Who’s Searching and Why?

Recently, Compass Healthcare Communications conducted a study of over 100 brands consistent with the brands the agency was built to serve—pharmaceutical and biopharmaceutical brands, in online conducive therapeutic categories, with small or limited budgets, whose target audience is readily available online. The study explored the habits of those people searching on specific drug names. What we found was both revealing as well as exciting.

• 92% of these searchers are consumers (patients or caregivers)
• 19% have an unfilled script in their hands. Why are they looking for more information if they already have a script in their hands? We call it "Script Verification". The patient has spent a few minutes with the doctor; they received a script and now they want to make sure what it’s all about.
• 50% are existing patients or caregivers of patients on the brand. Do you have a compliance program, thinking of starting one? Want to offer your loyal customers a coupon? Would you like to provide them the reasons why staying on therapy is a smart choice? Well these folks would like to hear about it. (In fact over 55% of these searchers would like to receive eMail from you, the brand).
• 10% have been diagnosed but are not currently on a product. Would you like to educate them about their options? Since they have yet to commit to a particular course of therapy, you have the opportunity to help these patients explore those options that best suit their needs.
• 4% are on a competitive product—but searching on a different competitive brand. How would you like to reach them with a switch message?
• 5% are healthcare providers (HCPs)—doctors, nurses, etc looking for information about the brand.