MediaPost: Web Becomes Healthier Choice, Consumers Go Online To Get Pharma Info Missing From TV
Recent findings by Manhattan Research show consumers in need of pharmaceutical information are turning to the web in record numbers. The firm reported visits to pharmaceutical product sites reached 13 million after viewing a television ad, a figure triple that of three years ago.
"You can't really learn much from a TV ad," said Manhattan president Mark Bard. "With a lot of these ads, you have two old people sitting on a pier and they're happy. But what does the product do? [Consumers] get their initial awareness through TV, and they're turning to the Internet to continue the process."
Bard says pharmaceutical marketers need to give the web another chance after having backed off the medium in the late 90's.
