In this paper, primary research was conducted through a survey questionnaire in order to reveal the pharmaceutical industry’s potential for Internet marketing toward doctors and pharmacists in Croatia. The research included 121 respondents who answered questions about their Internet using habits both for private and business purposes. A special emphasis was placed on examining pharmaceutical companies’ exposure to Internet marketing and on finding possible differences in experiences and attitudes between doctors and pharmacists as a whole or by sub-segmenting them into rural and urban populations. The research revealed that doctors and pharmacists in rural areas of Croatia are using the Internet more frequently and are more open to Internet marketing activities by pharmaceutical companies than their colleagues in urban areas. Furthermore, by grouping the respondents into two groups based on their profession (doctors and pharmacists), the research found that doctors and pharmacists in Croatia do not differ significantly in their attitude toward the replaceability of pharmaceutical representatives with electronic sales presentations (e-detailing). Although it was found that pharmacists were somewhat more inclined to the idea of replacing pharmaceutical representatives with electronic sales presentations than doctors, the majority of respondents took a neutral position, which ultimately resulted in the fact that there is no statistically significant difference between the mentioned professions. Analysing all the collected data, the research revealed a high level of IT literacy among doctors and pharmacists in Croatia and the considerable potential of using Internet marketing in the pharmaceutical industry. A more extensive implementation of Internet marketing could provide added value to doctors and pharmacists in Croatia, especially to those in rural areas, while on the other hand it will allow pharmaceutical companies to achieve long-term savings and sales increase thanks to the synergistic effects of different marketing channels.