‘Facing scrutiny, pharma marketers turn to unbranded ads’ – Econsultancy
Patricior Robles says, “Thanks in large part to drug pricing controversies, pharma companies have found themselves under scrutiny from the public, government regulators and even physicians.
That isn’t stopping pharma companies from pouring big bucks into their marketing campaigns, but increasingly, pharma marketers are turning to unbranded ads in an effort to reach consumers in a more subtle, stealthy way.
As STAT’s Rebecca Robbins explained, unbranded ads are “a stealthy and lightly regulated form of drug marketing focused on educating the public about a health condition — which the pharma company just happens to sell a product to treat.”
Last month, Merck spent an estimated $9.9m on ads to drive awareness for HPV and shingles, while Mylan spent an estimated $8.5m on ads to boost awareness of severe allergic reactions.
Merck manufactures HPV and shingles vaccines, while Mylan is the company behind the EpiPen, which is an Epinephrine auto-injector used to treat severe allergic reactions“.
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