24 October 2008 VIEW on ESolutions EMARKETING A smiling woman walks briskly down a wooded path as an authoritative voice extols the virtues of a new drug and rushes through a dizzying array of potential side effects.This scene has become so common that it has been lampooned in TV and print. Since 1997, when the Federal Drug Administration permitted drug companies to advertise directly to consumers, the airwaves have been crowded withTV spots for the latest in miracle drugs. Pharmaceutical firms paid a total of $5.4 billion for TV ads in 2007, a staggering sum that some say dwarfs the industry’s spending on R&D. This figure is likely to be exceeded this year, despite a promised six month moratorium on new drug advertising asked for by Congress and agreed to by some of the industry’s top players. Meanwhile, the pharmaceutical industry devotes little of its advertising dollars to the Internet. Drug companies spend about 1 percent of their advertising budgets online while other industries apportion almost 10 times that amount. Last year, a top 10 pharmaceutical company in the Unit ed States with a budget of $2.5 billion, spent $742 million on TV last year compared with $29 million on Web ads. Impactful and Trackable Today, the Web is a seamless part of consumers’ daily lives and health is one of its fastest growing areas. According to Harris Interactive, 150 million Americans — two thirds of all adults — turned to the Internet for health information last year making it among the most popular activity for people online. A Pew Research study found that more than half of those with chronic disability or illness use the Internet to find health information and two thirds say online information led them to seek a doctor’s advice. A testimony to the growing online health audience are sites where consumers can access the best health content the Web has to offer — from videos and text, to expert reviews and social networks. Given the fact that the Web is a more engaged medium than passive TV viewing, it clearly represents the best advertising investment for pharmaceutical firms. Web ads have the potential to reach consumers at precisely the time they are most receptive.And, unlike that of far more expensive TV ads, their impact is measurable. Marketers can track their ROI immediately, allowing them to analyze and alter their campaign almost in real time. Taking the Web to the Next Level It will take more than purchasing Web banner ads to reach and attract online consumers. Health consumers want information and they want it fast. Pharmaceutical companies can lead the way to reach audiences in unique and innovate ways. Pharmaceutical firms have access to repositories of valuable health related data. All of this information can be used to attract consumers, especially those who have the greatest interest and rep resent likely customers. Pharmaceutical companies could have widgets embedded into Web pages; offer immunization calendars for patients; create applications to allow consumers to find the closest doctors in their neighborhood; or even have a symptom checker for users to quickly determine if they are ill. All of these tactics enable firms to provide a service users want while offering a higher engagement and strong brand association. These are only some of the possibilities. The beauty of the Internet is that consumer behavior can be tracked, and the effectiveness of any campaign can be measured in days if not hours.The pharmaceutical industry is in the position to lead a revolution in the way consumers discover and explore health information. It’s time to take the opportunity to put a stake in this growing field. RightHealth offers consumers a 360 degree view of any health topic on the Web by integrating the best Web health applications for that topic into a single page. For more information, visit www.RightHealth.com. Reaching Health Consumers On The Web The pharmaceutical industry is in the position to lead a revolution in the way consumers discover and explore health information. It’s time to take the opportunity to put a stake in this growing field. Anand Rajaraman Cofounder RightHealth is the definitive home page for health. Any query offers consumers the best of the Web in health content from videos, news, doctor reviewed reports and expert sources, all in one place. With our sophisticated technology and numerous partners, we can deliver the most credible and freshest health information on the Web to millions. www.RightHealth.com 10 in Unique Visitors TOP 2 in Visits 35% Visit Regularly comScore, September 2008 Hitwise, August 2008 QuantCast, August 2008 2008 RightHealth ^TM is a property and trademark of Kosmix.

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