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.
NHS trials test that predicts sepsis 3 days in advance
A new test that can predict sepsis before the patient develops symptoms is being trialled at a National Health Service (NHS) hospital in the south of England.
Clinicians at Portsmouth’s Queen Alexandra Hospital are leading medical trials of the blood test, which they hope will help them save thousands of lives a year.
The test is being developed by government spin-out company Presymptom Health, but the research began over 10 years ago at the Defence Science and Technology Laboratory (Dstl). This included a study of 4,385 patients and more than 70,000 samples, the largest study of its kind at the time.
From the samples taken, a clinical biobank and database were generated and then mined using machine learning to identify biomarker signatures that could predict the onset of sepsis. The researchers found they were able to provide an early warning of sepsis up to three days ahead of illness with an accuracy of up to 90%.
Unlike most other tests, Presymptom Health identifies the patient’s response to the disease as opposed to detecting the pathogen. This is an important differentiator, as sepsis occurs as a result of the patient's immune system’s overreaction to an infection or injury, which can then cause life-threatening organ dysfunction.
Worldwide, an estimated 49 million people a year contract sepsis, while in the UK almost two million patients admitted to hospital each year are thought to be at risk of developing the condition. If Presymptom's test is effective, it could save billions of pounds globally and improve clinical outcomes for millions of sepsis patients.
The initial trials at Queen Alexandra Hospital will last 12 months, with two other sites planned to go live this summer. Up to 600 patients admitted to hospital with respiratory tract infections will be given the option to participate in the trial. The data collected will be independently assessed and used to refine and validate the test, which could be available for broader NHS use within two years.
If successful, this test could also identify sepsis arising from other infections before symptoms appear, which could potentially include future waves of COVID-19 and other pandemics.
Dr Roman Lukaszewski, the lead Dstl scientist behind the innovation, said: “It is incredible to see this test, which we had originally begun to develop to help service personnel survive injury and infection on the front line, is now being used for the wider UK population, including those fighting COVID-19.”