DRIVE One of the key objectives of every business is to gain more customers that means attracting more traffic to your web- site first. This makes it absolutely necessary for marketers and business owners to learn what they can do to drive traffic that converts. Fortunately, pharmaceutical com- panies in the U.S. and elsewhere will have a lot to benefit from this study when it comes to driving traffic. Two of the most relevant metrics we have considered analyzing are branded/non-branded traffic and SERP features (that are mostly being utilized by pharmaceutical domains on Google). Grouping the analysis into branded and non-branded categories, we hope that this study is going to help marketers understand the key trends and devel- opments within the pharmaceutical niche and implement their strategies in more effective ways.