Launches new whitepaper “Programmatic for Pharma Marketers” to help navigate the digital landscape
Viant, a Meredith Corporation people-based advertising technology company, announced an enhanced offering for pharmaceutical marketers. The enhanced platform provides accuracy and dependability when marketers execute both direct to consumer (DTC) and healthcare provider (HCP) campaigns.
The widespread availability of online resources for both consumers and healthcare providers have created both new challenges and opportunities for pharmaceutical marketers. The rise in healthcare consumerism has led to self diagnosing, with 71% of adults now searching for healthcare information online. Similarly, 79% of healthcare providers prefer to stay informed with online research and are less likely to meet with sales representatives in person. This has created an opportunity for pharma marketers to reach a highly engaged audience but in a privacy compliant way.
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“Eyeballs are continuing to shift from print to digital and linear TV to Connected TV, and pharma marketers need to reach audiences on these new channels to scale their campaigns,” says Jon Schulz, CMO of Viant. “Viant’s giving pharmaceutical marketers a way to efficiently move into digital in a privacy compliant way.”
For more information on the programmatic and digital advertising opportunities available to pharmaceutical marketers, including emerging channels and the changing regulatory landscape, download the new Viant whitepaper “Programmatic Advertising for Pharma Marketers”.