RESTON, Va., March 21, 2011 /PRNewswire/ — comScore, Inc.
(Nasdaq:
SCOR), a leader in measuring the digital world, today released
results from its fifth annual Online Marketing Effectiveness
Benchmarks for the Pharmaceutical Industry. The study supports
previous findings that exposure to online display advertising and
branded websites provides a positive lift in awareness and
favorability toward pharmaceutical brands. Visitation to branded
websites also continues to provide the most significant lifts in
prospect conversion and patient refills. Conducted in conjunction
with marketing innovation consultancy Evolution Road LLC, the study
aims to provide marketers with insight into the impact of various
online marketing activities on brand awareness, favorability, and
sales.
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Included in this study were results from exposure to banner ads,
rich media, search marketing and branded sites, both among patients
and prospects. The study examined data from surveys conducted over
the past few years and comScore’s permission-based one million
person U.S. panel.
“With online marketing as an integral part of any comprehensive
pharmaceutical marketing plan, it’s important to understand how
various online channels affect consumers’ knowledge of a brand and
propensity to use that brand,” said John Mangano, vice president of
comScore health marketing solutions. “Our benchmarking data
continue to show that branded websites have the greatest impact on
conversions and also reinforce the significance of display and
search advertising in increasing awareness and favorability toward
a brand.”
Branded Websites Most Effective in Driving
ConversionsSupporting previous findings, the study found that
visitation to a branded website generated
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