US drugmakers switch marketing approach

The US pharmaceutical industry is shifting the weight of its marketing efforts away from mass media towards more targeted methods, at a time when campaigners are pushing for a ban or restriction of direct-to-consumer advertising and personal visits to physicians. Cegedim Dendrite, a pharmaceutical consultancy, in a recent study found that where traditional media outlets, such as print media and television, were employed by drugmakers as "an awareness tool." The priority for the sector has now moved "toward educational initiatives and patient-targeted and health care provider programs."

The changes are partly caused by the increased ability of patients and relatives themselves to investigate conditions, especially those with long-term effects. A report by the California HealthCare Foundation (CHCF) titled Social Media's Challenge to Traditional Health Care, provides evidence that people are less willing to be passive recipients of information, expecting instead more of an interactive conversation.

"The Internet plays a central role in finding health information," said Veenu Aulakh, the CHCF's senior program officer, adding that "more consumers now go on-line for health information and support than consult their physicians. The web is also becoming a platform for convening people with shared concerns and creating health information that is more relevant to consumers. CHCF is exploring the use of social media as a tool to help people manage chronic conditions."