NONE: Re: ONLINE-ADS>> Web AND Mass Media Synergy
Re: ONLINE-ADS>> Web AND Mass Media Synergy
Kevin Leathers (kevin.leathers_at_obgyn.net)
Tue, 07 Oct 1997 11:23:38 -0500
John Mack wrote:
> ... recent FDA rulings
> have increased the likelihood that pharmaceutical companies will link
> their
> TV ads with more information on web sites.....The deal is this:
> Pharmcos can say
> what their products are used for in a TV ad IF they also say that
> consumers
> should go to the web (and other sources) for more information.
As much as I would support this, I do not see how having information on
a web site would appease the FDA. Truth of the matter is that the
majority of the population is still not on the internet (yet), and the
information that the FDA is most concerned about is the page of
disclaimer information that typically has to accompany a drug ad. Now I
have noticed that some companies are stating "Ask your Doctor or visit
our web site". This may work, because the doctor would still be required
to distribute the information before writing a prescription and the
patient would have the opportunity to review the product information
prior to the office visit and would be able to ask any questions. Maybe
having a toll free number to request info., as well as web based info.
would help (I assume this is what you mean by other sources).
> These web sites will be looking for content and for
> advertising. Does this portend a greater need for "beyond the banner"
> content?
I think a clarification on what is content and what is not content may
be needed. In my own opinion, I view information that promotes a
specific product or service content only when supplied by a non biased
third party and possibly mixed with information on other alternatives,
giving the reader the opportunity to form their own opinion. As much as
I agree that a product marketing site should supply as much information
as possible to help promote their products, I don't think you can view
it the same way.
> For example, XBC news is sponsored by an ad from pharmco X. In the ad
> it
> can say go to XBNews.com for more information. XBNews.com contracts
> with
> the advertiser to host that information and also to provide additional
>
> related content in its health area. Pharmco X then sees more merit in
> placing banners in the health areas of XBCNews.com and its affiliate
> web
> sites, which also gets the health news feed.
I'm not sure I understand this one. Does it mean that the consumer
should go to a site sponsored by the company instead of the companies
own web site? And if so, how long should the consumer spend looking for
one of their banners to click on? Does this limit the Pharmco from doing
business with other related web sites. I think the Pharmco should
promote their own web site for product liability and promotional info.,
and should promote sites that they sponsor as resources for their
consumers. Links from their web site and cross promotion of the
sponsored site is content to the end user. "I like Pharmco X because
they make a great product and support health resources that are valuable
to me is very different than whether their product will make me feel
drowsy or cause headache".
> Is there a logical extension of this scenario? What about WebTV? I'd
> like
> to hear what other people envision as the possible ways in which big
> media
> will link content and advertising this way. What will it mean for web
> advertising in general?
Web TV as far as I know is nothing more than substituting the Digital
Monitor with a TV set (actually a step backward to the days of Atari
Computers). I know they have announced a number of advancements, but I
have yet to hear how you can use the TV and internet at the same time
and how you can interact with a TV ad to bring up a screen of text on
command. I do however see it in the future, and when that is possible
there will be some real value in having this info. available (could be
used to see the fine print in an auto ad also).
> What will it mean for credibility when media news
> gets into the publishing business, especially health publishing? Will
> there
> be adequate separation of content from promotion? Will the viewer be
> able
> to distinguish?
If media news follows traditional rules, we will know what is
advertising and what is news. Current rules exist for quasi news shows
that are actually infommercials, I don't see where this will change.
As for your site, John, it is a very good resource. I could see how drug
info. could be considered content on your site, but only if it is
universal or offers the public info. on competing brands.
--
Kevin Leathers PH:(512)451-2842 FAX:(512)377-5626
Director, Sales & Marketing OBGYN.net <http://www.obgyn.net>
My opinions are just that and are open to the scrutiny of anyone that
reads them.
People with TU MINDS talk about DOGS
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