Copyright 2008 · Manhattan Research, LLC
All rights reserved
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Cybercitizen Health™ v8.0
Catch the New Pharmaceutical Marketing Wave:
Trends and Strategies for Reaching Today’s Healthcare Consumer
Cybercitizen Health™ v8.0
Catch the New Pharmaceutical Marketing Wave:
Trends and Strategies for Reaching Today’s Healthcare Consumer
Copyright© 2008 • Manhattan Research, LLC
Page 2
t: 888.680.0800
All rights reserved
e: sales@manhattanresearch.com
www.manhattanresearch.com
Introduction
The direct-to-consumer pharmaceutical marketing landscape was much more straightforward ten years ago.
Taking a simple view, splashy TV and print campaigns raised awareness of major conditions and increased
demand for big name drugs. But the consumer shift to new media and technology, especially for health and
pharmaceutical information, is transforming the game. And while there are plenty of examples of innovative
digital campaigns in pharma, the reality is that pharmaceutical marketing is struggling to keep up with the
media preferences of today’s healthcare consumer.
There’s a learning curve associated with the evolution of any marketing model, and pharmaceutical
marketers have the added challenge of complying with strict regulatory guidelines and managing public and
media scrutiny of DTC advertising. This paper will review some of the factors that are pushing new media
and technology to the forefront of pharmaceutical marketing and outline some of the overarching consumer
trends and key takeaways from this year’s Cybercitizen Health™ v8.0.
Manhattan Research’s Cybercitizen Health™ is an in-depth, syndicated market research study and strategic
advisory service focused on how consumers use media and technology for health information and its impact
on treatment and product decision