JUL-2016 – Top 5 Trends in Physician & Pharma Advertising
Your Monthly Prescription for Ad Industry Updates | July 2016
100% Viewability: Is it Really the Best Bang for Your Buck?
Publishers and agencies have been forced to restructure their delivery and ad placement strategies. Now many marketers are demanding 100% viewability and putting increased pressure on publishers to hit this perfect target. Molly Kennedy, eHealthcare Solutions Viewability Data Analyst, expressed how “this target is not very feasible and is extremely difficult to reach.” Research completed by both digital marketing agency IMM and programmatic media planning and buying company Goodway Group echoes Kennedy’s thoughts with their studies suggesting that delivering 100% viewable campaigns actually doesn’t prove financially sound.
What motivates employees in the workplace?
Career analyst Dan Pink examines the puzzle of motivation, starting with a fact that social scientists know but most managers don’t. Traditional rewards aren’t always as effective as we think. Money is not always the best motivator.
Read Tori’s write-up of Dan Pink’s TED Talk.
Top 5 Trends in Physician & Pharma Advertising
It is well-known that pharma is slow to adopt new advertising technologies. This is tied to the slow moving process for advertising approval based on FDA regulations. However, over the last few years, the following techniques are gaining popularity in healthcare advertising.
1. Mobile
2. Programmatic
3. Physician Authentication and Targeting
4. Social Media Integration
5. ROI Measurement
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