KEY TAKWAWAY: Before a pharma brand can look at new technology, digital pharma marketers need to master the basics. Here are some KPI’s for pharma websites…
KPI: Increase engagement of branded website.
- Decrease in bounce rate
- Increase page views
- Increase in time on site
This is the FIRST thing every pharma digital marketer should be held accountable for. Bounce rates continue to be high for pharma sites and it’s the job of pharma emarketers to make the site a resource for your target market.
KPI: Optimize content within our site.
- Time on site
- Path through site for visitors
- Page Views
- Repeat visitors
By most accounts this is a big failure for pharma websites. The idea that getting the website up is 95% of the battle is founded on fiction. Once the site is up you need to become a resource for patients and caregivers.
KPI: Allocation/optimization of search engine marketing.
- Keword clicks versus bounce rates
- Keyword by targeted action (i.e. download coupon)
- Keyword by pages viewed/time on site
This is something your agency should be doing automatically, especially if you’re spending a lot of money on search marketing.
KPI: Effectiveness of online ads
- Clicks in relation to bounce rate/time on site/pages viewed
- Creative execution by your agency as tested
- Placement (creative placement) of ads.
These are the BASICS but I can’t tell you how many times I have dived in pharma website analytics to discover serious issues with their online branding. In the future, I will be talking about more, in depth, KPI’s