eHealth
Risks and opportunities for brands and marketing strategies
Harald Hasselmann Managing Director, Ipsos Deutschland GmbH, Germany.
BACKGROUND
The same fate that has already befallen a number of markets, products and services is now evidently faced by the market for medicines. As a new sales and purchasing channel, the internet is 'threatening' traditional marketing channels. Although the marketing of medicines over the internet ('eHealth') is still currently banned or subject to heavy restrictions in many (European) countries, experts in the industry are increasingly assuming that the pharmaceuticals market may be a facing radical upheaval.
To assess the potential success...