Online pharmaceutical marketing continues to produce results, reports comScore in a new study. The 7th annual “Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry” study details the successes of online direct-to-consumer (DTC) marketing, showing some brand awareness and favorability lifts from exposure to online banner ads, but greater impact from branded website visits. Additionally, site visitation tends to provide a significant lift in Rx conversion rates.
Looking at branded website visits, the study determines that prospects who visited a site demonstrated a 14.8-point lift in aided awareness and an 8.8-point lift in unaided awareness. Prospects visiting a branded website also showed a 10.9-point lift in favorability to the brand, and an impressive 30.3-point lift in intent to discuss treatments. Among patients, favorability lift was 14 points and the boost in intent to discuss treatments was 14.3 points. Read the rest at MarketingCharts.