Pharmaceutical Marketing Online: Direct-to-Patient Becomes a Reality (eMarketer)

Pharmaceutical Marketing Online: Direct-to-Patient Becomes a Reality (eMarketer) 

According to a report by eMarketer, the Internet is the first place millions of Americans turn to for healthcare information. As a result, the advertising and marketing of pharmaceuticals is changing direction, as well as channels, from "direct-to-consumer" to "direct-to-patient," from mass marketing to relationship marketing.

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.

As marketers shift from consumer mass marketing to more targeted opportunities on the Internet, eMarketer projects Internet spending by pharmaceutical companies will increase nearly 25% this year, to $780 million.

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