Pharmaceutical Marketing Shifts Online

Share this content:

Pharmaceutical companies plan to shift dollars to online advertising and away from television, radio and other traditional channels this year, two new surveys indicate.

Overall healthcare online ad spending will rise 23.5 percent in 2006, based on a survey of 1,200 advertisers by Outsell Inc., a research and advisory firm for the information industry in Burlingame, CA. Outsell talked with ad professionals responsible for spending in the business, healthcare and consumer markets.

"That growth rate is very interesting ... particularly in the healthcare market," Bette Brunelle, vice president and lead analyst with Outsell. "It is a conservative market ... but now they realize how important it [online advertising] is."

Spending on search engine marketing will climb 66 percent in the healthcare industry in 2006 versus 30 percent in consumer markets and 18 percent in the business category, the study said.

While the healthcare industry is shifting dollars online this year, ad executives plan to spend 2 percent less on television. Print ad spending is expected to grow 8 percent, and event marketing should rise 7.6 percent.

"Print is still healthy," Ms. Brunelle said. "Trade magazines are where there is a lot of growth, as well as print directories."

Separately, a survey from Medical Broadcasting Co., Philadelphia, and DTC Perspectives magazine suggests a shift in direct-to-consumer marketing in the next year from traditional ad venues to online advertising, search and e-mail. Higher spending on search was forecast by 81 percent of respondents. About 85 representatives from pharmaceutical companies, ad agencies and marketing services firms were surveyed.

The shift to online ad spending is prompted by a change in priorities in educating consumers. DTC marketing needs to focus more on disease education than on customer acquisition strategies, 77 percent said.

Difficulty in measuring the impact of DTC advertising and continued negative public opinion about the pharmaceutical industry are two important reasons behind the shift, MBC said.

That shift toward education will result in much less advertising on television, according to the survey. Fifty-eight percent projected less use of television, and nearly one-third said to expect declines in spending for event sponsorship and radio promotions.

Nearly 60 percent expected growth in the use of video on demand, and 50 percent saw a rise in mobile marketing, MBC said.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above