Category Archives: Internet

Programmatic is not right for pharma

KEY TAKEAWAY:Today’s online ads are not about getting in front of as many people as you can , they are about getting relevant ads in front of highly targeted people. This is especially true for pharma clients who are marketing specialty drugs and who don’t want their ads appearing on controversial sites.  Continue reading

Pharma: Leadership is the most decisive factor for a digital program’s success or failure.

Small-Ad-Agency-AdvantageAccording to McKinsey Global Survey results executives most often attribute the success of digital programs to managerial factors—senior management’s interest and attention, internal leadership, good program management, and alignment between organizational structure and goals— and are less likely to cite any technical considerations.  In fact, across most of the C-suite, larger shares of respondents report that their companies’ senior executives are now supporting and getting involved in digital initiatives.  However, this is an area where pharma still lags badly. Continue reading

Should pharma de-emphasize product websites?

imgresKEY TAKEAWAY:  The patient journey towards choosing a treatment option does not involve just one website.  It involves, depending on the health condition, a lot of research, primarily online, and talking with inner circle influencers.  Does this mean that pharma companies should devote less time and money on their product websites? Continue reading