Internet Drug Ads Show Stunning ROI
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Internet ads targeted at getting consumers to request a particular drug when at the doctor's office have been stunningly effective compared to other media, according to a study conducted by Cyber Dialogue.
Pharmaceutical companies spent $14 online per customer that requested the advertised drug, while driving the same response through TV ads cost $197 per customer, and print ads cost $220.
"These findings provide pharmaceutical product managers with a benchmark to help them to assess the relative value of their marketing dollar. More broadly, these data also underscore the necessity of a coherent, comprehensive Internet strategy at every company," says Thaddeus Grimes-Gruczka, vice president of Cyber Dialogue's Health Practice.
Pharmaceutical companies spent an estimated $915 million on direct-to-consumer ads in the first half of 1999. TV ads accounted for $530 million of that, and $370 million went to print ads. Only $10 million, or about one percent, was spent on the Internet.
The Cyber Dialogue findings are based on in-depth interviews with more than 2,700 US adults. The study took place in July 1999 and is accurate within plus or minus 2.4 percent at the 95 percent confidence interval.