Trend: Increased amount of time spent with social media sites for real-life consumer information and opinions (i.e. YouTube, Facebook, Wikipedia).           
Result: Shift from authority to openness and collaboration.

The internet offers strengths not found in other mediums:

• Can be used to reach consumers regardless of where they are at in the purchase cycle.
• Enables advanced targeting based on individual audiences and behaviors
• Delivers the robust tracking and ROI accountability being demanded by clients.

Why use digital media?

• Consumer interaction and engagement
• Brand halo effect of modernism
• Deliver high reach of target audiences
• Powerfully amplify offline brand activity
• Create an engaging brand experience
• Build consumer information and dialogue
• Delivers on lowest cost per acquisitions

Digital media is emerging through specific advertising mediums:

• Standard banner ads
• Custom banner ads (found on sites that are “cutting edge”, “trendsetting” or that are very niche)
• Rich Media: method of online communication that incorporates animation, sound, video, and/or interactivity
• Sponsorships and custom created content: made more authentic by consumers blogging
• Viral marketing: online versions of word of mouth advertising.
• Streaming video on the web.

Sources:
Interactive Media Overview 2008 (Optimedia powerpoint presentation)
Ad Age Digital: Social web speeds ahead despite slowing economy
Ad Age Digital: Five years from now, media will be totally intangible
Ad Age Search Marketing Fact Pack 2008: Top Healthcare Sites
http://www.pwc.com/extweb/pwcpublications.nsf/docid/a49d5b8dd5727d568527467006bdbeb
http://www.marketwatch.com/news/story/Research-Markets-Healthcare-Trends-Forecasts/story.aspx?guid=%7BD71F1EF5-406D-4A
http://alanhart.wordpress.com/2008/11/17/healthcare-digital-marketing-trend-for-2009/
http://www.dmnews.com/Healthcare-much-alive-for-Google/article/121054

Case study: e-Healthcare Solutions

Original, premier vertical advertising network dedicated to the healthcare industry.  The portfolio of publishing partners within their “network” reach physicians, healthcare professionals, patients and caregivers in all major specialties and therapeutic categories.

e-Healthcare Solutions distinguishes themselves with partner aligned incentives, a medical knowledge based, vertical focus on healthcare, and measuring their success based on the success of their advertising clients and publishing partners.

Trend: More healthcare companies are moving towards digital healthcare marketing and advertising.

Result: Healthcare companies have found a way to differentiate themselves.  Consumers are immediately able to research issues through the internet.

Sources:
http://www.e-healthcaresolutions.com/

Case Study:  Johnson & Johnson

Johnson & Johnson recently launched a blog and health channel on YouTube.

In general, pharmaceutical companies are experimenting with new ways to reach their audience.  Besides looking to online video to tell a story, healthcare companies are also experimenting with widgets and becoming more sophisticated in their use of search.  Companies are building keyword campaigns on a brand-by-brand basis, with a focus on the different steps patients take in their interaction with the brand.

Case Study: Google Health

The site enables consumers to put all of their medical records online.  Google Flu Trends was recently introduced, which posts influenza-related activity estimates for the US up to two weeks faster than the Centers for Disease Control and Prevention.

Consumers are able to get the information they need faster and in one place.

Digital healthcare advertising is becoming increasingly popular because the higher levels of leadership within those companies are getting passionate about being where their consumers are.