{"id":2313,"date":"2017-09-19T00:00:00","date_gmt":"2017-09-19T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.comindex.php\/2017\/09\/19\/pinup091917\/"},"modified":"2019-02-06T02:14:49","modified_gmt":"2019-02-06T02:14:49","slug":"pinup091917","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup091917\/","title":{"rendered":"PinUp: You Can Debate Pharma’s Digital Ad Strategy, But You Can’t Discount the Importance of Mobile for Patient Care"},"content":{"rendered":"

Pharma Industry News Update<\/b>: 19 Sept 2017<\/p>\n\n

Programmatic Pharma Marketing

Is It Trending or Not?<\/b><\/p>\n

[From mumbrella.com.au] A couple of months ago, armed with a rack of significantly distorted and inaccurate data generated by Standard Media Index (SMI) about the [“pharmaceutical”] sector, several specialist media groups started writing stories about spending trends in pharmaceutical marketing.<\/p>\n

They all arrived at alarming conclusions, backed, in many instances, by quotes from key personnel in large-media buying groups who appeared to be talking largely nonsense.<\/p>\n

[SMI et al<\/i>] do not have a clue about how the pharmaceutical sector works.<\/p>\n

That is made clear by their characterisation of the sector as including products which are not pharmaceuticals, such as vitamins and beauty products. If you are going to have a category that lumps drugs in with vitamin E ointment or Krill oil, then be sensible and call it a health and wellness category, not a pharmaceutical category.<\/p>\n

This may seem to be nitpicking, but drugs are not vitamins and they are not beauty or well-being products either. How you market them, whether to healthcare professionals or to consumers, is vastly different to marketing vitamins or beauty products.<\/p>\n

Why these things have been clustered as one data set of the same sector is anyone’s guess. The ad industry should understand that making the distinction between a drug – a pharmaceutical – and other types of healthcare and wellbeing products, is critical to an understanding of the pharmaceutical sector and marketing.<\/p>\n

More…<\/a><\/p>\n

PharmaGuy’s Insight<\/p>\n

I have often noticed that estimates regarding digital ad spending by the “pharmaceutical” industry include “pharmaceutical products, facilities, services, researchers, and biological products. Also comprises establishments providing healthcare and social assistance for individuals as well as personal care, toiletries, and cosmetic products.”<\/p>\n

Taking that into consideration, I’ve estimated that these estimates are twice what Rx drug manufacturers actually spend on digital advertising. For more on that, read “Did Pharma Really Spend $3 Billion on Internet Advertising in 2015?<\/a>” [the answer is NO!].<\/p>\n<\/p>\n

Further Reading:<\/b><\/p>\n