Helping Pharma eMarketing “Grow Up” comScore’s eMarketing Benchmarks
Pharmaceutical marketers are continually challenged by their superiors to quantitatively measure the return on investment (ROI) of their campaigns. This is especially true for their eMarketing initiatives.

So, how do you know which online tactics are giving you the best return on your investment? To get started it is helpful to compare and contrast your own online strategy’s performance against competitive and perceived “best-of-class” tactics to evaluate the effectiveness of online programs, emulate effective strategies, and establish best practices. In other words, you need some eMarketing benchmarks.

This article summarizes a Pharma Marketing Talk conversation with Carolina Petrini, SVP, Marketing Solutions, comScore, regarding her company’s consumer e-marketing effectiveness benchmarks for the pharmaceutical industry.

Topics and issues covered include:

  • eMarketing Benchmarks
  • Methodology
  • Prospects vs. Patients
  • Favorability Benchmarks
  • Conversion/New Starts Benchmarks
  • Change in Norms Over the Years
  • What about Web 2.0?
  • How to Use the Benchmarks

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Issue: Vol. 7, No. 2: February 2008
Word Count: 2067

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