New Pharma Digital Marketing Benchmarks Reveal Significant Increase in Effectiveness in Recent YearsVisitation to Branded Pharmaceutical Websites Continue to Generate Highest Lifts in Rx Conversion
comScore Releases Seventh Annual Report on Online Pharmaceutical Marketing Benchmarks
RESTON, VA, June 25, 2013 comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its seventh annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, conducted in partnership with marketing innovation consultancy Evolution Road LLC. Based on comScore's permission-based panel of one million U.S. online persons and survey data from 139 pharmaceutical studies, these benchmarks show that online direct to consumer (DTC) marketing is more effective than ever in increasing conversion among patients and prospects. The study also introduces new insights into conversion lift rates across various medication categories.
Our annual benchmarking study continues to support the findings of previous years that online DTC marketing is very effective at driving new scripts and increasing adherence for existing patients, said John Mangano, vice president for comScore Health Solutions. More importantly, the increased volume of studies in the past two years provided enough data to break out studies from the past two years from the prior five. What's amazing is that we've observed a fifty percent increase in key conversion metrics in the past two years. The value of DTC online marketing for pharmaceutical brands is greater than ever.
To request a copy of the report, please click here.
Historical Trend of Site Conversions Reveal Recent Campaigns Show Higher Rate
In previous studies, branded website visitation has driven the highest lifts for prospects and patients in influencing awareness, favorability and conversions. The most recent benchmarks show that site visitation continues to have this impact, influencing new patient starts and adherence or refills. When comparing the results of campaigns from the past two years (2011 to 2012) to those from 2010 and earlier, it was found that the more recent studies delivered significantly higher lifts across a variety of metrics. Most notably, a 10.6 percentage point increase was seen in campaigns driving discussion of treatments with a medical professional. Several other actions, such as discussing a brand, receiving a prescription, filling a prescription and taking a prescription, achieved increases of approximately 5 percentage points versus earlier studies.
Incremental Lifts in Conversion for Branded Site Visitors
Source: comScore Health Solutions, 2013
Point Lift Point Lift Increase
2010 Studies and Prior 2011-2012 Studies
Discussed Treatments 13.5 24.1 10.6
Discussed Brand 14.8 19.5 4.7
Rx Asked 11.5 12.4 0.9
Rx Received 10.6 15.9 5.3
Rx Filled 8.4 13.4 5.0
Rx Took 8.7 12.3 5.0
A comparison of lifts in conversion for Lifestyle and Blackbox drugs highlights variability seen across categories. Online marketing tactics for Blackbox drugs, which are defined as drugs that carry warnings about significant side effects, showed higher conversions for discussing treatment and a particular brand than Lifestyle drugs. These results make sense given the context of Blackbox medications having greater side effects. However, both Blackbox and Lifestyle drugs showed the same conversion lifts when it comes to patients actually receiving a prescription.
To request a copy of the Seventh Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, please click here.
About comScore Health Solutions
comScore Health Solutions delivers in-depth information needed to understand the impact that brand, condition-specific, and health websites have on consumers' brand awareness, conversion, and patient compliance as well as insights into health care professionals' online usage. comScore products deliver actionable insight to help refine consumer profiles, identify key alliances, optimize interactive marketing initiatives, benchmark against the competition and accurately measure the ROI of website and online marketing programs. For more information, please visit: http://www.comscore.com/Industries/Healthcare.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
New Pharma Digital Marketing Benchmarks Reveal Significant Increase in Effectiveness in Recent YearsVisitation to Branded Pharmaceutical Websites Continue to Generate Highest Lifts in Rx Conversion
