Expect to see major organic and paid search results on sustainability and the categories and keywords associated with health to be dominated by pharmaceutical companies within a year or less, once FDA guidelines are released. Few are paying any attention to the architecture of knowledge around search and how effectively Corporations can bury the objective and unfiltered voices. I offer, once again, the Google eye tracking study to remind everyone the playing field a searcher sees is small.
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| Google Eye Tracking Study |
Here is an excerpt from the post, Navigating the Future of DTC Advertising.
"When the FDA introduced its guidelines for TV advertising in 1997, print dominated 70% of the media mix. In the two years following, TV grew to 60% of the mix. In 2010, TV investment fell 17%, more than twice the rate of the total category...with a growth of print, plus 13% in 2010."
And the future?
"Where drug advertisers once focused on driving brand awareness with TV and print, the new game is to drive knowledge and information through brand engagement, to facilitate an informed patient-physician conversation...basic reason that the internet is the primary and most comprehensive source for consumer information today. When the FDA finally issues its guidance, expect the current to pick up speed, testing the acumen of drug advertisers to steer their brands forward through uncharted waters."
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