MBC survey shows pharma moving toward educational DTC

MBC survey shows pharma moving toward educational DTC

Medical Broadcasting Company (MBC) and DTC Perspectives magazine collaborated on a panel survey that shows an emerging shift to an educational approach in DTC advertising, MBC reports. The survey shows that the focus of DTC messages will move toward more disease education, and the industry plans to increase the use of search engine marketing, Web sites, online advertising, and e-mail campaigns. "The Internet has definitely emerged as a primary communications channel in healthcare, and marketers are increasingly using the Web to craft deep, involving, targeted experiences," Larry Mickelberg, MBC senior vice president of strategy and enablement, tells ePharm5. "We expect digital channels to command north of 20%-30% of marketing budgets into 2007 and 2008." More than 85 representatives from pharmas, ad agencies, and other marketing services companies participated in the survey. Approximately one-third of the panel was made up of vice president-level or higher participants and 44% consisted of product managers and director-level titles. Click the supporting link below for more information about this study.