A new study reveals that pharmaceutical companies are now shifting their strategy from targeting mass market to a more specific targeted online marketing prospect. The study, undertaken by online research firm eMarketer, further concludes that pharmaceutical companies will increase its online spending by 25 percent i.e. to the tune of $780 million by the end of this year.
The study portrays a rosier picture of this trend while predicting the online expenditure of pharmaceuticals companies will hit $1.8 billion by the year 2008. However, the study highlights two main reasons responsible for this major shift:
1. Increasing regulations of pharmaceutical advertising by the federal government.
2. The fact that 31.6 million Americans go online for their drug and health information.
This shift can wisely be dubbed as a shift from direct-to-consumer to direct-to-patient, from mass marketing to relationship marketing.
