Blogs

4 tips: Building buyer personas for medical advertising

Whether you're marketing pharmaceuticals or medical devices, you need to develop buyer personas. These customer profiles will help your team direct its time and resources. Knowing who the key decision makers are is the first step to building buyer personas that drive lead generation and ultimately…

4 media buying trends medical advertisers need to know

Take a look back to 2007. A decade ago, media buying looked quite different than it does today. The first iPhones were just hitting the U.S. market, the Chrome browser (currently the world's most widely used web browser across all platforms) had not yet been launched, Twitter had just launched, and…

Mobile strategies for marketing to doctors

Mobile devices are all around us, at every moment of the day. According to Business Insider, 91 percent of adults are within immediate reach of a smartphone at all times. This presents marketers with a vital, if not necessary avenue to reach customers. Doctors are some of the biggest users of…

5 physician habits that should inform your marketing efforts

In healthcare, advertising to physicians can be uniquely challenging. They tend to work longer hours and have significantly different media consumption habits than other professionals.Understanding the habits and preferences of physicians can inform your advertising strategies to help you get…

How to make your medical advertising more creative

Marketers of pharmaceuticals and medical devices need to run an obstacle course that other marketers are happy to skip. Government regulations and private watchdog groups keep a close eye on medical ads, causing creative difficulties for ad creators and media buyers.The easiest option medical…

3 advantages of advertising within a peer-reviewed journal

In today's media landscape, it's sometimes hard to tell what qualifies as an ad. When you see a character on your favorite TV show drinking a familiar brand of soda, is that an advertisement? What about a custom set of emojis for a new movie? In such a complicated environment, media buying isn't as…

Why media buyers need to track their ad performance

In a perfect world, advertising managers and media buyers would be able to track every aspect of their ad campaigns, no matter what channels they use. Once an ad's in front of an audience, you would be able to see who viewed the ad, how each individual reacted to it and how the ad affected the…

How seasonality affects medical ads

As patients can attest, health issues often follow a seasonal cycle, with some ailments reappearing around the same time each year. Just as physicians prepare for an onslaught of allergy cases each spring, professionals in healthcare advertising must also structure campaigns according to seasonal…