emarketer us pharma healthcare online ad spend forecast

According to a recent report “Pharmaceutical Marketing Online: Stuck in Web 1.5″ from eMarketer, despite significant growth in pharma online ad spending, there’s a bit of a disconnect between how pharmaceutical companies view the internet (information delivery channel) and their customers (interact with one another and with brands).

Having restricted their brand sites to mere online information centers – often pages of text and a slow-to-load TV commercial – pharma marketers are missing big opportunities to engage consumers and boost confidence in their brands, eMarketer said.

(Reported by Generic Cialis target=”_blank”>MarketingCharts)

“Messages must be interactive because consumers are looking for a dialogue, especially when their health is involved,” said Lisa Phillips, senior analyst and author of the report. “Something as simple as offering mobile or internet alerts to prompt patients to take their medicine are opt-in tactics that benefit patients.”

Changes in consumer information discovery, consumption and sharing are not concomitant with how pharma uses the internet for marketing and communication, limiting potential. Regardless, the pharmaceutical category will account for 5% of US online ad spending, or $2.2 billion by 2011.

Read full coverage of the “Pharmaceutical Marketing Online: Stuck in Web 1.5″ report at eMarketer.

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