Navigation Links
FDA Warning Letters Caused Dramatic Decline in Sponsored Link Exposures, According to comScore
Date:10/1/2009

RESTON, Va., Oct. 1 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released the results of a study of changes in search engine marketing in the pharmaceutical industry as a result of the FDA warning letters distributed in March 2009. Using comScore data, the study found that sponsored link exposures to U.S. Internet users declined more than 50 percent immediately after the FDA warning letters were issued to pharmaceutical manufacturers concerning the exclusion of fair balance language in sponsored link advertising.

(Logo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)

On March 26, 2009, the Division of Drug Marketing, Advertising, and Communications (DDMAC) of the U.S. Food and Drug Administration (FDA) sent warning letters to 14 major pharmaceutical manufacturers identifying specific brands as being in violation of FDA fair balance guidelines. The letters stated that sponsored link advertisements for specific drugs were misleading due to the exclusion of risk information associated with the use of the drug.

At the urging of the warning letters, many pharmaceutical companies temporarily removed their sponsored link ads for these identified brands as well as many other brands not specifically mentioned in the letters. As a result, sponsored link exposures for pharmaceutical brands experienced a dramatic decline as manufacturers redesigned their strategies to ensure compliance with the letters.

FDA Letters Cause an Immediate 59 Percent Drop in Sponsored Link Exposures

An analysis of exposure to branded URLs within comScore's data revealed that substantial declines occurred immediately following the letters being sent on March 26. Sponsored link exposures dropped 59 percent from 10.5 million during the week ending March 29 to 4.3 million during the week ending April 5. Declines in sponsored link exposures not only occurred in the weeks immediately following the letters, but continued over the next several months, plummeting 84 percent overall from March to June.

    Total Sponsored Link Exposure for Major Pharmaceutical Manufacturers
    Average Link Exposures per Month
    Total U.S. Home/Work/University Location
    Source: comScore, Inc.
    --------------------------------------------------------------------
                                 Average Total Exposures (000)
                                 -----------------------------
                           Mar-09      Apr-09     May-09     Jun-09
                           ------      ------     ------     ------
    Sponsored Link
     Exposure              11,861       3,244      2,895      1,924
    --------------         ------       -----      -----      -----
    Unbranded Link
     Exposure               1,582       1,419      1,337      1,028
    --------------          -----       -----      -----      -----
    Vanity Link Exposure    3,545       3,038      3,568      3,170
    --------------------    -----       -----      -----      -----

Vanity and unbranded link exposures also experienced a decline, on average, across brands during the same period, although these methods were not under scrutiny in the FDA letters. Unbranded sites, which give additional information on the condition and treatment but do not directly promote the brand drug, declined 35-percent March to June to slightly more than one million exposures. Vanity URLs, which make no mention of a specific brand while generically describing a health condition but then redirect to the brand or drug's website, declined 11 percent in June to 3.2 million average exposures versus March.

Although the use of vanity and unbranded URLs saw growth for certain individual brands after the letters, the overall decline in vanity and unbranded URL exposures demonstrates that searchers for information on a specific treatment or drug brand may not find the health-related information they are searching for as readily as they did prior to the guidance.

"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 John Mangano, vice president of marketing solutions for comScore. "Independent of what is happening on the regulatory front, we see continued increases in consumers turning to the Internet to research health conditions, treatments and drugs. It is important that marketers and the FDA find a middle ground that meets the spirit of the FDA guidelines and is supportable in the various emerging online media."

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

SOURCE comScore, Inc.


'/>"/>
SOURCE comScore, Inc.
Copyright©2009 PR Newswire.
All rights reserved

Related medicine technology :

1. Mayo Clinic Study Finds FDA Warning Against Anti-Nausea Drug Droperidol Unnecessary
2. Potential Early Warning System for Lung Cancer Identified
3. Strykers Biotech Division Receives FDA Warning Letter
4. Snapshots of Eyes Could Serve as Early Warning of Diabetes or Diabetic Eye Disease, U-M Researchers Report
5. Mayo Clinic Finds Capsule Endoscopy Can Detect Intestinal Damage Caused by Celiac Disease
6. Study Shows Once-Yearly Reclast Better than Risedronate at Increasing Bone Mass in Patients With Osteoporosis Caused by Glucocorticoids
7. Journal of Antimicrobial Chemotherapy Paper Supports Additional Role for Cethromycin as Potential Treatment for Infections Caused by Community- Associated Methicillin Resistant Staphylococcus Aureus (CA-MRSA)
8. Arcion Therapeutics Topical Pain Candidate, ARC-4558, Significantly Reduces Pain Caused by Diabetic Neuropathy
9. Glycerin Proven to Improve Bruising and Swelling Caused By Trauma to Skin
10. PNH Patients Treated with Soliris(TM) Experienced Dramatic Reduction in Blood Clots During Clinical Trials
11. Emisphere Announces Second Study Demonstrating Dramatic Increases in Absorption of Oral B12 Using eligen(R) Technology at Lower Doses
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:12/9/2016)... Japan , Dec. 9, 2016 Mitsubishi ... ; President & Representative Director, CEO: Dr. Masayuki ... amyotrophic lateral sclerosis (ALS) given edaravone intravenously in 10-14 ... loss as measured by the ALS Functional Rating Scale-Revised ... International Symposium on ALS/MND in Dublin, ...
(Date:12/9/2016)... DUBLIN , Dec 9, 2016 Research ... Vaccines Market 2016-2020" report to their offering. ... The global travel vaccines market ... The report covers the present scenario and the growth ... the market size, the report considers the revenue generated from the ...
(Date:12/9/2016)... Dec. 9, 2016  Forge Therapeutics, Inc. today ... Stock Exchange: EVT, TecDAX, ISIN: DE0005664809) to advance ... the treatment of bacterial infections including those caused ... as an attractive antibacterial target for more than ... suitable chemical starting points has hampered its progress. ...
Breaking Medicine Technology:
(Date:12/9/2016)... ... 2016 , ... Groth Family Insurance, a Washington-based firm offering ... a charity drive to support the family of Cindy Hendrickson, a local mother ... On October 29th of this year, Cindy Hendrickson swerved to avoid an oncoming ...
(Date:12/9/2016)... Ohio (PRWEB) , ... December 09, 2016 , ... ... of miniature, folded, pharmaceutical inserts and outserts. As a means of expanding ... This addition will enable Flottman to individually code professional inserts (PIs) and patient ...
(Date:12/9/2016)... Yorktown Heights, NY (PRWEB) , ... December 09, 2016 , ... ... on Alcoholism and Drug Dependence, Inc. (NCADD) is recommending the film Whispering ... 29 states and the District of Columbia as an education tool in the war ...
(Date:12/9/2016)... (PRWEB) , ... December 09, 2016 , ... An inventor ... amputees to safely ride all types of amusement park rides. , The patent-pending SAFETY ... unit is easy to use and could be set up in a matter of ...
(Date:12/9/2016)... ... December 09, 2016 , ... ... Pierre Hotel in New York, NY, on December 3rd, to benefit Holy Name ... attended the annual event, which raised over $1 million - the largest event ...
Breaking Medicine News(10 mins):