SEO/PPC全球快報
emarketer 2006/09/01
網際網路成為醫藥推廣新媒介
根據調查數據顯示全美有超過三千萬人在蒐集醫療照護相關資訊時，是以網際網路為其第一選擇的管道，並且有超過一億人在過去一年中透過網際網路搜尋醫藥、照護等相關訊息。
由於網際網路儼然成為傳遞醫藥、照護、健康相關訊息的重要管道，因此醫藥相關的行銷和廣告模式也從大眾媒體逐漸轉換為網路上一對一的傳播。
根據市場調查機構 eMarketer 調查顯示，醫藥產業的線上廣告支出將逐年成長， 2005 年時，全美線上廣告支出約為 125 億美金；而醫藥產業的線上廣告支出則為 6 億 2 千 5 百萬美金（ 5% ），而該機構預測未來線上廣告的支出將會逐年持續增加，至 2008 年時，在醫藥產業的線上廣告支出金額將成長至 14 億美元。
Pharmaceutical Marketing Online:Direct-to-Patient Becomes a Reality
Today, for millions of Americans, the Internet is the first place they turn for health care information. As a result, the advertising and marketing of pharmaceuticals is changing direction — and channels, too — from "direct-to-consumer" to "direct-to-patient," from mass marketing to relationship marketing.
The Pharmaceuticals Online report analyzes the quickly evolving world of pharma marketing, which — driven by changes in consumer behavior and attitudes towards healthcare — is rapidly changing direction and tactics.
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."
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.
Key questions the "Pharmaceuticals Online" report answers:
- How is pharmaceutical marketing changing, online and off?
- Where are pharma companies spending their online ad budgets?
- How do consumers find health-related information online?
- How are physicians using the Internet?
- And many more...
eMarketer Reports—On-Target and Up-to-Date
The Pharmaceuticals Online report aggregates the latest data from marketing, medical and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make smart, forward-thinking business decisions.
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