A recent study by the online research company comScore offered fresh data on the impact of various forms of digital marketing. What we’re beginning to see is a very interesting and dramatic comparison between the benefit and efficacy of banner ads versus branded websites for pharma and the role that they play in a multi-channel marketing strategy.
Not surprisingly, banner ads have an effect on unaided awareness. So if you’re browsing the web and you come across a banner ad with compelling content and optimal placement, it’s likely you will experience a modest but still statistically significant increase in awareness of a particular product, or in our case, a prescription drug.
What is interesting though is that the data indicates that banner ads don’t actually translate into product interest or an intent to discuss with your physician. According to this study, banner ads are good for general brand awareness but by themselves do not lead to any new scripts, which if you are a brand manager, is what you need marketing to do for your brand.