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May 17, 2006
PRESS RELEASE
Prescription Drug Web Sites Could Be Healthier, Reports Keynote
- Keynote Study Finds 20% of Remedy Seekers Frustrated with Drug Web Sites
- Consumers Seeking More and Easier Access to Information
- Study Examines Customer Experience Across 20 Leading Prescription Drug Sites
- Sites for Allergies, Depression and High Cholesterol Evaluated for Success in Driving
Consumers to Discuss Medication with their Doctors
SAN MATEO, Calif., — May 17, 2006 — New competitive intelligence from
Keynote Systems (Nasdaq: KEYN), The Internet Performance Authority®, details the consumer's online experience
while researching medical conditions and leading prescription drugs online – and determines which sites and online
features are most effective at driving patients to their doctors to discuss medications. The Keynote Best Practices Study
of Pharmaceutical Web Sites is based on an examination of the online experience of 2,000 consumers as they interacted with
20 leading prescription drug Web sites.
The study examined the leading prescription drug sites in the allergies, depression, high cholesterol, migraines and overactive
bladder condition categories. Web sites for prescription drugs developed, produced or marketed by the following leading pharmaceutical
companies were evaluated during the study: Abbott Laboratories (NYSE: ABT), AstraZeneca (NYSE: AZN), Eli Lilly (NYSE: LLY), Forest
Pharmaceuticals (NYSE: FRX), GlaxoSmithKline, Merck (NYSE: MRK), Ortho-McNeil Pharmaceutical, Pfizer (NYSE: PFE), Schering-Plough
(NYSE: SGP), Valeant Pharmaceuticals (NYSE: VRX) and Wyeth Pharmaceuticals (NYSE: WYE).
Consumers Seeking More Information, Easier Access to Information
Across all conditions, the leading frustration among consumers researching conditions, medications, and condition-related
lifestyle decisions is with the level of information available on the condition or drug, and the ease of accessing that
information. Approximately 1 in 5 consumers (19%) expressed the opinion that the condition and drug information available
on the Web was too basic – and about 1 in 6 consumers (17%) said they had difficulty finding the information they
were looking for.
"Drug and condition Web sites have very unique challenges," said Lance Jones, associate director of competitive
research for Keynote. "Consumers come to these sites with very different requirements and expectations than they do to other
informational or commercial sites. Some are seeking very basic information and some are seeking very detailed information. However,
it is quite clear that consumers in general are not completely satisfied with the quality of information available online and the ease
of locating this information. The sites that excel in quickly providing consumers the information they want also excel in driving
patients to their doctors to discuss the drug in question."
The Keynote study measured more than 100 metrics for each site and captured both consumer attitudes and behaviors to determine
which drug sites excelled in driving consumers to discuss the drug with their doctor and/or request a prescription.
Keynote Best Practices Study
Pharmaceutical Web Sites
Sites
Most Successful at Driving Patients to Discuss Drug with their Doctor
By Condition Category |
Condition |
Allergies |
Depression |
High Cholesterol |
Migraine |
Over Active Bladder |
Leading Web Site |
Nasonex |
Lexapro |
Lipitor |
Zomig |
Ditropan XL |
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Keynote determined that the top drivers of consumer action were all related to information access, with access to the latest
news and information, patient success stories and expert advice and articles having the greatest impact on driving consumers to
talk to their doctors. Consumers self-reported that they are most interested in information on the triggers and causes of conditions,
tips for coping with the condition and treatment options.
Nasonex Top Site in the Allergies Category
Nasonex was the clear leader in the Allergy condition category in terms of its Web site generating interest and intent for the
consumer to discuss or request the medication with their doctors. Approximately 4 out of 10 (37%) of visitors to the Nasonex reported
they were likely to discuss the medication with their doctor. More than 3 in 10 (31%) visitors to the Nasonex site reported an
intention to request or use the medication, a figure nearly twice as high as another major brand name allergy drug which recorded
just 16% of visitors intending to request or use the drug. In terms of Web site features, consumers were most interested in
information on tips for coping with allergies.
Lexapro, Zoloft Top Sites in Depression Category
Lexapro was the leading site in a highly competitive depression drug category with 35% of visitors to its site during the study
reporting an interest in discussing the medication with their doctor, as compared to an industry-wide average of 33% expressing such
an interest. 1 in 5 (20%) of visitors to the Lexapro site said they intended to request the medication from their doctors - a figure
similar to visitors to the Zoloft site (21%). Consumers self-reported that tips for coping with depression was the site feature they
were most interested in; however, success stories of medication users had the greatest impact on actual likelihood to request the
medication.
Lipitor, Crestor Top Sites in Cholesterol Category
Lipitor and Crestor were the most successful sites in the Cholesterol category, with 34% of visitors to the Lipitor site and 31% of
visitors to the Crestor site reporting an interest in discussing the medication with their doctors. Crestor led in driving consumers
to request a prescription for the medication from their doctors. The poorest performing site drove just 13% of visitors to request the
medication, as compared to an industry-wide average of 23%. Consumers were most interested in finding information about diet and
exercise to combat high cholesterol. Finding the latest news about high cholesterol had the highest correlation to success in consumers
stating an intention to request a prescription for the drug from their doctor.
Zomig Top Site in Migraine Category
Zomig was the most successful site in the Migraine category driving 46% of visitors to report an intention to discuss the medication
with their doctor - and 38% to request a prescription from their doctor. These figures were significantly higher than the poorer
performing sites in the condition category, with just 17% of visitors to a competitor Web site reporting an intention to request a
competitive drug. Consumers visiting migraine Web sites were most interested in the triggers and causes of the condition.
Ditropan XL Top Site in Over Active Bladder Category
Ditropan XL was the most successful site in the over active bladder category, driving 52% of visitors to the intention to discuss
the medication with their doctors, the highest success rate across all conditions and Web sites studied. Visitors to the over active
bladder condition and drug sites were most interested in tips for coping with the condition.
The following prescription drug Web sites were evaluated:
- For Allergies: Allegra (Sanofi-aventis); Flonase(GlaxoSmithKline); and NASONEX (Schering-Plough); ZYRTEC (Pfizer).
- For Depression: EFFEXOR XR (Wyeth Pharmaceuticals); Lexapro (Forest Pharmaceuticals); Paxil (GlaxoSmithKline); PROZAC
(Eli Lilly) and Zoloft (Pfizer).
- For High Cholesterol: CRESTOR (AstraZeneca); Lipitor (Pfizer); TriCor (Abbott Laboratories); and ZOCOR (Merck).
- For Migraines: IMITREX (GlaxoSmithKline); Maxalt (Merck); MIGRANAL (Valeant Pharmaceuticals); RELPAX (Pfizer); and Zomig
(AstraZeneca).
- For Overactive Bladder (OAB): Detrol LA (Pfizer) and DITROPAN XL (Ortho-McNeil Pharmaceutical).
For an abstract about Keynote's competitive intelligence study of prescription drug Web sites view:
www.keynote.com/downloads/cem/Keynote_Pharma.pdf
For more information about Keynote's Competitive Intelligence offerings view:
www.keynote.com/solutions/competitive_intelligence_tpl.html
In addition to the banks listed above, the following bank sites were included in the Keynote WebExcellence Scorecard: BB&T,
Citizens Bank, Commerce Bank, E*Trade Bank, Fifth Third Bank, First National Bank, First Tennessee Bank, Hibernia National Bank, HSBC,
Huntington, Key Bank, LaSalle Bank, M&I Bank, National City, NetBank, PNC, Regions Bank, Sovereign Bank, SunTrust
Bank, TD Banknorth, Union Bank of California, U.S. Bank, Wachovia, Washington Mutual and Webster Bank.
Customer Experience Management
Keynote's customer experience management (CEM) services offer both competitive intelligence
studies and custom engagement services examining best practices and consumer attitudes and behavior on the Web.
To learn more about Keynote’s CEM solutions, visit:
www.keynote.com/solutions/customer_experience_management.html
About Keynote
Founded in 1995, Keynote Systems (Nasdaq "KEYN") is the worldwide leader in services that improve online business performance and
communications technologies. Keynote helps approximately 2,300 corporate customers and 11,000 individual subscribers become "the
best of the best" online. The business premise supporting Keynote's mission is: "Online businesses can't manage what
they don't measure." As an independent and trusted third-party, Keynote provides IT and marketing executives with
unbiased benchmarking data, competitive analysis and operational metrics from the customer perspective. This data measures
service levels and customer experience of Web sites, broadband services and mobile communications.
Known as The Internet Performance Authority®, Keynote manages a market-leading infrastructure of 1,600+ measurement computers
and mobile devices in over 114 locations and 66+ metropolitan areas worldwide that assess service levels and a panel of over 160,000
consumers who participate in interactive Web site tests that assess user experience. These online user experience tests capture customer
attitude and behavior to answer the critical "why" behind the "what." Keynote's geographically distributed measurement services, on-site
monitoring appliances, competitive intelligence and custom studies ensure that its customers outpace their competitors in online service levels and overall user experience.
Keynote Systems, Inc. is headquartered in San Mateo, California and can be reached at www.keynote.com or by phone in the U.S. at 650-403-2400.
Keynote, The Internet Performance Authority and Perspective are registered trademarks of Keynote Systems, Inc. Other trademarks are the property of their respective owners. © 2006 Keynote Systems, Inc.
Editorial Contacts:
Dan Berkowitz, Keynote Systems, (650) 403-3305, dan.berkowitz@keynote.com
Dan Cahill, Roaring Communications, (415) 552-3999, dcahill@roaringcommunications.com
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