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AstraZeneca's Purplepill.com Tops the List of Most Visited Pharmaceutical Brand Web Sites in Q2 2008
Thursday, October 09, 2008
Ramped Up Marketing Efforts and FDA Activity Drive Growth at Top Brand.com Sites
RESTON, Va., Oct. 9 /PRNewswire-FirstCall/ -- comScore, Inc.
(Nasdaq: SCOR), a leader in measuring the digital world, today released a
study of the top pharmaceutical brand Web sites in Q2 2008. The study revealed
that purplepill.com, AstraZeneca's Web site for its heartburn treatment
Nexium, generated the most site traffic in Q2 2008 with more than 1 million
unique visitors, up 55 percent from year ago. Also showing substantial growth
versus last year was diabetes drug Actos, ranking second with 855,000 unique
visitors. Insomnia medication Ambien CR, ranked third with 756,000 unique
visitors.
(Logo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)
"AstraZeneca has aggressively marketed Nexium this year, running
approximately twice as much online display advertising in Q2 as either of its
major competitors, Prevacid and Aciphex," said John Mangano, senior director,
comScore Pharmaceutical Marketing Solutions. "This additional marketing muscle
appears to have helped generate strong site visitation, a very important
marketing step in the competitive pharmaceutical industry."
Top 10 Pharmaceutical Brand Web Sites by Unique Visitors
Q2 2008 vs. Q2 2007
Total U.S. -- Home/Work/University Locations
Source: comScore, Inc.
Unique Visitors (000)
Web Site Q2 2007 Q2 2008 Percent Change
Nexium (purplepill.com) 659 1,021 55 %
Actos (actos.com) 34 855 2399 %
Ambien CR (ambiencr.com) 1,949 756 -61 %
Gardasil (gardasil.com) 912 722 -21 %
Lexapro (lexapro.com) 530 549 3 %
Veramyst (veramyst.com) N/A 538 N/A
Januvia (januvia.com) 118 507 329 %
Lyrica (lyrica.com) 368 501 36 %
Topamax (topamax.com) 361 498 38 %
Seroquel (seroquel.com) 359 447 24 %
Some highlights from the study include:
-- Takeda Pharmaceuticals substantially increased marketing for the Actos
brand beginning in the third quarter of 2007, helping build actos.com into the
second most visited site in the category in Q2 2008 versus year ago.
-- Merck's diabetes treatment Januvia increased marketing activity
beginning in the second half of last year, resulting in a nearly 330-percent
increase in visitors to januvia.com.
-- Pfizer has ramped up marketing and public relations efforts for Lyrica
since the third quarter of 2007, when the product received FDA approval to be
marketed for the treatment of fibromyalgia. The site, lyrica.com, has seen a
36-percent increase in unique visitors.
-- With a number of migraine treatments nearing patent expirations, the
makers of popular migraine treatment Topomax launched a heavy online display
ad campaign to bolster awareness, resulting in a 38-percent increase in Q2
2008 versus year ago.
-- Merck's highly publicized HPV vaccine Gardasil was approved by the FDA
in the second quarter of 2006. Although the number of site visitors has
declined 21 percent during the past year since the company's initial marketing
and public relations push, the site still ranks among the top 5 most visited
sites with 722,000 visitors.
These industry insights along with an analysis of other relevant online
health trends will be presented during a complimentary webinar conducted by
comScore and ePharma Summit entitled, Internet Trends and Usage in 2008 and
Beyond, on Thursday, October 16 from 2 to 3 p.m. EDT.
To register for the webinar visit
https://www1.gotomeeting.com/register/831770879 and mention priority code
G1P1406W2COM.
For more information on comScore Pharmaceutical solutions, please visit:
http://www.comscore.com/solutions/info_req.asp?industry=pharma.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital
world and preferred source of digital marketing intelligence. For more
information, please visit http://www.comscore.com/boilerplate.
SOURCE comScore, Inc.
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