Pharmaceutical marketing is the growing trend used by pharmaceutical companies to sell medicines. Even though pharmaceutical companies have spent millions of money on research, they spend just as much money on advertising their products. Recent data provided by IMS and CAM shows that pharmaceutical companies spent more than twice as much money on marketing as on research and development. These companies, to increase their sales, implement various marketing strategies in the form of advertisements. Pharmaceutical companies use advertisements such as product claim advertisements, recall advertisements, and help-seeking advertisements. However, these are all types of direct-to-consumer advertising that are broadcast on television, radio and telephone, but the role of social technologies such as Web 2.0 tools in pharmaceutical marketing has recently increased. Web 2.0 tools are widely used today and consist of applications such as wikis. , blogs, podcasts and social media applications such as Facebook, Twitter, My Space and YouTube. Previously used Web 1.0 tools are the conceptual evolution of the World Wide Web (WWW). It uses applications such as websites, emails and newsletters. Web 1.0 is more static and has seen major success in the healthcare industry when doctors access static content from trusted websites containing medical journals. The content provided through the Web 1.0 tool cannot be modified and the provider can view, delete and correct its content at any time. The evolution of Web 2.0 tools has created an interactive approach from the static, vendor-centric approach. Its interactive approach is two-way communication between the provider and the user. As a result, it is a powerful tool for reaching prescribers and patients in the pharmaceutical field. information provided by themselves in digital media. Thus, Web 2.0 social technologies provide a cost-effective as well as a more interactive and informative approach to healthcare. The number of people searching for pharmaceutical products on the Internet has tripled in the past five years. Therefore, social technology plays a key role for both consumer and pharmaceutical companies. Works CitedJournal of Medical Marketing (2008) 8, 311-318. doi:10.1057/jmm.2008.20; published online September 26, 2008aDepartment of Family Medicine, Brown University, Warren Alpert School of Medicine, 8 N. Main Street, Suite 401, Attleboro, MA, USA bNever Again Consulting, 8 N. Main Street, Suite 401, Attleboro , MA, USAJournal of Medical Marketing (2010) 10, 332-343. doi:10.1057/jmm.2010.24; published online August 27 2010