Which pharmaceutical brands are dominating digitally?
One in every 20 Google searches is for health-related information. What's more, a quarter of Brits prefer self-diagnosis to visiting their GP. With Britain turning to their keyboards for healthcare information, how are pharmaceutical brands claiming their online space and capturing a healthy audience share?
Digital marketing agency Mediaworks’ white paper, Pharmaceuticals Digital Marketing Six Months Review, highlights the key findings from each category to highlight the brands that are leading the way digitally within the pharmaceuticals category.
Within the chemicals category, SEO visibility scores are generally low, with a category average of 399. This highlights the opportunity for brands to strengthen their digital performance. Realising this potential, 10 of the 14 brands witnessed growth in their SEO visibility over the six-month period analysed.
Leader: Roche. The brand has the highest SEO visibility score (1,321), more than three times the category average (399), while scoring strongly across other metrics.
52 brands were included in our analysis of the healthcare category, with Durex the clear leader in terms of SEO visibility scoring 3,271. Interestingly, some of the world’s best-known household names have weaknesses in their digital profiles that are leaving their digital presences lacking. For example, Palmolive has an SEO visibility score of zero, while Alka-Seltzer scores just one.
Leader: Durex. Despite dominating in terms of SEO visibility, there are vulnerabilities in the brand’s digital profile that could be improved, such as domain authority, trust and citation flow.
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Big-name brands like Garnier (4,093), L’Oréal (3,038) and Unilever (2,606) dominate the competitive toiletries category in terms of SEO visibility. Of the 26 brands analysed, Oral B experienced the greatest growth over the six month period (140%), while Tresemme dropped in visibility by 95%.
Leader: Garnier. With a SEO visibility score that is more than 1,000 greater than their next closest competitor L’Oréal, Garnier is the clear leader in this category.
Within the male toiletries category, there is a direct split between SEO visibility scores. Brands like Lynx, Wilkinson Sword and Gillette have a visibility score above the category average, while Old Spice, Brylcreem and Edgewell fall below this average. Strengthening their position, Lynx experienced 948% visibility growth over the period, the highest of all brands.
Leader: Lynx. Champions of SEO visibility, Lynx can bolster their digital profile further through concentrating on building domain authority and strengthening their links profile.
Benefit Cosmetics has the highest SEO visibility of the female toiletries category. However, it’s a close-fought competition; Benefit scores 4,896, compared to Urban Decay’s 4,153 and Toni & Guy’s 4,124. With competition high, the majority of brands (11 out of 14) are proactively growing their digital profile, most notably Always, who witnessed a 150% increase in visibility.
Leader: Benefit Cosmetics. Exceeding the category average across all metrics, Benefit Cosmetics has secured its position as the leading female toiletries brand.
5 mins with... Johannes Bhakdi, Quantgene
Quantgene is a US biotech company that uses AI and the cloud to do genomic testing. It was founded in 2015 to focus on cancer - integrating advanced genomics and molecular diagnostics systems with the cloud and AI systems.
CEO Johannes Bhakdi tells us Quantgene is the first COVID-19 testing company to fully integrate variant identification - we find out more.
Given the new Delta and Lambda variants, is the coronavirus mutating at a faster rate than most viruses?
The reason SARS-COV2 is mutating on a perceived higher rate is not that the individual viruses mutate at a higher rate, but that the base population infected with the virus is vastly higher. The absolute rate of global mutations is a direct function of how many people have the virus at any given point in time. Since this is a global pandemic, and tens of millions have been infected, we see more mutations.
That makes it more unpredictable, because any single mutation that has an evolutionary advantage - like the Delta variant - can then take over and spread even faster.
What is the usual process for testing and analysing viral mutations?
The most effective tool for analysing mutations is Whole Viral Genome sequencing. It allows you to read out the entire genome of the virus. Once the wet-lab sequencing is complete, we use this information to map it against what is called a "reference genome", meaning the classic SARS-COV2 genome. This allows us to then see any differences between the investigated sample and the baseline genome of SARS COV2.
We then use these differences to map them against a database of known mutations, like the Delta variant. That way we can see if we are dealing with any known variant, and if we have a new variant at our hands, as well as determine what this new variant does to the spike protein and how likely it is to be a problem with antigens and vaccines, based on the changed protein structure. This last step is not easy and not clear-cut, and there is some speculation into the determination of how problematic the mutated proteins are.
What does Quantgene do differently?
At Quantgene, we are focusing on solving problems for our clients - may it be employers, movie productions or governments. That means we ensure that our client gets the COVID protection they need in the fastest possible time frame and at the highest precision possible - mostly at or below market prices.
We are bringing together technologies like RT-PCR testing and mutation profiling/sequencing, as well as advanced bioinformatics and computational resources to ensure high-quality results are being delivered seamlessly.
We are also adding important components such as real-time cloud software and medical services to it. Simply put, we turn the COVID problem into a one-click seamless solution that works better than others, so companies and government clients don't have to deal with laboratories, medical or software providers who point fingers at each other and fail to deliver in time and with high precision. COVID is too dangerous and important to risk falling short.