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Advertsising on medical internet sites
Terminology

CPC = Costs per Click: cost for every time a banner is clicked on by a visitor. Prices vary by quality of visitors: untargeted appr. € 0,05 - € 0,20, targeted; € 0,15 - € 0,45
CTR = Click Through Rate = percentage of visitors on a page (= page impressions) clicking on the banner. Normally CTR = 0,2 – 4%
CPM = Costs per Mille: Costs for 1000 impressions (views) of the banner. Normally CPM = € 2 – 8 (untargeted – targeted)
Hits. The Web logs will register a hit everytime a file is requested from your server. (A file being a page, an image, a stylesheet etc.).
Page Views. When your visitor requests a page, the page viewed will be counted

Prices in email journals

E-Health on line journal: http://www.aishealth.com/Products/Sponsorship.html: $ 0,05 / subscriber/issue
Business news of the week (http://www.aishealth.com/Products/Sponsorship.html): $ 0,08 / subscriber / week
Government news of the week (http://www.aishealth.com/Products/Sponsorship.html): $ 0,07 / subscriber / week
MD Practice alert (http://www.aishealth.com/Products/Sponsorship.html: $ 0,086 / subscriber / week

Prices of bannering on sites

Full width banner, 3 months: $ 9000 (http://www.aishealth.com/Products/Sponsorship.html)

Prices for Pageviews: $ 8-30 CPM http://www.local.ie/general/advertise/.

CTR are estimated 0,5 – 3% of the page views; 20.000 visitors per annum, $ 6000-30.000 advertising per annum

CPM $ 2.55 per 1000 pageviewshttp://esponsors.ws/payperclick/ Page Impressions purchased. As banners are purchased in blocks of impressions, the banners will rotate on the site until all impressions are used up.

Example of prices of a site

Front Page Banners (230 x 29 pixels with a file size no more than 3k)
Costs: € 40 CPM Front-page advertising appears in the middle column of the Homepage. As this is the main port of entry for our users, it is exceptionally good value, and guaranteed to maximise exposure. Front-page advertising can be animated to incorporate moving graphics
Buttons (90 x 40 pixels, max. 2k, with a distinctive border).
Costs: Standard € 18 CPM; Content Targeting by subject € 20 CPM; Content targeting by Geography € 22 CPM
Similar to banners, but buttons are smaller and three positions are available on each page at the right side column. May incorporate moving graphics. Button ads are not permanently displayed on a page, they rotate with other ad campaigns. A user will only see two buttons per page at a given time. The frequency of the ad appearing on the page depends on the amount of Page Impressions purchased. The total number of page impressions is known as Inventory. Buttons are purchased in blocks of impressions ie inventory, the buttons will rotate on the site until all impressions are used up.
Sponsorship Advertising (130 x 60 pixels with a file size no more than 3k)
Costs: Sponsorship rates are based on annual periods; Rates varying from € 7500 - € 35000 depending upon the targeting.
A Sponsorship logo appearing at the top right of the page.
This refers to an advertiser sponsoring either a given subject area (eg conference, meeting, organisation) or an indication area (eg cardiology, diabetes). Sponsorship logos are built into the header of each within a section and remain static, they are located at the top right side of each page. Sponsorship serves as a partnership branding exercise with fixed exposure across all relevant indication or subject pages
E-Journal
Costs: Content Targeting by subject € 30.00 CPM; Content Targeting by Geography €35.00 Cost per Thousand;
Will be forwarded to the subscribers on a fortnightly basis .
Sponsored Features
Sponsored Features allows an organisation to sponsor an editorial piece on the site. Editorial pieces are standard 500 words with 5 images. Each Sponsor will be featured as follows:
- Featured article on the general website for one week
- Featured article in a specific page on the site for two weeks
- Featured article in the E-Journal for once
This will ensure that each sponsored feature will be viewed by at least XXX unique visitors.

Advertising Vocabulary

Impressions: Is the number of times that an ad banner is downloaded and presumably seen by visitors. Impressions are the opportunity to view a creative

Click : A click occurs if the visitor clicks upon the creative which usually then brings the visitor into the advertisers web site or else onto a page detailing information on the advertiser. When a visitor clicks on an ad that is then recorded by a server.
Click-Through Rate : This is the percentage of times a user clicked on an ad in relation to the amount of times an ad was viewed in it's entirety.
CPM (Cost Per Thousand): The pricing model in which advertisers pay per thousand impressions served. The most common internet pricing model.
Creative : The ad unit that will be used to deliver a campaign, sizes vary per campaign (banners, buttons etc) and they can also be text.
Domain : A domain is the main subdivision of Internet addresses. The last three letters after the final dot, tells you what kind of organisation you are dealing with. There are six top-level domains widely used in the US: .com (commercial) .edu(educational), .net (network operations), .gov (US government), .mil (US military) and .org (organisation). Other two letter domains represent countries; thus, .ie for Ireland and .uk for the United Kingdom and so on.
Exclusive Placement : This would be an exclusive campaign running in a specified section. No other advertisers will appear here.
GIF (Graphic Interchange Format): A graphics format that can be displayed on almost all web browsers. It is a common compression format used for transferring graphic files between different computers. GIF images are the most common form of banner creative.
Animated GIF : A GIF animation tool that creates sequences of images to simulate animation and allows for transparent background colours. The result is multiple images, displayed one after another that gives the appearance of movement. This would not apply to a sponsorship creative.
Home Page : The page designated as the main point of entry of a web site. It usually has links to the lower-level pages of the site.
Page Views : Number of times a user requests a page on a web site. Page views should not be used as an indicator of inventory or impressions.
ROS (Run of Site): A campaign targeted at the complete site.
Static Rotation : This means that irrespective of the amount of time a user spends with a web page, the advertisement will remain on the screen for the entire time and will not change.
Targeted Marketing: Advertisements that are aimed/targeted, at specific sections of the market based on specific criteria such as time, location, subject etc.
Advices: Simple animation can increase response rates 25%; Cryptic messages may increase click-through by 18%, but they may not attract the right audience or reinforce branding; Using questions can raise click-through by 16%; Phrases such as "Click Here" tend to improve response 15%; Offering free goods or services generally improves click-through.

Hippocrates is experienced in managing medical and pharmaceutical websites. Don't hesitate to consult us.