Will pharma get digital?

  • Only 3% of healthcare advertising is spent on digital.
  • Pharma websites are not designed to engage users they are there to strictly inform people about the advertised drug.
  • An estimated $7.4 billion (£5.5 billion) was wasted on display ads alone in 2016, a figure that will rise to $10.9 billion (£8 billion) by 2021, according to Forrester.
  • Before serving an ad, marketers must gain insight on target audiences. Many take a “spray and pray” approach, hoping to drive performance success.
  • According to AdWeek, only 14% of marketers whitelist sites, with 52% estimating that 10-50% of their marketing spend is lost to fraud.
  • More than half of paid programming impressions are probably fraudulent , while under even the best-case scenario, one-third of those impressions aren’t viewed by an actual person.

Fact: digital is an extremely important channel for pharma marketers.

Fact: The majority of pharma marketers don’t spend enough money in developing their digital strategy.

Product Websites

There is a defined process to develop a great online experience, but when presented with the process most pharma managers pass because of the expense and cost.  Agencies that don’t push for a great process to develop a great online experience are complicit in bad online marketing.

The majority of DTC dollars still dies to Tv because that’s where the “glory” is.  DTC marketers will spend countless hours and money deciding where to shoot DTC commercials and the creativity behind them, but only a fraction of their time on thinking about digital.

The MOST important metrics for your website

The most important metrics for your website are not visitors; it’s time on site, pages viewed and bounce rate.  Your objective should not be to get as many people as possible to your website it should be to get as many qualified target audience people to your website and keep them there as long as possible.

How do you keep people on your website?

1ne: Fresh content that talks to them as a person,not a target audience.

2wo: Stories from real patients and their experiences.

3hree: Intuitive Navigation (navigation based on a user’s POV)

4our: A homepage that doesn’t try to communicate too much at once.

5ive: A content strategy that positions your brand as the “expert” on the subject.

Online Ad Fraud

IAB has been lying to us. Agencies are lying even more. That’s according to the latest report on online ad fraud. It’s also effecting mobile as well and all this is coming at a time when brands are putting more money into programmatic online ad purchases.

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. Programmatic buying usually produces pretty low engagement rates. Standard display advertising ads bought programmatically have very low CTR’s, about 0.18% of standard media, according to Google’s analysis. In other words, you get what you pay for. If you want cheap ads, you can expect very little in terms of effectiveness.

Programmatic buying is geared toward high volume , “awareness” campaigns, that are proven to be less effective than strategic relevant placements.

In addition, programmatic buying comes with an exceptional risk of fraud. The ease of programmatic buying means that, essentially, anyone can buy and anyone can sell. This leaves an open playing field for bad actors. The most common examples of ad fraud are: Bot traffic(i.e. non-human automated plays, clicks, etc.) and non-viewable ads (ex. An interstitial or video is buried in a feed somewhere and the user never actually even sees it). In 2014, boat traffic accounted for 56% of all website traffic and cost the industry about $6.3 billion. One of the biggest reasons ad fraud is rampant is because it’s not exactly illegal, which means low-risk and high-potential for scammers.

Finally, ads bought programmatically can end up in the wrong place. Any marketer will tell you that your brand ending up in the wrong place can go bad quickly. A good example of this is the all-too-common practice of re-brokering. For instance, a publisher or ad network could give a programmatic tag to an affiliate of some kind, meaning that advertisers might be tricked into thinking they’re serving content on one publisher, but really it’s being shown on a different one entirely. Having your brand appear on the wrong website or in the wrong app can be extremely harmful to your brand. That’s one of the significant risks of buying through a programmatic platform.

Leave a Reply

Your email address will not be published. Required fields are marked *