Nielsen Online and comScore are in accordance that branded websites may be the most important marketing tool for pharmaceutical companies. As this article informs, exposure-only to online ads results in a 4.0% adherence at next fill, exposure to and interaction with online ads (Rich Media) results in a percentage of 9.5%, while visits to Brand.com result in a 19.7% adherence rate.
Bridget O’Toole, VP of comScore had this to relate regarding the study:
"The most effective online marketing tool for both patients and prospects is the brand's Web site. It's important to realize, though, that visits to a brand Web site are achieved through the use of a variety of offline and online tactics, such as online banner ads, search and offline advertising. This is why it is essential for marketers to develop fully-integrated campaigns that not only raise awareness and educate consumers but that also drive visitation to a site."
As we have noted before on our blog, pharmaceutical companies are notorious for their small budgets when it comes to online marketing. Will this new study change marketing campaigns for the pharmaceutical industry?