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comScore Study Finds the Internet a Key Component in Consumer Research on Prescriptions and Health Conditions
Date:10/15/2009

nd 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 Brand.com            +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
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SOURCE comScore, Inc.
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