It should come as no surprise to marketers that the Internet has become a very popular source for those seeking information about health care issues. In fact, based on aggregated data collected by eMarketer, fully two-thirds of online Americans actively use the Internet to search for health care information. Moreover, as the chart below shows, there is a remarkable degree of convergence between the researchers measuring this activity. The only question is: Are pharmaceutical firms, and their respective ad agencies, taking full advantage of this trend with online advertising and marketing programs?
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