Pharmaceutical companies hoping to reach their target audience better should consider using programmatic messaging, after it was revealed as the most popular technique among healthcare marketers.
Programmatic marketing involves using bidding and placement platforms that buy and sell digital ad space, Forbes explains.
It added: “The decisions on the ad placements are made using hyper-specific data including the target consumers age, location, career, and specific consumer interests.”
Consequently, companies have the information they need to release specifically-targeted ad campaigns, which yield a high return on investment.
Algorithms determine where the ideal placement of the ad should be, whether that is Facebook or a specialised website, helping businesses to reach as much of their target market as possible.
This technique is particularly popular among pharmaceutical companies, as it allows marketers to deliver messages that are specifically targeted at certain healthcare professionals (HCPs).
“So, contextual placement of content is key to deliver optimal outcomes,” Martechseries states, adding: “The relevance of a message served on a telehealth channel has the potential to significantly drive connections with physicians when delivered at ideal moments while they tend to their patients.”
This not only benefits the pharmaceutical company, but also patients, as the data about a HCP’s prescribing behaviour is used in conjunction with details about the patient’s ailments to inform the messages that have programmatic content. Therefore, the advertised treatment should be exactly what that patient requires.
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