So the cover of MedAdNews displays the top DTC drug spends in 2006. As we would guess,
-Lunesta leads the pack at $329 million
-Ambien CR is next at $209 million
Now go to Google and type “insomnia treatment“.
Neither site is listed on the first page of Google in the organic results. Although on the second page, Ambiencr.com is ranking ahead of Lunesta.com in the results.
I would think both of these brands would invest in a successful organic search strategy. These DTC campaigns will raise awareness and drive folks to the search engines! It gets worse. The third biggest spender, Crestor, not listed on the first three pages of Google for “cholesterol treatment.”
I am now on my soapbox, if you are going to invest $100 million+ on DTC, please close the loop and invest in Search Marketing. Your drug sites will rank for condition x treatment if you have a solid search strategy. I am now stepping off the soapbox.
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