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Is Paid Search Over For Pharma Marketers?

Posted by | 5:17pm on Monday, April 13, 2009 | No Comments

Sponsored ads can still be a healthy part of a pharmaceutical brand’s marketing mix. 

Lindsay Millsap, Search Engine Marketing Strategist at Siren Interactive, contributes this post:

Last week, the U.S. Food and Drug Administration sent out an unprecedented 14 warning letters to some of the world’s leading pharmaceutical giants regarding misleading Internet ads, also known as paid search advertising or sponsored ads. Sponsored ads are the pay-per-click ads featured in the sidebars of most major search engine results pages, including Google, Yahoo!, and Microsoft Live.

The FDA’s Division of Drug Marketing, Advertising, and Communications (DDMAC) accused the drug companies for three main violations:

  • Omitting complete risk and indication information associated with the product
  • Not including the drug’s full name in the ad
  • Not including details of the drug’s limitations, such as age, gender, drug interactions, etc.

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