FDA letters slew sponsored links

Share this article:

The FDA's 14 letters warning companies about sponsored links on search engines all but eliminated industry use of the media, according to ComScore.

Sponsored link exposures to US internet users fell by 59% within a week of March 26, when the untitled letters were issued, and were down 84% by the end of June. The letters said, in essence, that the sponsored links had failed to communicate appropriate risk information.  

“The FDA letters changed not only how pharmaceutical manufacturers are marketing online but what consumers are being exposed to when they search for health information,” said ComScore VP marketing solutions John Mangano.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?