A recent study performed by Medical Broadcasting Co. and CBI Research shows that the majority of pharma websites serve as little more than information centers. But by omitting standard interactive features, such as online video and rss feeds, pharma marketers are missing out on an opportunity to build stronger relationships with their consumers.

Full Article from eMarketer.com

Pharmaceutical companies could be doing more to reach physicians. According to Manhattan Research, consumer-targeted pharma websites draw up to 20-30% of their visits from physicians, indicating that HCP-targeted resources either do not exist or are not adequately marketed. Only 23% of pharma marketers provide online sampling opportunities and less than half have physician-targeted websites.

Full Article from eMarketer.com

Publishing companies are expanding online offerings in health and fitness in an effort to capitalize on the growing consumer tendency to seek health information online. Recently, Hearst Magazines announced their decision to acquire RealAge, Inc. This trend may mean cost savings for health advertisers via print and online media packages.

Full Article from NYTimes.com

Web 2.0 is a reality but Health 2.0 is still a concept because of concerns held by those in the pharma industry regarding user-generated content. Emily Culburtson explores what Health 2.0 will look like if and when it is put into practice.

Full Article from the Pioneer Portfolio of the Robert Wood Johnson Foundation.

The familiarity and comfort of younger physicians with virtual case studies means a growing opportunity for pharmaceutical companies to incorporate virtual case studies as interactive learning tools on their product sites.

Full article from the Eliane Alhadeff blog.

The Nielsen Company announced the launch of two new services of NielsenHealth in late Diabetes*Buzz and Heathcare Marketing Mix. While Diabetes*Buzz tracks perceptions of diabetes through consumer-generated content, Healthcare Marketing Mix assesses the effectiveness of marketing campaigns.

Full Article from PharmaLive.com.