Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry
The Internet provides newfound access to vast amounts of health resources and information. Increasingly, the U.S. online audience turns to health-related websites to research various conditions and prescription drugs. Ease of access, convenience and privacy are just a few of the important drivers behind the continual increase in this activity. The growth in this behavior presents a considerable opportunity for marketers to use the digital medium to develop brand awareness, drive online visitation and increase sales. However, marketers are constantly challenged to validate their efforts through quantification of the effects of digital advertising in terms of brand awareness, favorability, intent to purchase and ROI. Not only must marketers validate their efforts, but they must also allocate funds proportionally across different types of offline and online advertising. The only logical manner in which to distribute these resources effectively is with a strong understanding of the impacts of each channel.
To provide insight into these metrics, comScore, Inc., in conjunction with Evolution Road, is releasing the third annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry. These benchmarks provide the scope and quantitative data to develop a more comprehensive understanding of the actual impacts of online marketing activities within the pharmaceutical industry.