Pharmaceutical marketing 'should focus on website design'

Category: Online marketing

July 28th 08, 08:37

Website design may be the key to success for pharmaceutical marketing, according to a new study.

Research by digital world measuring agency comScore has discovered that the most effective method of pharmaceutical marketing is persuading a patient to visit a branded website, when this tactic is compared to banner ads and search.

Patient adherence rates were almost 20 per cent higher among those who visited the website than their counterparts, with website visitors also displaying an incremental new start rate some five per cent higher than the control group.

Bridget O'Toole, executive vice-president of comScore, commented that marketers need to combine sophisticated website design with a varied portfolio of internet marketing strategies.

She said: "The most effective online marketing tool for both patients and prospects is the brand's website.

"It's important to realise, though, that visits to a brand website are achieved through the use of a variety of offline and online tactics, such as online banner ads, search and offline advertising."

The study follows a survey by Nielsen Online found that visiting a website increases the likelihood that a consumer will purchase from the site's high street counterpart.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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