A report from comScore found that pharmaceutical companies with branded content build trust and sales among patients and prospects.

Market research firm comScore recently reported that pharmaceutical companies with branded website content saw the most conversions and best overall sales performances last year. 

Patients currently using a medication are 14.7 percent more likely to continue using the treatment when they can access branded websites. Frequently updating a website with information pertaining to the company and its medications will keep readers informed.

Moreover, new patients went on to convert 8.9 percent more frequently when exposed to pharmaceutical websites with original content compared to those exposed to other new media marketing campaigns but not branded sites.

According to comScore, patients visits websites with original content for pharmaceuticals and most health-related industries are visited to determine whether they can trust their providers. Potential patients are especially sensitive to conflicting information when it comes to their health.

Brafton has highlighted a number of verticals in the past that can use content marketing to build brand trust and guide prospects through a conversion funnel. Among those is the men’s fashion industry, which can leverage its audience’s growing desire to improve clothing choices through reading related content online.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.