Thursday, May 27, 2010

20 top brand websites of last year by physician specialty

Thanks to Jairaj Mashru, brand engagement manager at Stinson Brand Innovation, for today’s blog post.

Manhattan Research, a global pharmaceutical and healthcare market research and strategic advisory firm, conducts an annual survey among physicians to determine their most popular destinations for information about pharmaceutical products on the world wide web.

In 2009, Shire was in the lead with a website for its ADHD product, Vyvanse®. Merck represented ‘big pharma’ with three appearances with its product for Type II Diabetes, Januvia® as the most popular among endocrinologists and PCPs. Genetech’s Avastin® made it to the top of the list among hematologists and oncologists. Other noteworthy mentions include GSK’s Advair®, and Crestor® from AstraZeneca.

While product sites are only part of the mix today, understanding how these resources are being used by physicians can make a huge difference in their effectiveness as a medium to communicate and share information. It is also important to note that the content and navigation of a website are just as important as the marketing of the website.  That is, reach and relevance are equally important.

Here’s the full list of the top sites across 20 specialties.

2009 Top Product Sites Among U.S. Physicians
Ranked by number of physician visitors 

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