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Home Industry News Pharmaceutical firms ‘must market online’

Pharmaceutical firms ‘must market online’

5th February 2008

Pharmaceutical firms seeking to market effectively to physicians should use the internet to promote their products, a new study has urged.

A report by JupiterResearch has revealed that one third of doctors use the blogs, online networks and forums to communicate with other professionals.

They are “intense consumers of media”, whether it is generated by their colleagues or by pharmaceutical firms, it claimed.

Furthermore, 63 per cent of web-enabled physicians take part in pharma-sponsored marketing projects on a monthly basis, compared to 53 per cent of doctors without internet access.

JupiterResearch stated that some marketers have been unwilling to use social media to promote their products for fear of creating an adverse response.

However, David Schatsky, president of JupiterResearch, noted: “Leveraging the web to connect and share information is likely to grow significantly among online physicians in terms of both total adoption and frequency.”

Companies which fail to use social media could find their other marketing efforts are less successful, he added.

Another recent study, conducted by Manhattan Research, suggested pharmaceutical firms must do more to develop their brands online to retain business.

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