Study: Web Drug Ads Remain Cheapest, But Efficiency Decreases

Share this content:
The Internet is the cheapest medium that pharmaceutical companies can use to generate prescription drug requests, according to a study by Cyber Dialogue of New York.

The study looked at the amount of money pharmaceutical companies spent on marketing in the first half of 2000. Companies spent an average of $318 per lead using print media to drive consumers to request drug prescriptions. Using television ads cost an average of $152 per lead.

Internet advertising cost an average of $54 per lead, Cyber Dialogue said. However, this represented a decrease in the overall efficiency of Internet drug advertising from 1999, when it cost an average of $14 per lead to generate drug requests through Internet ads.

In contrast, the efficiency of TV improved from $197 per lead in 1999. Print media's efficiency decreased from $220 per lead in 1999.

Acknowledging the decrease in Internet drug ad efficiency, Cyber Dialogue said it would not suggest companies should divert money from TV or print campaigns to their Internet promotional efforts. However, Internet ads remain a crucial component of any integrated marketing program, Cyber Dialogue said.

Pharmaceutical companies spent a total of $833 million on TV consumer drug ads and $460 million on print ads in the first half of 2000. Spending on Internet drug ads in the same period totaled $47 million.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

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