Survey: DTC marketing for U.S. Rx drugs moves on-line

The U.S. pharmaceutical industry is embracing on-line media to build relationships with consumers and is cutting back on traditional broadcast and print media to promote drugs, according to Cegedim Dendrite's latest "DTC Industry Check-Up" survey. According to the annual survey, pharmaceutical companies in 2007 will increase their spending on on-line activities, such as Web sites, search engine marketing, and e-mail. Also, to encourage patients to take their medicines—both initially and for the long term—companies are relying more on educational programs at pharmacies and physician offices, newsletters, and refill reminders. Cegedim Dendrite provides pharmaceutical firms with support for successful customer relationship management activities.

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