Table of Contents
Executive Summary
- US Pharmaceutical and Health Care Industry Online Advertising Spending,
2006-2011 (millions, % of total and % change vs. prior year)
- Issues & Questions
The eMarketer View
- Key eMarketer Numbers-Pharmaceutical Marketing Online
Direct-to-Consumer Ads
- US Prescription Drug Promotional Spending, by Segment, 2002-2006 (millions)
- US Pharmaceutical Promotional Spending, by Type, 2003 vs. 2006 (billions
and % of total)
- Advertising Spend
- Top 10 US Advertising Categories, Ranked by Spending, 2005 & 2006
(millions and % increase/decrease vs. prior year)
- US Advertising Spending, by Industry/Category, 2006 (millions and %
change)
- US Prescription Drug Advertising Spending, 2004-2006 (millions)
- US Pharmaceutical Industry Direct-to-Consumer (DTC) Advertising
Spending, 2002-2006 (millions)
Direct-to-Doctor
- US Prescription Drug Professional Promotional Spending, by Type, 2002-2006
(millions)
- Top 20 US Pharmaceutical Companies, Ranked by Professional Detailing
Spending, 2006 (millions and % of total professional detailing)
- Top 20 US Pharmaceutical Companies, Ranked by Professional Journal
Advertising Spending, 2006 (millions and % of total professional journal
advertising)
- Online Marketing Services or Programs that US Pharmaceutical Marketers
Provide to Medical Profesionals, 2007 (% of respondents)
The Media Mix
- US Prescription Drug Advertising Spending, by Media, 2004-2006 (millions)
- US Prescription Drug Advertising Spending Share, by Media, 2004-2006 (% of
total)
- US Prescription Drug Advertising Spending, by Media, 2005 & 2006 (% change
vs. prior year)
- US Online Advertising Spending, by Format, 2006-2011 (% of total and
billions)
Rx Online Trends
- Area that US Pharmaceutial Marketers Believe Is the Biggest Potential of
the Internet, 2007 (% of respondents)
- Importance* of Select Marketing Channels to Direct-to-Consumer (DTC)
Advertising according to US Pharmacuetical Marketers, 2007 & 2010 (% of
respondents)
- Select Types of Web Sites Used by US Internet Users Who Search Online for
Ailment and Drug Treatment Information, June 2007 (% of respondents)
- Change in Interactive Marketing Spending according to US Pharmaceutical
Marketers, by Channel, 2007 vs. 2006 (% of respondents)
- Online Marketing Services or Programs that US Pharmaceutical Marketers
Provide to Consumers, 2007 (% of respondents)
- Online Advertising Spending for Top Prescription Sleep Medications in the
US, 2006 (thousands and % of total)
Searching for Better Health
- Method Used by US Internet Users to Begin an Online Health Information
Search, August 2006 (% of respondents)
- Frequency with which US Adult Internet Users Search Online for Health
Information, July 2007 (% of respondents)
- US Internet Users Who Use a Search Engine to Begin an Online Health
Information Search, by Age, August 2006 (% of respondents in each group)
- Primary Souce of Prescription Medication Brand Awareness among
Pharmaceutical Web Site Visitors* in the US, by Age and Gender, October 2006
(% of respondents in each group)
- Leading Online Health Keyword or Phrase Searches on Major US Search
Engines, Q1 2007 (millions)
- Web Sites Visited by US Online Health Searchers Using the Term "Diabetes",
Four weeks ending January 13, 2007 (% of traffic)
- Top 10 Pharmaceutical Industry Search Terms among US Internet Users, July
2007 (% volume*)
- Number of Health Web Sites Visited by US Internet Users during Their
Previous Online Health Information Search, August 2006 (% of respondents)
- Health Information Topics for which US Internet Users Search Online, by
Gender, August 2006 (% of respondents in each group)
Consumer Attitudes and Online Behavior
- US Adult Internet Users Who Have Researched a Health-Related Topic Online
in the Past Year, by Age, September 2006 (% of respondents)
- Attitudes Toward Pharma and DTC Ads
- Favorable* Industries according to US Internet Users, February-March
2007 (% of respondents)
- Customer Service Quality according to US Adult Consumers, by Industry,
July 2007 (% of respondents)
- Attitudes of US Adult Consumers toward Prescription Drug Advertising*,
March 2007 (% of respondents)
- Intention of US Adult Consumers Who Saw/Heard Prescription Drug
Advertising* then Talked with a Physician about that Specific Medication,
1997-2007 (% of respondents)
- Online Behavior
- Types of Web Sites Accessed by US Online Health Information Users, April
2007 (% of respondents)
- Top 10 Online Health Portals among US Internet Users, Ranked by Average
Monthly Unique Visitors, Q1 2006 & Q1 2007 (thousands and % increase vs.
prior year)
- Leading Health Portal Cross-Visitation by US Online Health Portal Unique
Visitors, Q1 2007 (% of users for each site visiting another site in
category)
- Types of Web Sites Used by US Adult Internet Users for Whom the Internet
Is the Main Source of Information about Select Health Care Decisions,
January 2007 (% of respondents)
- Main Source of Information about Select Health Care Decisions Used by US
Adult Internet Users, January 2007 (% of respondents)
- Select Online and Offline Information Researched by US Adult Consumers
Who Saw/Heard Prescription Drug Advertising* then Talked with a Physician
about that Specific Medication, March 2007 (% of respondents)
Is There a Doctor in the Blog?
- Types of Health Videos that US Internet Users* Would Watch Online, April
2007 (% of respondents)
- Primary Topics Written about by Healthcare Bloggers Worldwide,
July-September 2006 (% of respondents)
- Number of Blogs Personally* Written by Healthcare Bloggers Worldwide,
July-September 2006 (% of respondents)
- Primary Audience for Blogs of Healthcare Bloggers Worldwide,
July-September 2006 (% of respondents)
- Number of Daily Unique Visitors to Blogs of Healthcare Bloggers Worldwide,
July-September 2006 (% of respondents)
- Healthcare Bloggers Worldwide Who Run Advertising on Blogs, July-September
2006 (% of respondents)
Conclusion
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