Online marketing continues to drive Rx drug Web site traffic: study

Share this article:
Online marketing has become an increasingly 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 marketing program. One-fifth, or 20%, 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 unique 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:
close

Next Article in News

Email Newsletters

More in News

Star Group merges with Vox Medica, Calcium NYC

Star Group merges with Vox Medica, Calcium NYC

The newly formed group will be known as Calcium with Steve Michaelson, formerly of Rosetta Wishbone, at the helm.

Survey finds pay doesn't make doctors happy

Survey finds pay doesn't make doctors happy

Medscape's survey of over 24,000 physicians found that a paycheck is not necessarily linked to a physician's professional satisfaction.

CDC sees declines in some diabetes complications

CDC sees declines in some diabetes complications

Centers for Disease Control data shows that diabetes complications including heart attack and amputation fell in the twenty years between 1990 and 2010. The bad news: the number of diagnosed ...