Summary
Several executives shared their opinion on whether customized advertising capabilities by large health networks increases value. Lee Slovitt, senior media director, Hearbeat Digital, said there can be great value in such opportunities -- however the offering must fit the brand strategy and budget. According to Bob Girondi, EVP, marketing and research, Communications Media Inc, categorically, any promotion bearing a believable and relevant message to a particular audience, properly timed, properly delivered and properly funded -- as part of an integrated program -- should produce the desired results. Elyse Rettig, associate media director, Razorfish, definitely thinks there is value for pharmas to find ways to expand their reach through these offerings.
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Extract
Does Customization Increase Value?
Many of the large health networks offer customized advertising capabilities, such as branded "patient rooms" and exclusive video inventory. Is there value in these kinds of ...
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