Digital Outpaces Field-Force Spending For Drug Marketing
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Because drugmakers depend on doctors to write prescriptions, a significant portion of their marketing efforts is devoted to field-force outreach. With changes in regulations on how pharmaceuticals can be advertised, other media channels have become a bigger part of the marketing mix.
“There has been a significant increase in spending on digital channels over the past five years,” according to a study by data and analytics firm Axtria. “While television advertising retains a presence, digital channels have become substantial.”
“There has been a significant increase in spending on digital channels over the past five years,” according to a study by data and analytics firm Axtria. “While television advertising retains a presence, digital channels have become substantial.”
