• March 21, 2011

A study from comScore supports previous findings that exposure to online display advertising and branded websites provides a positive lift in awareness and favorability toward pharmaceutical brands.

The fifth annual study, "Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry," reveals that visitation to branded websites also continues to provide the most significant lifts in prospect conversion and patient refills.

The study, conducted in conjunction with marketing consultancy Evolution Road LLC, examined data from surveys conducted over the past few years and comScore's permission-based one million person U.S. panel. Included were results from exposure to banner ads, rich media, search marketing and branded sites, both among patients and prospects.--Tanya Irwin