Online pharmaceutical marketing continue to produce results, says comScore in its latest annual “Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry” study. The study – based on a review of 163 pharmaceutical studies conducted on behalf of various brands – indicates that visits to branded pharma sites not only fuel greater brand awareness and favorability, but also impact prospect conversions. For example, there was an average 9.4-point lift above control in new patient starts among prospects who had recently visited a branded website.
That refers to the propensity for prospects to begin treatment with the branded medication and become a patient.
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