New report: Online pharmaceutical marketing impacts brand awareness

comScore inc, a worldwide leader in measuring the digital world, recently released important new results which suggest that branded pharmaceutical websites generate the highest lifts in Rx conversion and adherence.

The information was deduced from comScore’s sixth annual ‘Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry’ report, which was conducted in partnership with Evolution Road LLC, a marketing innovation consultancy. The report was based on survey data from approximately one million online participants, and information from over 100 pharmaceutical studies. Whilst the report was compiled in the US, the findings are likely to have global implications.

The findings show that exposure to online display ads creates a lift in brand awareness. This highlights the positive impact that online pharmaceutical marketing can have on brand awareness and conversion among prospects. “Over the years, our benchmarking studies have proven the impact that online marketing continues to have on increasing consumer awareness and favourability towards health brands, ultimately driving treatment,” said comScore’s vice president for Health and Pharmaceutical Solutions, John Mangano.

In conjunction with the release of this information, comScore is introducing new enhancements to its Pharmaceutical Rx Lift Measurement studies, in order to offer pharmaceutical marketers additional, more actionable insight into the success of their campaigns. The Pharmaceutical Rx Lift methodology now allows marketers to identify the effect and success of specific elements of their campaigns.

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