According to GlobalData’s Digital Spotlight: Top Digital Assets in Type 2 Diabetes (T2D) report, Eli Lilly’s website has the highest total traffic in the US among non-insulin T2D patient websites. The number of visitors to the site peaked last July, followed by this March (Figure 1).

This is in line with Eli Lilly’s high investment into paid keywords and digital display advertising for Trulicity (dulaglutide). The top five non-insulin T2D-branded patient websites by traffic included in this analysis were sites for Eli Lilly’s Trulicity and Jardiance (empagliflozin), AstraZeneca’s Bydureon (exenatide) and Farxiga (dapagliflozin), and Novo Nordisk’s Ozempic (semaglutide). received 46% of total traffic for the top five T2D-branded websites. The site received a moderate average visit duration of around 50 seconds, however, and around 1.7 pages per visit (Table 1). Engagement metrics for Boehringer Ingelheim/Eli Lilly’s are the highest, with the most time spent on the website (around two minutes), a low bounce rate of 70% and an average of two pages per visit, indicating a highly engaged audience.

Traffic to branded patient websites mostly originates from organic and paid searches (traffic sent via the results on search engines such as Google or Bing and search partners), followed by direct sources (traffic sent from users via a direct URL address entered into a browser, saved bookmarks or any links from outside the browser), and then from display advertisements. The traffic coming from social media sites was negligible.

Eli Lilly’s received much higher traffic from direct sources and display ads compared to the rest of the top five websites. Traffic to branded websites originating from paid search sources generally leads to a higher visit duration compared to the overall duration of the visits originating from other sources. Boehringer Ingelheim/Eli Lilly’s was an exception, as visitors spent less time on the site when visiting from paid search sources.

Novo Nordisk spent the most money on digital display advertising for at around $6.2m over the past 12 months, followed by Eli Lilly’s at around $5m (Figure 2). All players invested in paid keywords. Eli Lilly invested significantly more than other players, with the number of paid keywords peaking last June with 2,600 keywords for Trulicity and totalling 13,500 keywords across 12 months. The second highest number of paid keywords came from AstraZeneca’s Farxiga, while AstraZeneca’s Bydureon and Boehringer Ingelheim/Eli Lilly’s Jardiance sites paid for the fewest keywords.