Dear Reader,

I have often said that promotion schedules and campaigns need to be media agnostic.  To that end, here is a bit of research for our partners that produce a print journal with their published offerings. 

Digital agencies look for the success of an online campaign as a function of traffic driven to the respective company or product landing page. It’s not the only measure, but it is clearly one way of determining marketing success. Well…., it just so happens that print advertising can also be a significant driver and will increase Web traffic so long as the ads include the URL.  Sounds logical, right?  On the other hand, I just spent an hour looking through Pharma ads in medical journals, and my back-of-the-envelope calculation shows that only approximately half the ads included a prominent URL for brand.com.  Another third included a URL, but I had to search fairly hard to find it. The remaining companies did not provide a Web site URL at all.  Hard to imagine in this day and age!

Data by Vista Research Inc. shows that magazine ads can contribute to significant online page views from those that include the URL versus those advertisements that do not. In the study, inclusion of the Web address increased the traffic by as much as double.  This data confirms earlier work done by Marketing Evolution that showed increases in traffic (triple) when the URL was included in the advertising creative. 

Last but not least, data from the American Advertising Federation shows that magazines are the most effective medium in non-interactive for driving traffic to Web sites.

Effectiveness of Media at Driving Consumers to the Web

Medium

Effectiveness

Magazines

26.0%

Broadcast TV

17.8%

Cable TV

16.4%

Newspapers

13.7%

Radio

11.0%

Out of Home

8.2%

Other

6.8%

Source: ICOM, American Advertising Federation (AAF) 2006, July 2009

In summary:

• Print Ads can have a major impact on building Web traffic

• Print Ads can generate  Web traffic  at each stage of  the purchase funnel

• Including a URL in print ads significantly increases Web site visits.

Details of these studies and others can be found at www.magazine.org/accountability

Cheers,



Ray Thibodeau

Vice President, Business Development

Network News

Study: Display Provides Lift to Search
Source: Mediapost

The company I work for recently completed a detailed test and analysis of the impact of online display ads for both paid and natural search metrics, and concluded that search traffic does indeed increase through the brand awareness, brand recognition, and brand preference aspects of display campaigns.  The study differs from others on the topic in that it was focused on actual client data that was managed across multiple channels, and it focused on both natural and paid search.  The short story is that overall lift to paid and natural search visits with display campaigns running was increased by almost 14%.

The impetus for the study was a number of client questions about the effects of display on search traffic, as well as some varying opinions on display lift among digital experts that only considered search from the paid perspective. More...

Interactive Marketing Spend Forecast: 

Click here
 

eHS is Proud to Introduce Its Newest Team Members:

Jo Elynn Cook, Director of Marketing

Jo Elynn has worked in marketing for more than 20 years and has concentrated a good portion of that time in healthcare and pharmaceuticals. Her role will be to help promote our company, increase traffic to our network sites, and attract new advertising business. At home, Jo Elynn enjoys family time with her husband, teenage son, and Siberian husky.  Her hobbies are reading and drama.
She can be reached at 609-882-8887 ext.113 or email at JCook@e-healthcaresolutions.com
 
Chris Gallagher, Advertising Sales Representative

Chris brings 5 years of digital advertising sales experience to eHS. In those 5 years he has successfully worked on professional and consumer healthcare campaigns. His role will be to grow the consumer advertising market while expanding eHS’ professional advertising dominance.
In his spare time, Chris tries to stay as active as possible participating in different athletic leagues. 
He can be reached at 609-882-8887 ext. 107 or email at cgallagher@ehealthcaresolutions.com

Jeff Jiao, Business Development Associate

Jeff most recently worked at Compas Inc and brings a great deal of technical experience in IT management. His role will be to work on new site acquisition, site tagging, implementation and customer service for eHS site partners.
In his spare time, Jeff volunteers as a firefighter and  emergency medical technician with his local fire department. He also has a black belt in Tae-Kwon-Do. 
He can be reached at 609-882-8887 ext. 100 or email at JJiao@e-healthcaresolutions.com


Connecting the Dot Coms

eHS would like to welcome the following publishers to the network:

As the EHS network expands so does your advertising revenue potential. The e-Healthcare Solutions referral program provides cash awards to existing partners for helping to spread the word. To qualify for your referral award you simply need to refer a new website to join the e-Healthcare Solutions Network of Healthcare Websites, by contacting Craig with their details.

Featured Publisher

ASHP is a 35,000-member national professional association that represents pharmacists who practice in hospitals, health maintenance organizations, long-term care facilities, home care, and other components of health care systems. ASHP is the only national organization of hospital and health-system pharmacists and has a long history of improving medication use and enhancing patient safety.

www.ashp.org


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e-Healthcare Solutions
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