SUMMARY: Pharma continues to allocate too much money for paid search while failing to adequately measure the key metrics of their dollars. There are a lot of opportunities to stop thinking
Category Archive: DTC Spending
SUMMARY: PulsePoint™ connects the dots of healthcare marketing and delivers health messaging where audiences are in their healthcare journey. The platform accesses contextualized health content and related, engaged audiences to deliver relevant marketing messages through partner platforms like Facebook, Instagram, Pinterest, and Twitter, as well as native, video, content discovery, search, display, and connected TV channels. But there are still issues with programmatic.
- New products are being launched with heavy TV but product websites remain relatively unchanged.
- A report from Tel Aviv-based cybersecurity firm Cheq says up to 20% of ad dollars
is being stolen through digital ad fraud. - With more consolidation within pharma vendors bigger agencies are more likely to recommend TV as opposed to digital but this is a serious mistake