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NONE: Re: ONLINE-ADS>> Internet Promotion

Re: ONLINE-ADS>> Internet Promotion

Raymond, Doug, HMR/US (Doug.Raymond_at_hmrag.com)
Sun, 16 Nov 1997 17:13:38 -0600

Kevin Leathers wrote...
>Why not build web resources that directly
>complement other forms of advertising and
>promote them through all other forms of advertising.
>Now, I have seen this done to some extent (The TV commercials
>for Allegra mention; call 800..., visit our web site
><http://www.ahhh-allegra.com/> or ask your doctor).
>I think this is excellent, but not done by enough advertisers.

It is interesting to note that the ability to refer customers
to detailed information in a web site was influential in the FDA's
decision to relax restrictions on pharmaceutical DTC advertising.
So in reality, for a pharmaceutical company, this is a requirement,
not an option, if we intend to make a claim about the drug -
provided that we include fair balance information in the site
(side effects, warnings, etc.)

>The answer, and what I tell clients, is build product support
>web sites (don't send customers to the big door of a typical
>corporate behemoth web site).

While some of our on-line advertising dollars go to promote our
"front door", much of our promotional efforts are directed toward
specific content areas that provide patient or professional education
( http://www.allerdays.com , http://www.managedcaredigest.com ).
Providing valuable, in-depth educational information to our customers
is not only an excellent model for building on-line traffic (and
exposure
to our promotional messages), but a way of doing business and building
long term customer relationships.

Doug Raymond - dougraymond_at_hmri.com
Hoechst Marion Roussel U.S. Communications
http://www.hmri.com - Beyond Medicine to Health
phone: 1-816-966-4282

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