Branded Pharmaceutical Websites Continue to Be Most Impactful in Driving Conversions Among Prospects and Patients
RESTON, Va., March 21, 2011 /PRNewswire/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released results from its fifth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry. The study supports previous findings that exposure to online display advertising and branded websites provides a positive lift in awareness and favorability toward pharmaceutical brands. Visitation to branded websites also continues to provide the most significant lifts in prospect conversion and patient refills. Conducted in conjunction with marketing innovation consultancy Evolution Road LLC, the study aims to provide marketers with insight into the impact of various online marketing activities on brand awareness, favorability, and sales.
Included in this study were results from exposure to banner ads, rich media, search marketing and branded sites, both among patients and prospects. The study examined data from surveys conducted over the past few years and comScore's permission-based one million person U.S. panel.
"With online marketing as an integral part of any comprehensive pharmaceutical marketing plan, it's important to understand how various online channels affect consumers' knowledge of a brand and propensity to use that brand," said John Mangano, vice president of comScore health marketing solutions. "Our benchmarking data continue to show that branded websites have the greatest impact on conversions and also reinforce the significance of display and search advertising in increasing awareness and favorability toward a brand."
Branded Websites Most Effective in Driving ConversionsSupporting previous findings, the study found that visitation to a branded website generated