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Our client—a top pharmaceutical manufacturer struggling to prioritize digital options—needed
help to understand how to leverage online media for maximum impact and ROI. While online
advertising had proven to be highly effective for information seekers, its use as a brand
awareness medium was unclear to our client. They sought to understand:
• Which digital media tactics – banners, video, educational and brand web sites, viral
marketing, etc.—were best at driving brand impact?
• Which types of media indexed highest for their audience segments, defined by
demographics, behaviors, and attitudes?