Please login to the form below

Not currently logged in
Email:
Password:

Study says Pharma is failing at Web 2.0

A study says that pharmaceutical marketing will account for five per cent of advertising on the web by 2011, but is still not adopting new technology

An eMarketer research study, entitled "Pharmaceutical Marketing Online: Stuck in Web 1.5" has predicted that the pharmaceutical category, which includes hospitals, pharmaceutical companies and other healthcare services, will account for five per cent of advertising on the web worth USD 2.2bn by 2011.

The study reveals, however, that most of the money is being spent on outdated Web 1.0 projects which have limited interactions with users. The study authors said that while pharmaceutical marketers continued to restrict their brand sites to simple online information centres, they would continue to miss huge opportunities to engage consumers and boost compliance.

eMarketer's senior analyst Lisa Phillips, who authored the study, said that the pharmaceutical industry's slow take up of Web 2.0 activities, such as blogs, social networks and broadband video was due to its conservative approach to advertising in general and to government restrictions.

Phillips said that some companies were getting the strategy right and mentioned Takeda's Rozerem (ramelteon) sleep aid website as an example. Visitors to the site see a video featuring the characters from its existing TV campaign. Characters include Abraham Lincoln, a talking beaver and a sleep-deprived youth. Each character asks users to click on his individual section to learn more about the drug.

The novel approach has won critical acclaim for deviating from the standard formula for pharmaceutical sleep aid commercials, which commonly feature peaceful images of people smiling while they sleep.

The eMarketer report also identified that the pharmaceutical industry was growing its share of online advertising, but was still spending much less than those in the top-spending category. For example, retailers, car manufacturers, media and entertainment properties, and financial services firms all spend considerably more than healthcare companies, according to the report.

In 2006, the pharmaceutical industry spent USD 820m on web advertising (4.9 per cent of total) and is set to spend USD 975m by the end of 2007 (4.5 per cent), according to eMarketer.

30th September 2008

Share

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Porterhouse Medical Group

The Porterhouse Medical Group provides market research, insights, and scientific and medical communication services to the pharmaceutical industry across the...

Latest intelligence

OUTiCO win Best in UK Pharmaceutical Outsourcing award
The Corporate LiveWire Healthcare and Life Sciences Awards celebrate global companies and individuals who have excelled over the past 12 months....
artificial-intelligence-in-healthcare.jpg
Artificial Intelligence in Healthcare
Artificial intelligence is already out-diagnosing experts, but would you put a computer in charge of your healthcare? The good, the bad; we take a look....
World Pancreatic Cancer Day 2018: Combating misconceptions in pancreatic cancer
Patients diagnosed with pancreatic cancer face a dismal prognosis, with the disease having the lowest survival rate of all major cancers. In spite of this, pancreatic cancer research is chronically...

Infographics