To improve trust among consumers, it'd be worthwhile for pharmaceutical marketers to reconsider the allocation of their promotional dollars and marketing mix. More than half of people surveyed said that online medical sites are where they go to learn about medication. Doctors still may be consumers' number-one choice for getting information about drugs. But it's time that marketers pay closer attention to everyone's growing embrace of the Internet to create a channel of trust and communication with pharma's end users.

Philip George is managing partner of Accenture's Health and Life Sciences practice. He can be reached at philip.a.george@accenture.com