Blogs

How to leverage society affiliations to appeal to HCPs

Gaining the trust of healthcare professionals takes time. Pharmaceutical brands need to demonstrate the value they can bring to patient care and show their commitment to supporting providers. Spreading brand awareness through display advertisements can support these goals. However, pharma marketers…

What kind of imagery best appeals to HCPs?

Visual storytelling is a powerful way to communicate critical information to busy healthcare professionals. However, marketers need to choose the photo or graphic in an ad strategically in order to appeal to their target audience. Here are some things to consider when choosing imagery:…

What will new drug price disclosure regulations mean for pharma marketers?

On May 8, the Department of Health & Human Services finalized its upcoming rule requiring manufacturers to disclose drug prices in TV ads. According to HHS Secretary Alex Azar, the regulation aims to increase pricing transparency to help patients make more informed decisions. "Patients who are…

Ad remarketing: How to connect your print and digital campaigns

The ability to track user engagement with digital ads has made it possible for marketers to more effectively nurture leads through highly relevant content and hyper-personalization. When users interact with an ad, link or landing page, their web experience adapts accordingly.If a doctor visits a…

How will machine learning algorithms support pharma marketers?

Everywhere you look, machine learning and artificial intelligence solutions are making your life a little easier, whether you notice it or not. From the GPS app on your smartphone to the fraud protections on your credit cards, intelligent software performs complicated tasks that would be otherwise…

How to apply consumer marketing lessons to physician-directed media

In recent years, pharmaceutical marketers have shifted away from treating patients as faceless groups of people with similar health conditions toward a mode of looking at them as highly informed consumers. This approach looks at patients not only in terms of medical care, but as complete…

What pharma marketers can learn from social media influencers

Influencer marketing has become a prominent strategy in recent years due to its ability to engage consumers in an informal manner. Compared with other forms of digital marketing, influencer channels tend to be more focused on shared experiences. While influencer campaigns are most often deployed in…

Why content is key for marketing to doctors

The battle for doctors' attention is fierce. The American Medical Association reported that the pharmaceutical industry spends approximately $20.3 billion annually marketing to medical professionals.To stand out in this crowded marketplace, advertisers and marketers need to think carefully about…