E-marketing drives Rx site traffic: study

Share this article:
Online marketing has become an important driver of consumer traffic to prescription drug Web sites, results from a recent study indicate.

According to the findings of an analysis conducted in October by Internet behavior tracking firm comScore Pharmaceutical Solutions, approximately 31% of visitors first become aware of pharmaceutical Web sites or products through an online program.

One-fifth of all consumer online researchers reported they first became aware of a product via an online search, with individuals age 35-54 accounting for 23% of those visits.

Other online marketing programs such as banner ads were responsible for driving 10% of all traffic, the study found.

Depression was the top-ranked therapeutic area with 2.9 million visitors, the survey said. Bipolar disorder and insomnia ranked second and third with 1.8 million and 1.7 million unique visitors, respectively.

“Key players in depression, bipolar and insomnia have invested heavily in the online channel, through banner and search campaigns,” said Carolina Petrini, VP of comScore Pharmaceutical Solutions.

“Pharmaceutical companies are increasingly realizing the impact of online marketing on patients and prospects and are re-allocating their marketing funds accordingly.”

Share this article:

Email Newsletters

More in News

Meaningful use not linked to quality: study

Meaningful use not linked to quality: study

A recent study of physicians found no correlation between following EHR meaningful use requirements and providing consistently higher quality of care.

Lilly Q1 sales dip

Lilly Q1 sales dip

US sales fell 34% during the quarter, largely due to lower demand and lower prices for off-patent Cymbalta and Evista.

Gilead reaps huge HCV sales, payer fury

Gilead reaps huge HCV sales, payer fury

Sovaldi's debut has been marked by plenty of criticism from payers and lawmakers, but the hep. C drug's launch, now confirmed to be the fastest of all time, has also ...