mHealthWatch is out with a new report citing data from comScore that should lend confidence to pharmaceutical marketers.
Results from comScore’s eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry show that online direct to consumer (DTC) marketing continues to increase conversion among patients and prospects.
Favorably, the study also shows that pharmaceutical online advertising has the highest viewability rates of any industry, and that consumers are increasingly turning to new platforms such as mobile devices to consume health-related content.
“The importance of pharmaceutical branded websites continues to be high. Our research shows that regardless of how condition sufferers get to the site, that visit has a significant influence in those patients seeking treatment,” explains John Mangano, vice president for comScore Health Solutions.
“Marketers should also take note of what devices consumers are using to engage with health-related content, as visitation to the category via mobile devices has increased by 36 percent in just the past year,” Mangano adds. “Understanding how to reach consumers effectively through fast-emerging platforms such as mobile will help companies create better marketing and content strategies to connect with both prospects and patients alike.”
To learn more about the Eighth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, click here.