Blog: August 13, 2018

Three Key Trends for Optimizing Brand.com Engagement

By Ira Haimowitz, PhD, VP, Product Strategy, Crossix 

In the past, pharma marketers have relied on traditional website performance metrics (page views, time on site, content consumption) to shape their brand.com content strategies. But now, site measurement can go beyond just visitor traffic and engagement. Technology and big data have created new ways for brand marketers to better understand their site visitor behavior and the impact of their website on patients’ actions. On top of traditional measurement approaches, there are opportunities to look at real-world data at the person-level to gain a clearer picture of how brand websites are converting site visitors.

Last year, Crossix launched DIFA Site™, an online platform that allows marketers to optimize media drivers to their site content based on patient treatment behavior. After analyzing more than 10 million site visits for dozens of brands over a 12-month period, Crossix uncovered key trends on brand.com websites related to driving conversions to the branded medications.

1. Visitors Who Engage With Key Content Convert More Often

Crossix measured the behavior of site visitors over three months and found that visitors who took any key action, such as downloading a PDF or signing up for a savings card, on average converted to the brand over three times as much as the overall site visitor population. More specifically, those who signed up for a savings card converted to the brand at the highest rate of all converters—19.1% by three months after the initial website visit—nearly three times as high as the next most impactful site action.

2. Branded Sites Drive Conversions Faster than Unbranded Sites

Now, let’s consider how soon these new to brand conversions take place. We took all conversions three months post-website visit as our total, and then analyzed what percentage of those total 3-month brand conversions came on the day of website visit, and what percentage up to one month after that visit.
While branded sites had almost 80% of their conversions by Month 1, unbranded sites only saw 50% of their conversions within one month of the site visit. Unbranded sites, which are designed for disease education and category growth, are still a valuable conversion mechanism, but, not unexpectedly, they are reaching patients much earlier in the patient journey. For the sites we studied, only 13% of those visiting unbranded sites were treating in category versus 26.3% for branded sites.  

3. Mobile Slightly Faster in Time to Convert

Across devices, there was little difference in the time it took to convert to brand on both branded and unbranded sites. However, on the day of the website visit, there was a moderate advantage for mobile phones (31% vs. 25% for desktop and tablet), which may indicate that many people are researching the brand in the waiting room or at the pharmacy with a prescription in hand.

Ultimately, connecting patient actions (like conversion) to site visitation allows marketers to frequently adjust their brand.com site strategies. Supplementing traditional metrics with big data and the right analytics results in more granular insights to ensure that sites are optimized to convert prospective patients. Are you ready to unlock your website’s potential? Contact Crossix today.

Thanks to Julie Macdonough, Naru Sato, and Sarah Czarnowski for assistance with this analysis and summary.