Pharmaceutical Company Benchmarks

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Pharmaceutical Company Benchmarks

Most of the leading US pharmaceutical companies have a 50 to 60 percent bounce rate and average 2-4 page views per visit on their main websites. The average visit duration on these main websites ranges from 2 to 3.5 minutes and nearly 50 percent, or more, of the traffic to the main website is drawn from the United States for these companies. In addition, nearly 40 to 50 percent of the traffic on the main website is direct from outside sources, with various social media platforms constituting less than 3 percent of these referrals. In the absence of any industry level benchmark data, we have presented below a detailed overview of the key website analytics of the main websites of leading US pharmaceutical companies.

US Pharma Industry Key Website Analytics Benchmarks

Pfizer

  • As per the data from SimilarWeb, the company's main website had 858,080 total visits in February 2020 which were down 12.8% as compared to the last month.
  • The main website had an average visit duration of 3 minutes and 32 seconds and a bounce rate of 56.47%.
  • The average pages per visit on the main website were 3.11.
  • Nearly 49.76% of the traffic on the main website was from the United States. In addition, 52.29% of the traffic was direct while 6.69% of the traffic was from referrals.
  • Social media constituted just 0.53% of the main website traffic with Facebook being the top social media platform to direct traffic to the company's main website.

Gilead Sciences

  • As per the data from SimilarWeb, the company's main website had 604,700 total visits in February 2020 which were up 63.47% as compared to the last month.
  • The main website had an average visit duration of 3 minutes and 21 seconds and a bounce rate of 55.09%.
  • The average pages per visit on the main website were 3.17.
  • Nearly 57.79% of the traffic on the main website was from the United States. Also, 45.55% of the traffic was direct while 10.72% of the traffic was from referrals.
  • Social media constituted just 2.37% of the main website traffic with Twitter being the top social media platform to direct traffic to the company's main website.

Amgen

  • As per the data from SimilarWeb, the company's main website had 224,040 total visits in February 2020 which were down 12.73% as compared to the last month.
  • The main website had an average visit duration of 1 minute and 54 seconds and a bounce rate of 56.26%.
  • The average pages per visit on the main website were 2.66.
  • Nearly 71.52% of the traffic on the main website was from the United States. In addition, 44.07% of the traffic was direct while 7.85% of the traffic was from referrals.
  • Social media constituted just 1.65% of the main website traffic with LinkedIn being the top social media platform to direct traffic to the company's main website.

Johnson & Johnson

  • As per the data from SimilarWeb, the company's main website had 1.88 million total visits in February 2020 which were down 6.7% as compared to the last month.
  • The main website had an average visit duration of 7 minutes and 3 seconds and a bounce rate of 37.40%.
  • The average pages per visit on the main website were 7.29.
  • Nearly 53.71% of the traffic on the main website was from the United States. Also, 44.04% of the traffic was direct while 19.57% of the traffic was from referrals.
  • Social media constituted nearly 9.17% of the main website traffic with LinkedIn being the top social media platform to direct traffic to the company's main website.
  • As per data from Serpstat, there were 10 queries per month on an average over the last year for the career page of J&J.

Research Strategy

The research team began by scouring through industry reports published by Deloitte, Mckinsey, Grand View, Business Insider, etc to search for the US pharmaceutical industry benchmarks for key website analytics. While the team came across a report which highlighted benchmarks for the US healthcare industry as a whole, there were no specific reports that could be located for the pharmaceutical industry. The team also searched for any surveys by industry leaders, technology experts, and key management personnel around industry benchmarks for key website analytics but no pertinent data could be located at the industry level. Finally, the team also searched through various media outlets such as Forbes, WSJ, Live Mint, Bloomberg, etc and various blogs/analytics platforms such as Databox, RankMonster, SimilarWeb, Serpstat, etc but no relevant data could be located. All the data found was for key website analytics benchmarks for individual pharmaceutical companies. Hence, as per the research criteria, the team has presented the benchmark key website analytics data for the main websites of 4 leading US pharmaceutical companies as a proxy. The team has also included the data on their career sites as available.
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