Posted on 11/25/2022 10:37Modified on 11/25/2022 10:40

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Pfizer Korea and Hanmi Pharm were evaluated as 'excellent' for on-line digital marketing activities



MEDIGATE has surveyed 1826 medical doctors on ‘The name recognition and the membership admission rate for the healthcare portal site of pharmaceutical firms’ [관련기사=의사들이 본 디지털 마케팅 잘하는 회사는...화이자·한미약품] 
 
[MedigateNews] ‘HMP’ of Hanmi Pharm. Co., Ltd. which has a long-standing tradition of on-line and digital marketing continued to secure top place in the same line of business in Korea this year as well. The race is followed by ‘Whodadoc’ of Ildong Pharm. Co., Ltd., ‘UMedi’ of Yuhan Corp., and ‘MEDIFLIX’ of Dong-A ST, a latecomer which opened at the end of last year also trails closely behind.     
  
MEDIGATE, a Korean doctor web portal, has surveyed 1826 doctors on 'Utilizing on-line and digital marketing of medical doctors' and has released the results of the survey.  
 
Domestic pharmaceutical firms showed the upper hand for the membership admission rate
 
According to the results of this survey, ‘HMP’ of Hanmi Pharm. Co., Ltd. has the highest name recognition rate with 63.9% on the healthcare portal site of pharmaceutical companies. ‘HMP’ of Hanmi Pharm. Co., Ltd. is ranked unyieldingly on first place with an increase of 13.9%p compared to the previous year.      

In the survey, the name recognition rate on this was conducted following the way the person chooses a site that has been heard the name of the website at least once and enabled it to respond in duplicate.

The name recognition for ‘Doctorville’ of mcircle Corp. which is used by Daewoong Pharm. Co., Ltd. was 56.5%, ‘Whodadoc’ of Ildong Pharm. Co., Ltd. was 32.6% with an increase of 6.5%p and 2.6%p compared to the previous year, respectively.             

Whereas, ‘Msdconnect’ of MSD was 20.0% and has decreased sharply 15.7%p compared to the previous year. Consequently, this year it marked 4th place.      

‘Pfizerpro’ of Pfizer Ltd. has increased 8.6%p year on year to 19.8% and this year it marked 5th place. On the 6th placed ‘UMedi’ of Yuhan Corp. has increased 10.4%p year on year to 18.8%, ‘GSKpro’ of GSK has increased slightly 1.1%p year on year to 17.8% and it marked 7th place. On the 8th place, ‘Mediview’ of Chong Kun Dang Corp. has increased 3.4%p year on year to 17.3%.  

‘MEDIFLIX’ of Dong-A ST (14.5%) and ‘BR!dge’ of Boryung Pharm. Co., Ltd. (10.4%) came in 9th  and 10th place, respectively. Although MEDIFLIX and BR!dge which opened at the end of last year and are both latecomers, they were ensconced in the top ten through their enthusiastic promotion activities.

‘Handokpro’ of Handok 10.2%(New), ‘sanofielink’ of Sanofi-Aventis Korea Co., Ltd. 9.5%(+0.4%p), ‘Organon connect’ of Organon Korea 9.3%(+3.2%p), 'Medihub' of Novartis 9.3%(+0.7%p), and ‘Janssen Pro' of Janssen Korea Ltd. 6.6%(+2.5%p), etc., were hovering outside the top ten.

In addition, AstraZeneca 'azlive' 6.6%, BMS Pharm. Korea Ltd. 'bmson' 4.8%, Novo Nordisk 'pro.novonordisk' 4.4%, and Amgen ‘Smartamgen’ 3.4%, etc., have entered the market. The name recognition rate for ‘linktoviatris’ of Viatris was 9.0% last year but has decreased 5.7%p year on year to 3.3%.

The membership admission rate has been low across the board unlike the name recognition rate, but domestic big pharmaceutical firms have displayed a relatively high-ranking position on the list.  

The membership admission rate for ‘HMP’ of Hanmi Pharm. Co., Ltd marked 1st place   

The membership admission rate for ‘HMP’ of Hanmi Pharm. Co., Ltd. has increased 7.0%p year on year to 51.5% and it marked 1st place this year.  ​

The membership admission rate for ‘Doctorville’ of mcircle Corp. which is used by Daewoong Pharm. Co., Ltd. was 44.1%, ‘Whodadoc’ of Ildong Pharm. Co., Ltd. was 24.1% with an increase of 2.6%p and 0.3%p compared to the previous year, respectively.    

On the whole, this showed that the membership admission rate rose this year as the ‘Not Applicable (N/A)’ accounted for 22.8% and has decreased 0.8%p compared to the previous year.      

‘UMedi’ of Yuhan Corp. and ‘MEDIFLIX’ of Dong-A ST were tied for 5th place with 7.7% respectively. UMedi showed increase of 4.8%p from the year before, and MEDIFLIX recorded a relatively high membership admission rate considering it’s a start-up website.  

‘Mediview’ of Chong Kun Dang Corp. has increased 1.8%p year on year to 6.5% and it marked 8th place this year in both the membership admission rate and the name recognition one. ‘Msdconnect’ of MSD recorded 6.6% this year with a negative growth rate of -7.6%. ‘Pfizerpro’ of Pfizer Ltd. has increased 2.1%p year on year to 5.4% and its membership admission rate was way down compared to the name recognition one.

‘GSKpro’ of GSK has increased 0.5%p year on year to 5.4% and was ensconced in the top ten. ‘BR!dge’ of Boryung Pharm. Co., Ltd. 4.0%(New), ‘Organon connect’ of Organon Korea 3.7%(+2.2%p), ‘sanofielink’ of Sanofi-Aventis Korea Co., Ltd. 3.0%(-1.5%p), ‘Handokpro’ of Handok 2.9%(New), and 'Janssenpro' 2.0%(+1.0%p) of Janssen Korea Ltd. were hovering outside the top ten.

Aside from these, Viatris ‘linktoviatris’ 1.6% (-3.5%p) and Novartis 'Medihub' 1.5%(-1.9%p) have underperformed and BMS Pharm. Korea Ltd. 'bmson' 1.4%, Amgen ‘Smartamgen’ 1.2%, Novo Nordisk 'novonordisk' 1.0%, and AstraZeneca 'azlive' 0.9%, ect., were just over 1%.  

Taken together, the membership admission rate for websites run by foreign pharmaceutical corporations, 'Janssen Pro' of Janssen Korea Ltd., 'azlive' of AstraZeneca, and 'Medihub' of Novartis, etc., was lower than the recognition rate. Compared to the previous year, the membership admission rate of Yuhan Corp. ‘UMedi’, GSK ‘GSKpro’, Chong Kun Dang Corp. ‘Mediview’, and Dong-A ST ‘MEDIFLIX’, etc., has risen significantly more than the recognition rate, and its characteristic is that all of them are domestic pharmaceutical firms except for GSK.

 Which pharmaceutical firms were evaluated as 'excellent' for on-line digital marketing activities? … Pfizer and Hanmi Pharm. 
 

Among foreign pharmaceutical firms whose digital marketing activities were evaluated as 'excellent' by medical doctors, Pfizer has taken top spot for two years in a row. It was followed by GSK and MSD. Hanmi Pharm. Co., Ltd. has taken first place for the third year in a row among domestic pharmaceutical firms, and it was followed by Daewoong Pharm. Co., Ltd., Daewoong Bio and Chong Kun Dang Corp.

Pfizer Ltd. was evaluated with the highest rating with 28.4% among foreign pharmaceutical corporations, followed by GSK 16.7%, MSD 11.8%, Novartis 6.5%, Organon Korea 4.7%, AstraZeneca 4.2%, Bayer Korea Ltd. 3.5%, Sanofi-Aventis Korea Co., Ltd. 3.5%, Lilly 3.0%, Janssen Korea Ltd. 3.0%, Novo Nordisk 3.0%, Amgen 2.4%, Viatris 1.5%, Boehringer Ingelheim Korea 1.4%, and abbvie Korea 1.3%.  

Among domestic pharmaceutical firms, Hanmi Pharm. Co., Ltd. has topped with 29.9% as an on-line and digital marketing. Daewoong Pharm. Co., Ltd. 22.2%, Daewoong Bio 6.0%, Chong Kun Dang Corp. 4.6%, Ildong Pharm. Co., Ltd. 4.3%, and GC Biopharma Corp. 3.8%, etc. came next. It was followed by Yuhan Corp. 3.8%, Boryung 3.6%, Dong-A ST 3.3%, Celltrion 3.3%, JW Pharm. 2.4%, LG Chem., Daewon Pharm. Co., Ltd., SK Chemicals were 2.3% respectively and HK inno.N was 2.2%.

By Min-ji Seo

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