Pharma still taking baby steps on the Web

While the pharmaceutical industry is making strides to boost its Web presence, it still has a long way to go, according to the results of a digital-outlook report conducted by the Electronic-media agency Avenue A/Razorfish. "Pharma marketers must be increasingly creative with how they engage their target consumers," Brian M. Krick, director of search marketing at Avenue A, told PharmaExec.com. "The standard approach of buying all the content for whatever indication was on the table is getting less effective in terms of how to blanket a consumer."