US pharmaceutical industry now turning to branded content

Posted on July 5, 2013


According to comScore’s yearly Online Marketing Effectiveness Benchmark report, America’s pharmaceutical industry has started to reap the benefits of branded online content, showing it’s not just the industries long associated with the Internet that can benefit from online strategies.

In the report, which compiled results from both pharmaceutical studies and individuals, it was found that internet marketing is improving conversion rates for many companies.

ComScore’s vice president of health solutions, John Mangano, said there had been an overall increase of 50% in conversion rates in the last two years.

It was found that pharmaceutical companies engaging in online marketing experienced improved conversions this year in particular, with more consumers following calls to action.

Similarly, comScore’s report found that American doctors are turning to content marketing to encourage consumers to take action and maintain self-awareness. One recently published article suggested that doctors in the US are using social media platforms to gain insights into health concerns and outbreaks of illness on a broad scale.

The use of social media as part of a comprehensive online strategy is on the increase. Marketing software developer Eloqua surveyed more than 500 business to business companies and found that while many (64%) were tapping into the advantages offered by a smart social media strategy, many others (36%) were still failing to do so. The top three reasons given for using social media were creating awareness (83%), encouraging shares between users (56%) and improving trust in the brand (55%).

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