Direct-to-consumer pharmaceutical marketing has never been more challenging given today’s reality of reduced budgets, competing marketing channels, and regulatory restrictions on what and how a message can be communicated.
With such constraints, measuring success in digital marketing is particularly crucial for any campaign to justify the activity. Pharma companies, their agencies, and the web publishers who service them must constantly prove the return these activities are driving in terms of brand awareness and favorability, doctor discussions, and scripts filled.
For the past nine years, Comscore has measured these metrics for its clients on a campaign-by-campaign basis to help optimize each brand’s success. To provide insight and benchmarks to the industry, a meta-analysis was conducted on the results of 163 studies. The goal: To better understand the evolution of these metrics and the evolving multi-platform digital media environment. Comscore, Inc., in conjunction with Evolution Road, is releasing the Eighth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry. Released annually, these benchmarks provide the ongoing context needed to develop a more comprehensive understanding of the incremental effect of online marketing activities within the pharmaceutical industry.