Like a vaccine shot in the arm, the pandemic has given pharmaceutical marketers fresh incentive to use digital advertising to influence what drugs doctors prescribe — even when they’re looking at patients’ digital health records.
| When a new prostate cancer therapy is approved by the Food and Drug Administration, it's especially pertinent to a small group of oncologists. And for the last half-century or so, drug firms left it up to reps to make in-person sales calls to tell them about it. But now, like a vaccine shot in the arm, the pandemic has given pharmaceutical marketers a fresh incentive to use digital advertising to influence what drugs doctors prescribe. Read more below. Like a vaccine shot in the arm, the pandemic has given pharmaceutical marketers a fresh incentive to use digital advertising to influence what drugs doctors prescribe -- even when they're looking at patients' digital health records. In this week's Digiday+ Media Briefing, senior reporter Kayleigh Barber talks with publishers about the status of their plans to return to in-person events and how the virtual versions will remain in the mix. Other things to know about From Most Innovative Brand to Best Creative, The Digiday Awards will honor the companies, campaigns and creative modernizing media and marketing. See the full list of categories and submit your entry before the early deadline on July 23. E-commerce brands are using tech to improve personalization, measurement and engagement on social platforms. Download this guide to learn what’s working for audiences in the feed. Sponsored by Facebook. In 2020, the e-commerce surge and months of quarantine rewrote the expectations — if not the rules — of marketing to the modern shopper. Learn how that changed retail media in this new guide. Sponsored by Criteo. | | |
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