Every day people search the Internet, seeking information, support, and treatment for many different diseases. Digital strategies, such as search engine marketing databases and web design, are effective ways to reach potential patients; pharmaceutical and biotechnology companies who do not include digital strategies are missing important patient targeting opportunities. This article explores the convergence of old and new media, and how new media affect and will continue to affect patient recruitment. Executing a digital strategy requires specialized skills, knowledge, and tools to effectively communicate with potential online study participants.
