Branded Website Best Online Marketing Tactic for Drugs
Getting patients to visit a branded website is the most effective online marketing tactic for pharmaceuticals, a new study from comScore and Evolution Road finds.
The study evaluated the impact of banner ads, search marketing, and visits to a brand Web site on a brand’s awareness, favorability and sales results among both patients and prospects.
The study found that getting a patient to visit a branded Web site is the most effective form of online pharmaceutical marketing, with an incremental patient adherence rate nearly 20 percentage points higher than among those who did not visit the Web site and an incremental new start rate for prospects nearly 5 percentage points higher than the control.
Meanwhile, exposure to, and interaction with, online ads also improved adherence rates among existing patients. Patient’s exposed to an ad showed a 4.0-point lift in adherence and patients who interacted with an ad exhibited a 9.5-point lift.
Although brand Web sites are the most effective online marketing tactic, there is also a positive result from online advertising. The study found that exposure to, or interaction with, banner ads yields an incremental lift in brand awareness and favorability among existing and prospective patients. For prospects, exposure-only to an ad had a significant impact on both aided and unaided brand awareness, with increases of 5.1 and 5.7 percentage points, respectively. An even greater incremental lift in aided awareness (9.4 points) and unaided awareness (7.7 points) was achieved when consumers interacted with a rich media ad.
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