According to GlobalData’s Digital Spotlight: Top Digital Assets in Severe Asthma report, the leading companies in the patient branded severe asthma digital space in terms of unbounced website traffic are Sanofi and Regeneron, with their US patient website Dupixent.com (Figure 1). This is in line with the fact that Sanofi and Regeneron spent the most money on digital display advertising (DDA) for Dupixent.com, at around $1.5m over the past 12 months. The top severe asthma patient websites by traffic included in this analysis were sites for Sanofi and Regeneron’s Dupixent (dupilumab), AstraZeneca’s Fasenra (benralizumab), GlaxoSmithKline’s (GSK) Nucala (mepolizumab), Novartis and Genentech’s Xolair (omalizumab) and Teva’s Cinqair (reslizumab).
Dupixent.com achieved 57% of total unbounced traffic among the top five websites. The site also received the highest average visit duration, at around 47 seconds, and around 1.5 pages viewed for each visit (Table 1). The engagement metrics for Teva Pharmaceuticals’ Cinqair.com were that it had the most pages viewed (at roughly two pages per visit) and a low bounce rate of 32%, indicating a highly engaged audience.
Traffic to branded patient websites in the severe asthma space mostly originates from organic and paid searches, such as traffic sent via the results on search engines like Google and Bing and search partners, followed by display advertisements and direct sources, including traffic sent from users via a direct uniform resource locator (URL) address entered into a browser, saved bookmarks, or any links from outside the browser. The amount of traffic coming from social media sites was negligible. Most of the traffic to Teva’s Cinqair.com originated from organic searches, offering more evidence of a highly engaged audience. Traffic to branded websites originating from paid search sources generally leads to a higher visit duration compared to the overall duration of visits originating from other sources. Teva’s Cinqair was an exception, however, as visitors spent less time on the site when visiting from paid search sources.
Sanofi and Regeneron spent the most on DDA for Dupixent.com, followed by GSK’s Nucala.com at around $700k (Figure 2). All players invested in paid keywords, with Sanofi and Regeneron investing significantly more than the competition, with 6,000 paid keywords for Dupixent in June and 16,000 paid keywords within the last 12 months. The second highest number of paid keywords came from GSK’s Nucala, with 12,000 paid keywords, followed by Genentech/Novartis’ Xolair, with 7,000 paid keywords.