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Online Media: Will it Kill the Mass Media Stars?

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Product Description

Digital Exclusive As DTC magazine and television Ad budgets continue to be reduced, our experts forecast the effect on the industry’s marketing mix.

According to TNS Media Intelligence, the industry spent more of its DTC budget on Internet ads than on traditional media in the first quarter of 2009. The Internet ad spend increased by $32.3 million over the past year, from $21 million in first-quarter 2008 to $53.4 million in first-quarter 2009. Analysts note that the TV spend fell by almost the same amount as Internet’s increase — $31.4 million.

Online spending predicted to climb

The magnitude of online options will create a flatter overall spending curve spread over a diverse marketing mix.

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Sidebar:
Soundbites from the Field

Jeff Baker is President and CEO, Noble Marketing Group, a provider of PhRMA-compliant creative marketing solutions for pharmaceutical, ­biotechnology, and healthcare providers. For more information, visit gonoblerx.com.
Wendy Blackburn is ­Executive VP of Intouch ­Solutions, which offers strategic, cutting-edge interactive ­solutions for pharmaceutical companies that want to educate consumers, build communities, and ultimately allow patients and healthcare professionals to experience their products. For more information, visit intouchsol.com.
Jay Carter is Senior VP, Director of Client Services, at AbelsonTaylor, an ­independently owned full-service healthcare ­advertising ­agency. For more information, visit abelsontaylor.com.
Phil Deschamps is CEO and President of GSW Worldwide, an inVentiv health company, and a full-service advertising agency that provides liberating ideas to health and wellness clients through offices around the globe. For more ­information, visit gsw-w.com.
Paul Dreyer is Chief Commercial Strategist at Friday Morning, a new company formed to help clients address the pervasive distrust that ­increasingly characterizes the relationship between physicians and the pharmaceutical industry. For more information, visit ­fridaymorning.com.
Liz Kay is VP of Account Service at Cramer, which specializes in developing and delivering unique marketing ­communications. For more ­information, visit ­crameronline.com.
Greg Kirsch is VP, Creative ­Services, of Intouch Solutions, which offers strategic, cutting-edge interactive ­solutions for pharmaceutical companies that want to educate consumers, build communities, and ultimately allow patients and healthcare professionals to experience their products. For more information, visit intouchsol.com.
Rajesh Nair, MBBS, MBA, is President and CEO of Indegene, a consultancy that enhances commercialization and ­marketing success of life-sciences companies through its ability to understand, analyze, and apply knowledge of ­science and clinical practice. For more information, visit indegene.com.
Dave Ormesher is CEO of Closerlook Inc., a strategic ­marketing agency ­specializing in healthcare with an emphasis on ­strategy, creativity, and ­innovation. For more ­information, visit closerlook.com.
Steve Wunker is Senior Partner at Innosight, a ­consultancy that produces a series of market-tested tools and techniques that enable growth through innovation. For more ­information, visit innosight.com.

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