In a report titled "Pharmaceutical Marketing Online: Stuck in Web 1.5" eMarketer senior analyst Lisa Phillips said "Pharma's slow adoption of Web 2.0 strategies like blogs, social networks and broadband video can be attributed to its conservative approach to advertising in general and to government restrictions".
Most pharma companies still build "Web 1.0" brochureware websites with limited user information. I agree that the regulatory framework doesn't help.
However, Lisa Phillips names some exceptions such as Rozerem where visitors to the website can see a "video featuring the characters from its TV spots--Abraham Lincoln, a talking beaver and a sleep-deprived young man--with each imploring users to click on his individual section to learn more about the drug".
It's abit more creative but really, how web 2.0 is that??? It's just a layer on a brochureware website...
From Online Media Daily EMarketer report is there.