TEASER: What DTC marketers and consumers do as the result of seeing a relevant DTC ad differs by a wide margin. DTC marketers would like to think that patients ask for the advertised drug when visiting their doctor, but that’s largely untrue.
Website Metrics
SUMMARY: Your product website is a window between your brand and target audience. You might not be able to talk to one another, but what your audience does behind that window can tell you a lot about how they’re thinking about your brand.
KEY TAKEAWAY: Pharma product websites are unique in that they are not eCommerce sites, but rather exist strictly for informational purposes. Therefore the most important metrics are bounce rate, time on site and number of page views.