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

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
     Industry
     (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 Brand.com             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 a
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SOURCE comScore, Inc.
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