Of the $4 billion direct-to-consumer advertising dollars the biopharma industry spends annually, only 4% goes to online outlets (2008 data). Though the FDA has still not set clear guidelines on the use of social resources, the online minimalism of biopharma brands contributes to consumer misinformation. 60% of Americans use the internet as their first source for health information. Without a credible brand voice, these 60% are left to the other sources on the internet.
Key Takeaway: Consumers use the internet to answer their health questions. The industry must start working on solutions for engaging.
Read more about the state of pharma & the internet at Edelman Digital
