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Leveraging Website Data to Improve Patient Engagement

A pharmaceutical brand website is often one of the first direct interactions between a patient and a pharmaceutical brand. It plays a valuable role in:

a) disseminating product information and disease education

b) engaging directly with the patient or care provider for brand support programs

Most brands engage in various initiatives to drive traffic to their website. This presents the need to understand the impact of website engagement in more detail: is it helping drive awareness, consideration, adherence, acquisition? Brand marketers want to know how users are consuming website content and if the website engagement reflects an impact on brand sales.

Merkle is presenting a Case Study at the Pharmaceutical Marketing Science Association (PMSA) conference in Bonita Springs, Florida on May 6, 2013 (conference is  May 5-8, 2013) that demonstrates a the process of being able to get better insights on using website behavior to determine patient engagement.

Merkle’s The Site Activity Impact (SAI) Analysis helps marketers answer the questions above. Our case study indicates how marketing analysts in the pharmaceutical industry can use this process to gauge the interactions and bring it into their marketing mix analyses. This allows them to guide the brand team through which interactions (e.g., viewing content on managing side effects) are more impactful than, say, simply viewing dosing information.

In this example, the analysis incorporated all possible website activities and identified different visitor types by observing their website activity.

  • Each user action was scored and each website visit was assigned a Site Activity (SA) score. Geo-matching was used to establish a relationship between the SA-scored visit and sales data.
  • Relative impact of brand sales volume on SA-scored visits was than calculated using regression modeling.
  • It was determined that the SA score was highly predictive of future brand sales volume. Our analysis indicated that higher SA scores yielded more sales volume in the following 4 weeks.

In today’s economy, marketers continuously face pressure to justify the marketing spend and deliver the best financial outcome from our budgets. Site Activity Impact analysis helps optimize spend of media linked to our websites in alignment with the brand’s strategic objectives. In our estimation, this analysis can enhance the quality of engagements and impact of website interactions by 30% to 50%.

Click here to view the presentation.

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