Hot Topics / Healthcare Highlights
Unbranded Websites

Pharma marketers are increasingly interested in unbranded online initiatives because of looming DTC restrictions, a growing emphasis on improving customer care, and to extend the reach of their brands, according to a new Manhattan Research report, Unbranded Websites: Extending Brand Reach throughout the Patient Life Cycle, which offers pharma marketers key data, insights, and strategic considerations. The research shows that more than half of e-pharma consumers have used or are interested in unbranded websites because they are open to the value they can provide, noted Monique Levy, Senior Director of Research. In general, product sites are mostly researched by consumers after diagnosis, while patients in the early stages of a disease are more likely to visit unbranded websites. A complementary strategy using both allows marketers to reach a wider net of patients on the treatment continuum, said Maureen Malloy, Healthcare Marketing Analyst.

Consumers want practical help from unbranded sites such as how to find a specialist, tools to help manage their condition, or information about an uncommon disease, said Levy. She added that the content depends on a variety of issues including marketing goals, therapeutic category, and competitiveness of the drug. One great example is www.PKU.com from BioMarin. According to Malloy, the site focuses on a niche disease (phenylketonuria) lacking online resources and was successful because it gave a small patient population a platform where they could share their experiences through a variety of social media features. “The extent to which a company can benefit from unbranded strategies varies greatly by disease category and product situation, but under the right circumstances, this type of investment can support lead generation, relationship marketing, and awareness and education initiatives,” said Malloy. “A recent warning letter sent about two Novartis unbranded websites will likely lead to a more conservative approach by most brands.” — A.M.