Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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Only 10% of Americans Would Pay Attention to Sexy Online Ads

Only 10% of Americans Would Pay Attention to Sexy Online Ads | Pharmaguy's Insights Into Drug Industry News | Scoop.it

The first annual Goo Online Advertising Survey of over 2,000 Americans aged 18 and older, conducted online by Harris Interactive on behalf of Goo Technologies is alarming. The survey reveal consumer behavior around the types of ads we see every day, found that fully 92% of Americans ignore at least one type of ad, including:


Ten percent of Americans even said they were more likely to pay attention to an online ad if it featured a sexy man or woman.

Pharma Guy's insight:


That sounds odd. Pfizer must disagree - it's new Viagra ad is almost as sexy as Victoria Secret ads (see Oh Yeah, Baby! Show Me More!... Viagra TV Ads Like This. But Don't Let My FDA See It!). Although I've seen the sexy woman Viagra banner ads on the Internet, he most impactful ad is the video ad shown on TV when OLDER American mend are likely to be watching. I bet much more than 10% of that demographic is likely to pay attention to sexy ads online or off!


What about physicians? The pharma industry was very successful selling their products to physicians and sexy female (and male) sales reps were key. See, for example, Sexy Reps Sell Rx Drugs


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Study: Pharmaceutical Online Advertising Has Highest Viewability Rates of Any Industry

Study: Pharmaceutical Online Advertising Has Highest Viewability Rates of Any Industry | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Across a study of billions of pharmaceutical advertising impressions spanning over 15 brands, 51 percent of the ads were viewable*. Out of the ten industries comScore benchmarked, pharmaceutical advertising impressions had the highest viewability rates.


Also, this year's study shows that site visitation to a branded pharmaceutical site continues to provide sizeable lifts in both brand awareness and favorability. The most recent benchmarks show that site visitation influences both new patient starts and adherence or refills. For prospects, branded website visitation drove a 9.4-point lift above control in new patient starts compared to those in the control group, and there was a 14.7-point lift above control in prescription refill activity among patients who had recently visited a branded website.  

Pharma Guy's insight:


Given these data, how much money does pharma spend on online DTC advertising? There's no good data for that, especially with regard to drug.com sites.


When it comes to digital IQ, some brands are geniuses and some are feeble-minded idiots, according to the "L2 Digital IQ Index" for pharmaceutical brands, a first-of-its kind measurement of the digital competence of 51 pharma brands across eight therapeutic categories. For more on that, read this Pharma Marketing News article: Is Your Brand a Digital Genius or a Feeble-Minded Idiot?

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Digital Pharma Marketing: Is the Industry Paying Enough Attention to Mobile?

Digital Pharma Marketing: Is the Industry Paying Enough Attention to Mobile? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Those who access health content are also doing so using more than just PCs. In April 2013, 35 percent of visitors used mobile devices to consume health information. A year later, almost half of health information-seekers used mobile devices to consume health content. This uptick in mobile usage suggests two things: an increased reliance in managing one’s health issues on-the-go, and an increase in tablet usage at home instead of the PC.  For those using mobile devices out-of-home to manage health issues, uses included understanding symptoms, treating a condition, or achieving one’s health goals. Comscore’s research indicates more specifically that on-the-go mobile users seek health information at doctor’s offices and while waiting for prescription refills at the pharmacy.

Pharma Guy's insight:


All the more reason why FDA needs to provide Rx drug promotion guidelines specific for mobile devices.


Read:

FDA's Social Media Guidance Webinar: A Third Guidance Needed for Mobile Devices?
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