The Pharmaceutical Marketing Online report checks the temperature of online advertising spending by the US pharmaceutical and healthcare industry.
By 2011, the pharmaceutical category will account for 5% or $2.2 billion of Internet advertising. Growth will come from pharmaceuticals, hospitals and other healthcare services, courtesy of the increasing influence of consumer-directed health plans.
Meanwhile, the pharmaceutical industry hasn't fully adopted Web 2.0, and by restricting their brand sites to simple online information centers, pharma marketers are missing opportunities to engage consumers and boost compliance.
US Pharmaceutical and Health Care Industry Online Advertising Spending, 2006-2011 (millions, % of total and % change vs. prior year)
Key questions the "Pharmaceutical Marketing Online" report answers:
- Where are pharmaceutical companies spending their ad budgets?
- How are consumers searching for health information online?
- What can pharmaceutical marketers do to improve trust online?
- And many others...
After 10 years of direct-to-consumer (DTC) advertising and growth of the US Internet population, the question is not who is searching for health information online but rather who isn't?