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Pharma Brands’ Online Marketing Efforts Credited With Lift in Offline Conversions

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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