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市場調査レポート
商品コード
1072921
炎症性腸疾患におけるデジタルマーケティングの動向Digital Marketing Trends in Inflammatory Bowel Disease |
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炎症性腸疾患におけるデジタルマーケティングの動向 |
出版日: 2023年03月31日
発行: GlobalData
ページ情報: 英文 33 Pages
納期: 即納可能
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当レポートは患者や医療従事者(HCP)向けのブランドサイト、モバイルアプリ、ソーシャルメディアアカウントなど、炎症性腸疾患(IBD)の医薬品資産の主要なデジタルマーケティング指標を評価しています。指標には、ウェブサイトのトラフィック量、エンゲージメント、ソース、デジタルディスプレイ広告(DDA)、有料検索エンジン最適化(SEO)、モバイルアプリのダウンロード、ソーシャルメディアへの投稿のインタラクションが含まれます。国別では、米国、4EU(イタリア、フランス、ドイツ、スペイン)、英国、カナダ(EUCAN)が含まれます。
AbbVie's Skyrizi.com achieved the highest total traffic across IBD patient sites in the US, with over 9.3 million visitors from March 2022 to February 2023. This was followed by AbbVie's Rinvoq.com (five million visits) and Takeda's Entyvio.com (3.1 million visits). The highest proportion of traffic originated from direct sources, followed by organic. Entyvio.com had the highest level of direct traffic (75%), followed by Bristol Myers Squibb's Zeposia.com. Xeljanz.com was supported by the most paid SEO (9,950 keywords), while Takeda spent $94 million on DDA for Entyvio.com.
AbbVie's Rinvoqhcp.com achieved the highest total traffic across HCP sites in the US, with almost 259,000 visitors from March 2022 to February 2023. This was followed by Takeda's Entyviohcp.com, with more than 171,000 visits. Rinvoqhcp.com was supported by the most paid SEO at 1,740 keywords, followed by Entyviohcp.com (1,630) and Skyrizihcp.com (1,400). Minimal DDA spend was detected for branded HCP websites. AbbVie spent the most on Skyrizihcp.com ($1,700), but few ads were for IBD.
Few unbranded IBD sites detected in the US, with websites found for just AbbVie and Takeda. AbbVie's Crohnsandcolitis.com had the highest traffic, with almost 830,000 visitors between March 2022 and February 2023. No DDA spend was detected for either Crohnsandcolitis.com or Takeda's Ibdandme.org; paid SEO was found for Crohnsandcolitis.com, with a monthly average of 45 keywords.
Between March 2022 and February 2023, approximately 170 social media posts related to IBD were detected from pharma in the US, including Pfizer, Janssen, AbbVie, Lilly, and Takeda. The IBD post with the highest interaction during this period was from the Lilly Medical US Twitter account (3.1%) and promoted Lilly's CONFIDE study in moderate-to-severe ulcerative colitis and Crohn's disease.
AbbVie-care.de in Germany achieved the highest total traffic across branded IBD patient sites in EUCAN (Europe [France, Germany, Italy, Spain, and the UK] and Canada), with over 705,000 visitors from March 2022 to February 2023. The highest proportion of traffic to branded IBD websites in EUCAN originated from direct sources, followed by organic.
Between March 2022 and February 2023, Janssen's Mici360.it in Italy had the highest traffic across all unbranded IBD sites in EUCAN, with almost 759,000 visitors, followed by AbbVie's Leben-mit-ced.de (205,000 visitors) and Takeda's Ced-trotzdem-ich.de (163,000 visits). The highest proportion of traffic to top unbranded IBD websites originated from organic traffic, followed by direct search.
Between March 2022 and February 2023, 505 social media posts related to IBD were detected from pharma companies in EUCAN, including Takeda, Galapagos, AbbVie, Janssen, and Pfizer. Galapagos's Twitter accounts were active in posting IBD content, including the UK account (45 posts). The highest post by interaction overall was from Galapagos's German Twitter account (18%) and discussed the psychological impact of IBD.