The pharmaceutical sector is only slowly taking advantage of the marketing opportunities offered by the internet, it has been claimed.
A study published by analyst firm Datamonitor has noted that while businesses in the retail and airline sectors have embraced online marketing opportunities, pharma has failed to do so.
This is despite the industry’s customers increasingly turning to the web for information, the report continued.
If pharma fails to engage with its consumers through the internet, it risks being left behind, Datamonitor asserted.
"The exploration of other communication channels is necessary if pharma is to keep in touch with its customer base and maximize its return on its marketing spend," it added.
Recently, Datamonitor commented that despite the economic slowdown, consumer spending online continues to "power ahead unabated".
A report published earlier this month asserted that an online presence is an increasingly important aspect of business success and failure as consumers continue to turn to the web to shop and source information.
