Physicians
Make no mistake, US physicians use and value the Internet more than their European counterparts—at least today. European companies
are going through many of the same pilots that US companies undertook years back, and that may result in more online promotion,
if done well. So far, companies in the United Kingdom and Germany are investing in these resources, while Spain, Italy, and
France lag behind. In the United States, doctors respond well to e-initiatives and are also flocking to online physician-targeted
portals for health information (with Merck-Medicus the only pharma-sponsored portal making the top six).
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