Pharmaceutical marketers may see the Web as part of their marketing health, but many are cautious about integrating newer online tools, according to a recent survey by Medical Broadcasting Co. and CBI Research.
While more than 40% use two-way communication, personalized content and online video, only 12% are trying podcasting and just 14% RSS feeds. A little over a quarter (26%) use social networking.
This is surprising, according to MBC, because the pharma marketers reported using these and other online tools in their daily lives. For example, though upward of 80% of respondents use online product-comparison features themselves, fewer than 40% use these features to promote their own brands.
Slightly more than 20% choose mobile applications as a means of marketing to healthcare professionals, and over 60% had no plans to look into such options.