Advanced Display Targeting Options for Pharma Brands
As online marketing technology advances, new innovative targeting options become available to advertisers. Over time, display advertising has grown from contextual and demographic targeting to now offer high impact, targeted media buys.
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Google Enhanced Campaigns
Date: February 13, 2013 Analyst: Justin Freid and Mitch Cross, Directors, Search Engine Marketing Subject: Overview of and Recommendations on Google Enhanced Campaigns Background and Industry Implications: Earlier this week, Google announced a set of changes to how devices (mobile phones, tablets and desktops/laptops) will be targeted through AdWords. While these changes will affect how the [...]
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Facebook Graph Search
Date: January 28, 2013 Analyst: Michael Konowicz, EVP, Consumer Media and Justin Freid, Director, Search Engine Marketing Subject: Potential of Facebook’s New Product for Pharma Marketers Background: On January 15th, Facebook announced a new feature, currently in beta, that someday could rival search engines like Bing and Google. Facebook Graph Search is being hailed as [...]
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Google’s Knowledge Panel
Date: December 7, 2012 Analyst: Keat Boon, Sr. Planner, Search Engine Marketing and Tatiana Morozova, Supervisor, Search Engine Marketing Subject: Overview of Google’s New Knowledge Panel Including FAQ by Google Background: On November 30, Google began piloting Knowledge Panel, an add-on to Knowledge Graph, which launched in May. Knowledge Graph serves up a reference guide [...]
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Channel Agnostic Media Planning for HCP Audiences
Date: November 5, 2012 Analyst: Karen Lichtig; SVP, Media Subject: Overcoming Barriers to Channel Agnostic Efficiency Background and Industry Implications Media strategy has long been about the channel. For example, journals were considered the “go to” channel to most effectively bring non-personal promotion (NPP) to healthcare professionals (HCPs). Digital and other non-traditional media channel budgets [...]
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Impact of iPad on Medical Reprints Market
Date: October 22, 2012 Analyst: Brandy Colangelo, Manager, Buying Services & Deliverables Subject: How the iPad is Impacting the Reprints Marketplace Background: More pharmaceutical companies are moving away from traditional paper reprints and are arming their sales force with digital ePrints as a tool for communicating brand information to physicians. The pharmaceutical industry is beginning [...]
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Yahoo’s Rich Ads in Search (RAIS)
Date: October 17, 2012 Analyst: Tatiana Morozova, Supervisor, Search Engine Marketing Subject: Recommendation on Pharma Brand Use of RAIS Background: To compete with Google’s robust advertising options, Yahoo/Bing started offering pharma advertisers the ability to serve black box ad units via their Rich Ads in Search (RAIS) platform as of Q4 2011. This allows advertisers [...]
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The Importance of Mobile Media
Date: October 15, 2012 Analyst: Beth Haufler, Broadcast Media Supervisor Subject: Making Mobile Media a More Effective Platform Background and Industry Implications: Mobile is a critical channel for reaching today’s consumers. It accounts for 10% of all Internet traffic, and Mashable reports that number is growing. It is an actionable platform. Mobile customers are more [...]
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Email Marketing to Healthcare Professionals
Date: October 3, 2012 Analyst: José Ferreira, Manager, ByDoctor® and Data Assets Subject: The Importance of E-Mail Marketing Background: Over the past five years we have conducted countless primary market research studies and one thing has become abundantly clear –virtually all healthcare professionals (HCPs) want to receive pharmaceutical product information via e-mail. While there has [...]
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Effectiveness of Direct Mail Marketing to HCPs
Date: August 14, 2012 Analyst: Kate Korczykowski, Media Director Subject: Direct Mail in the Age of Digital Background: Direct mail has been a part of the promotional landscape for 140 years, since the advent of the Montgomery Ward Catalogue in 1872. Mail has unparalleled reach across the US with both consumers and HCPs and multiple [...]
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| With advertising budgets shrinking and the use of new media channels growing, what are the keys to integration? |
| What technology changes (mobile platforms such as Twitter, mobile web, apps, iPad, and Android) do you see being of use to you and your clients? |
| Given recent decisions by some clients to put media planning and media buying services up for review, should the industry expect more such activity? |
| How has the media services industry changed in the past few years? |


