A recent study by DRG Digital (formerly Manhattan Research) has shown that not only do two out of three adults recall seeing or hearing advertising for prescription drugs in the last 12 months, but that digital advertisements are approaching parity with traditional television-based advertisements.

Of those who indicated they had recalled advertisements, nearly two-thirds of respondents (65%) stated they had remembered seeing or hearing an ad for medications on TV, and just under half (49%) stated that they remembered seeing or hearing ads online. Of those who recalled seeing or hearing an ad on television in the past 12 months, 22% did as the ad suggested and asked their doctor about a specific drug, compared to 42% of those who recalled seeing or hearing an ad online.

The data suggests that online drug advertisements may be as effective, or even more effective, than traditional television advertisements at prompting patients to ask their doctors about specific prescription drugs.

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