Cost efficient advertising to specialist audiences

Kenneth E Clarke

This paper demonstrates how the lessons learned in tracking ads to consumers can be applied to specialist advertising targeted at doctors.

Cost efficient advertising to specialist audiences

How general principles can be applied to medical advertising

Kenneth E Clarke

This paper demonstrates how the lessons learned in tracking ads to consumers can be applied to specialist advertising targeted at doctors. The differences between awareness of advertising on TV and in print are highlighted. Advertising to the medical profession is almost entirely in the form of print media and the particular characteristics of this audience are considered. Their reactions to ads from both a professional and personal viewpoint are discussed. The medilink service can pre-test ads on impact, communication and potential wear-out....

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