STOP RIGHT THERE. This is interesting, but is gaining "users" and growing refills a good thing? This is not about cereal, phone service or magazines. That's why I don't like this point about the study.
This makes me uncomfortable. I'm all for marketing the right drug to the right person for the right reason. But how does that match get done ethically and transparently for the right "user"? Not solely with advertising. Sure it's a start. I don't even want to go into the lengthy disclosure requirements that seem to undermine the attempt at executing an ad. The consumer isn't really able to fully decipher that, now are they?
There needs to be a better vehicle for effectively helping individuals, through some form of advertising communication. A much, much smarter targeting method to a small audience. The doctor's office is a little too small (and often costs). But something one ring outside that circle would be worth more thought for advertisers and ad technologies.
I get it that aiming people to a branded page is effective. But I want to focus on HOW Pharma finds these people with smarter targeting and communications in their ad efforts.
The ComScore study goes on to say that "Branded Websites Most Effective in Driving Conversions. Supporting previous findings, the study found that visitation to a branded website generated the greatest positive lifts in conversion. Existing patients increased their refill rate 15.5 percentage points more than those who did not visit the site. The percentage of prospects beginning treatment after visiting a branded site was 8.8 percentage points higher than prospects with no exposure to the branded site."
Incremental Effect on New Patient Starts and Adherence/Next Fill vs. Control Source: Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry(2011 Release) | |||
Prospects | Patients | ||
New Patient Starts | Adherence/Next Fill | ||
Exposed & Interacted (Rich Media*) | No Statistically Significant Lift | No Statistically Significant Lift | |
Visited Branded Website | +8.8 | +15.5 | |
* Defined as interactive digital media. Source ComScore. 2011 | |||
