The case for using programmatic advertising to reach physicians

Marylyn Donahue

Programmatic advertising has recorded a slow rate of uptake in the pharma category, but could offer specific benefits for brands in this space.

As many physicians now restrict the access they offer to sales reps from pharma brands, programmatic advertising is emerging as a potential means of engaging this harder-to-reach, but still invaluable, audience.

While programmatic ads – which offer the ability to digitally target doctors in a way that’s accurate, compliant, and relatively inexpensive – is comparatively new to the pharma space, it is becoming hard to ignore for many brands.

Among the reasons for this shift are the high costs and lack of targeting offered by direct-to-consumer (DTC) television ads, according to Chris Neuner, SVP/general manager of PulsePoint Digital Health, a...

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