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,...