Microsoft Advertising Insights examined the impact that COVID-19 had on the pharmaceutical industry, specifically with online pharmacies. We analysed search data to learn about the consumer journey relating to online pharmacies — from initial interest to conversion. With this analysis, we’re aiming to inform advertisers on how to reach those in the market for an online pharmacy, using Microsoft Advertising.
Some key findings include:
- The marketplace for pharmacies is shifting toward online due to the impact of COVID-19. Click volume significantly exceeded last year’s volume.
- While some searchers already have a brand preference, new customers are acquired through generic terms related to online pharmacies or specific products.
- Users starting with generic terms often build up a brand preference during the conversion cycle.
- Most users modify their search term multiple times, with the average number of searches in a conversion path netting out at 5.2.
Download the insights today to read more about the growth of online pharmacies in Germany and action items you can take with Microsoft Advertising to reach consumers in the market for this upcoming trend.