Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (2022)

Table of Contents
Do phar­ma TV and so­cial ads work? Phar­ma mar­ket­ing agen­cies adopt­ing new tech so­lu­tions to find out Beth Snyder Bulik Keep reading Endpoints with a free subscription Ac­cel­er­at­ing To­ward Hu­man Rel­e­vant Non­clin­i­cal Test Meth­ods Emulate, Inc. #ESC22: BMS-J&J’s mil­vex­i­an miss­es com­pos­ite end­point, but duo to push drug for­ward with signs of sec­ondary stroke pre­ven­tion and ‘flat bleed­ing curve’ Kyle LaHucik Keep reading Endpoints with a free subscription Af­ter years of fail­ures, the hunt for a new type of Parkin­son’s drug is on Paul Schloesser Premium subscription required Dig­i­tal re­call? On­col­o­gists see dozens of on­line ads every month but on­ly re­mem­ber a hand­ful — study Beth Snyder Bulik Keep reading Endpoints with a free subscription HHS lines up near­ly $700M in sup­ply deals to com­bat mon­key­pox Nicole DeFeudis #ESC22: Bay­er's chron­ic kid­ney dis­ease drug miss­es the mark on low­er­ing car­dio­vas­cu­lar death Kyle LaHucik Keep reading Endpoints with a free subscription Pfiz­er buys in­to de­cen­tral­ized co­op­er­a­tive to ac­cel­er­ate R&D in hu­man longevi­ty Zachary Brennan Keep reading Endpoints with a free subscription Head of Quality Systems #ESC22: Bay­er's fac­tor XIa in­hibitor miss­es ef­fi­ca­cy marks in 2 PhII stud­ies but com­pa­ny dives straight in­to PhI­II Kyle LaHucik Keep reading Endpoints with a free subscription Af­ter clin­i­cal hold quashed its hopes, Yu­man­i­ty field­ed 10 bid­ders be­fore land­ing on two-way deal with J&J, Kine­ta Amber Tong Keep reading Endpoints with a free subscription Log in to your account e-mail password request magic link email reset password email About You Subscriptions FAQs Videos

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (1)

Pharma brands are trying to figure out new ways to better reach patients and doctors, but also measure results. (Credit: Shutterstock)

August 12, 2022 02:11 PM EDT

Pharma

Marketing

Do phar­ma TV and so­cial ads work? Phar­ma mar­ket­ing agen­cies adopt­ing new tech so­lu­tions to find out

Beth Snyder Bulik

Senior Editor

It’s a timeworn advertising question — is my ad campaign working? In pharma, that can be an especially difficult question to answer in part because of privacy regulations, but also because the brands spend a lot of money on TV commercials where viewers can’t directly click on an ad.

Healthcare marketing services companies like Lasso and CMI Media Group are trying to change that with new measurement methods and partnerships that aim to get closer to patients’ and physicians’ actions.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (2)

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Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (3)

SPONSORED

August 29, 2022 06:00 AM EDT

Ac­cel­er­at­ing To­ward Hu­man Rel­e­vant Non­clin­i­cal Test Meth­ods

Emulate, Inc.

In November of 1937, editors from JAMA magazine penned a scathing letter about the United States’ inability to protect patients from toxins that masquerade as therapeutics, saying the drug development process was in dire need of laws with “common scientific decency.” In the preceding months, the nation had been riveted by the sudden deaths of nearly 100 people after taking elixir sulfanilamide. According to a congressional report, the elixir had been given to patients despite having only been “tested for its flavor but not its effect on human life.” Up until this point, drug manufacturers were not required to test therapeutics before sending them to market.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (4)

ESC Congress 2022 (Photo by Kyle LaHucik)

August 28, 2022 03:36 AM EDTUpdated 11 hours ago

Pharma

#ESC22: BMS-J&J’s mil­vex­i­an miss­es com­pos­ite end­point, but duo to push drug for­ward with signs of sec­ondary stroke pre­ven­tion and ‘flat bleed­ing curve’

Kyle LaHucik

Associate Editor

BARCELONA — Bristol Myers Squibb and J&J’s Janssen look to move forward with a Phase III of their factor XIa drug in preventing secondary stroke despite missing the goalpost on a composite endpoint, the companies said Sunday morning at the European Society of Cardiology Congress.

During the same session, factor XIa competitor Bayer also announced it had missed the composite endpoint in a mid-stage stroke trial.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (5)

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(Video) Building an agency fit for the future: the importance of culture and core values

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (6)

Illustration by Kim Ryu for Endpoints News

August 29, 2022 09:00 AM EDTUpdated 04:26 PM

In Focus

Af­ter years of fail­ures, the hunt for a new type of Parkin­son’s drug is on

Paul Schloesser

Associate Editor

Whenever research and development into new Parkinson’s drugs are brought up, people tend to think of failure — for good reason. There have been years upon years of clinical trial flops, and existing therapies and brain stimulation devices bring only moderate relief.

While some investors wrote off Parkinson’s as a lost cause, companies, researchers and outside observers are more optimistic. In recent years, the field gained a better understanding of the genetic basis of the disease, and drugs targeting new pathways advanced into clinical trials, including one program in late-stage testing. The need for treatments is acute, with a surge in worldwide diagnosis for Parkinson’s, a disease marked by symptoms like tremors and slowed movement, in what researchers bill as an epidemic.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (7)

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Lonza

Geleen, Netherland

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August 29, 2022 02:17 PM EDT

Pharma

Marketing

Dig­i­tal re­call? On­col­o­gists see dozens of on­line ads every month but on­ly re­mem­ber a hand­ful — study

Beth Snyder Bulik

Senior Editor

Oncologists are people too — but just like many people, they’ve become somewhat immune to online advertising.

A new ZoomRx study found that oncologists encountered a median of 54 different pharma brands in banner ads every month. However, when asked about specific brands, oncologists could recall only about nine by name.

And that’s not the worst of it. Only 5% of all the online banner ads that oncologists encounter monthly are related to oncology. Even more dismal is that no single brand topped 0.3% share of voice, meaning the share of all brands for any one oncologist during the Q2 study period.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (8)

(Video) Digital Innovation in Pharma Marketing | Dorothy Czylyski, Head of Health at No Fixed Address Inc.

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Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (9)

HHS Secretary Xavier Becerra (AP Photo/Patrick Semansky)

August 29, 2022 02:11 PM EDTUpdated 02:35 PM

Pharma

Manufacturing

HHS lines up near­ly $700M in sup­ply deals to com­bat mon­key­pox

Nicole DeFeudis

Editor

The Department of Health and Human Services is doubling down on efforts to secure more doses of Bavarian Nordic’s monkeypox vaccine and Chimerix’s smallpox treatment as the CDC reveals that few people have completed their full vaccine series.

BARDA announced on Monday that it’s shelling out $11 million to Michigan-based Grand River Aseptic Manufacturing, which agreed earlier this month to perform fill and finish services for Bavarian Nordic’s monkeypox vaccine Jynneos.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (10)

#ESC22 in Barcelona (Credit: Endpoints Associate Editor Kyle LaHucik)

August 29, 2022 07:27 AM EDTUpdated 01:34 PM

Pharma

#ESC22: Bay­er's chron­ic kid­ney dis­ease drug miss­es the mark on low­er­ing car­dio­vas­cu­lar death

Kyle LaHucik

Associate Editor

BARCELONA — It’s been a rough two days for Bayer at the European Society of Cardiology Congress. Just after reporting disappointing results for the factor XIa inhibitor asundexian, the Big Pharma said its approved med Kerendia also didn’t reach significance on all-cause mortality in a pooled analysis of two Phase III trials of the drug.

The drug was approved by the FDA last July to slow chronic kidney disease progression in patients with CKD associated with type 2 diabetes. The European Medicines Agency followed up with its nod in February 2022, Japan’s health ministry in March and China’s medical products agency in June.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (11)

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August 29, 2022 01:40 PM EDTUpdated 02:34 PM

Deals

Pfiz­er buys in­to de­cen­tral­ized co­op­er­a­tive to ac­cel­er­ate R&D in hu­man longevi­ty

Zachary Brennan

Senior Editor

The biggest of Big Pharma is turning over a new, edgier leaf, proposing to spend $500,000 to join a new cooperative, known as VitaDAO, for community-governed and decentralized drug development focused on extending human life.

The cooperative aims to better align various forms of early-stage funding in longevity biopharma through a combo of novel and buzzword-heavy frameworks like decentralized autonomous organizations, non-fungible tokens, and financial engineering tools that run on the Ethereum blockchain.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (12)

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(Video) Audience Targeting for Healthcare and Pharma Brands

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Head of Quality Systems

Lonza

Lexington, MA, USA

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Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (13)

ESC Congress 2022 (Photo by Kyle LaHucik)

August 28, 2022 03:36 AM EDTUpdated 18 hours ago

Pharma

#ESC22: Bay­er's fac­tor XIa in­hibitor miss­es ef­fi­ca­cy marks in 2 PhII stud­ies but com­pa­ny dives straight in­to PhI­II

Kyle LaHucik

Associate Editor

BARCELONA — Bayer’s factor XIa inhibitor didn’t clear the hurdle in certain primary efficacy marks in two Phase II clinical studies, trial investigators said Sunday morning at the European Society of Cardiology Congress.

Bristol Myers Squibb and Johnson & Johnson’s factor XIa inhibitor also flopped on a composite primary endpoint in their own Phase II study, presented shortly after Bayer on Sunday morning.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (14)

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Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (15)

Yumanity chairman Tony Coles (L) and CEO Richard Peters

August 29, 2022 11:37 AM EDTUpdated 01:19 PM

Deals

Af­ter clin­i­cal hold quashed its hopes, Yu­man­i­ty field­ed 10 bid­ders be­fore land­ing on two-way deal with J&J, Kine­ta

Amber Tong

Senior Editor

What sends a biotech down the dreaded journey of exploring “strategic alternatives”?

In the case of Yumanity, after steadily losing its value since a reverse merger that took it on Nasdaq in 2020 — plus an aborted plan for an offering — it was an FDA clinical hold on its lead Parkinson’s program that triggered the shift in directions, according to newly filed SEC documents.

The play-by-play also reveals that Yumanity, which axed 60% of its staff in February in the wake of the hold, asked J&J multiple times about a wholesale acquisition. But J&J declined, choosing to stick with specific programs. Ultimately, Yumanity agreed to sell off most of its pipeline to and merge what’s left with Kineta, a Genentech-partnered oncology drug developer and one of eight companies in contention for the deal.

Do pharma TV and social ads work? Pharma marketing agencies adopting new tech solutions to find out (16)

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(Video) The Verticals: Pharma

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FAQs

What is pharmaceutical marketing strategy? ›

Pharmaceutical marketing is predominantly geared toward patients through direct-to-consumer advertising, and toward prescribing healthcare professionals. For either advertising approach to be successful, marketers need to produce high-quality, personalized content on the right platforms at the right time.

How much does the US pharmaceutical industry spend on advertising? ›

It was calculated that in 2020, the pharmaceutical industry in the United States spent 6.58 billion U.S. dollars on direct-to-consumer advertising. In the same period of 2019 the pharma sector spent 6.56 billion dollars.

What strategies do pharmaceutical companies use? ›

The four most common strategies in this category derive from the Ansoff Matrix (below): market penetration (growing sales of an existing product in existing markets), market development (launching an existing product in a new market), product development (introducing an existing product into a new market) and ...

What are the three methods of pharmaceutical marketing? ›

To health care providers. Marketing to health-care providers takes three main forms: activity by pharmaceutical sales representatives, provision of drug samples, and sponsoring continuing medical education (CME).

What percentage of TV advertising is pharma? ›

In 2020 TV ad spending of the pharma industry accounted for 75 percent of the total ad spend.

Why do pharmaceutical companies advertise on TV? ›

They encourage us to buy things, and we do. So there are actually studies that back this up, that show that doctors have changed their prescribing behavior, that they are prescribing us more drugs. This is one of the things that the FDA was looking into 40 years ago.

How much do pharmaceutical companies spend on TV advertising? ›

Pharma TV advertising remained the cornerstone of spending with $4.58 billion, a whopping 75% of the total spend.

How do I launch a new product in pharma industry? ›

5 Essential Steps to Launch a Drug Successfully
  1. Doceree's Market Research Department. You've created a revolutionary drug that will change the lives of countless individuals. ...
  2. Effective Strategy and Planning. ...
  3. Advanced Market Research. ...
  4. Target Prescribers and Patient Population. ...
  5. Be First.
20 Aug 2021

How can I promote my pharma business? ›

10 Tips to Promoting and Marketing a Pharmaceutical Company
  1. Understand the Audience You Want to Reach. ...
  2. Design a Simple, Yet Professional Logo for Your Company. ...
  3. The Importance of Humanizing Your Company. ...
  4. Use Social Media to Strengthen the Relationship You Have With Prospective Patients. ...
  5. Use Professional Marketing Materials.
12 Feb 2019

Why marketing is important in pharmaceutical industry? ›

In the pharmaceutical industry, more market share is seldom achieved without marketing. The marketer's efforts not only provide more sales but establishes a reputation in the market, enables penetration into more stores and new geographies, and also helps in the retention of existing customers.

What are the 7 major scope of marketing? ›

The 7 functions of marketing are promotion, selling, product/service management, marketing information management, pricing, financing and distribution. Understanding the core functions of marketing can help you better focus your efforts and strategies to support your business.

What is the scope of pharmaceutical marketing? ›

Job Opportunities:-

After completion of the course, students can find good job opportunities in different segments of the pharmaceutical industry. It includes working in government departments, various research institutions,hospitals, pharmaceutical universities, and some medical service providers.

What is the role of pharmaceutical marketing? ›

Pharmaceutical marketing is presently the most organized and comprehensive information system for updating physicians about the availability, safety, efficacy, hazards, and techniques of using medicines.

What are 4p in pharmaceutical marketing systems? ›

The pharmaceutical marketing mix first introduced by Borden in 1964 with the basic elements are the product, price, place, and promotion (collectively coined the 4Ps of marketing) [2].

What is pharmaceutical marketing and promotion? ›

The World Health Organization defines pharmaceutical promotion as, “all informational and persuasive activities by manufacturers and distributors, the effect of which is to induce the prescription, supply, purchase and/or use of medicinal drugs” (WHO,1988).

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