New Report Shows Direct-to-Patient Becomes a Reality

A new report from eMarketer analyzes the quickly evolving world of pharma marketing — driven by changes in consumer behavior and attitudes towards healthcare — is rapidly changing direction and tactics. 

As marketers shift from consumer mass marketing to more targeted opportunities on the Internet, eMarketer projects pharmaceutical companies' Internet spending will increase nearly 25% this year, to $780 million, and perhaps more importantly the ability to build a direct relationship with patients is now becoming a reality.

For over 30 million Americans, the Internet is the first place they turn for health care information. In fact, nearly 100 million Americans used the Internet to find health information in just the past 12 months. With so many customers interested in so many different health topics, instead of merely advertising blockbuster drugs, the industry is beginning to chase the "long tail."