D i g i t a l C ommunications E m e r g e production business that specialized in medical communications. Kramer himself recognized early on that "digital changes everything," and was famously known to observe that "we drank the Kool Aid" to explain MBC's single-minded focus on the new media. MBC later added traditional agency services to become a full-service agency with particular direct-marketing strengths. The second agency to fit the exclusively digital appellation was SimStar, now called Rosetta Marketing Group, headed by David Reim, its visionary founder. These trailblazing entrepreneurs were not alone. Many digital-centric or dot-com agencies surfaced across the marketing services industry, but few had specific, vertical healthcare practices. Several of the dot-com agencies that invested in healthcare survived and thrived through the ups and downs of the digital agency Percentage of Consumers Online for Pharma Info Burgeons Over 6 Years 41 59% »W 2002 2008 | Consumers Online Specifically for Pharmaceutical Information | Consumers Online for Other Health Info Source: Cybercitizen Health'” 2002. 2008 (Manhattan Research) While the sheer volume of eHealth consumers is impressive, it's the shrinking gap between those online for any reason and those online for health that is telling. Among consumers online for health information, 64% of them are online specifically for pharmaceutical information. In 2002, this same metric was only 41%. I l l
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