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Across a study of billions of pharmaceutical advertising impressions spanning over 15 brands, 51 percent of the ads were viewable*. Out of the ten industries comScore benchmarked, pharmaceutical advertising impressions had the highest viewability rates.
Also, this year's study shows that site visitation to a branded pharmaceutical site continues to provide sizeable lifts in both brand awareness and favorability. The most recent benchmarks show that site visitation influences both new patient starts and adherence or refills. For prospects, branded website visitation drove a 9.4-point lift above control in new patient starts compared to those in the control group, and there was a 14.7-point lift above control in prescription refill activity among patients who had recently visited a branded website.
Given these data, how much money does pharma spend on online DTC advertising? There's no good data for that, especially with regard to drug.com sites.
When it comes to digital IQ, some brands are geniuses and some are feeble-minded idiots, according to the "L2 Digital IQ Index" for pharmaceutical brands, a first-of-its kind measurement of the digital competence of 51 pharma brands across eight therapeutic categories. For more on that, read this Pharma Marketing News article: Is Your Brand a Digital Genius or a Feeble-Minded Idiot?