The Internet is more powerful than TV in influencing prescription drug decisions, according to the recent Cyber Dialogue study, Cybercitizen Health. When the Internet is compared to major media vehicles like TV and print, pharmaceutical companies can expect a much higher return on investment from ad spending.
The report found that pharmaceutical companies spend:
- $220 per specific drug request for print ads;
- $197 per specific drug request for television ads; and
- $14 per specific drug request for the Internet.
In the first half of 1999, pharmaceutical companies spent $915 million on direct-to-consumer advertising campaigns, which included $530 million spent on TV ads, $370 million spent on print ads and $10 million spent on Internet ads. Although these expenditures do not reflect the total cost of generating a prescription request (which includes journal advertising, sales force training and PR), they offer a key indication of the Internet's ability to reach the growing number of healthcare consumers online.
(Cyber Dialogue, Joe Farris, 212/652-7043)