Market-analyst firm Manhattan Research, on Tuesday, released a list of the top branded pharma Web sites based on traffic generated from consumer television ads.
Topping the list was the contraceptive NuvaRing, which was all over television this past year. Cialis and Latisse round out the top three Web sites.
Manhattan Research tracked about 250 different product sites and asked 6,575 consumers which sites they visited in the past 12 months. Consumers were asked to recall the reason they visited the site, whether they are taking the product, think they need the product, and the actions they took after they visited the site.
This list is a small subset of the firm’s ePharma Consumer study, and documents only the sites that were more likely to have traffic driven by television ads. The list also does not refer to the volume of traffic, but the percentage of traffic to see which are the most successful at drawing traffic from integrated campaigns.
Boniva made the list at number four, which is interesting considering the treatment targets older adults. According to VP of Research Meredith Ressi, the osteoporosis segment tends to be very active on the Internet. Also, rather than simply post the brand.com site at the end of the commercial, the number five–ranked Abilify refers the viewer to a lead-generating site called abilifytreatment.com.
“It’s interesting to see how the calls to action have changed over the years,” Ressi said. “Way back when, they used to just list an 800 number or suggest that patients talk to their doctor. Now we are seeing the product.com being much more integrated into the campaigns.”
In the Latisse commercial, for example, the narrator reinforced that viewers should go to the Web site to see more results of the treatment and see before and after photos.
Also of note is that all of these product sites were reached via direct URL; not through a search engine or portal site.
Top Pharma Product Sites in Terms of Percentage of Traffic Driven by DTC Television Ads: