The pharmaceutical industry has been slow to capitalise on the growth of digital communications and press relations, it has been claimed.

According to PR Week, the strict marketing criteria that govern the industry – such as not being able to market directly to consumers – mean it has been hesitant to make changes to its existing marketing model.

Firms in the pharmaceutical sector are weary of breaking the Association of the British Pharmaceutical Industry's Code of Practice.

"There is a far greater appetite now to talk about digital strategies for communicating messages for our clients across PR and medical communications," Axon Communications managing partner Ralph Sutton told the news provider.

"'Social media is something our clients are interested in learning about - but they are cautious," he added.

Meanwhile, an advertising campaign for anti-smoking treatments in Scottish pharmacies has been stepped up after it was found that the initiative was not meeting its targets.

The scheme, which offers one-to-one support for people trying to kick the habit has fallen drastically behind schedule.