Pharmaceutical Direct-to-Consumer Online Advertising : Market Research Report

Pharmaceutical Direct-to-Consumer Online Advertising

Published by: Jupiter Research Corporation

Published: Aug. 17, 2001 - 5 Pages

Due to the format of this report, a complete Table of Contents is not
available. Below are some of the topics covered in this newsletter:

Pharmaceutical DTC Online Advertising Reflects Off-line Campaign Priorities

Experiment with Placement Beyond Content-Targeting opportunities

Quantify Online Branding Using Traditional Brand Measurement Methodologies and Observed Behavior

Abstract

Pharmaceutical direct-to-consumer (DTC) advertising is negligible in terms of online spending as a percentage of overall budgets. Jupiter estimates that pharmaceutical companies will invest $89 million in DTC online advertising in 2001, or only four percent of total DTC advertising dollars^†. The marginal channel shift stems from pharmaceutical companies primarily devoting their DTC sales and marketing budgets to off-line channels such as print and television—areas in which there is a proven return on investment (ROI).

^† This figure does not include spending on hard-branded and soft-branded sites, and e-mail marketing, which Jupiter defines as marketing.

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