How New Media Changes
Pharmaceutical DTC Advertising
Meredith Abreu Ressi
Vice President of Research, Manhattan Research
Original Presentation on April 16, 2009
For additional information, please email sales@manhattanresearch.com

Manhattan Research Cybercitizen Health™ v8.0 Study
• Syndicated study of 8,700 consumers, conducted both via
telephone and online interviews.
• Over 75 different therapeutic categories represented
• Results weighted based on Census Bureau norms for
age, gender, region, and education.
• Released end of 2008; 10 years of trended data

How New Media Changes
Pharmaceutical DTC Advertising
 Is TV Dead – Or Just Reborn?
 The Shifting Balance of Power: Digital vs. Doctor
 Are You Ready to Join the Conversation?

How New Media Changes
Pharmaceutical DTC Advertising
 Is TV Dead – Or Just Reborn?
 The Shifting Balance of Power: Digital vs. Doctor
 Are You Ready to Join the Conversation?

Consumers are No Longer a Captive Audience

Less than Half of Consumers Watch all TV Programs Live
Watch all Watch
TV Live Recorded,
Streamed or
Downloaded
Television
Programs

First There Were Soap Operas…

Now, Micro-Targeted Web Content as an Advertising Vehicle

CPG Manufacturers Finding Online ROI Exceeds that of TV

In the Aftermath of Blockbuster Drugs, Precision
Targeting is Valued Over Mass Reach

The previous slides are an excerpt of the complete presentation.
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Manhattan Research is a global pharmaceutical and healthcare market research and
advisory firm focused on the digital trends shaping the future of consumer and physician
marketing. Broad consumer and physician market research can be segmented for over
125 therapeutic and specialist groups.
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