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Online advertising spending by the pharmaceutical and healthcare industry will reach $975 million in 2007 - a gain of 19 percent over 2006 - and surpass the $1 billion mark in 2008, or a gain of 22 percent year over year, according to eMarketer, reports Hospital Buyer.
The pharmaceutical category will account for 4.5 percent of the total US online ad spending in 2007, down from 4.9 percent in 2006, according to the forecast; but by 2011 the category is forecast to reach $2.2 billion and account for 5 percent of US online ad spending.
Pharmaceutical marketers nevertheless have a rigid view of the internet as merely an information-delivery vehicle, whereas consumers are using the internet to interact with one another and with brands, according to eMarketer’s “Pharmaceutical Marketing Online: Stuck in Web 1.5″ report.
(Also see “Nine of 10 Women Online Seek Health Info via Web.”)
Having restricted their brand sites to mere online information centers - often pages of text and a slow-to-load TV commercial - pharma marketers are missing big opportunities to engage consumers and boost confidence in their brands, eMarketer said.
“Messages must be interactive because consumers are looking for a dialogue, especially when their health is involved,” said Lisa Phillips, senior analyst and author of the report. “Something as simple as offering mobile or internet alerts to prompt patients to take their medicine are opt-in tactics that benefit patients.”
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes …
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
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Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
