by Heather Schwanke, VP of Client Experience
Following recent discussions about a possible ban on prescription drug commercials on television, the pharmaceutical advertising landscape is under scrutiny. For many years, pharmaceutical companies have relied heavily on direct-to-consumer advertising like TV commercials to promote prescription drugs. If new regulations are introduced, pharmaceutical businesses will have to rethink their marketing strategies, communication methods and media channels.
However, the implementation of new regulations doesn’t mean that pharmaceutical brands disappear completely from television. There are alternative communication strategies that can be implemented to effectively reach and engage with audiences.
Earned Broadcast Media Builds Credibility & Engages Audiences
Unlike paid advertisements, earned media involves gaining coverage through broadcast news stories and interviews. This approach not only builds credibility but also reaches audiences in a more organic and engaging manner. For example, securing a spot with a doctor and patient on a morning news segment can significantly amplify and authenticate a brand’s message without the regulatory hurdles associated with TV ads.
You’ll see how SK Life Science did just that to raise awareness for epilepsy and the treatment XCOPRI with a doctor and former news anchor living with the disease:
Digital Advertising: A Complementary Tool for Precise Targeting
In addition to broadcast media’s ability to reach wide and diverse audiences, digital advertising provides an excellent opportunity to deliver PR-centric messages with precision and flexibility. Digital platforms allow for highly specific targeting, enabling communications professionals to connect with defined demographics and personas while tracking engagement in real time. When paired with the broad reach and credibility of broadcast media, digital advertising amplifies the impact of a campaign by delivering tailored content through social media campaigns, native articles, and programmatic ads. These digital strategies complement broadcast efforts by reinforcing messaging and extending audience touchpoints. Whether amplifying branded or unbranded content, digital advertising provides versatile solutions that work seamlessly alongside broadcast strategies to maximize reach and engagement.
Influencer Collaborations Foster Connections
Pharma brands can educate their audiences and build brand credibility and trust using a content marketing strategy: sharing valuable content through various channels such as social media, blogs, videos and emails. As credibility and trust are being established, working with influencers who have already established personal connections with a large group of followers can help the brand reach a new and bigger audience.
Staying ahead of the ever-changing world of pharmaceutical advertising requires a holistic approach. By leveraging a comprehensive and integrated plan that strategically combines earned media, digital advertising, content marketing and influencer partnerships, healthcare comms pros can successfully navigate this changing environment and continue to deliver impactful campaigns.
Pharmaceutical advertising is evolving, and navigating these changes requires an experienced and thoughtful approach for both branded and unbranded campaigns. When choosing a partner to help you respond to these shifts, we recommend someone with expertise in earned broadcast media, digital advertising, influencer relationships and content marketing. This will help ensure your message reaches the right audience in a way that is both meaningful and compliant.