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디지털 활동 동향 : 유방암

Digital Landscape: Breast Cancer

리서치사 GlobalData
발행일 2018년 09월 상품 코드 703431
페이지 정보 영문 155 Pages
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디지털 활동 동향 : 유방암 Digital Landscape: Breast Cancer
발행일 : 2018년 09월 페이지 정보 : 영문 155 Pages

세계의 주요 국가(미국 및 EUCAN 회원국 : 캐나다, 영국, 독일, 프랑스, 이탈리아, 스페인)에서 제약 기업이 유방암(Breast Cancer) 치료제 개발의 촉진·계발 활동을 지원하기 위해 주력하고 있는 각종 디지털 활동(브랜드약 웹사이트, 비브랜드약 계발 활동, 소셜미디어/모바일 앱 등)에 대해 분석하여 전해드립니다.

목차

  • 개요
  • 최근 동향
  • 시장 환경·분석
    • 미국 : 환자 대상 활동
    • 미국 : HCP(의료기관) 대상 활동
    • EUCAN : 환자 대상 활동
    • EUCAN : HCP 대상 활동
  • 분석 방법

분석 대상 기업 : Pfizer, Novartis, AstraZeneca, Roche/Genentech, Eli Lilly, Eisai, Puma Technology, Celgene, R-Pharma, MidatechPharma, Kwoya Kirin, TerSera Therapeutics, Amgen

KSA 18.10.05

"Digital Landscape: Breast Cancer", analyzes digital activities undertaken by pharma in support of therapies for Breast Cancer.

  • The report includes digital activities directed towards patients and/or HCPs
  • The geographic scope of the report is the United States, EUCAN(Canada and the 5EU countries: UK, Germany, France, Italy & Spain).
  • The main focus of the report is hormonal and targeted therapies, and certain branded chemotherapy drugs.

Key Highlights

  • US Patients: Strong digital support for US breast cancer patients in the US, particularly from Pfizer, Novartis and AstraZeneca. Most recent branded activity seen from Lilly and Novartis in the CDK4/6 inhibitor space. Most unbranded and social media activity focuses on supporting patients with metastatic breast cancer. Few breast cancer-specific mobile apps detected in the US.
  • US HCPs: There is little support for HCPs in the breast cancer space beyond branded. AstraZeneca, Genentech, Novartis and Pfizer offer examples of strong branded resources. The pharma-sponsored unbranded and mobile app landscapes are sparse. Opportunities may exist to develop or sponsor content with trusted non-pharma organizations. HCP-directed social media activity restricted to posts from corporate accounts.
  • EUCAN Patients: Good support for EUCAN breast cancer patients from pharma, particularly those in France. Support is weakest in the UK and Spain. Strong unbranded support but no multi-country, local-language campaigns seen. Majority of unbranded sites supported by social media. Good examples of pharma-sponsored mobile apps. Features include disease tracking and reminders, as well as emotional support.
  • EUCAN HCPs: Limited pharma-sponsored support for EUCAN HCPs in breast cancer, with most activity seen in Germany. The unbranded and mobile app landscapes are undeveloped, and like the US, partnerships with non-pharma organizations may offer more effective opportunities to engage with and support HCPs.

Companies Mentioned: Pfizer, Novartis, AstraZeneca, Roche / Genentech, Eli Lilly, Eisai, Puma Technology, Celgene, R-Pharma, MidatechPharma, Kwoya Kirin, TerSera Therapeutics, Amgen.

Scope

  • This report analyzes digital activities undertaken by pharma in support of therapies for breast cancer.
  • The report includes digital activities directed towards patients and/or HCPs, including branded websites, unbranded disease awareness initiatives, social media and mobile apps.
  • The report is based on analysis conducted by a combination of GlobalData's digital and disease-specific teams. It also includes analysis of data licensed from third parties e.g. website traffic, search engine optimization (SEO), digital display advertising, mobile app downloads, and social media interaction.
  • The geographic scope of the report is the United States, Canada and the 5EU (UK, Germany, France, Italy & Spain), with EUCAN used as an abbreviation for Europe and Canada throughout.
  • This report covers the research period from January 2017 - March 2018.

Reasons to buy

  • Our Digital Landscape report provides an analysis of pharma multichannel activity in the digital breast cancer space, and can assist our pharma clients derive value in a number of ways.
  • Competitive Intelligence: Track and compare key competitor activity across channels and identify key trends in breast cancer
  • Digital Strategy: Strengthen corporate digital excellence, learn from industry best practice, and identify opportunities for novel digital campaigns
  • Support new brand launch: See best practice examples of pre- and post-launch digital activities, ascertain must-have digital assets for patient and HCP engagement, and assess potential gaps and opportunities for pipeline brands
  • Business Development & Licensing: Assess topics and trends shaping digital health in breast cancer and beyond, and learn about key patient and physician online activities in breast cancer.

Table of Contents

  • Executive Summary
  • Recent Developments
  • Landscape & Analysis
  • >US: Patient-directed Activities
  • >US HCP-directed Activities
  • >EUCAN Patient-directed Activities
  • >EUCAN HCP-directed Activities
  • Methodology
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