Pharmaceutical Marketing Online: Direct-to-Patient Becomes a Reality
Today, for millions of Americans, the Internet is the first place they turn for health care information. As a result, the advertising and marketing of pharmaceuticals is changing direction — and channels, too — from "direct-to-consumer" to "direct-to-patient," from mass marketing to relationship marketing.
Attention: Pharmaceutical Companies, Healthcare Service Providers, Insurance Companies, Medical Information and Content Sites, Marketers and Advertising Agencies.
The Pharmaceuticals Online report analyzes the quickly evolving world of pharma marketing, which — driven by changes in consumer behavior and attitudes towards healthcare — is rapidly changing direction and tactics.
For over 30 million Americans, the Internet is the first place they turn for health care information. In fact, nearly 100 million Americans used the Internet to find health information in just the past 12 months. With so many customers interested in so many different health topics, instead of merely advertising blockbuster drugs, the industry is beginning to chase the "long tail."
As marketers shift from consumer mass marketing to more targeted opportunities on the Internet, eMarketer projects pharmaceutical companies' Internet spending will increase nearly 25% this year, to $780 million.
Key questions the "Pharmaceuticals Online" report answers:
* How is pharmaceutical marketing changing, online and off?
* Where are pharma companies spending their online ad budgets?
* How do consumers find health-related information online?
* How are physicians using the Internet?
* And many more...
eMarketer Reports—On-Target and Up-to-Date
The Pharmaceuticals Online report aggregates the latest data from marketing, medical and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make smart, forward-thinking business decisions.
