The Pharmaceutical industry still lags behind other industries in the use of digital marketing, but there is a significant upward trend in the spend on digital advertising directed to consumers and healthcare professionals. eMarketer forecasts that pharma marketers will spend $1.81 billion on paid online and mobile advertising in 2016, up from $1.64 billion in 2015. This spending will rise to $2.55 billion by 2019.
As healthcare marketers embrace digital advertising, they are faced with the challenge of telling complex stories within the constraints of current ad formats and complex regulatory guidelines. It’s one thing to sell the virtues of a candy bar in a banner. It’s an entirely different challenge to explain the benefits and important safety information of a prescription drug.
Limitations of traditional banner ads dictate a very basic user experience with limited content. This has forced pharma to rely on a model based on moving consumers and healthcare professionals from a banner ad to another website where more content and all required information can be presented.
Unfortunately, banner ad click-through rates are extremely low so this makes every user interaction within a banner ad extremely valuable. Your UX professional will tell you there is a major drop-off when a user is moved from the property they are visiting to another website or landing page. So the sweet spot to focus on is the first interaction with a banner. It becomes the micro moment that matters when doing a banner ad.
But there is hope, marketers can now turn banner ads into microsites via new software platforms that focus on that core micro moment and allow pharma marketers to present a full microsite experience as soon as a user engages with a banner on the property a viewer is already visiting without sending them to another site.
Technology is allowing marketers to create highly engaging user experiences with multiple videos, images, interactive forms, documents and other content, together with all important safety information presented in accordance to required guidelines, within a rich media ad unit. The ads expand from banners into a full microsite experience on the web property the user is visiting and significantly reduce drop-off while delivering upwards of two minutes of engagement.
These software platforms are also providing unique native advertising solutions within editorial copy on healthcare provider networks and influencer blogs. This allows marketers to place branded microsites in contextually-relevant editorial content where providers and consumers are already seeking information related to their brands. It also saves significant money and reduces the regulatory processes, because one content unit can be used across multiple channels.
All content is monitored and measured in dashboards, and content can be simultaneously updated across all units in distribution whenever a change becomes necessary. The ‘build it once and deploy it everywhere’ model, coupled with the ability to instantly update all distributed content, resonates very strongly with healthcare marketers and regulators.
Guest post by Doug Rockhill, Executive Vice President of Creative at NextWorks.
NextWorks is an innovative marketing technology company that helps brands tell stories by efficiently and effectively producing, packaging, and distributing digital content. The firm’s unique interactive solution, The Content CapsuleTM, makes it easy to integrate complete brand experiences across all digital media channels.
To hear more about how you can utilize technology to efficiently deliver content to your target market, attend Digital Pharma East, taking place October 24-27, 2016 in Philadelphia, PA. This year’s event brings together more than 800 pharmaceutical, biotech and medical device innovators who are implementing company-wide digital ecosystems to embed digital health across all channels to enhance customer experience. To learn more about this event please download the brochure or visit the website. Click here to register and be sure to mention Priority Code C649BLOG.