Moving Pharma Spending Online

In spite of some high spots, pharmaceutical marketers have been reluctant to truly take the plunge into meaningful online marketing. Could this be changing? In their recent study, Cegedim Dendrite found that US direct-to-consumer pharmaceutical marketers plan to increase their online marketing spending this year and decrease spending on traditional media. Respondents generally said they planned to spend more this year on Web sites, search and e-mail marketing, and less on TV and radio. Tellingly however, Cegedim said that while respondents said they wanted to see more focus on emerging and targeted channels, and less on general mass media tactics, the industry seemed reluctant to actually reallocate budgets to make it happen.


More on the study here...