Online market researcher comScore recently released the results of a study showing that pharmaceutical firms that used branded websites were more likely to see upticks in business, and that other internet marketing techniques were nearly as effective.

Refill rates, which could be compared to almost any other metric of customer loyalty, were up 25 percent among subjects who visited a company’s branded website over those who did not. The study also found that exposure to and interaction with rich media content – a term for downloadable or interactive contact – was a strong predictor of customer behavior, with 14 percent higher refill rates than those who were not exposed to such content.

"It is important though to realize that a brand’s website is only one critical piece of a comprehensive marketing campaign that includes online display ads, search marketing and offline marketing working in unison," said comScore vice-president of marketing solutions John Mangano.

Along with recent upswings in video marketing spending, the comScore study indicates that the more advanced the media, the more likely it is to be effective.

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