12 questions to ask your HCP platform before your next campaign
Pharmaceutical marketers apply rigorous scrutiny to almost every single aspect of their campaigns – from regulatory review of content to approval of creative assets, from media planning to post-campaign analysis. Yet one critical area frequently escapes the same level of due diligence: the verification standards of the platforms being briefed. The audience a platform claims […]
€42,150 saved on one campaign. The data behind gold-standard HCP verification
In pharmaceutical marketing, the gap between what a platform promises and what it delivers is rarely made visible. Reach figures are quoted, campaigns run and the true efficiency of the audience reached is seldom scrutinised in detail. A case study from one European market makes that gap impossible to ignore. The scenario A €100,000 campaign […]
It’s not just wasted spend – unverified audiences are corrupting your marketing strategy
When pharmaceutical marketers talk about the cost of unverified HCP audiences, the conversation usually centres on wasted spend. And rightly so – with budget waste estimated at up to 47% on some platforms, the direct financial impact is substantial. But there is a second, less visible consequence that may ultimately be more damaging: the corruption […]
You’re paying for 50,000 doctors. Here’s why you’re only reaching 29,000.
Pharmaceutical marketing is one of the most precisely targeted – and most expensive – forms of digital advertising in the world. When a campaign is briefed to reach 50,000 GPs at a quoted CPM of £40, the assumption is straightforward: the budget buys access to 50,000 real, active, doctors. The reality, for many campaigns running […]