Digital Marketing Trends in Colorectal Cancer

Merck’s Keytruda.com achieved the highest total traffic across CRC patient sites in the US, with over 3.3 million visitors from August 2022 to July 2023. This was followed by BMS’s Opdivo.com (1.7 million visits) and Roche’s Avastin.com (258,000 visits). Overall, the highest proportion of traffic to top branded patient CRC websites originated from direct sources, followed by organic. Merck’s Keytruda.com had the highest level of direct traffic (68%), followed by Eli Lilly's Cyramza.com (52%). Keytruda.com was also supported by the most paid SEO at over 7,100 keywords, followed by Opdivo.com (5,495).

Merck’s Keytrudahcp.com achieved the highest total traffic across the highest total traffic across branded CRC healthcare professional (HCP) sites in the US, with over 200,000 visitors from August 2022 to July 2023. This was followed by BMS's Opdivohcp.com with over 177,000 visits. Overall, the highest proportion of traffic to branded CRC websites for HCPs originated from paid traffic followed by direct and organic. Bayer’s Stivarga-us.com had the highest proportion of traffic from paid searches (80%), while Roche's Rozlytrek-hcp.com had the highest proportion of direct traffic (70%). There were minimal or no DDA detected across these HCP branded sites.

In the US, few CRC-specific unbranded resources were detected from pharma companies. Between August 2022 to July 2023, Merck’s Understandcancertogether.com had the highest traffic with more than 381,000 followed by Pfizer’s Thislisivingwithcancer.com (170,000). Overall, the highest proportion of traffic to branded CRC websites for HCPs originated from direct traffic followed by paid and organic. No DDA or SEO were detected for these unbranded sites.

Between August 2022 and July 2023, just 17 social media posts related to CRC were detected from pharma companies, including Pfizer, Roche, Loxo Lilly, Taiho Oncology and Genentech. The post with the most interaction (3.5%) was from Loxo Lilly Oncology’s Twitter account on colorectal cancer awareness month highlighting the importance of regular screening.

No traffic was detected to branded CRC sites in EUCAN.

In EUCAN, few unbranded CRC sites were detected from pharma companies. Between August 2022 and July 2023, Roche’s Daskwort.de had a total traffic of more than 300,000 while Pfizer’s Lavieautour.fr had a total traffic of more than 26,000. Pfizer’s Lavieautour.fr had the highest percentage of traffic from direct searches (84%), while Roche’s Daskwort.de had the highest percentage of organic searches (58%). Traffic from referral and social searches were minimal.

Between August 2022 and July 2023, 98 social media posts related to CRC were detected from pharma companies, including Bayer, Amgen, Pfizer, MSD and BMS. The post with the most interaction (2.4%) was from Bayer’s Facebook account highlighting the importance of screening for CRC.

Key Highlights

CRC, Colorectal Cancer, digital marketing, website traffic, search engine optimization, SEO, digital display advertising, social media

Scope

• This report assesses key digital marketing metrics of pharma assets in PsO, including branded websites for patients and HCPs, Unbranded websites, and social media accounts.
• Metrics include website traffic volume, engagement, and source, DDA, paid SEO, 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 CRC, 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 CRC 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 and unbranded assets for patients by how they address and support different patient needs.
• See what pharma social media accounts in CRC are the most active and achieving the most engagement.