Dear pharma: Most online ads are fraudulent

If your company is spending money on online advertising, you are almost certainly being robbed.Google reported that 56% of online display ads that are paid for by advertisers are never seen by a live human being. (And remember, Google is one of the world’s largest sellers of online display ads.) Recently The New York Times ran a story claiming that 57% of online video ads are never seen. CNET reported on a study by research firm Incapsula that found only 38% of traffic on the web is human.  Kraft announced that it was rejecting 75-85% of the online ad impressions it was being offered because they were “fraudulent , unsafe, non-viewable or unknown.”

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Accenture: Pharma has no content strategy

KEY TAKEAWAY: Life sciences companies are producing a massive amount of digital content—and it is growing, but lack of a content strategy and objectives puts growing investment and dollars at risk. Only 4% in med tech and 11% in pharma/biotech report they have a clearly documented content strategy that meets their current and future needs (compared to 42% across all industries). Continue reading

Individuals are starting to control their own health treatments

KEY TAKEAWAY : McKinsey says “Patients are becoming more than just passive recipients of therapies. Healthcare will be driven much more by consumers than physicians, with patients increasingly coming to their doctors with more information, parameters they measured at home, and an informed opinion about how they should be treated,” says Dr. Bertalan Mesko, medical futurist and author of My Health: Upgraded”.  How is pharma using this to leverage DTC? Continue reading