Friday, June 03, 2005

Using patient-level data to measure the effectiveness of pharmaceutical online consumer marketing (eMarketing)

Using patient-level data to measure the effectiveness of pharmaceutical online consumer marketing (eMarketing)

 

By Jim Mansfield, Product Line Director, Consumer Programs, Verispan

Dec/2004

Objectives Every pharmaceutical brand employs online marketing (eMarketing) to advance the message of the brand to consumers. The objective of this study is to use patient-level data to determine the effectiveness of eMarketing in influencing consumers to fill and refill prescriptions.

Research Design and Methods We obtained from ComScore, an Internet market research company, a panel of consumer households that have accessed Nexium.us.com and Purplepill.com. We used Verispan’s patient-centric longitudinal database to match prescription retail and mail-order claims to develop cohorts of patients. Only consumers who were data-eligible were used in this study to control for eligibility and decrease any patient leakage.

Eligible patients totaled 4,200 and were classified as new to therapy, new to brand, or continued based on their claim history for the prior 12 months. A one-to-one matched- pair control group was developed by matching consumers on age (10-year buckets), gender, study brand prescriptions (claim counts), market prescriptions (claim counts), and plan (by last prescription). Conversion to therapy was compared to the control group. Conversion was defined as any consumer who had a prescription claim after accessing Nexium.com or Purplepill.com. Cumulative conversion rates and the time to convert were calculated for all cohorts.

Results

• Consumers who accessed the Web sites were classified as New to Nexium (new to brand), New to Nexium (new to therapy), and Continuing on Nexium cohorts. The percentage of consumers was found to be 26%, 64% and 10% respectively.

• The cumulative conversion rate for the New to Nexium (new to brand) cohort was 5% vs. 3% for the control group. This was statistically significant.

• The average time to convert for the New to Nexium (new to brand) cohort was 66 days vs. 74 days for the control group, which was approximately 11% faster.

Conclusions The findings document and prove pharmaceutical eMarketing increases patient conversion. This suggests an opportunity for pharmaceutical companies to expand online marketing during mass media campaigns. Results from these analyses can easily drive ROI models to determine a positive NPV for expansion or reallocation.

Jim Mansfield is Product Line Director, Consumer Programs at Verispan. He can be reached at Jim.mansfield@verispan.com

 

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1 comments:

dark_one said...

My name is John Diamond and i would like to show you my personal experience with Nexium.

I am 58 years old. I have bee taking Nexium on and off for 2 years. For the last 3 months I have been taking 1-40mg daily. I have been cycling for 10 years riding avg. of 150 miles a week. I noticed this year I had no energy. Was riding 4 to 5 times a week and could hardly go. A fellow rider told me last week about the vitimin B absorbtion problem and other side effects he had from Nexium. I quit the Nexium last week and I could really tell the differance in my energy level. I was riding regularly and watching what I ate but could not see a weight loss. Now I see that others are having the same problems. I had never had the itchy rectum problem in my life untill a couple of months ago, when I started back on the Nexium on a regular basis.

I have experienced some of these side effects-
Fatigue, weight gain, itchy rectum

I hope this information will be useful to others,
John Diamond

Nexium Side Effects