Friday, October 16, 2009

ComScore Prescribes Branded Web Sites As Most Effective For Pharma

Source: Media Post News
Gavin O'Malley, Oct 15, 2009 05:26 PM

Exposure to online media, including a brand's Web site and online ads, had a significant positive lift on a treatment's awareness and favorability, according to comScore's third annual study, "Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry."

The results also showed that visitation to a brand's website generated significant levels of incremental new patient "starts" and refills.

The study, performed in conjunction with pharmaceutical marketing consultancy Evolution Road, evaluated the impact of various online marketing activities including banner ads, rich media, search marketing and visits to a brand website on a pharmaceutical brand's awareness, favorability and sales results among both patients and prospects.

"A brand's Web site is the most effective online tactic for pharmaceutical marketers," said John Mangano, vice president of comScore marketing solutions. "Not only does it provide visitors with critically important information on the condition, treatment options and the drug itself, but it is also one of the few environments where a brand can build a dynamic and recurring relationship with its patients."

Added Mangano: "It is important though to realize that a brand's website is only one critical piece of a comprehensive marketing campaign that includes online display ads, search marketing and offline marketing working in unison to raise awareness, educate consumers and ultimately drive conversion."

The study found that branded Web sites were the most effective form of online pharmaceutical marketing, with existing patients increasing their refill rate nearly 25% compared to those who did not visit the site.

Patients who were new to a treatment increased an incremental 11.9% higher than the control. Exposure and interaction with rich media ads also improved refill rate among existing patients with a 14% lift versus the control group.

Additionally, the study found that online advertising and branded websites had a significant positive impact on awareness and favorability among patients and prospects.

For prospects, exposure-only to an ad increased both aided and unaided brand awareness, with increases of 4.1% and 4.2%, respectively.

Pharma websites played the greatest role in increasing awareness and favorability among patients and prospects. Prospects exhibited an 18% lift in favorability after visiting a branded website, while patients reported a 17.2% lift.

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