As generation gaps narrow from boomers down to Gen Z, pharma needs to reconsider media, researcher says
Technology generation gaps are shrinking, thanks to the pandemic. Not only is Grandpa on TikTok doing the Applebee’s dance, but new media channel use such as connected TV and podcasts is soaring across age groups.
For pharma and healthcare advertisers, that means it’s time to rethink media planning, says CMI Media Group. Its just-released Media Vitals’ 2021 annual research around what people want from biopharma companies shows a blurring of the lines from the youngest 18- to 24-year-old Gen Z group to the oldest 76 and older silent generation. Pharma can no longer exclusively lean on traditional TV commercials to reach boomers, just like it can’t count on social media-heavy strategies to best reach young people anymore.
Keep reading Endpoints with a free subscription
Unlock this story instantly and join 154,300+ biopharma pros reading Endpoints daily — and it's free.