New Pharma Digital Marketing Benchmarks Reveal Significant Increase in
Effectiveness in Recent Years
Visitation to Branded Pharmaceutical Websites Continue to Generate Highest
Lifts in Rx Conversion
comScore Releases Seventh Annual Report on Online Pharmaceutical Marketing
RESTON, Va., June 20, 2013
RESTON, Va., June 20, 2013 /PRNewswire/ --comScore, Inc. (NASDAQ: SCOR), a
leader in measuring the digital world, today released results from its seventh
annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical
Industry, conducted in partnership with marketing innovation consultancy
Evolution Road LLC. Based on comScore's permission-based panel of one million
U.S. online persons and survey data from 139 pharmaceutical studies, these
benchmarks show that online pharmaceutical marketing continues to have a
positive impact on brand awareness and conversion among patients and
prospects. The study also introduces new insights into conversion lift rates
across various medication categories.
"Our annual benchmarking study has shown through the years that various online
marketing methods have had a positive impact in increasing awareness and
favorability toward pharmaceutical products, with branded website visits
consistently generating the highest lifts in conversion," said John Mangano,
vice president for comScore Health Solutions. "Interestingly, we've observed a
significant increase in brand and conversion lift over the past two years,
suggesting that the value of online marketing for pharmaceutical brands is
continuing to grow."
To download a copy of the report, please click here.
Historical Trend of Site Conversions Reveal Recent Campaigns Show Higher Rate
In previous studies, branded website visitation has driven the highest lifts
for prospects and patients in influencing awareness, favorability and
conversions. The most recent benchmarks show that site visitation continues to
have this impact, influencing new patient starts and adherence or refills.
When comparing the results of campaigns from the past two years (2011 to 2012)
to those from 2010 and earlier, it was found that the more recent studies
delivered significantly higher lifts across a variety of metrics. Most
notably, a 10.6 percentage point increase was seen in campaigns driving
discussion of treatments with a medical professional. Several other actions,
such as discussing a brand, receiving a prescription, filling a prescription
and taking a prescription, achieved increases of approximately 5 percentage
points versus earlier studies.
Incremental Lifts in Conversion for Branded Site Visitors
Source: comScore Health Solutions, 2013
Point Lift Point Lift
2010 Studies and 2011-2012 Studies Increase
Discussed Treatments 13.5 24.1 +10.6
Discussed Brand 14.8 19.5 +4.7
Rx Asked 11.5 12.4 +0.9
Rx Received 10.6 15.9 +5.3
Rx Filled 8.4 13.4 +5.0
Rx Took 8.7 12.3 +5.0
New Targeted Category Benchmarks Show Variation in Conversion Lift Rates
Across Medication Classes
The study also introduces new insights on online marketing effectiveness on a
more granular level across brand subgroups. Recent analysis of pharmaceutical
study data according to ten different categories indicated that various groups
of brands produce differing conversion rates for both patient and prospect
groups. The brands studied were broken out into the following sub-categories:
Chronic, Painful, Branded, Launch, Sensitive Condition, Blackbox, Lifestyle,
OTC Competitors, Injectable and Specialty.
A comparison of lifts in conversion for Lifestyle and Blackbox drugs
highlights variability seen across categories. Online marketing tactics for
Blackbox drugs, which are defined as drugs that carry warnings about
significant side effects, showed higher conversions for discussing treatment
and a particular brand than Lifestyle drugs. These results make sense given
the context of Blackbox medications having greater side effects. However, both
Blackbox and Lifestyle drugs showed the same conversion lifts when it comes to
patients actually receiving a prescription.
To download a copy of the Seventh Annual Online Marketing Effectiveness
Benchmarks for the Pharmaceutical Industry, please click here.
About comScore Health Solutions
comScore Health Solutions delivers in-depth information needed to understand
the impact that brand, condition-specific, and health websites have on
consumers' brand awareness, conversion, and patient compliance as well as
insights into health care professionals' online usage. comScore products
deliver actionable insight to help refine consumer profiles, identify key
alliances, optimize interactive marketing initiatives, benchmark against the
competition and accurately measure the ROI of website and online marketing
programs. For more information, please visit:
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and
analytics, delivering insights on web, mobile and TV consumer behavior that
enable clients to maximize the value of their digital investments. For more
information, please visit www.comscore.com/companyinfo.
About Evolution Road
Evolution Road is a marketing innovation consultancy focused on helping brands
leverage digital channels to drive their business. Evolution Road is bringing
its vision to life - that digital marketing will dramatically improve how
pharmaceutical brands are marketed for the benefit of consumers, physicians
and healthcare brands. To that end, Evolution Road has helped millions of
consumers and healthcare professionals make more informed healthcare choices
and has delivered over $1 billion dollars in incremental top-line revenue for
its clients at an ROI of over 4:1. For more information, please contact Paul
Ivans at firstname.lastname@example.org, or visit www.evolutionroad.com.
SOURCE comScore, Inc.
Contact: Kate Dreyer, comScore, Inc., 571-306-6447, email@example.com
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