This brief discusses trends relating to the Internet’s use in healthcare among consumer and physician populations in Germany. The brief analyzes the impact of these trends on the eMarketing plans of pharmaceutical companies operating in the German market, recommending optimal strategies for targeting both physicians and consumers. Benefits of the brief: •Assists in planning market specific strategies by providing data regarding the use of emerging technologies for work related purposes among German physicians •Enables marketers to initiate interactions with German consumers online by analyzing their current and potential use of the Internet for managing their healthcare •Presents ideal strategies for capitalizing on the unmet needs of this under-developed eHealth market.
