Posts Tagged ‘ Online Advertising ’

Online Pharma Advertising…can’t wait

November 17th, 2009. By AbiK

Actually I can. You know how drug advertisements look in magazines—it can be like 3 pages of text (aka “product disclosure”) that runs on and on and interrupts whatever you’re reading. Heaven help you if you’re reading Reader’s Digest where 3 pages suddenly becomes 5 due to the smaller format. And if you do take a moment to glance at the ad, you’ve got to be thinking that something that takes that much explaining maybe shouldn’t be taken at all. Be that as it may, enter the brave new world of online advertising…

Well, there’s just no room online to be putting all that junk. Those tightly designed banner ads would become full-page ads with all the disclosure notices included and I guarantee that after coming face to face with a few “impressions” of those, you’ll never click on that website again.

And don’t the drug companies know it. But they need to be pushing their wares online—that’s where all the “growth” is these days. So now, get this—the drug industry’s big guys like Eli Lilly and Pfizer are turning to the FDA for guidance on how to push their goods online. Why? The current FDA guidelines for advertising in traditional print media (magazines, newspapers) or t.v. require all that disclosure information is shown prominently. But there aren’t really any guidelines set for new media—so everyone’s playing by the rules of traditional media, and clearly that’s not good.

Not good for who? Big pharma, but also the bigger online media companies. See the online Read the rest of this entry »

Tags: Big Pharma, FDA, Online Advertising
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