Acquire new consumers using trusted online third-party relationships

Acquire new consumers using trusted online third-party relationships 

 

Pharma marketers should use online third parties that have existing relationships with their target markets, such as WebMD and Yahoo! Health, to turn those consumers into users of their drug, Rich Benci, president of consumer health media company RealAge, said yesterday during the ePharma Summit. According to Benci, the at-risk patients who have not yet been diagnosed with a particular condition represent a large market that pharmas can tap into using trusted third parties that already have relationships with consumers. As online marketing budgets grow, it's inefficient to only expand existing Web efforts, such as banner ads and keyword optimization, Benci said. Instead, pharmas can leverage the trusted relationships that consumers already have with third parties to identify at-risk patients, introduce the brand, drive revenues, and produce measurable results. RealAge has relationships with more than 11 million consumers, Benci said. To learn more about leveraging third-party relationships, go to realage.com.