clipped from: www.emarketer.com Nearly 70% of consumers surveyed thought that pharmaceutical information from peers was credible and believable, even if the peers were not experts. "The [word-of-mouth] majority isn't coming from healthcare professionals," Mr. Keller said.
"Healthcare and pharmaceutical brands need to listen and measure what is being said about their brands offline and online," said Fergus Hampton, CEO of Millward Brown Precis, in a statement. "Even though more than 80% of word-of-mouth still happens offline, when it's online, it's magnified."
Online ad spending by pharmaceutical marketers in the US is predicted to be $173 million in 2012, up nearly 85% from the $93.6 million projected for this year, according to the Direct Marketing Association.
