肝細胞がん (HCC) のデジタルマーケティング動向

Keytruda.com (Merck & Co. の子会社) は、米国の肝細胞がん（HCC）患者サイト全体で最高のトラフィックを達成し、2021年8月から2022年7月までに210万回の訪問を記録しました。これにBristol Myers Squibb（BMS）のOpdivo.com（120万回）、GenentechのTecentriq.com（49万7,000回）が続きました。これらのサイトへのトラフィックは、直接のソースから発生したものが最も多く、次いでオーガニックトラフィック、リフェラルトラフィックとなっています。

当レポートでは、米国の肝細胞がん (HCC) 市場における昨今の競合情勢について分析し、主要企業が患者・医療専門家 (HCP) 向けに展開しているWebサイト・ソーシャルメディア・モバイルアプリなどの傾向や、主要企業の具体的な展開状況、カナダ・英国・EU諸国 (イタリア、フランス、ドイツ、スペイン) を含めた全体的動向、といった情報を取りまとめてお届けいたします。

目次

• エグゼクティブサマリー
• 米国の患者向けブランドのWebサイト
• 米国の医療専門家 (HCP) 向けブランドのWebサイト
• 米国のデジタルディスプレイ広告と検索エンジンの最適化
• 米国のモバイルアプリとソーシャルメディア
• EUCAN (欧州・英国・カナダ) のブランドのWebサイト
• EUCANのモバイルアプリとソーシャルメディア

付録

• 調査手法
• 著者について
• お米国

Merck & Co.'s Keytruda.com achieved the highest traffic across US hepatocellular carcinoma (HCC) patient sites, with 2.1 million visits from August 2021 to July 2022. This was followed by Bristol Myers Squibb's (BMS's) Opdivo.com (1.2 million visits) and Genentech's Tecentriq.com (497,000 visits). The highest proportion of traffic to these sites originated from direct sources, followed by organic and referral traffic.

Between August 2021 and July 2022, BMS spent the most on digital display advertising (DDA) for Opdivo.com at $724,000, followed by Merck & Co. for Keytruda.com at $539,000. Keytruda.com was supported by the most paid keywords at 6,460, followed by Opdivo.com at 3,360. For branded healthcare professional (HCP) sites in the US, Merck & Co.'s Keytrudahcp.com had the highest number of visits, with 330,000 total visits, followed by Genentech's Tecentriq-hcp.com (263,000 visits). The highest proportion of traffic to these sites originated from direct and organic sources. The DDA for HCP sites in the US was focused on other indicators, with few ads detected for HCC. Between August 2021 and July 2022, most HCC social media posts from pharma in the US were from Eisai, Exelixis, and AstraZeneca corporate accounts, with posts from the Exelixis Facebook account achieving the highest interaction. No apps for HCC patients were detected from pharma in the US. In Europe and Canada (EUCAN), branded sites for HCC products were detected mainly in Germany. However, no notable traffic or paid search engine optimization (SEO) was detected. Most branded information is hosted on corporate medical information websites. Between August 2021 and July 2022, the most HCC social media posts from pharma in EUCAN were from Bayer, MSD, and Roche corporate accounts. No apps for HCC patients were detected from pharma in EUCAN.

Scope

• This report assesses key digital marketing metrics of pharma assets in HCC, including branded websites for patients and HCPs, mobile apps, and social media accounts.
• Metrics include website traffic volume, engagement, and source, DDA, paid search engine optimization (SEO), mobile app downloads, and social media post interaction.

Countries include the US, 4EU (Italy, France, Germany, and Spain), the UK, and Canada (EUCAN).

Reasons to Buy

• Understand the digital marketing competitive landscape in HCC, with a view of leading patient and HCP branded assets across different regions.
• See what tactics pharma companies are using to drive traffic to their HCC branded assets for patient and HCPs, such as DDA and paid SEO.
• Understand what sources of website traffic are generating the most visits to these assets, such as paid SEO, social media, or organic searches.
• Compare top branded assets for patients by how they address and support different patient needs.
• See what pharma social media accounts in HCC are the most active and achieving the most engagement.
• See leading mobile app offerings in HCC from pharma across different regions.

Table of Contents

Table of Contents

• Executive Summary
• US Patient Branded Websites
• US HCP Branded Websites
• US Digital Display Advertising and Search Engine Optimization
• US Mobile Apps and Social Media
• EUCAN Branded Websites
• EUCAN Mobile Apps and Social Media

Appendix

• Methodology
• About the Authors
• Contact Us