In the last couple of years, the trend for the pharmaceutical industry DTC (Direct to Consumer)) marketing investments has undergone major changes.
Some years ago, traditional media represented the main communication channels, nowadays, the development of new media, the continuous challenges of the market due also to stricter government regulations and the not always positive public perception of drug marketing have brought pharmaceutical companies to change their marketing strategies. Preferring new communication channels to dialogue with their customers.

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The integration of SEO and keywords advertising was developed with the aim of optimizing and increasing the presence of a company, brand or product in search engines. It is the main subject of a research conducted by Icrossing, , a global digital marketing company, title of the research is Icrossing Search Synergy – Natural e paid search symbiosis. The answer the study wants to reveal: “Is the efficacy of an integrated campaign of natural search and paid search higher than the efficacy of these same web marketing activities used in a non-integrated way?”. The research analyzes cause and effect, considering the entire metrics web can provide the results are surely surprising…

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Interview to Roberto Ascione, CEO of Healthware (Publicis Healthcare Communications Group Company)
It is a really hard question, mainly because there can be many answers! In other words we live in a time where digital is so broad that we can recognize many trends in many different fields such as content, participation, platform, access devices, web services, web marketing, etc. Those who focus on one trend at a time are perhaps losing one key aspect of digital that is to say its multi-dimensional essence.

Search engines are the second most used function in the web (after e-mail) by internet users. As one of the main accesses to a website (at least for the first access), they are consequently one of the most important tools for the development of a site’s visibility.

On-line marketing and advertising are the preferred tools in the development of on-line visibility. Some key web marketing tools are outlined below. With the aim of maximizing the return of investment in communication.

How Healthware through e-Health can help you harness the World Wide Web to gain an advantage in today’s aggressive market