(DURHAM) -- A new study by a consulting firm based in Research Triangle Park finds that for the first time, digital platforms are starting to exceed traditional channels in the media mix used by pharmaceutical product teams. The study was conducted by Cutting Edge Information.

“The data reveal a clear trend of pharmaceutical marketing shifting toward digital media channels and away from some of the more traditional ones,” said Casey Ferrell, research analyst at Cutting Edge Information and the study’s lead author. “It’s particularly interesting that digital media growth has accelerated in 2011, especially for small and mid-sized pharma companies.”

The data shows that digital channels combined for 54.7% of drug companies’ media mix this year while traditional media combined for 42.1%.  Mobile media led the way in growth this year, rising from 5.6% of the media mix in 2010 to 15.5% in 2011.