Time for Digital Marketing Wake-up Call at FDA

As we said the other day, we are now covering the online marketing of pharmaceutical and health products. One reason is that we want policymakers to better understand and assess the unique impact of online marketing techniques on the promotion of drugs. Here’s an excerpt from a DTC Perspectives article on the impact of digital media on pharma marketing:

“In video, this means that your target audience will consume three minutes or more of your branded content, and they will do it without being “forced.” Efficiency of the media buy improves, we see brand recall and favorability metrics increase significantly, and this more educated patient is much more likely to ask for a script. In a recent control/test survey conducted by HealthiNation, brand favorability increased by 30 percent over control and intent to ask for a script for the advertised brand doubled…Accurate and true measurement – Digital means you get what you pay for. If you are purchasing media placements to 100,000 viewers who are interested in heart disease, you get exactly that. Each view is counted and reported…”

source: DTC on Demand: The New Era of Qualified Reach for Consumer Rx Advertising. Raj Amin. DTC Perspectives. March 2010.

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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