Pharmaceutical marketing is the growing trend used by pharmaceutical companies to sell drugs. Although pharmaceutical companies have spent millions of money on research, they spend the same amount of money advertising their product. Recent data from IMS and CAM shows that pharmaceutical companies have spent more than double the money on marketing than they have on research and development. These companies to increase sales adopt various marketing strategies in the form of advertising. Pharmaceutical companies use advertisements such as product complaint ads, reminder ads, and help wanted ads. However, these are all types of direct-to-consumer advertising that is broadcast on TV, radio, telephone, but the role of social technologies such as web 2.0 tools in pharmaceutical marketing has increased recently. Web 2.0 tools are widely used today and consist of applications such as wikis, blogs, podcasts, and social networking applications such as Facebook, Twitter, My Space, and YouTube. The Web 1.0 tools used previously represent the conceptual evolution of the World Wide Web (WWW). Use applications such as websites, email and newsletters. Web 1.0 is more static and has been a great success in the healthcare industry as doctors access static content from trusted websites containing medical journals. Content provided via the Web 1.0 tool cannot be modified, and the provider may review, delete and correct its content at any time. The evolution of web 2.0 tools has created an interactive approach from the static and vendor-centric approach. Its interactive approach is a two-way communication between provider and user. As a result, it is a powerful tool for reaching prescribers and patients in the field of pharmaceuticals. information provided by them in digital media. Therefore, Web 2.0 social technologies are cost-effective and represent a more interactive and informative approach to healthcare. The number of people searching for pharmaceutical products on the Internet has tripled in the last five years. Therefore, social technology plays a key role for both consumers 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 on August 27 2010