Drug Marketing Ready For A Decline?

A brief article in BrandWeek about the decline in Pharma DTC advertising.

Analysts expect to see more money go online or into CRM programs, which are far cheaper than commercials. "They could make the largest Web buy ever instead of the smallest TV buy ever," said Jack Barrette, the former pharma ad sales chief at Yahoo! who is now CEO of Wego Health in Cambridge, Mass., a social media company.
I haven't seen the growth yet, but I hope it does come. It's time to recognize that online as a channel has come of age and presents a tremendous opportunity to drive brand awareness, provide engaging brand and product experiences. When utilizing multiple tactics including: a Web site, micro sites, email, SEM, promotional landing pages, social media or video to name just a few, used properly and in harmony, online makes a wonderful marketing gumbo that is targeted, cost effective and more measurable than any other marketing channel.

Makes perfect sense to me...and for those that know how to do it are at an advantage.
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