Pharma Brands’ Online Marketing Efforts Credited With Lift in Offline Conversions

July 14, 2014

This article is included in these additional categories:

Brand Metrics | Digital | Display & Rich Media | Mobile Phone | Paid Search | Pharma & Healthcare | Search Engine Optimization | Tablet

comScore-Online-Pharma-Mktg-Effectiveness-July2014Online 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.

As with last year’s study, this year’s report indicates that natural search-referred traffic had the highest lift (+13.9 points) in terms of prescriptions filled by prospects. Incremental conversion for prospects was lower for paid search-referred traffic (+9.3 points).

Separately, the study reveals that pharma enjoys the highest viewability rate of any industry. Based on a study of billions of pharmaceutical online ad impressions across 15 brands, comScore determined that 51% were viewable, meaning that 50% or more of the ad appeared in the viewable frame of the web browser for at least one second. That was slightly higher than the comparable rates for travel (49%) and health (48%), among others.

Finally, the study notes a 36% year-over-year increase in visits to health-related content via mobile devices. As of January of this year, comScore data indicates that half of online time spent with health-related content occurs via smartphones and tablets, while a recent Millennial Media report revealed that pharma brands increased their mobile ad spending on the platform by 481% year-over-year during Q1.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This