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Choosing between native, display, video, and interactive media should not begin with last quarter’s CTR. The right pharma advertising format depends on what you actually want healthcare professionals (HCPs) to do. Are you trying to introduce a clinical message, encourage content consumption, reinforce brand recall, or inspire deeper engagement? Each goal requires a different ...

HCP social media marketing can play an important role in the modern healthcare media mix, but it should not carry the entire strategy. Paid social can extend reach, reinforce messages, and create additional touchpoints with healthcare professionals. However, an HCP scrolling through LinkedIn or another social feed is often in a different mindset than a...

A bigger media plan is not always a better media plan. In fact, adding channels can create confusion when every tactic is expected to generate awareness, engagement, clicks, and conversions at once. A strong pharma media mix strategy starts with a different approach. Instead of asking every channel to do everything, planners give each tactic...

The risks surrounding MFA healthcare advertising are becoming harder for pharma media buyers to ignore. Advertising dollars can quietly flow to sites built to generate pageviews and ad impressions rather than meaningful patient or healthcare professional engagement. A symptom headline may look relevant to a campaign, but what happens when the page exists mainly to...

AI is no longer just helping marketers write emails. Increasingly, it is helping recipients decide which messages deserve attention. That shift could reshape HCP email marketing as Gmail, Outlook, and other platforms introduce AI-powered summaries, prioritization, search, and inbox assistance. For pharma marketers, getting delivered may soon be only the first hurdle. The next...