About.com aiming to make its health content a stronger resource for Pharma marketers and consumers. They will develop more custom advertising sections and add new health content, specifically regarding heart disease, cancer and women's health. These new areas will be accompanied by physician-approved content.

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According to a new study by Harte-Hanks, the Pharmaceutical industry is enjoying a higher-than-average click through rate for email campaigns and exhibits the third highest among all industries in the study.

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eMarketer projects that pharmaceutical companies will increase spending online by almost 25% this year, to $780 million, as marketers look for more targeted tactics. "Pharmaceutical companies' advertising and marketing tactics are rapidly changing directions and channels...The result is a shift in focus from 'direct-to-consumer' to 'direct-to-patient,' from mass marketing to relationship marketing", says senior analyst Lisa E. Phillips.

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Big name investors seeing profit opportunities are taking an interest in the online healthcare space, reports The Washington Post. The Carlyle Group, Allen and Sequoia Capital last year purchased HealthCentral Network; America Online co-founder Steve Case is set to launch RevolutionHealth.com this fall; and Time Warner Inc., will launch EverydayHealth.com - a "personalized" health site - later this year.

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Lipitor, Fosamax and Adderall XR top the list of pharmaceutical sites used by physicians. Online destinations were ranked based on the number of physician visitors as well as the content satisfaction of those who visit. Factors that affected overall rank included the level of DTC advertising efforts and the availability of new products on the market, as well as prescription volume.

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The results of a Harris Interactive poll conducted in July indicate that 80% of all adult online users, or 136 million "cyberchondriacs", have searched for health information online. About half - 52% - have discussed the information with their doctor at least once. However, while online health seeking continues to rise, users are less apt to find the information trustworthy.

Full Article from Harris Interactive

Envision Solutions and The Medical Blog Network have launched the first comprehensive survey of the global healthcare blogosphere. The survey - called ''Taking the Pulse of the Healthcare Blogosphere'' - will provide insights on why people blog about healthcare, as well as identifying appropriate ways for marketers and advertisers to interact with them.

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