Survey finds few recall Web drug ads

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Even as the Web increasingly becomes a healthcare information destination, Time Inc.'s third annual direct-to-consumer effectiveness study suggests it may not be a boon for drug marketers. The study, scheduled to be released June 15, shows 23% of people (1,000 were surveyed) use the Internet as a primary source of healthcare information, but only 1% recall seeing an ad for a prescription drug on the Web. Time Inc. operates a slew of magazines that benefit from the rise of DTC print advertising.

Copyright June 2000, Crain Communications Inc.

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