Digital Marketing Trends in Hepatocellular Carcinoma
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.
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