Will eMarketing survive the cuts?

John's survey indicates just how bad DTC will be cut this year and in this economy with fewer people going to their physician who could argue the need for such cuts. While companies like GSK have already decided to reduce DTC spending I wonder just how bad the cuts will extend to the Internet. Think about it: more and more people are using the Internet for health research and only 3% of those searching will go to pharma health sites. Rather than take the message to consumers where they are online pharma continues an outdated model of driving people via TV and search spending. They all but have ignored the empowered patient and continue to talk to consumers like they are idiots.

Smart companies are starting to invest in Web technology that will bring them closer to their customers and allow them to engage more segments on their terms. Pharma, for way too long, has hidden behind the "we're a regulated industry argument" but if you take the message to consumers where they are using third party health portals you can get around this. In addition more companies are companies are coming to realize that they have to make marketing resources, in the form of experts of thought leaders, available to consumers to engage them.

My guess is that when the wheel goes around eMarketing initiatives will be cut over other programs and that for reason marketers will continue to hold onto the belief that TV is the best channel thus ignoring consumers needs and wants.