Digital Strategy: Rx Ad Spending Up in 2009

Quite frankly, I'm not sure why this surprises me, but it surprises me. Newspaper spending was more than Internet for Rx companies in 2009. Huh?

Newspaper ads increased by 11 percent, to $162.6 million, and radio ads jumped by 112 percent, to $46.3 million. Spending on Internet ads, which has doubled over the last five years, hit $117.4 million, up 31 percent, while $7.6 million was spent on outdoor ads such as billboards.
Overall, spending is up but the upward trend in spending doesn't match the effectiveness or the speed at which consumers and HCPs are moving online.

Check it out here: http://tinyurl.com/yg7oml8


This just tells me that there is an old guard of marketing decision makers--agencies and Rx companies alike, that will keep going to the proverbial well on traditional channels because it is comfy and familiar and not the new and targeted.

Spending stats like this just reinforce to me that in the Rx/Dx industries that change comes slowly and there is still work to do for to prove out Interactive and social media.

| www.jlefevere.com | www.thedigitalstrategist.com |

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