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| Beauté - Santé - Hygiène > Etude de marché sectorielle |
| Advertising medicines and providing health information on the Internet |
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€ 1 195,00 |
Editeur
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Business Insight |
Langue
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Anglais |
Date de publication : |
Octobre 2001 |
Taille du document : |
224 |
Autres informations : |
Description , Table des matières |
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| Présentation de l'étude de marché - Description & Table des matières |
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| Advertising medicines and providing health information on the Internet |
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The emergence of the Internet has brought about a series of challenges and
opportunities around the promotion of pharmaceuticals and the provision of health
information. Patients and those seeking health information need guidance on
where to look, how to interpret what they find, and what to do with it. The
pharmaceutical industry must learn how to harness the emerging opportunities
offered by the Internet whilst ensuring both product and corporate brand integrity
is maintained and optimised. Advertising Medicines And Providing Healthcare
Information On The Internet, a new report from Reuters Business Insight, aims
to be a single source of in-depth analysis of the relevant issues, evidence
and commentary of what must be considered when formulating online strategies.
Advertising Medicines And Providing Healthcare Information On The Internet provides
you with:
• Interpretation of the confused regulatory framework relating to the advertising
of medicines online.
• Insight into the most effective way to ensure brand integrity is maintained.
• Case studies providing a review of strategies to illustrate best (and
possibly worst) practices.
• Interviews with key executives within pharma companies, healthcare websites,
licence authorities, quality assurance systems and more.
• Definitions of what represents value for money for advertisers. Benefit from over 150 pages of expert insight and analysis, enabling you to:
• Understand the regulatory framework relating to the
advertising of medicines online in key markets
• Pinpoint best practice from in depth online advertising case studies
• Leverage consumer values and expectations when formulating ethical drug
promotion strategies
• Predict future potential for online advertising of medicines
• Assess the role and effectiveness of online assurance schemes such as
privacy policies
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CHAPTER 1: INTRODUCTION
Patient’s frustrating experiences
CHAPTER 2: REGULATORY ISSUES
Regulation
Self regulation
CHAPTER 3: ADVANTAGES AND DISADVANTAGES OF GOING ONLINE
CHAPTER 4: ADVERTISING ONLINE
Pharmaceutical adverts online
Seeking the viewer’s opinions of an
online advert
eAdvertsing dynamics and mechanics
CHAPTER 5:HEALTHCARE WEBSITES
Top twenty healthcare websites
CHAPTER 5: EMAIL MARKETING
CHAPTER 6: ONLINE SECURITY
Privacy online
Privacy seals
Additional online issues
Webmetrics
CHAPTER 7: CONCLUSIONS
Key take home messages
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PPLSEN
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