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Alliance to Benchmark e-Marketing Influence on Patients
Internet information provider comScore Networks has announced that its pharmaceutical division has hooked up with pharma e-marketing specialist Evolution Road, to provide a service benchmarking the effectiveness of e-marketing to patients.
The two firms have worked together for the past four years on behalf of healthcare organisations such as Pfizer, Schering-Plough, Novartis and Pharmacia, to measure how e-programmes influence patients. The benchmarking data is based on aggregate and blinded data across many studies, and focuses on the impacts specific e-marketing initiatives – such as online banner advertising, search and visits to brand web sites – are having on converting prospects to new patients. The benchmark includes brand awareness and brand favorability data, as well as data for ROI calculations, and will be used to help pharmaceutical companies focus their online efforts to drive new business.
Benchmarking findings were presented earlier in the week at the Institute of International Research eParma Summit in Philadelphia, which was chaired by Evolution Road President, Paul Ivans.
The partner firms are online at www.comscore.com and www.evolutionroad.com .
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