Abstract
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 Healthcare 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 Healthcare Bloggers Worldwide,
July-September 2006 (% of respondents)
- Number of Daily Unique Visitors to Blogs of Healthcare 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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