Healthy Skepticism Library item: 15568

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: report

Manhattan Research
The Absolute, Relative, and Incremental ROI of DTC Digital Marketing
: Manhattan Research 2009
http://www.manhattanresearch.com/files/White_Papers/The_Absolute_Relative_and_Incremental_ROI_of_DTC_Digital_Marketing.pdf

Abstract:

The pharma industry was spoiled. Back in the early days of DTC advertising, the industry had a unique opportunity that
had been available to few industries before it: The chance to really measure the absolute ROI of its advertising. There
had been no direct-to-consumer advertising in the industry previously, so with your first television commercial, you got
to see the direct impact that commercial had on your sales. Not surprisingly, the return on investment for DTC
advertising was quickly established across the industry. Better yet, you could test certain markets by running print,
television, or radio campaigns in select markets across the country, then watching which combination produced the
biggest return.

It was a highly successful formula for many brands – but then the Internet came along and messed things up…