Pharmaceutical Sales SEO ROI
Pharmaceutical companies made the top 5 highest ROI of all our client groups between 2015 and 2017, with $2.4M / year in new net revenue directly resulting from SEO. The clients we’ve worked with in this industry tended to sell pharmaceutical products directly, both on the wholesale and consumer side. Our clients in pharmaceutical sales reached a number of target audiences depending on their focus, including doctors’ practices, compounding pharmacies, standard pharmacies, and consumers themselves.
The strategy we used to achieve this ROI — while differing depending on the target audience — included creating an online encyclopedia of Active Pharmaceutical Ingredients (APIs); curating advice from numerous sources into robust product landing pages that tended to rank very highly on Google; and creating keyword-focused landing pages aimed at pharmacies and physician practices on a range of medications that treat particular conditions, with the goal being to drive them to our client’s particular pharmaceutical offering. You can read more about our thought leadership strategy here.
Organic Traffic Growth
Other relevant SEO stats for pharmaceutical sales companies:
- Average bounce rate: 39%
- Average time on site: 3:37
- Landing page conversion rate2: 2.0%
1 ROI is calculated by taking new revenue directly attributable to our organic SEO campaign within the 3 year period (including revenue from new customers’ referrals and upsells), then subtracting marketing costs and estimated COGS + overhead allocation. We used a 3 year period to account for longer sales cycles and the typical time frame required to see an accurate return from an organic SEO campaign. The last 2 quarters of 2017 are projected.
2 Conversion rate refers to the percentage of new SEO visitors who convert to a sales lead within 30 days of landing on the client’s website from a Google search results page