(Source: Business Wire)
The recent shift from passive to active consumer behavior has certainly affected marketing strategies of pharmaceutical companies according to a new report developed by ORC Guideline, an infoGROUP company (NASDAQ: IUSA) and co-sponsored by MedAd News. With an increasing number of people turning to search engines, blogs, and social networks to find out about health-related issues and available treatment methods, online promotions and Internet advertising are becoming a significant part of the pharmaceutical marketing mix.
The new report, E-Dimensions in Pharmaceutical Advertising, finds that while physicians are still the main source of information, 1 in 5 consumers are turning to new media for healthcare and prescription information. In the past year, 4 in 10 of the 18-34 years olds surveyed used social tools (such as Facebook, Twitter, blogs or chatrooms), to learn about prescription products, while more than 60% of baby boomers have used the Internet to find health-related information.
"With the increased use of new media as a platform for healthcare and prescription information, pharmaceutical companies need to be keenly aware of how to utilize this outlet effectively. Companies that can capitalize on this platform stand to gain significant share of voice" said Morris Whitcup, Chief Research Officer for ORC Guideline.
Pharmaceutical executives are also becoming more open to accepting new media channels and are beginning to include them into their marketing portfolios, but still have concerns about future FDA actions and lack of data on ROI. However, despite this lack of clarity, pharmaceutical companies are now focusing on delivering more understandable and impactful messages to consumers, and furthermore they are becoming more creative and starting to include less traditional forms of marketing that are interactive, engaging and based on consumer dialogue (blogs, twitters, or chat pages).
For a copy of the report, contact Christina Hungspruke at chungspruke@orcguideline.com or call 212-463-6312. To contact the author, Morris Whitcup, PH.D., e-mail mwhitcup@orcguideline.com or call 212-329-1001.
About ORC Guideline
ORC Guideline is the nation's premier provider of customized research and analysis designed to help companies make more informed decisions. With an integrated suite of primary research, secondary research, competitive intelligence, and expert insight, we help clients solve their most challenging business issues.
