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IMHO, you’re better off positioning banners as awareness drivers for branded and organic search. Focus on the # of touchpoints needed for a brand to resonate across all channels and explain how display helps get there. Same goes for unbranded when you’re trying to achieve education about a not-well-known disease (or one commonly treated with OTC products that may not be providing enough true relief to sufferers). Paid search is closer to bottom funnel but, in my experience, benchmarks vary greatly based on disease state and where the product is in its lifecycle. Can you try using it as a leading indicator that patients are becoming educated and focus more on how it impacts a KPI like patients on script? Instead of comparing directly to other brands/products? Just my two cents Good luck!
0.01-0.03 if you’re lenient lol