As recently as five years ago, search engine marketing was considered merely a peripheral marketing tactic by many pharmaceutical brand managers. But those times have changed, says Google's director, health sales and operations, Mary Ann Belliveau. Pharma marketers realize search is a very powerful way to reach consumers, evolving into something they can craft a campaign around. In recent months, the online health search space has heated up vigorously as some of the Web's consumer power players have made forays into the arena. In October, Microsoft launched its HealthVault service offering consumers personalized health records and an Internet search engine specifically tailored toward consumer health.
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