Pharmaceutical Marketers are Stuck in Web 1.5

According to eMarketer, the U.S. pharmaceutical and Health Care Industry will spend $2.2 billion advertising online in 2011, rising from $975 million in 2007. Those ad dollars might go a little farther if pharmaceutical marketers didn't have a rigid view of the Internet as an information delivery vehicle, rather than as an interactive platform. Having restricted their brand sites to online information centers, pharma marketers are missing out on opportunities to engage their consumers, especially at a time when trust in the industry is hitting new lows.

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