As people search for healthcare information online more frequently and the digital market keeps growing the boundary between offline and online is becoming more blurred for pharma. Here, Jake Holyoak from Mediaworks details some of the key challenges and opportunities facing the industry.
Offline/online healthcare
In the past, pharmaceutical brands have operated in an exclusively offline market. However, with the growth of digital and the increasing numbers of people actively searching online for healthcare information, these boundaries have become blurred, triggering a rapid race for pharmaceutical brands to establish a digital presence.