The Internet has changed the marketing landscape. Now marketers must change their approach.

The Internet has become an optimal tool in the marketing mix. It efficiently and effectively provides the right amount of customized, targeted information in a private environment. In addition, the interactive and

		"We look to our agency partners to provide strategic marketing as well as tactical expertise, Compass certainly fits that bill."

video capabilities of online communications offer "show" as well as "tell," adding animation and video to eMail, banner ads and websites.

The growth of Internet usage among virtually every U.S. population segment has been dramatic. 95% of all healthcare professionals are online. Over 100 million consumers and patients go to the Internet first for health information--before they go to physicians, family or print media. Consumers spend as much time online as they do watching television. In addition, the Internet is fifth on a list of media sources of health information for those 65 and older, but first among 50- to 64-year-olds.

Healthcare Professionals

For physicians, the Internet has evolved from a complex annoyance to a useful tool. In 2005, the number of physicians who believe technology is essential to the way they practice medicine has grown to more than 380,000, a 233% increase from 2002. They average eight hours per week online, compared with an average of 12 hours for consumers. 87% say the Internet is a critical resource for information on prescription drug and treatment options. 73% say it influences their prescription writing habits. Finally, 90% claim they are more informed about their area of specialty today versus five years ago.

Physicians who go online are quite active, with 85% having high-speed access (cable/broadband access). They are serious about education, regardless of its source. They split their time among programs and content sponsored by pharmaceutical companies, including eDetailing, brand.com websites, and eMail; and third-party content, such as journal articles, eMail to colleagues, and research of clinical information.

Consumers and Patients

The Internet has become one of the most persuasive pharmaceutical marketing mediums with 80% of all Internet users visiting a healthcare professional in the past 12 months. 62% will discuss their online findings with their doctor. Over 41% request a specific pharmaceutical brand. When asked, physicians prescribe the requested brand 71% of the time.

According to the 2003 Health Information National Trend Survey, 63% of the US adult population reported going online. 64% of the online population has looked for healthcare information. In fact, health information is now the 2nd most popular searched online topic.

What are they looking for? Your brand. 55% of online health information seekers are looking for information on a specific drug or medication. They are researching disease or medical conditions 2.3 days per month (for more pharma brand search research see the Compass Healthcare Online Pharma Brand Study Results). Historically, the pharmaceutical company’s toll free numbers provided consumers with information about prescription medications; but now the Internet—by a factor of 3:1—is the consumer’s first choice to find that same information.