Please login to the form below

Not currently logged in
Email:
Password:

Online marketing increasingly effective for pharma

comScore report shows branded sites can impact medicine usage

Digital online pharma marketing

Online direct-to-consumer marketing continues to remain an effective option for pharma companies, according to a new study.

The Eighth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry report published by comScore Health Solutions demonstrated that pharma online advertising has the highest viewability rates of ten industries benchmarked by the researchers, with 51 per cent of billions of advertisements assessed found to be 'viewable'. Other industries measured included travel, consumer goods and media/entertainment.

This is important as viewability – the degree to which an advertisement is actually seen by a consumer – has a large impact on the effectiveness of an advertising campaign. In this case viewability is defined as 50 per cent or more the advertisement appearing in the viewable frame of the web browser for at least one second.

Online Display Advertisement Viewability
Source: comScore vCE Benchmarks, Q4 2013

comscore body 

Click image for a larger version

A driving force for the continued growth of online advertising is new technology, with the report finding that consumers are turning to new platforms, such as mobile devices, to consume health-related content.

Despite concerns that brand sites might be an increasingly archaic form of marketing, comScore was able to show that these sites “provide sizeable lifts in both brand awareness and favorability”. This was particular true in terms of patient adherence; among patients who visited a branded website, there was a 14.7-point lift above a control group in terms of prescription refill activity.

"The importance of pharmaceutical branded websites continues to be high. Our research shows that regardless of how condition sufferers get to the site, that visit has a significant influence in those patients seeking treatment," said John Mangano, VP, comScore Health Solutions.

"Marketers should also take note of what devices consumers are using to engage with health-related content, as visitation to the category via mobile devices has increased by 36 per cent in just the past year”.

Mangano added that understanding how to reach consumers effectively through platforms such as mobile will help companies create better marketing and content strategies, whether they are targeting patients or prospects.

Article by
Tara Craig

17th July 2014

From: Marketing

Share

Tags

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Weber Shandwick

At Weber Shandwick, engagement has always been the cornerstone of health communications.We make health matter. Health is a basic human...

Latest intelligence

Patient journey mapping: exploring the clinical and the emotional journey
By Chris Hodgson, Neil Rees, Sumira Riaz and Karen Petticrew While we can all agree that the value of developing a patient journey map cannot be underestimated when exploring the...
Precision medicine at Blue Latitude Health
At Blue Latitude Health we have identified 90+ insights about commercialising precision medicines. Check out our video to get a run down on three core components of the commercialisation and...
Understanding the evolving CAR-T market
In 2017 the approval of the first CAR-T treatment took the world by storm, transforming the way cancer is treated, but two years later more than 500 CAR-Ts are in...

Infographics