At the turn of the century, brands leveraged printed medical journals to embed creative advertisements, relaying key messages via creative imagery and claims.
Then came the transition to digital, where HCPs started to shift preferences on how they liked to receive and engage with published research. Pharma followed suit and repurposed their creative to suit the new online formats.
Pharma brands have also pivoted in strategy – shifting away from creative ads in favour of providing information, education and support.
To this, a new type of campaign has evolved….