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Does online pharmaceutical marketing need a booster shot?
Overall, the US pharmaceutical industry is coming up short when it comes to affectively marketing with a Web presence, according to a recent report. "Something as simple as offering mobile or Internet alerts to prompt patients to take their medicine are opt-in tactics that benefit patients and boost compliance," the report recommends.
Online advertising in the US by the pharmaceutical and the health care industry will reach US$2.2 billion by 2011, but the sector's approach to the Web leaves something to be desired, according to a market research report released last week.
"The pharmaceutical industry is in a state of flux or siege, depending on your point of view," maintains the report from eMarketer, of New York City.
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