Oncology Drug Websites Foster Loyalty and Brand Growth

Oncology Drug Websites Foster Loyalty and Brand Growth

CHAPEL HILL, N.C., Feb. 8 /PRNewswire/ -- As doctors and patients increasingly turn to the Internet for information on diseases such as cancer, savvy pharmaceutical companies will package online information and services in a manner that fosters loyalty and brand growth.

Pharmaceutical companies use their oncology websites for a variety of purposes, but the chief justifications for online efforts are raising overall awareness about diseases and treatments among physicians, KOLs and patients, the pharmaceutical research and consulting firm Best Practices, LLC, discovered in a recent study.

Eighty-seven percent of the companies surveyed stated that their top priorities with their online tools are to raise awareness of physicians and to raise awareness of patients. Only one-quarter of those surveyed said that raising their market share was a key concern.

From benchmark research and analysis, Best Practices identified key trends and best practices in using the Internet as a marketing and value-added service tool for patients, physicians and thought leaders in the oncology marketplace. Findings from "Oncology Marketing: Using Web Sites to Build Brand Equity and Loyalty" can be found at http://www3.best-in-class.com/br44.htm .

In studying 17 top-selling oncology drugs from nine companies, Best Practices discovered several key findings for oncology marketing departments:

-- High performers design their oncology websites to complement both
product-specific and corporate branding efforts.
-- Significant gaps exist between what information and services
physicians, KOLs and patients want -- and what pharmaceutical
companies provide. Companies and brands can advance by better aligning
their oncology websites with key constituent needs.
-- Companies can use their oncology websites as a platform to better
serve oncologists and patients by providing clinical trial resources
that both inform and help recruit potential investigators and
patients.



More detailed information from "Oncology Marketing: Using Web Sites to Build Brand Equity and Loyalty" can be found at the Free Study Findings of the Business Excellence Board section of Best Practices, LLC's website. You can access the information here at http://www3.best-in-class.com/br44.htm .

The Business Excellence Board (BEB) is a premium membership service of Best Practices LLC, providing ongoing decision support to corporate executives through on demand benchmark research, database access, and best practice information exchange. To learn more visit our website at http://www3.best-in-class.com/br44.htm .

For information on this research study or to ask about BEB membership, contact Cameron Tew at ctew@best-in-class.com or 919-403-0251 ext.246.

ABOUT BEST PRACTICES, LLC

Best Practices, LLC is a research and consulting firm that conducts work based on the principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class organizations.


Source: Best Practices, LLC

CONTACT: Cameron Tew of Best Practices, LLC, +1-919-767-9246, or
ctew@best-in-class.com

Web site: http://www3.best-in-class.com/br44.htm
http://www.best-in-class.com/
http://www.benchmarkingreports.com/


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