Product Type: Market Research Report
Published by: eMarketer
Published: September 2007
Product Code: R203-515Description After 10 years of direct-to-consumer (DTC) advertising and growth of the US Internet population, the question is not who is searching for health information online but rather who isn't?
The Pharmaceutical Marketing Online report checks the temperature of online advertising spending by the US pharmaceutical and healthcare industry.
By 2011, the pharmaceutical category will account for 5% or $2.2 billion of Internet advertising. Growth will come from pharmaceuticals, hospitals and other healthcare services, courtesy of the increasing influence of consumer-directed health plans.
Meanwhile, the pharmaceutical industry hasn't fully adopted Web 2.0, and by restricting their brand sites to simple online information centers, pharma marketers are missing opportunities to engage consumers and boost compliance.
Key questions the "Pharmaceutical Marketing Online" report answers:
- Where are pharmaceutical companies spending their ad budgets?
- How are consumers searching for health information online?
- What can pharmaceutical marketers do to improve trust online?
- And many others...
eMarketer Reports—On Target and Up to Date
The Pharmaceutical Marketing Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make the right business decisions—right now.
Table of Contents - Executive Summary
- US Pharmaceutical and Health Care Industry Online Advertising Spending, 2006-2011 (millions, % of total and % change vs. prior year)
- Issues & Questions
- The eMarketer View
- Key eMarketer Numbers-Pharmaceutical Marketing Online
- Direct-to-Consumer Ads
- US Prescription Drug Promotional Spending, by Segment, 2002-2006 (millions)
- US Pharmaceutical Promotional Spending, by Type, 2003 vs. 2006 (billions and % of total)
- Advertising Spend
- Top 10 US Advertising Categories, Ranked by Spending, 2005 & 2006 (millions and % increase/decrease vs. prior year)
- US Advertising Spending, by Industry/Category, 2006 (millions and % change)
- US Prescription Drug Advertising Spending, 2004-2006 (millions)
- US Pharmaceutical Industry Direct-to-Consumer (DTC) Advertising Spending, 2002-2006 (millions)
- Direct-to-Doctor
- US Prescription Drug Professional Promotional Spending, by Type, 2002-2006 (millions)
- Top 20 US Pharmaceutical Companies, Ranked by Professional Detailing Spending, 2006 (millions and % of total professional detailing)
- Top 20 US Pharmaceutical Companies, Ranked by Professional Journal Advertising Spending, 2006 (millions and % of total professional journal advertising)
- Online Marketing Services or Programs that US Pharmaceutical Marketers Provide to Medical Profesionals, 2007 (% of respondents)
- The Media Mix
- US Prescription Drug Advertising Spending, by Media, 2004-2006 (millions)
- US Prescription Drug Advertising Spending Share, by Media, 2004-2006 (% of total)
- US Prescription Drug Advertising Spending, by Media, 2005 & 2006 (% change vs. prior year)
- US Online Advertising Spending, by Format, 2006-2011 (% of total and billions)
- Rx Online Trends
- Area that US Pharmaceutial Marketers Believe Is the Biggest Potential of the Internet, 2007 (% of respondents)
- Importance* of Select Marketing Channels to Direct-to-Consumer (DTC) Advertising according to US Pharmacuetical Marketers, 2007 & 2010 (% of respondents)
- Select Types of Web Sites Used by US Internet Users Who Search Online for Ailment and Drug Treatment Information, June 2007 (% of respondents)
- Change in Interactive Marketing Spending according to US Pharmaceutical Marketers, by Channel, 2007 vs. 2006 (% of respondents)
- Online Marketing Services or Programs that US Pharmaceutical Marketers Provide to Consumers, 2007 (% of respondents)
- Online Advertising Spending for Top Prescription Sleep Medications in the US, 2006 (thousands and % of total)
- Searching for Better Health
- Method Used by US Internet Users to Begin an Online Health Information Search, August 2006 (% of respondents)
- Frequency with which US Adult Internet Users Search Online for Health Information, July 2007 (% of respondents)
- US Internet Users Who Use a Search Engine to Begin an Online Health Information Search, by Age, August 2006 (% of respondents in each group)
- Primary Souce of Prescription Medication Brand Awareness among Pharmaceutical Web Site Visitors* in the US, by Age and Gender, October 2006 (% of respondents in each group)
- Leading Online Health Keyword or Phrase Searches on Major US Search Engines, Q1 2007 (millions)
- Web Sites Visited by US Online Health Searchers Using the Term "Diabetes", Four weeks ending January 13, 2007 (% of traffic)
- Top 10 Pharmaceutical Industry Search Terms among US Internet Users, July 2007 (% volume*)
- Number of Health Web Sites Visited by US Internet Users during Their Previous Online Health Information Search, August 2006 (% of respondents)
- Health Information Topics for which US Internet Users Search Online, by Gender, August 2006 (% of respondents in each group)
- Consumer Attitudes and Online Behavior
- US Adult Internet Users Who Have Researched a Health-Related Topic Online in the Past Year, by Age, September 2006 (% of respondents)
- Attitudes Toward Pharma and DTC Ads
- Favorable* Industries according to US Internet Users, February-March 2007 (% of respondents)
- Customer Service Quality according to US Adult Consumers, by Industry, July 2007 (% of respondents)
- Attitudes of US Adult Consumers toward Prescription Drug Advertising*, March 2007 (% of respondents)
- Intention of US Adult Consumers Who Saw/Heard Prescription Drug Advertising* then Talked with a Physician about that Specific Medication, 1997-2007 (% of respondents)
Online Behavior
- Types of Web Sites Accessed by US Online Health Information Users, April 2007 (% of respondents)
- Top 10 Online Health Portals among US Internet Users, Ranked by Average Monthly Unique Visitors, Q1 2006 & Q1 2007 (thousands and % increase vs. prior year)
- Leading Health Portal Cross-Visitation by US Online Health Portal Unique Visitors, Q1 2007 (% of users for each site visiting another site in category)
- Types of Web Sites Used by US Adult Internet Users for Whom the Internet Is the Main Source of Information about Select Health Care Decisions, January 2007 (% of respondents)
- Main Source of Information about Select Health Care Decisions Used by US Adult Internet Users, January 2007 (% of respondents)
- Select Online and Offline Information Researched by US Adult Consumers Who Saw/Heard Prescription Drug Advertising* then Talked with a Physician about that Specific Medication, March 2007 (% of respondents)
Is There a Doctor in the Blog?
- Types of Health Videos that US Internet Users* Would Watch Online, April 2007 (% of respondents)
- Primary Topics Written about by Health Care Bloggers Worldwide, July-September 2006 (% of respondents)
- Number of Blogs Personally* Written by Healthcare Bloggers Worldwide, July-September 2006 (% of respondents)
- Primary Audience for Blogs of Health Care Bloggers Worldwide, July-September 2006 (% of respondents)
- Number of Daily Unique Visitors to Blogs of Health Care Bloggers Worldwide, July-September 2006 (% of respondents)
- Healthcare Bloggers Worldwide Who Run Advertising on Blogs, July-September 2006 (% of respondents)
Conclusion
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