Navigation Links
comScore Study Finds the Internet a Key Component in Consumer Research on Prescriptions and Health Conditions

RESTON, Va., Oct. 15 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released results from its third annual study Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, which found that exposure to online media, including a brand's website and online ads, had a significant positive lift on a treatment's awareness and favorability. The results also showed that visitation to a brand's website generated significant levels of incremental new patient starts and refills. The study, performed in conjunction with pharmaceutical marketing consultancy Evolution Road, LLC, is designed to help pharmaceutical marketers better assess the success of their online marketing activities.


The study evaluated the impact of various online marketing activities including banner ads, rich media, search marketing and visits to a brand website on a pharmaceutical brand's awareness, favorability and sales results among both patients and prospects. The study was based on comScore's one million person U.S. panel, for which online activity is passively observed, and survey data collected throughout the past several years.

Branded Websites Play a Critical Role in Pharmaceutical Marketing

The study found that branded websites were the most effective form of online pharmaceutical marketing, with existing patients increasing their refill rate nearly 25 percentage points compared to those who did not visit the site. Patients who were new to a treatment increased an incremental 11.9 percentage points higher than the control. Exposure and interaction with rich media advertisements also improved refill rate among existing patients with a 14.0-point lift versus the control group.

    Incremental Effect on New Patient Starts and Adherence/Next
     Fill vs. Control
    Source: Online Marketing Effectiveness Benchmarks for the
     Pharmaceutical Industry (2009 Release)
                                   Prospects          Patients
                                   ---------          --------
                              New Patient Starts   Adherence/Next Fill

                             -------------------   -------------------
    Exposed & Interacted
     (Rich Media*)              Not Reportable         +14.0 % points
    --------------------        --------------       ----------------
    Visited            +11.9 % points       +24.7 % points
    -----------------            --------------       --------------

    * defined as interactive digital media

"A brand's website is the most effective online tactic for pharmaceutical marketers. Not only does it provide visitors with critically important information on the condition, treatment options and the drug itself, but it is also one of the few environments where a brand can build a dynamic and recurring relationship with its patients," said John Mangano, vice president of comScore marketing solutions. "It is important though to realize that a brand's website is only one critical piece of a comprehensive marketing campaign that includes online display ads, search marketing and offline marketing working in unison to raise awareness, educate consumers and ultimately drive conversion."

Online Advertising Causes Increases in Brand Awareness and Favorability

The study also found that online advertising and branded websites had a significant positive impact on awareness and favorability among patients and prospects. For prospects, exposure-only to an ad increased both aided and unaided brand awareness, with increases of 4.1 and 4.2 percentage points, respectively. Pharma websites played the greatest role in increasing awareness and favorability among patients and prospects. Prospects exhibited an 18.0-percentage point lift in favorability after visiting a branded website, while patients reported a 17.2-percentage point lift.

    Incremental Effect on Brand Awareness and Favorability Over Control Among
     Prospects and Patients
    Source: Online Marketing Effectiveness Benchmarks for the Pharmaceutical
     (2009 Release)
                                           Prospects               Patients
                                           ---------               --------
                               Aided     Unaided
                               Brand      Brand        Brand        Brand
    Marketing Activity       Awareness  Awareness  Favorability  Favorability
    ------------------       ---------  ---------  ------------  ------------
    Exposure-Only to Online                                           Not
     Ads                           4.1        4.2          13.2   Reportable
    -----------------------        ---        ---          ----   ------------
    Exposure to and
     Interaction with
     Online Ads (Rich
     Media*)                       2.2        5.4           1.9            5.5
    -----------------              ---        ---           ---            ---
    Visited             11.8       17.1          18.0           17.2
    -----------------             ----       ----          ----           ----

    * defined as interactive digital media

To request a copy of the study Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry (2009 Release) or for more information on comScore Pharmaceutical and Healthcare Solutions, please visit:

About comScore Pharmaceutical and Healthcare Solutions

comScore Pharmaceutical and Healthcare 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. comScore's 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 Web site and online marketing programs.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit

About Evolution Road

Evolution Road is a marketing innovation consultancy focused on helping brands leverage digital channels to drive their business. Evolution Road believes that the Internet will dramatically improve how pharmaceutical brands are marketed for the benefit of consumers, physicians and pharmaceutical brands. For more information, please contact Paul Ivans at, or visit

Follow us on Twitter

SOURCE comScore, Inc.

SOURCE comScore, Inc.
Copyright©2009 PR Newswire.
All rights reserved

Related medicine technology :

1. FDA Warning Letters Caused Dramatic Decline in Sponsored Link Exposures, According to comScore
2. Data from Jazz Pharmaceuticals First Phase III Study of Sodium Oxybate in Patients With Fibromyalgia to be Presented at Upcoming Conferences
3. CVS Caremark Undertakes Multi-Year Study to Improve Patient Medication Adherence
4. ProUroCare Medical Completes Multiple Site Clinical Study for Imaging Prostate Abnormalities
5. DATATRAK Signs 6 Year Study with New Device Client
6. Study Suggests that NGAL Identifies Acute Kidney Injury Early in ICU Patients
7. Bundling Two Generic Low-Cost Heart Drugs Prevents Heart Attack and Stroke in Large, Diverse Population, Observational Clinical Study Shows
8. Telik Announces Publication of Positive Phase 1-2a Results of a Multicenter Study of TELCYTA(R) in Combination With Carboplatin and Paclitaxel in Patients With Advanced Non-Small Cell Lung Cancer
9. Prostate Cancer Study Results Published on Patients Treated With CyberKnife Radiosurgery
10. Data on VIVUS Qnexa to be Featured at European Association for the Study of Diabetes Annual Meeting
11. OPAXIO Produces High Rates of Pathologic Complete Remission in Patients with Advanced Esophageal Cancer; Study Paves Way for Potential Registration Trial as Radiation Sensitizer
Post Your Comments:
(Date:6/23/2016)... , June 23, 2016 ... CAPR ), a biotechnology company focused on the ... announced that patient enrollment in its ongoing randomized ... has exceeded 50% of its 24-patient target. Capricor ... the third quarter of 2016, and to report ...
(Date:6/23/2016)... , , , WHEN: , , ... , , , LOCATION: , , , Online, with free registration ... PANELISTS:  , , , Frost & Sullivan,s Global Vice President of ... Analyst, Divyaa Ravishankar and Unmesh Lal, Program Manager , ... witnessing an exceptional era. Several new demand spaces, such as innovative ...
(Date:6/23/2016)... 23, 2016 Revolutionary technology includes ... Oticon , industry leaders in advanced audiology and hearing ... Oticon Opn ™, the world,s first internet connected hearing ... IoT devices.      (Photo: ... number of ,world firsts,: , TwinLink™ - ...
Breaking Medicine Technology:
(Date:6/25/2016)... (PRWEB) , ... June 25, 2016 , ... Austin residents ... the American College of Mohs Surgery and to Dr. Russell Peckham for medical and ... highly effective treatment for skin cancer. The selective fellowship in Mohs Micrographic Surgery completed ...
(Date:6/25/2016)... California (PRWEB) , ... June 25, 2016 , ... "With ... fit their specific project," said Christina Austin - CEO of Pixel Film Studios. ... customizable and all within Final Cut Pro X . Simply select a ProHand ...
(Date:6/25/2016)... ... ... As a lifelong Southern Californian, Dr. Omkar Marathe earned his Bachelors in ... School of Medicine at UCLA. He trained in Internal Medicine at Scripps Green Hospital ... at the UCLA-Olive View-Cedars Sinai program where he had the opportunity to train in ...
(Date:6/25/2016)... ... June 25, 2016 , ... On Friday, June 10, Van Mitchell, Secretary ... Work award to iHire in recognition of their exemplary accomplishments in worksite health promotion. ... Maryland Workplace Health & Wellness Symposium at the BWI Marriott in Linthicum Heights. iHire ...
(Date:6/24/2016)... Angeles, CA (PRWEB) , ... June 24, 2016 , ... ... surgery procedures that most people are unfamiliar with. The article goes on to state ... procedures, but also many of these less common operations such as calf and cheek ...
Breaking Medicine News(10 mins):