consumers are using the Internet not only to gather their health information, but also to manage many other aspects of their lives. Pharmaceutical firms were late adopters in this area, largely due to unresolved regulatory issues, cautious legal counsel, and the absence of sophisticated digital marketers in-house. The opportunity to deliver more targeted communications, provide greater depth of information, and track the actions of consumers as they surf the Internet have all guided more and more investment toward online communications. Combine these factors with a desire to decrease exposure to DTC critics who continually point to TV commercials as blatant and inappropriate promotion, and it's easy to see why online has become more popular in the marketing mix. It's more difficult to track actual investment online (see "Digital Communications Emerge"), but it's evident that online marketing is evolving as a vital part of DTC. Branded sites, educational sites and an array of third- party therapeutic resources are coming together to form a powerful health communications engine to further empower patients and their caregivers. Self-Regulation vs Government Regulation In June 2008, pharmaceutical companies, through the industry's major trade association, the Pharmaceutical Research and Manufacturers of America (PhRMA), agreed to wait six months before promoting newly approved drugs. This concession was viewed by some critics as "a start," but was considerably less than the two-year to three-year waiting period advocated by some members of Congress. With new legislation in 2008 (see "Policies and Politics" and "The FDA" for further details), a new Presidential administration in place as of 2009, and changes in important Congressional committees that fund
RkJQdWJsaXNoZXIy NDMwNDAx