Additional information about the latest Cybercitizen(R) Health data, including the three emerging trends are listed below:
1. Beyond Justifying the Internet as a Channel to Reach ConsumersWith the latest research showing that consumers are online in increasing numbers for health (131.8 million today), most pharmaceutical companies are moving beyond the need to justify a web presence and instead face the challenge of strategically integrating the channel into an overall consumer marketing strategy. 2. True Direct-to-Consumer (DTC) Innovation Is Taken to the Web
In an environment of decreasing advertising budgets, flat ROI, and other budgetary pressures, pharma will rely on the web to broadcast its message efficiently to a critical mass of the target audience, while using increasingly complex segmentations to target content to the appropriate audience. 3. A Glimmer of Light at the End of the Web 2.0 Tunnel
Though pharma still lags behind other industries in its overall level of marketing and advertising innovation, pharmaceutical marketers are beginning to test the waters with next-generation applications such as broadband video messaging, pre-roll advertising within embedded video, social networking, user-generated content, widgets and online communities.
In addition to Cybercitizen(R) Health, Manhattan Research conducts numerous research studies and offers advisory services related to consumer and physician pharmaceutical marketing in the US and in Europe.
Each study serves a unique purpose and focuses on different aspects of information technology adoption. Studies can be segmented by more than 50 consumer therapeutic areas and 25 physician specialist segments.
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