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Beauté - Santé - Hygiène > Etude de marché sectorielle
 Advertising medicines and providing health information on the Internet
€ 1 195,00
Editeur :
Business Insight
Langue :
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
 Advertising medicines and providing health information on the Internet

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


 

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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