Online pharmaceutical marketing continue to produce results, says comScore in its latest annual “Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry” study. The study – based on a review of 163 pharmaceutical studies conducted on behalf of various brands – indicates that visits to branded pharma sites not only fuel greater brand awareness and favorability, but also impact prospect conversions. For example, there was an average 9.4-point lift above control in new patient starts among prospects who had recently visited a branded website. That refers to the propensity for prospects to begin treatment with the branded medication and become a patient.
That lift was slightly less than seen in last year’s study, but still substantial. The lift was even greater among patients: there was a 14.7-point lift above control in prescription refill activity among patients who had recently visited a branded site. Read the rest at MarketingCharts.