Staff Writer: Carolyn Johnson
Any Los Angeles advertising company will tell you that the execution of the message is just as important as the message itself. If the message itself is misconstrued or misunderstood by consumers, it is because the execution was poor or not well developed, no matter how great the message. Alternately, a great execution with a lack of or shallow message will not be well received either.
Several studies performed by advertising scholars have shown the various ways in which the medium and execution have related to the message and how it is received. Let’s take the health industry, for example. Surveys and polls have shown that consumers are increasingly using the web as their utmost preferred mode of studying health and drug-related information. As a matter of fact, as of 2007, searching for health information was the third most common activity on the Internet, just behind email and searching for product information.
The Web has become a major source, along with television and news media, for information on health issues. This has been brought to the attention of pharmaceutical companies, who have thus devoted much of their marketing resources to direct-to-consumer (DTC) advertising on the Web.
Studies in Los Angeles advertising firms have focused on amplifying our understanding of the Web as a medium for DTC communications. These studies attempted to measure how consumers tend to assume credibility of specific mediums for information, as compared to television and other traditional mediums. The studies also measured the web’s actual influence over consumers and their interactions with physicians.
The findings of such studies show that consumers generally believed that the internet was the most credible source for health related information, which would also influence a consumer’s behavior and perception of health issues. This is an important point, as the web is an unregulated space, and therefore certain Internet sources may (and do) vary in credibility.
Researchers have studied not only the effects of DTC advertising on consumers, but on physicians as well. They first surveyed the physicians generally response to DTC advertising, as well as how they interact with patients who have clearly been influenced by DTC advertising. According to the questionnaires submitted by physicians, many physicians believed DTC advertising contributed most to patients’ inquiries about certain prescriptions products, and thus could possibly serve as a detriment to physician-patient relations when a patient refused a physician’s recommendation based on DTC advertising.
Health marketers should be advised to exercise credibility and trust when at work in a marketing company Los Angeles, as one of the premier cities for marketing and advertising, recognizes the need to be reliable in their information. It is also important for pharmaceutical companies to integrate their marketing campaign on different platforms, such as more traditional media as well as the Web. Although traditional media is a medium that only has the flexibility to contain the most basic of information, the Web is elastic and can be more personalized to the consumer, giving reliable information to any and every consumer.