Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "pharma"
- The decision to launch the practice was partially based on agency research finding that 98% of healthcare professionals globally will be influenced by earned media "at some point within their journey to prescription," and 86% trust earned media more than pharma-owned touchpoints.
- Seventy percent of pharmaceutical and healthcare advertising professionals said they're planning to increase social media spending.
- Pharmaceutical companies may be leaving an important channel unattended when it comes to educating consumers.
- TV spend rose from 10% share of marketing dollars in 2018 to 12% in 2022.
- The Semrush Global Issues Index report reveals what people search for related to 24 societal issues, offering an in-depth look at the top 10 most-searched issues in 35 countries during the past five years.
- Global ad spend is on track to grow 4.4% to $963.5 billion in 2023, rising 8.2% to more than $1 trillion in 2024, which will be the first year expenditures top the trillion-dollar mark, according to the World Advertising Research Center, with five companies responsible for the uptick.
- After decades of failed treatments, a new drug called Lequmbi is offering some hope in the fight against Alzheimer's disease. "The medicine’s benefits are modest — it slowed cognitive decline by 27% in an 18-month clinical study run by the Japanese drug firm Eisai and its Cambridge partner Biogen — but hopes are high that it could mark a turning point in Alzheimer’s research," per the Boston Globe.
- Advertisers' increasing reliance on first-party data will materially change media planning, buying, and selling and re-establish foundational values that have been downplayed in the programmatic era. Eventually, it will put publishers on a level playing field with walled gardens, according to 68% of advertisers that Advertiser Perceptions interviewed in June.
- Brand Keys' new ranking shows how the fading pandemic is reshaping the way consumers feel about favorite brands.
- The ad marketplace contracted 12.7% in July vs. the same month a year ago, marking its first double-digit rate of decline since July 2020.
- "With rising consumer prices, discount store marketers sought the attention of value shoppers. The sector quadrupled investment year-over-year, countering declines across all other retail subcategories."
- There is a direct "one to one" correlation between TV commercials' "attention" score and marketers' all-important "brand lift" measure, a survey from TVision and brand-measurement firm Upwave finds.
- To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
- What does "personalization at scale" really mean - not just for customer interactions but for data and media strategy and even company culture? Walgreens Jennie Peelle, shares the lessons learned as the brand moves towards personalized interactions at every touchpoint. It means changing the way you gather and use data and lean into advanced predictive modeling. It changes how you target and plan paid media for customer acquisition vs. retention. It reworks KPIs towards customer-level measurement and away from mere sales goals. It takes more than mere shifts in tech and technique. It's a culture thing.
- Most customers don't understand what the notices actually mean to them, The CMO Survey reports.
- Digital will make up 49% of OTC advertising in 2023, up from 46% last year, Zenith estimated.
- Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
- IBM Watson Advertising today announced the availability of data from The Weather Company, an IBM Business, on the Amazon Web Services (AWS) Data Exchange.
- GoodRx jointly sponsored NASCAR driver Will Rodgers, with a pharma manufacturer, creating a campaign focused on racing to cure Hepatitis C.
- GoodRx launched GoodRx Health on Thursday to provide research-based answers to vital health questions.
- Ad spending in the major English-speaking markets -- the U.S., the U.K., Canada, Australia, and New Zealand -- expanded 25% during the first half, including a 52% spurt during Q2, the first quarter to reflect year-over-year comparisons with the COVID-19 ad recession of 2020, which began in March and lasted through July (based on U.S. data).
- Transportation and tourism, one of the categories most severely disrupted in 2020 by the COVID-19 pandemic, is showing the greatest recovery in 2021 and 2022, according to key category growth estimates published by WARC as part of its global ad forecast revisions. Like most of Madison Avenue's big agency forecasting units, and a variety of other independent consultants, WARC predicts strong aggregate growth for the ad industry's recovery, with worldwide ad spending projected to expand 17.8% in 2021.
- The number of ad commercial messages is flat for the week of Nov. 16-22 vs. the same week the year before for total TV ad occurrences in the top categories of automotive, insurance, pharmaceutical, restaurants and retail. Retail has made recent improvements, down 34% in September, and 23% for October. Walmart, Target, and Macy's saw increases of 13%, 17% and 17% for the week ending Nov. 22 vs. a year ago, while Home Depot and Lowe's are down 36% and 13%, respectively.
- Trimming its Q3 declines from the steep drop in Q2, the U.S. ad market had stronger results than the U.K., Australia, and Canada, which all saw declines in digital media advertising, according to Standard Media Index. The U.S. posted an 8% Q3 gain for digital. Pharmaceutical drugs was the strongest-performing U.S. ad category, up 19%. Automotive manufacturers and dealers were down 19% year-over-year.
- A recent survey found 74% of consumers agreed it was appropriate for the pharma industry to keep providing branded and sponsored information and advertising related to their products during the COVID-19 pandemic. Consumers still feel the need to stay informed by pharma companies about their choices and options independent of the COVID-19 virus.
- The findings suggest Google puts consumers at risk of buying fake electronics and pharmaceutical products by glossing over web sites known to regularly feature counterfeit goods. A brand protection company is calling on Google, Bing, Baidu, and Yandex to remove links to web sites known to routinely infringe trademarks and sell counterfeit goods.
- "The sugars" is a well-known enemy, with African Americans almost twice as likely to be diagnosed with diabetes as non-Hispanic whites. An issue of this nature was a clear target for Anthony Anderson, star of the ABC sitcom "Black-ish" and a diabetic himself.
- The national U.S. ad marketplace expanded 10% in July, thanks largely to growth in key categories, such as automotive, pharma and fast-food restaurants, according to Standard Media Index. The main media beneficiary remains digital, which grew 17% vs. July 2017.
- For the past three years, CSL Behring has implemented an omnichannel platform to blend content, channels and services that are more measurable across all products and geographies which is on track to increase demand and decrease costs. Learn how CSL implemented this program and understand the specific components of Omnichannel with CSL Behring's Global Director of Marketing, Stuart Davis.
