Pharma brands are trying to figure out new ways to better reach patients and doctors, but also measure results. (Credit: Shutterstock)

Do phar­ma TV and so­cial ads work? Phar­ma mar­ket­ing agen­cies adopt­ing new tech so­lu­tions to find out

It’s a time­worn ad­ver­tis­ing ques­tion — is my ad cam­paign work­ing? In phar­ma, that can be an es­pe­cial­ly dif­fi­cult ques­tion to an­swer in part be­cause of pri­va­cy reg­u­la­tions, but al­so be­cause the brands spend a lot of mon­ey on TV com­mer­cials where view­ers can’t di­rect­ly click on an ad.

Health­care mar­ket­ing ser­vices com­pa­nies like Las­so and CMI Me­dia Group are try­ing to change that with new mea­sure­ment meth­ods and part­ner­ships that aim to get clos­er to pa­tients’ and physi­cians’ ac­tions.

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