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Branded Pharmaceutical Websites Continue to Be Most Impactful in Driving Conversions Among Prospects and Patients
Date:3/21/2011

the greatest positive lifts in conversion. Existing patients increased their refill rate 15.5 percentage points more than those who did not visit the site.  The percentage of prospects beginning treatment after visiting a branded site was 8.8 percentage points higher than prospects with no exposure to the branded site.Incremental Effect on New Patient Starts and Adherence/Next Fill vs. ControlSource: Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry(2011 Release)ProspectsPatientsNew Patient StartsAdherence/Next FillExposed & Interacted (Rich Media*)

No Statistically Significant Lift

No Statistically Significant LiftVisited Branded Website

+8.8

+15.5* Defined as interactive digital mediaExposure to Display Advertising Causes Increases in Brand Awareness and FavorabilityThe study also found that exposure to online display advertising and branded websites have a positive impact on awareness and favorability among both prospects and patients. For prospects, exposure to a display ad increased both aided and unaided brand awareness by 2.8 and 1.8 percentage points, respectively. The impact is greater for exposure and interaction with rich media ads, showing a 3.1-percentage point increase for aided brand awareness and a 5.5-percentage point increase for unaided brand awareness.  For patients, favorability was increased only by exposure and interaction with rich media ads, showing a 4.1-percentage point lift.

Apart from online advertising, branded pharma websites also continued to have a significant impact on awareness and favorability among patients and prospects. Prospects exhibited a 16.9-percentage point lift in favorability after visiting a branded website, while patients reported a 15.6-percentage point lift.Incremental Effect on Brand Awareness and Favorability Over Control Among Prospects and PatientsSource: Online Marketing Effectiveness Benchmarks for the Pharmaceutical
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SOURCE comScore, Inc.
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