Dig­i­tal re­call? On­col­o­gists see dozens of on­line ads every month but on­ly re­mem­ber a hand­ful — study

On­col­o­gists are peo­ple too — but just like many peo­ple, they’ve be­come some­what im­mune to on­line ad­ver­tis­ing.

A new Zoom­Rx study found that on­col­o­gists en­coun­tered a me­di­an of 54 dif­fer­ent phar­ma brands in ban­ner ads every month. How­ev­er, when asked about spe­cif­ic brands, on­col­o­gists could re­call on­ly about nine by name.

And that’s not the worst of it. On­ly 5% of all the on­line ban­ner ads that on­col­o­gists en­counter month­ly are re­lat­ed to on­col­o­gy. Even more dis­mal is that no sin­gle brand topped 0.3% share of voice, mean­ing the share of all brands for any one on­col­o­gist dur­ing the Q2 study pe­ri­od.

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