• by John Gaffney , June 13, 2002

As their advertising practices continue to be scrutinized by lawmakers and consumer advocacy groups, some pharmaceutical companies will turn to the internet to get their message out.

Indicative of this new trend is Wunderman’s announcement that it has won the Pfizer account for its “Pfizer For Living” program. It will provide online and offline creative development for the program which includes interactive health tools and healthcare information on various topics such as diet and exercise, allergies, high cholesterol, diabetes, high blood pressure and osteoporosis. Ann Friedman-Ryan, Wunderman New York’s SVP and group account director, says the new initiative will work across many channels but will use the internet to directly deliver customized health information to consumers.

“We want to give information that will enable consumers to have a productive conversation with doctors,” Friedman-Ryan said. “In the new managed care environment consumers need to have more information because they have less time with the doctor. At the same time this effort will leverage and capitalize on growing technology in the CRM and direct marketing space.”

Pharmaceutical companies are under fire on Capitol Hill for allegedly overspending on ads and then overcharging on product. Adonis Hoffman, SVP and legal counsel for the AAAA, said he convened a meeting Wednesday with ad agency representatives to plan a strategy against pending legislation seeks to limit the ability of drug manufacturers to spend on ads. Some industry experts believe that drug companies will take a lower profile approach, will include Internet ads and websites.

“There is a huge opportunity online,” says TBWA/ChiatDay healthcare account planner Reema Vyas. “A lot of people use the web for information in this area. There’ll be some interesting ways that we haven’t tried yet to take advantage of that.”