Pharma Marketing Blog: Yahoo!'s Claim That Patients Are "Ambivalent" When It Comes to Side Effect Information in Search Ads Is BS!
PHARMAMKTING.BLOGSPOT.COM - Yahoo! submitted comments to Docket No. FDA‐2009‐N‐0441 regarding Promotion of FDA‐Regulated Medical Products Using the Internet and Social Media Tools (find it here).In defense of the "one-click rule" for space-limited "generic" search ads and "Rich Ads in Search (RAIS)," Yahoo! presented a study that purports to prove that "When it comes to side effects... the patient mindset appears to…
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You're dead on with your comments. Removing the "I don't have an opinion" (roughly 30% for each question) respondents actually disagree more strongly than they agree with all of the questions. In fact they disagree more than they "don't have an opinion". Yahoo has skewed this data. Patients care and want more information -- entirely the opposite to what Yahoo is claiming. Great analysis!