According to IMS Health‘s “US Pharmaceutical Market Performance Review.” the sales growth of the US prescription drug market slowed from over 8% in 2006 to 2.8% in 2007, its lowest growth rate in decades.
Despite, or possibly as a result of, this slowing growth, pharmaceutical marketers surveyed by Guideline–Med Ad News in March 2007 said that online ads were already more important to them than traditional media saying this trend would solidify through 2010.
A results-oriented medium, online marketing is becoming increasingly important to US marketers in tough economic times. The pharmaceutical industry represents one of many examples of this trend.
Source: eMarketer Report, 2008