This category contains 2 posts

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 »