Use of Behavioral Targeting by Pharma Marketers

Use of Behavioral Targeting by Pharma Marketers When Is It Appropriate?

“The practice of advertising has clearly been revolutionized by the emergence of the Internet. Today, we can match the content of an ad to the interests of the consumer in ways undreamed of just a few short years ago,” said Nancy Hill, President & CEO, 4A’s.

This article summarizes the results of a survey designed to answer the questions:

• Should the pharmaceutical industry adopt similar self-regulatory principles that were established by media and marketing trade associations to protect consumer privacy when employing behavioral targeting.
• Should pharma marketers use behavioral targeting at all?
• If they do use it, when is it appropriate?

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PMN92-04
Issue: Vol. 9, No. 2: February 2010
Word Count: 2381

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