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.

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