Digital pharmaceutical advertising presents a different set of challenges for pharma marketers than digital marketers in other industries, including ensuring consumer privacy and adhering to government regulations.
It’s why the industry has been slow to embrace digital marketing’s potential. But the opportunity that’s available—for increasing awareness, affinity, and conversion—can’t be ignored.
Pharma Marketing has Transformed in the Digital World
Technology has made it very easy for people to take a much more active role in managing their health and wellbeing. There are countless health/wellness/fitness-focused apps and websites at consumers’ fingertip — 61% of people have downloaded a mobile health app1— and pharma brands need to be sure they’re connecting with their audience where their audiences are consuming media. Learn more about how health and wellness marketing is merging with online data here.
Pharma Rules and Regs
Extensive audience targeting technologies are available, to target consumers by demographics, behavior, geography, devices, purchase history, search queries, IP address, and many more. But comprehensive (and necessary) privacy regulations prohibit pharma marketers from collecting certain identifiable data—the exact thing these targeting tactics were created to do. Pharma marketers must also clear the hurdle of creating engaging, eye-catching ads that also include all the required patient information. It can be hard to make that stuff sexy.
Thankfully, there are many options for pharma marketers to reach the precise audiences they need to reach—delivering helpful and informative messaging to patients who need it, while maintaining the strictest levels of privacy.
Strong data security, contextual targeting, and native advertising are just some of the effective solutions available to pharma marketers who want to reach their audience online and on their mobile devices.
Digital Spend on the Rise for Pharma Brands
By 2020, the healthcare and pharma industry will spend $3.10 billion on digital ads.2 That’s why we created the Digital Pharma Marketing 101 Guide. It’s filled with fundamental information and advice to help pharma marketers get the most out of every ad dollar, while complying with industry restrictions.
Get in touch here to learn more about what makes MNI Targeted Media Inc. the pharma marketing experts.
2. eMarketer: The U.S. Healthcare and Pharma Industry, 2016.