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:11/26/2015)... Nov. 26, 2015 Research and Markets ( ... "Advanced Wound Care Market by Type (Dressings, Therapy Devices, ... (In-Patient Facility, Out-Patient Facility), and Geography - Global Forecast ... --> --> The purpose ... and forecast of the global advanced wound care market. ...
(Date:11/26/2015)... India , November 26, 2015 ... --> adds ... Report" and "Investigation Report on China ... and 2021 forecasts data and information ... . ...
(Date:11/26/2015)... , Nov. 26, 2015 Research ... addition of the "2016 Future Horizons and ... (TDM) Market: Supplier Shares, Country Segment Forecasts, Competitive ... --> --> ... analysis of the Italian therapeutic drug monitoring market, ...
Breaking Medicine Technology:
(Date:11/26/2015)... ... November 26, 2015 , ... Health-E-minds ... collaborated with Women’s Web – an online resource for Indian women looking ... and emotional well-being relationship, life balance, stress, professional development, and lifestyle. Health-E-minds ...
(Date:11/25/2015)... ... 25, 2015 , ... The holiday season is jam-packed with ... palates of attendees is of the utmost importance. Whether you are cooking at ... these recipes a try this holiday season. , Turkey Croquettes , ...
(Date:11/25/2015)... ... November 25, 2015 , ... Dr. John Pierce, Medical Director at the Ageless ... treatment with the Capillus272™ Pro laser therapy cap. FDA cleared for safety and efficacy, ... without the need for surgery, prescription pills, or topical foams. , “Capillus272™ Pro ...
(Date:11/25/2015)... ... 25, 2015 , ... According to an article published November 10th ... widely heralded as a breakthrough for performing hernia repairs. The article explains that the ... is that it can greatly reduce the pain that a patient might otherwise experience ...
(Date:11/25/2015)... ... November 25, 2015 , ... ... athletic programs, launches new Wimbledon Athletics Facebook page to educate the ... for unsuspected cardiac abnormalities. About 2,000 people under the age of 25 die ...
Breaking Medicine News(10 mins):