Covario, Inc., the nation's
largest independent provider of global search marketing agency services and
technology solutions for search engine optimization, last week issued a white
paper from a study on the SEO health of the world's leading pharmaceutical
companies.
Using the patented Covario SEO
Audit Score(TM), 16 of the world's largest pharmaceutical advertisers were
measured from 0 to 100 (with 100 being "excellent" and 0 being
"poor") on how well their websites are optimized for the highest
volume keywords used by consumers and medical professionals when they are
searching for drug-related information on Google, Bing and other search
engines.
Pfizer came in first in the
SEO study, followed by Merck, AstraZeneca, and Johnson & Johnson. Pfizer
took first place because it effectively optimized its websites for search
queries around the word "pharmaceutical," which Covario found to be
critical for generating strong brand recognition among medical professionals
using Google and the other search engines.
"For decades
pharmaceutical companies have been effective at using traditional advertising
to target their largest brand advocates -- doctors," said Covario CEO Russ
Mann. "The results from this study show that pharma advertisers have
leveraged this expertise and applied it to SEO as a branding channel directed
at medical practitioners. Having said that, pharmaceutical marketers have yet
to translate their decades-old success in direct-to-consumer advertising in
traditional channels like television into the Web-based organic search
channel."
The study highlights how
pharma advertisers are not showing up in organic search results for more
consumer-focused, high-volume keywords like "medicine,"
"drugs," and "healthcare." The study found that the search
results for these keywords, instead, are dominated by the likes of WebMD,
Drugstore.com, various universities, hospitals, and medical institutions.
"The good news is that
there are a number of clear opportunities for pharmas to distinguish their
brands by using SEO as a direct-to-consumer branding mechanism," Mann
said. "It's clear that consumers are increasingly going to the Internet for
information related to their medication needs."
Following Johnson &
Johnson, there was a three-way tie for fifth place in the study among Bayer,
Eli Lilly, and Novartis. Rounding out the other pharmaceutical firms in the
study were GlaxoSmithKline, Abbot Laboratories, Bristol Meyers Squibb,
Allergan, Amgen, Biogen Idec, Mylan, Gilead, and Genzyme.
The study is the second in a
series that uses the Covario SEO Audit Score to rank the SEO health of leading
brand advertisers in various industry sectors. (The initial report released
earlier this year addressed the technology industry.) Pharmaceutical
advertisers included in this most recent study were selected based on their
inclusion among the Fortune 500 and representation in the Advertising Age
magazine lists of top-spending global and/or national advertisers. Complete
study findings, further insights, and the research methodology are available in
a complimentary white paper that can be downloaded from the Covario website at
www.covario.com .
Πηγή: Market
Wire
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