Eighth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry

This article outlines a series of benchmarks for the pharmaceutical industry's digital marketing activity in the US, including brand awareness, doctor discussions and prescriptions filled.

Eighth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry

comScore

Introduction

A New Challenge for Health and Pharmaceutical Marketers

Direct-to-consumer (DTC) 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,...

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