Five years ago pharmaceutical e-marketing was a new toy to be played with. Marketers in the pharma industry were literally experimenting with it and CEOs were carving out innovation budgets that were merely extraneous to the real core of the brand. With an estimated 160 million consumers using the Internet to seek health information, pharma marketers are often no longer targeting patient niches. In 2007, greater numbers of pharmaceutical marketers recognized the potential of the Web and have come to increasingly rely on the Internet and alternative media to promote their products. According to the results of Cegedim Dendrite's annual DTC Industry Check Up survey 2007 was a milestone year in which pharma marketers would generate promotional spending increases in areas such as Web sites, search engine marketing and e-mail, while decreasing investments in traditional advertising areas such as national television advertising, spot television, radio and direct mail. Many e-marketers believe it is only a matter of time before pharma e-marketers really begin to seize the potential the medium has to offer.