," says Maureen Malloy, healthcare marketing analyst at Manhattan Research and lead analyst for the unbranded Website research. "As the online health landscape matured, though, pharma digital strategies evolved to the point that for many brands, a product Website became the central component of a product’s online content portfolio."
In the early days of eHealth, MR analysts tell us, consumers primarily used the Internet to research information sporadically, likely in response to new health concerns such as symptoms or side effects. But in today’s environment of increased broadband access, patients are now more likely to use digital resources for education and support at multiple points throughout the treatment continuum, and the resources they use vary by situation in the life cycle of the disease, with BrandX.com well towards the bottom of the list.
"Consumer health information-seeking and industry trends indicate that a product Website alone is insufficient for carrying a digital strategy," Ms. Malloy says. "Consumers are using a broad variety of online resources at multiple points throughout the disease and treatment continuum, especially during the earlier stages of condition assessment. In fact, the product site tends to be one of the least-frequently visited resources when consumers are researching product information online. Consequently, many marketers are trying to expand their 'net' to reach patients at multiple points where consumers conduct research online, rather than concentrating their efforts on the product Website as a destination."
MR's study findings suggest that unbranded strategies are complementary assets to product-focused content and can extend a brand’s reach throughout the patient life cycle. True to their design, unbranded Websites are successful in driving visitors to search for additional condition and prescription drug information online, while product Website visitors are more likely to be on therapy and further down the marketing funnel.
"The most effective strategic objectives for [unbranded] sites tend to be to boost relationship marketing programs, to fill resource gaps in certain therapeutic categories, and to connect with patients in a more personable, relatable way than product messaging," Ms. Malloy says.
But FDA is paying increasing attention.
"Until recently, [unbranded sites] have faced less regulatory scrutiny," Ms. Malloy says. "Certainly a recent FDA warning letter sent to Novartis regarding two unbranded Websites is going to shake up this tactic as they did search engine marketing."