‘Catchy’ de­sign tops big ad buys on­line for grab­bing on­col­o­gists’ at­ten­tion — sur­vey

The can­cer drug ads that get on­col­o­gists’ at­ten­tion on­line are in­for­ma­tive and use clear, eye-catch­ing de­signs. That’s Zoom­Rx’s as­sess­ment in its most re­cent track­ing sur­vey, and while not nec­es­sar­i­ly sur­pris­ing, the de­tails in the re­search do break a few com­mon mis­con­cep­tions.

One of those is fre­quen­cy, al­so known as the num­ber of im­pres­sions an ad gets. No mat­ter how many times on­col­o­gists saw a par­tic­u­lar can­cer drug ad, ef­fec­tive­ness pre­vailed in the sur­vey across five drug brands. Zoom­Rx mea­sured ef­fec­tive­ness as a com­bi­na­tion of most at­ten­tion-get­ting, rel­e­vant in­for­ma­tion and im­proved per­cep­tion as re­port­ed by the doc­tors.

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