Digital Marketing Trends in Psoriasis - January 2024

AbbVie’s Skyrizi.com achieved the highest total traffic across branded PsO patient sites in the US, with almost three million visitors from January 2023 to December 2023. This was followed by Amgen’s Otezla.com (1.7 million visits). Overall, the highest proportion of traffic to top branded patient PsO websites originated from organic sources, followed by direct searches.​
Skyrizi.com had the highest level of organic traffic (72%), followed closely by Cosentyx.com (69%). Tremfya.com was supported by the most paid SEO at 26,499 keywords, followed by Cosentyx.com (9,199). AbbVie spent the most on DDA for Skyrizi.com, at approximately $9 million, followed by Otezla.com at approximately $3.5 million. Amgen’s Otezlapro.com achieved the highest traffic across branded PsO HCP sites in the US, with over 260,000 views from January 2023 to December 2023, achieving 37% of total traffic during this time period. Overall, the highest proportion of traffic to branded PsO websites for HCPs originated from direct sources, followed by paid traffic. AbbVie’s Skyrizihcp.com had the highest proportion of traffic from direct searches (68%). Amgen’s Enbrelpro.com had the lowest traffic from direct sources (7%) but achieved the highest traffic from paid sources (84%). Otezlapro.com was supported by the most paid SEO at over 8,300 keywords, followed by Enbrelpro.com (3,952). Amgen spent the most on DDA for Otezlapro.com, at approximately $323K. DDA was also detected for Enbrelpro.com ($26K). There was no or minimal traffic across US unbranded sites. Abbvie-care.de achieved the highest total traffic across PsO branded sites in EUCAN, with over 400,000 visitors between January 2023 and December 2023. It achieved 66% of total traffic during this time period, followed by Ucbcares.de (33%). Between January 2023 and December 2023, Novartis's Psoriasis.info achieved the highest total traffic across PsO unbranded sites in EUCAN with over 490,000 visitors. Overall, the highest proportion of traffic to unbranded PsO websites originated from organic traffic, followed by direct searches. Novartis's Lapelleconta.it had the most organic traffic (92%). Janssen’s Janssenwithme.de had the highest proportion of traffic from direct searches (56%) and the highest proportion of referral traffic (11%) and paid traffic (8%).

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 PsO, 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 PsO 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.