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March 3, 2011

 Physician website visits driven by direct navigation and natural search

A study conducted by comScore and ImpactRx on Physicians online behaviour in Q3 2010, has shown the majority of website visits made, resulted from natural search and non-referred direct access.The majority of visits to sites such as Pharmacy Services, Pharma support and Clinical Sites came from non-referred traffic which includes bookmarking or direct use of an url to access the site. Pharmaceutical company visits from paid search were the highest at 7%, however paid search was only a small contributor to overall physician traffic to health-related sites.According to the authors of the survey, these results highlight the importance of brand-building and SEO effectiveness in reaching physicians online.

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