Engaging patients and caregivers online in the EU5 is challenging for pharma. Restrictions on direct-to-consumer promotion are significantly greater in the EU than in the US, making the task faced by digital marketers in the EU that much tougher and complicating the business case for using digital to drive awareness and prescription requests.
Organizations have looked towards different channels to engage and educate consumers over the last few years, leading to innovations in design and experience, ways to add value through support and integration of offline campaigns into digital media.
This report is designed to help marketers assess how sophisticated the marketplace of consumer-facing digital resources from pharma in the EU is, how brands are innovating in this space, and which markets and therapy areas are most competitive.