Digital Marketing Trends in Inflammatory Bowel Disease

Digital Marketing Trends in Inflammatory Bowel Disease

Summary

AbbVie’s Skyrizi.com achieved the highest total traffic across IBD patient sites in the US, with over 9.3 million visitors from March 2022 to February 2023. This was followed by AbbVie’s Rinvoq.com (five million visits) and Takeda’s Entyvio.com (3.1 million visits). The highest proportion of traffic originated from direct sources, followed by organic. Entyvio.com had the highest level of direct traffic (75%), followed by Bristol Myers Squibb’s Zeposia.com. Xeljanz.com was supported by the most paid SEO (9,950 keywords), while Takeda spent $94 million on DDA for Entyvio.com.

AbbVie’s Rinvoqhcp.com achieved the highest total traffic across HCP sites in the US, with almost 259,000 visitors from March 2022 to February 2023. This was followed by Takeda’s Entyviohcp.com, with more than 171,000 visits. Rinvoqhcp.com was supported by the most paid SEO at 1,740 keywords, followed by Entyviohcp.com (1,630) and Skyrizihcp.com (1,400). Minimal DDA spend was detected for branded HCP websites. AbbVie spent the most on Skyrizihcp.com ($1,700), but few ads were for IBD.

Few unbranded IBD sites detected in the US, with websites found for just AbbVie and Takeda. AbbVie’s Crohnsandcolitis.com had the highest traffic, with almost 830,000 visitors between March 2022 and February 2023. No DDA spend was detected for either Crohnsandcolitis.com or Takeda’s Ibdandme.org; paid SEO was found for Crohnsandcolitis.com, with a monthly average of 45 keywords.

Between March 2022 and February 2023, approximately 170 social media posts related to IBD were detected from pharma in the US, including Pfizer, Janssen, AbbVie, Lilly, and Takeda. The IBD post with the highest interaction during this period was from the Lilly Medical US Twitter account (3.1%) and promoted Lilly’s CONFIDE study in moderate-to-severe ulcerative colitis and Crohn’s disease.

AbbVie-care.de in Germany achieved the highest total traffic across branded IBD patient sites in EUCAN (Europe [France, Germany, Italy, Spain, and the UK] and Canada), with over 705,000 visitors from March 2022 to February 2023. The highest proportion of traffic to branded IBD websites in EUCAN originated from direct sources, followed by organic.

Between March 2022 and February 2023, Janssen's Mici360.it in Italy had the highest traffic across all unbranded IBD sites in EUCAN, with almost 759,000 visitors, followed by AbbVie’s Leben-mit-ced.de (205,000 visitors) and Takeda’s Ced-trotzdem-ich.de (163,000 visits). The highest proportion of traffic to top unbranded IBD websites originated from organic traffic, followed by direct search.

Between March 2022 and February 2023, 505 social media posts related to IBD were detected from pharma companies in EUCAN, including Takeda, Galapagos, AbbVie, Janssen, and Pfizer. Galapagos’s Twitter accounts were active in posting IBD content, including the UK account (45 posts). The highest post by interaction overall was from Galapagos’s German Twitter account (18%) and discussed the psychological impact of IBD.

Scope

• This report assesses key digital marketing metrics of pharma assets in inflammatory bowel disease (IBD), 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).

• Understand the digital marketing competitive landscape in IBD, 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 IBD 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 IBD are the most active and achieving the most engagement.