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Mon, Apr 9, 2007 Pitches For Ailments Drive Consumers Online by Gavin O'Malley, Monday, Apr 9, 2007 6:00 AM ET GOT ACNE?

THIS TYPE OF rhetorical pitch-like the dairy industry with its long-running "Got Milk" campaign-is proving effective for pharmaceutical marketers using unbranded multi-channel awareness campaigns for everything from acne to Restless Leg Syndrome, according to a new study from Manhattan Research.

Many in the pharmaceutical industry have questioned the viability of this approach and whether it is actually effective in driving consumers to research various conditions online.

According to the health care market research firm, ads focused on building awareness for a certain condition-and encouraging consumers to visit particular Web sites for in-depth information - have proved to be highly valuable to marketers.

"Unbranded advertisements are building awareness for certain conditions, and encouraging consumers to take action and research these conditions online," said Mark Bard, president of Manhattan Research.

The most researched conditions researched online, according to the study of some 4,965 U.S.

adults, are: Restless Leg Syndrome;...

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