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... DTC Advertising Driving Consumers Online for Disease Information DTC Advertising Driving Consumers Online for Disease Information Manhattan Research Reveals Impact of Ads on Information Seeking Behavior NEW YORK, April 9 /PRNewswire/ - In the not-too-distant past, prime time television was filled with pharmaceutical advertisements urging prospective patients to call a toll-free number for more information.

Thanks to the Internet and other emerging technologies, today's pharmaceutical marketers have an arsenal of new strategies at their disposal, making this call to action seems as antiquated as VCRs and dial-up modems.

One of the most popular trends in pharmaceutical marketing over the past few years is the shift toward unbranded advertisements focused on building awareness for a certain condition, and, in many cases, encouraging consumers to visit a website for more information about that condition.

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

A recent study from Manhattan Research demonstrates the impact of these advertisements on the health information seeking behavior of consumers exposed to these advertisements.

The rankings are based on the comprehensive online consumer research study with 4,965 U.S.

adults titled ePharma Consumer(R) v6.0: The Future of Integrated DTC Marketing.

Top Conditions Rese...

... MediaPost Publications - Pitches For Ailments Drive Consumers Online - 04/09/2007 HOME • CLASSIFIEDS • MANAGE SUBSCRIPTIONS • COMMUNITY • EVENTS • MEDIA KIT • HELP SEARCHAdvanced SearchArchives Home Monday, Apr 9, 2007 Welcome Sign-in | Register.

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;...