pharma

This tag is associated with 10 posts

When Should Pharma Ads Go Unbranded?

by Amanda Fiore It is fair to say that pharmaceutical marketing is the most regulated category in the ad space, from internal legalities to abiding by the rules and conditions set forth by the FDA. Each time a TV commercial promoting a drug appears on screen mentioning its name and indication, consumers get bombarded with… Continue reading »

Putting A Label On It: Editing Drug Labels On All Fronts

The pharmaceutical drug industry is one of the most highly regulated markets to exist and this is no surprise to marketers and consumers alike. The US Food and Drug Administration (FDA) regulates pharmaceutical manufacturers to ensure the safety and efficacy of drugs, from the initial stages of conception to post FDA approval. Pharma companies must… Continue reading »

Advertising at Medical Conferences

By: Amanda Fiore and Lynnsey Rijos Each year there are hundreds of medical conferences, hosted by media associations, which bring together thousands of physicians, researchers, and exhibitors from all over the globe to exchange ideas, theories, and new information relating to the specific medical specialties. Doctors wait all year for these meetings where they can learn… Continue reading »

The Importance of Competitive Analysis in Advertising

Today we live in a world driven by technology. With the tap of a finger or click of a mouse, a vast amount of information is readily available for just about anyone’s use, including advertisers. In our interconnected world, accessible information has given advertisers an edge like never before. They have access to insightful information… Continue reading »

Accelerated Mobile Pages (AMPs): Should Pharma Companies Take Advantage?

Late 2015, Google announced the Accelerated Mobile Page (AMP) project within search to encourage improving website user experience on mobile. AMP is a Google-backed, open source project designed for publishers to take advantage of accelerated page loading speed (pages are meant to load instantly) on mobile devices.  40% of people abandon a website that takes… Continue reading »

Goodbye, Blockbuster.  Hello, Franchise Approach.

By: Amanda Fiore As the healthcare industry changes year over year, pharmaceutical companies must adapt to the ebb and flow. We have said goodbye to the “Age of the Blockbuster,” when high revenue-generating drugs took priority, bringing in at least $1 billion annually singlehandedly. Pharmaceutical companies typically launched one to two of these blockbuster drugs… Continue reading »

The Digital Evolution of Pharma Marketing

The ferocious arena of digital marketing is one that is in a constant state of change. Trends change, algorithms change, rules change, and consumer behavior changes. The fickle battle between competitors adds an additional layer of attention that must be paid to a company’s marketing effort. However, if you pare it down to the industry… Continue reading »

Google to Big Pharma: You’re Not Special

Special accommodations for certain pharmaceutical advertisers in Google’s paid search platform will soon end, leaving some of those advertisers wondering about how they’ll continue to use the medium. Two decisions, in particular, bring pharma paid search ads in alignment with advertisers in other categories.  The first is the elimination of the black box ad unit,… Continue reading »

Why Does Pharma Lag In Programmatic?

Why hasn’t pharma fully embraced the programmatic revolution? Programmatic buying can realize terrific efficiencies in digital media buying, particularly when advertisers need to scale contextual ad buys or in buying large quantities of display ad tonnage.  So why aren’t pharmaceutical marketers on board with it? Innovation can be challenging in regulated sectors, usually because companies… Continue reading »

Daily Due Diligence Determines Destiny

The trend toward increasing automation in digital advertising campaigns remains a popular one. Last week, however, proves that there is still no substitute for the human touch – Bing’s recently revealed Smart Annotations for search creative caused quite the stir for advertisers promoting regulated industries. Thankfully, with proactive communication we avoided exposing our advertisers to… Continue reading »

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