Pharma Getting Its Digital On
*** Editor’s Note: Today we’re featuring another guest contributor post from Pandora’s Healthcare Head of Industry, Lee Ann Longinotti. You can follow Lee Ann at @LonginottiLee. ***
The pharmaceutical industry continues to lag behind others when it comes to incorporating digital marketing strategies into their overall marketing mix. Most pharma marketing is still done through traditional media outlets like TV and Radio. However broadcasters are facing unprecedented challenges with audience erosion. In addition, the average consumer’s attention span is getting shorter and FDA Compliance dictates longer ads for branded campaigns. These obstacles for traditional media create opportunities that can be solved for digitally. That’s why pharma brands are increasingly turning to publishers like Pandora who can deliver HIPAA compliant targeting with more precision and guaranteed delivery. This recent PharmaVOICE article provides a deeper dive into these new capabilities.
The other factor to consider is the increasing engagement of consumers as active participants in their healthcare. In a recent study published by Epsilon, one in four consumers bring information about treatment to their doctor, and 69% collaborate with their doctor in selecting their prescriptions. Consumers have a bigger voice than ever in their drug choices – which is why Pandora’s ability to target consumers at scale, by health condition or RX, is critically important to drive drug and disease state education, persuade and engage pharma consumers, and ultimately drive RX sales.
If you’d like more information on how leverage digital media for Pharma marketing, AdWeek will be airing free webinar on 9/20.