One of the only reports on the market that tracks actual outcomes is the comScore Pharma Marketing series. The results from this sixth year show substantial improvement over previous years.
The core insight in these reports are the measurement of prescription lift that is shown in conjunction with the visiting of a branded pharmaceutical website. Now, purists (myself among them) will cry “correlation is not causation” which is true, but that’s not the whole story because it is a prerequisite. Edward Tufte said it best with his version: “Correlation is not causation but it sure is a hint.”
If you’re impatient (and know what TL;DR means) then here is the core data:
Other interesting and important findings in the report:
- Health sites grew by 64% over three years, much faster than the Internet’s 18%
- Mental health is the #1 condition researched at 32%, Oncology is second at 16%
- Site visits grew the number of brand requests by non-patients by 30 points
- Display advertising correlated with a 52% lift in search activity
- Paid search was the number one driver of site visits across all types
Request your own copy of the report. These reports are always chock full of comScore data such as device usage, time on site, time of day, and much more—definitely worth the download.