Ms Wertzberger believes that consumers will spend the most on prescription medicine in the future ($4.5 billion) followed by personal care products ($2.3 billion) and nutraceuticals ($1.7 billion) which have previously been significant revenue sources. Finally over-the-counter (OTC) medicines will follow with a projected value of $600 million.
The market is set to grow as the Internet increases opportunity particularly for smaller companies as it permits small companies to market effectively to a large audience, as we have seen with dietary supplement companies informs Wertzberger.
The Internet also enables companies to engage in individualized interactive marketing which will be far more successful than broad campaigns.
In addition the Internet enables marketers to provide health and beauty guidance becoming powerful advisors for consumers. The tools the Internet provides will enable marketers to act more effectively and will have a result of overall market growth.
