Direct-to-consumer advertising messages that emphasize consulting a physician for follow-up pharmaceutical information aren't resonating with Internet junkies. A Cyber Dialogue
study found that while 44% of online users respond to DTC marketing, they do so by consulting the Internet for more healthcare information rather than a physician.
Where do they turn?
- 72% leap to the Internet for more pharmaceutical information after seeing an ad.
- 43% ask their physician about the advertised drug.
- 17% call the pharmaceutical company's toll-free number.
- 17% searched for additional information from resources like the library.
The survey is based on 1,000 intensive online users.
(Cyber Dialogue, Grant Sanborn, 212/651-7047, http://www.cyberdialogue.com)