The ability for pharma marketers to track online consumers’ reactions to Internet advertising is limited, but asthe medium matures, tools are evolving to makeit easier to measure return on investment.
The power of the Internet as an advertising and marketing channel is evident. More than 93 million Americans have gone online at least once to seek health information, according to a Pew Internet and American Life Project report. Additionally, the number of Web-savvy physicians is increasing each year.
“The conversations about interactive media have changed,” says Jules Korzeniowski, president of The Conectics Group. “In the 1990s, the question was ‘Why should I invest in online activities? I am not sure physicians are online.’ This question has gone away. We know that our target audiences are online, and there are a lot of data to show what they are doing. Pharma is beginning to realize there is value….
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Experts on this Topic
Sundeep Bhan. CEO, Medsite Inc., New York; Medsite is an e-pharma marketing company that forges mutually beneficial relationships with physicians and the organizations that want to reach them via a suite of products and services. For more information, visit solutions.medsite.com.
Marc Blumberg. Senior VP, imc2, Dallas; imc2 is an interactive marketing agency dedicated to helping clients achieve objectives through interactive solutions. For more information, visit imc2.com.
Wm. Scott Brown, Ph.D. Manager, measurement solutions for the Internet, Johnston, Zabor, McManus Inc., Research Triangle Park, N.C.; JZM provides business solutions through strategic application of marketing, relationship, and communication research. For more information, visit jzm.com.
Ian Cross. CEO and cofounder, I-SITE, Philadelphia; I-SITE is a full-service Internet consulting and development firm specializing in the online marketing of pharmaceuticals and consumer products. For more information, visit i-site.com.
Craig Douglass. Managing partner, Cadient, Conshohocken, Pa.; Cadient is dedicated to building pharmaceutical brands online by managing life-cycle success and activating consumers. For more information, visit cadient.com.
Adam Gelles. Director, industry initiatives, Interactive Advertising Bureau, New York; IAB represents the leading companies in the interactive space and evaluates and recommends standards and practices, fields interactive effectiveness research, and educates the advertising industry regarding the use of interactive advertising. For more information, visit iab.net.
George W. Ivie. Executive director and CEO, The Media Rating Council, New York; the MRC is a nonprofit industry association whose charter is to maintain audience research confidence and credibility with the goal of securing audience measurement services that are valid, reliable, and effective. For more information, visit mrc.htsp.com.
Jules Korzeniowski. President, The Conectics Group, Parsippany, N.J.; The Conectics Group, a CommonHealth company, provides digital development, research, media, and planning services. For more information, visit commonhealth.com.
Matt McNally. Media director, Insight Interactive Group, Philadelphia; IIG is an interactive marketing agency that specializes in the healthcare and pharmaceutical industries. For more information, visit insight-interactive.com.
John Racik. President and CEO, Blue Diesel, Westerville, Ohio; Blue Diesel, an inChord company, is an interactive agency dedicated to providing solutions that integrate form and function. For more information, visit bluediesel.com.
Jeff Schueler. Founder and CEO, Usability Sciences Corp., Irving, Texas; Usability Sciences assists designers of technologies in gaining insight into the experience of their users. For more information visit usabilitysciences.com.
Jessica Seilheimer. Senior program manager, Clinical Connexion, Newtown, Pa.; Clinical Connexion is a full-service education and communications agency committed to providing services to the healthcare industry. For more information, visit clinicalconnexion.com.
Greg Stuart. President and CEO, Interactive Advertising Bureau, New York; IAB represents the leading companies in the interactive space and evaluates and recommends standards and practices, fields interactive effectiveness research, and educates the advertising industry regarding the use of interactive advertising. For more information, visit iab.net.
Donna Wray. Director of Marketing Intelligence, SimStar, Princeton, N.J.; SimStar is a leading interactive relationship marketing agency serving the pharmaceutical, biotechnology, and consumer healthcare industries. For more information, visit simstar.com.
Michael Wysocki. Senior account manager, Newton Gravity Shift, Pennington, N.J.; Newton Gravity Shift is an e-marketing and integrated learning agency. For more information, visit newtongravityshift.com.