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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.
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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.
Executive Summary
 US Pharmaceutical and Healthcare Online Advertising Spending vs. US Total Online Advertising Spending, 2003-2008 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Pharmaceutical Marketing Online
Implications for Your Business
The Prescription Marketing Muddle, er, Model
Top 10 US Product Categories, by Advertising Spending, Q1 2006 (billions and % increase/decrease vs. prior year)
Marketing Messages Must Be Clearer
Mutiny of the Bountied
The Pharmaceutical Media Mix
Total Spending
US Total Ad Spending by Pharmaceutical Companies among the Leading 100 Advertisers, 2004 & 2005 (thousands and % increase/decrease vs. prior year)
US Measured Media Ad Spending by Pharmaceutical Companies among the Leading 100 Advertisers, 2005 (thousands and % share of total)
US Pharmaceutical Industry Direct-to-Consumer (DTC) Advertising Spending, by Media, 2004 & 2005 (millions)
Top 10 Drugs Most Advertised* to US Consumers, Ranked by Promotion Spending, 2005 (millions)
Online Spending
US Online Advertising Spending by Pharmaceutical Companies among the Leading 100 Advertisers, 2005 (thousands, % increase/decrease vs. prior year and % share of total)
US Online Advertising Spending for Select Pharmaceutical Companies, Q1 2005 & Q1 2006 (thousands and % increase/decrease vs. prior year)
Getting a Foot in the Doctor’s Door
US Prescription Drug Promotional Spending, by Segment, 2001-2004 (millions)
US Prescription Drug Professional Promotional Spending, by Type, 2001-2004 (millions)
Top 10 US Pharmaceutical Companies, Ranked by Journal Ad Spending, 2005 (millions, % market share and % increase/decrease vs. prior year)
Marketing Trends in 2006 and Beyond
US Advertisers' Opinions Regarding Mass-Audience Advertising's Effectiveness by the End of the Current Decade, December 2005 (% of respondents)
Interactive Channels that US Pharmaceutical Marketers Believe Will Increase in Importance over the Next Year, March-April 2006 (% of respondents)
Change in US Pharmaceutical Advertising Spending, by Stage in the Patient Relationship Lifecycle, December 2005 (% of respondents)
Interactive Marketing Is Just That: Interactive
US Companies that Monitor Word-of-Mouth on an Ongoing Basis, by Business Size, 2005 (% of respondents in each group)
Demographic Profile of US Visitors to Blog Sites, May 2006 (% of unique visitors and composition index)
Audio and Video Podcast Audience in the US, 2006 (millions and % of online population)
Composition Index* of Audio and Video Podcasters in the US, by Age, 2006
Search Marketing Gets Social
Website or Search Engine that US Consumers Use Most Often for Medical Information, 2006 (% of respondents)
Behavioral Targeting
Interactive Marketing Channels that US Marketers Are Currently Using, Piloting or Expecting to Pilot within the Next 12 Months, December 2005 (% of respondents)
US Behaviorally Targeted Online Advertising Spending, 2003-2008 (millions)
‘Subject: CIAli$ 4 U! and s-3-x for life!’
Types of Spam Most Frequently Received by US E-Mail Users, 2006 (% of respondents)
US E-Mail Users Who Have Visited or Purchased from a Spam Website, 2006 (% of respondents)
Consumer Attitudes, Behavior and Trust
Select Decision-Making Scenarios in which US Adults Used the Internet for Assistance, 2005 (% of respondents)
Sources of Health Information Used by US Internet Users and Behaviors Motivated by that Experience, March 2006 (% of respondents)
Sources Used by US Consumers to Get Medication Information, January 2006 (% of respondents)
Who Is Online
US Consumers' Use of Medical Websites and Pharmaceutical Company-Hosted Websites , by Gender, January 2006 (% of respondents in each group)
US Internet Users Who Use Health Websites, by Gender and Age, September 2005 (thousands of unique visitors and composition index*)
Top 10 Health Advertisers among US At-Home and At-Work Internet Users, Ranked by Impressions, Week ending June 11, 2006 (thousands)
Top Health Websites among US Internet Users, by Unique Visitors, September 2005 (thousands)
The Trust Factor
US Consumers Who Would Discuss Prescription Drug News Stories with Their Physician or Pharmacist, 2006 (% of respondents)
Quality of Customer Service from Industries according to US Adults, April 2006 (% of respondents)
Attitudes of US Adults toward Aspects of Prescription Drug Regulation by the Government, February 2005 (% of respondents)
Buying Drugs Online
US Adults Who Visited a Drug Store in the Past 30 Days to Make a Prescription Purchase, 2000, 2004 & 2006 (% of respondents)
Types of Websites that US Nonelderly, Commercially Insured Online Consumers Used Most Often in the Past Year to Purchase Prescription Drugs, 2006 (% of respondents)
US Internet Users Visiting Pharmacy Websites*, May 2005 & May 2006 (thousands of unique visitors and % increase/decrease vs. prior year)
Leading Websites Used by US Consumers to Order Prescription Products Online, 2006 (% of respondents)
US Consumers Who Have Ordered Prescription Products Online, by Age, 2006 (% of respondents)
Physician, Blog Thyself
Attitudes of US Internet Users toward Physicians Using* New Medical Technologies, September-October 2005 (% of respondents)
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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.
Accenture
American Association of Advertising Agencies
comScore Media Metrix
eMarketer
Forrester Research
Harris Interactive
IMS Health
JupiterResearch
Kaiser Family Foundation
Med Ad News
Medical Broadcasting Company (MBC)
MRxHealth
Nielsen Monitor-Plus
Nielsen//NetRatings
Nielsen//NetRatings AdRelevance
Optas
Pew Internet & American Life Project
Reflexion Network Solutions, Inc.
The Wall Street Journal
TNS Media Intelligence
Verispan
Vertis
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Price: $695.00
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Price: $695.00
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