eMarketer, a company that analyses trends related to e-business, projects pharmaceutical companies will increase their Internet spending by about 25% this year, to $780 million, as marketers shift from consumer mass marketing to more targeted opportunities on the Internet. By 2008, online spending will rise to $1.3 billion, according to eMarketer's new report, "Pharmaceuticals Online: Direct-to-Patient Becomes a Reality."
To better understand these numbers and other information presented in the eMarketer report, PMN interviewed Lisa Phillips, eMarketer Senior Analyst and author of the report.
Topics covered include:
- Measured vs. Unmeasured Online Media Spending
- US Pharmaceutical and Health Care Online Ad Spending vs. US Total Online Ad Spending, 2003-2008
- US Online Advertising Spending for Selected Pharmaceutical Companies
- Interactive Marketing Channels that US Marketers are Currently Using or Piloting
- Behavioral Targeting
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