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Since 1996, we've helped leading brands create interactive customer experiences that drive measurable business value.

Monthly Archives:: July 2014

Perspective for pharma marketers on FDA’s new draft guidance for limited-character-count digital advertising

Posted by & filed under Healthcare Digital Marketing, Marketing Effectiveness.

Branded promotional ads are the newest form of SEM available to pharma, courtesy of the latest (June 2014) draft guidance from the FDA. While the FDA requirements for pharma content remain exacting and demanding, the new guidelines provide an opportunity for advertisers to deploy branded promotional ads within the limited character count constraints of SEM…. Read more »

Branded SEM reminder ads for pharma: getting your name out there

Posted by & filed under Healthcare Digital Marketing, Marketing Effectiveness.

Branded SEM reminder ads call attention to the name of a product but make no representations or suggestions about use, thereby eliminating the need to accommodate FDA-mandated labeling and disclosure information. Search terms provide context for your brand, even though its indication cannot be included in the promotional communication itself. Keywords searched might include the… Read more »

Search Engine Marketing for pharma: using non-branded promotional SEM ads in compliance with FDA guidelines

Posted by & filed under Healthcare Digital Marketing, Marketing Effectiveness.

The most common form of SEM advertising employed by pharma is the non-branded promotional ad. Because these ads do not include brand, they are not required to meet the FDA requirements for generic name inclusion, dosing, indication, and most importantly, fair balance risk information, which can consume an often prohibitive amount of copy content “real… Read more »

Search Engine Marketing for pharma: low cost; high value

Posted by & filed under Healthcare Digital Marketing, Marketing Effectiveness.

By virtually any measure – production cost, cost of media space, cost per click, cost per lead, or cost per conversion, Search Engine Marketing, and particularly Paid Search, provides far and away the biggest bang for the advertising buck. In our experience, not only does SEM deliver exceedingly high value for exceptionally low cost, it… Read more »