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In time for the fall allergy season, Schering-Plough’s prescription drug Claritin begins a sponsorship on cable modem service Home Network as early as this week. The alliance, which promotes Claritin in Home’s lifestyle channel and within a health area on the service, is a further indication that pharmaceutical advertisers are primed to embark on a land grab of sorts, securing valuable Internet real estate via online sponsorship deals.
One industry source predicted that, based on the pharmaceutical industry’s rapid adoption rate of online media for branding and consumer education purposes thus far, 1999 will be the year of the “7-digit” online media budget.
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