The European E-Health Opportunity: A Context for Pharmaceutical Marketing

Abstract

The use of the Internet as a source of health information and connectivity between providers and payers in the US has increased interest in e-health as a channel for the marketing of health-related products and services. In the US, pharmaceutical companies are increasingly exploring on-line direct-to-consumer advertising of prescription drugs, although the return on such marketing investments remains unclear. Our current model of the interaction between the pharmaceutical industry and the providers of e-health solutions (health portals, connectivity and technology providers) is largely influenced by the US experience. The European e-health space differs substantially from that of the US, as national health insurance, social factors, consumer and provider characteristics and regulatory barriers force us to rethink the prevailing health portal and connectivity approach to e-health.

A superficial analysis would lead us to believe that restrictions on direct-to-consumer advertising of prescription drugs and the limited opportunities for private sector connectivity solutions limit the opportunities for the successful application of e-health as a pharmaceutical marketing tool in Europe. A critical review of evolution of e-health in Europe, focusing on the strategic implications of the differences (and similarities) between the European and US e-health environments can assist us in better discerning emerging trends and distinct commercial opportunities at the interface between the pharmaceutical industry and e-health. Attractive avenues for e-pharmaceutical marketing in Europe include the application of e-health in disease management, to promote compliance and in patient advocacy to increase pressure for the regulatory approval of innovative therapies. The foundation of sustainable success in the application of e-health for pharmaceutical marketing lies the combination of strategic alliances and technological innovation with an understanding of the context of the European market for health products and services.