Sources Drive Traffic to Different Categories

Different Online Sources Drive Traffic to Different Categories

Analysis from the comScore/ImpactRx Physician Behavioral Measurement Solution revealed that sources of physician traffic varied across site content categories. For example, non-referred visits (which include traffic originating from bookmarks or directly accessing the site via URL address) accounted for the majority of physicians’ traffic across many site categories including pharmacy services (73%), pharma support (67%) and clinic sites (59%). Media, text and link referred traffic (such as banner or text ads) accounted for the largest share of physician traffic to health & wellness sites at 40%.Meanwhile, paid search referred visits represented a relatively small percentage of physicians’ overall traffic to health-related sites. Of all health-related sub-categories, pharmaceutical sites saw the largest percentage of visits originating from paid search at just 7%.

And more than half of physicians that visited physician locator and general health content sites arrived through natural (organic) search results, while network referred visits (traffic referred by ad networks involving push or interference) accounted for 15% of physicians’ traffic to social media sites and 10% of health-related insurance sites.

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