Digital Marketing Trends in Severe Asthma

Digital Marketing Trends in Asthma Report Overview

Sanofi/Regeneron’s Dupixent.com achieved the highest total traffic across branded asthma patient sites in the US and branded asthma HCP sites in the US from June 2022 to May 2023. In addition, there were a few unbranded asthma sites detected in the US. Amgen/AstraZeneca’s Breakthecycle.com had the highest level of traffic from June 2022 to May 2023 with more than 180,000 visits. Between June 2022 and May 2023, over 200 social media posts related to asthma were detected in the US from pharma companies, including Sanofi, Amgen, GSK, Teva, and Regeneron.

This report assesses key digital marketing metrics of pharma assets in asthma, including branded websites for patients and healthcare professionals (HCPs), unbranded websites, and social media accounts. Metrics include website traffic volume, engagement, and source, digital display advertising (DDA), paid search engine optimization (SEO), and social media post interaction. Countries include the US, 4EU (Italy, France, Germany, and Spain), the UK, and Canada (EUCAN).

Digital Marketing Trends in Asthma in the US

The key digital marketing trends in Asthma in the US are branded asthma patient sites, branded asthma HCP sites, unbranded asthma sites, and social media posts related to asthma.

Top US Branded Patient Websites: Some of the key US branded patient websites garnering some of the highest traffic and engagement online were Dupixent.com, Trelegy.com, Nucala.com, Xolair.com, Tezspire.com, Mybreo.com, Mysymbicort.com, and Fasenra.com. During June 2022-May 2023, Sanofi/Regeneron’s Dupixent.com achieved the highest total traffic across branded asthma patient sites in the US, with over 5.7 million visitors, followed by GSK’s Trelegy.com (2.5 million visits) and Nucala.com (1.4 million visits).

Top US Branded Patient Websites by Traffic and Engagement, June 2022-May 2023 (%)

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Top US Branded Patient Websites by Traffic Source: Some of the top sources being used to generate traffic toward the top US branded patient websites are direct, organic, referral, paid, and social. Overall, the highest proportion of traffic to top branded patient asthma websites originated from direct sources, followed by organic. Sanofi/Regeneron’s Dupixent.com had the highest level of direct traffic (78%), followed by Trelegy.com (71%).

Top US Branded Patient Websites by Source, June 2022-May 2023 (%)

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Top US Branded Patient Websites by Paid SEO, DDA Spending, and Publishers: The highest paid SEO was for AstraZeneca’s Tezspire.com with more than 55,000 keywords, followed by Dupixent.com with over 12,000 keywords. Sanofi/Regeneron spent the most on DDA for Dupixent.com at approximately $5.9 million, followed by GSK’s Trelegy.com ($3.4 million) and AstraZeneca’s Treszpire.com ($1 million). The top publisher of ads across the 12-month period was Google DV360 at approximately $4.8 million, followed by YouTube and Google Display Network.

Top US Branded Patient Websites by Publisher, June 2022-May 2023 (%)

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Top US Branded HCP Websites: Sanofi/Regeneron’s Dupixenthcp.com achieved the highest total traffic across branded asthma HCP sites in the US, with almost 3.4 million visitors from June 2022 to May 2023. This was followed by GSK’s Trelegyhcp.com (2.8 million visits) and Nucalahcp.com (1.3 million visits). In terms of traffic generation by source, the highest proportion of traffic to branded asthma websites for HCPs originated from paid sources, followed by organic and direct. The highest paid SEO was for Dupixenthcp.com with more than 29,500 keywords, followed by Tezspirehcp.com with over 15,000 keywords.

Top US Branded HCP Websites by Traffic Source, June 2022-May 2023 (%)

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Top US Unbranded Sites: Few unbranded asthma sites were detected in the US. Between June 2022 and May 2023, Amgen/AstraZeneca’s Breakthecycle.com had the highest level of traffic with more than 180,000 visits. This was followed by GSK’s Asthma.com with more than 100,000 visits and Sanofi/Regeneron’s Type2inflammation.com with more than 70,000 visits. Overall, the highest proportion of traffic to unbranded asthma websites originated from direct sources, followed by organic and paid traffic. Breakthecycle.com had the highest proportion of traffic from direct searches (85%), while Type2inflammation.com had the highest organic (45%) and referral (11%) traffic. GSK’s Asthma.com had the highest paid traffic (31%).

US Social Media Activity in Asthma

Between June 2022 and May 2023, 205 social media posts related to asthma were detected in the US from pharma companies, including Amgen, GSK, Sanofi, Teva, and Regeneron. Amgen had the highest number of asthma-related posts on its corporate Twitter account (65 posts); the post with the highest interaction (<0.1%) highlighted different asthma organizations that Amgen operates.

US Social Media Activity in Asthma, June 2022-May 2023 (%)

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EUCAN Website Insights

EUCAN Branded Websites Total Traffic and Engagement Metrics:  Few branded asthma sites were detected in EUCAN. There were only two sites with notable traffic between June 2022 – May 2023, AstraZeneca’s Symbiocort.ca with over 42,000 visits and Sanofi/Regeneron’s Dupixent.ca with over 2,000 visits. Traffic engagement metrics were similar for the two sites. Dupixent.ca had a higher average visit duration of 14 minutes and 46 seconds, while Symbicort.ca had a slightly lower bounce rate (94%).

EUCAN Unbranded Websites Total Traffic and Traffic Source: Between June 2022 and May 2023, there were similar levels of total traffic to GSK’s Ilmiorespiro.it and Novartis’s Asthma.de (572,000–577,000 visits), followed by Chiesi’s Smallairways.es with more than 240,000 visits. Overall, the highest proportion of traffic to unbranded asthma websites originated from direct sources, followed by organic and paid traffic.

EUCAN Social Media Activity in Asthma: Between June 2022 and May 2023, over 620 social media posts related to asthma were detected in EUCAN from pharma companies, including Sanofi, GSK, Chiesi, Teva, and AstraZeneca. Sanofi posted the most asthma content overall, with over 290 posts across its various local language corporate accounts, the majority of which were from its Sanofi Espana Twitter account (120 posts).

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Scope

• This report assesses key digital marketing metrics of pharma assets in severe asthma, including branded websites for patients and healthcare professionals (HCPs), mobile apps, and social media accounts.
• Metrics include website traffic volume, engagement, and source, digital display advertising (DDA), paid search engine optimization (SEO), mobile app downloads, 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 asthma, 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 asthma branded and unbranded 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 assets for patients by how they address and support different patient needs.
• See what pharma social media accounts in asthma are the most active and achieving the most engagement.