VIEW on Internet Advertising
Fred Foard has watched the evolution of the Internet within the pharmaceutical industry with a close eye. Through his intimate involvement in the medium, as a media-planning executive with Communications Media Inc., which delivers non-personal promotion to professional healthcare audiences, Mr. Foard has identified four reasons why the industry has not taken to “the Net” with the same reckless abandon as the consumer goods industry.
“While there are arguably more reasons, I’d like to discuss four,” Mr. Foard says. “These all derive from ‘translation’ issues. They are problems inherent in adapting a consumer-oriented medium to health-professional targets and to ROI expectations. I call these ‘retardant’ factors: the inability to discriminate professional from lay Internet surfers; the lack of standardized terminology; the inability to target specific medical specialities; and the inability to measure advertising…
Defining Internet Activity Measurement Metrics
Expert on this topic
Fred Foard, Executive VP, Communications Media Inc