By David Weinfeld
Health care and pharma ad spending across all media is projected to reach almost $32 billion by 2026, according to eMarketer, a testament to the rapid growth this sector is experiencing. Historically, a lot of this investment has been in TV. No one needs to see the dollar amounts to know this: The jingles stuck in your head for Skyrizi, Jardiance and more are proof enough.
But with a potential ban on pharma TV ads looming — and almost one-third of U.S. consumers saying they are strongly opposed to pharma ads on TV, according to CivicScience, the industry has reached an inflection point. Brands will need to shift their strategies and dollars by thinking outside of the (TV screen) box.
One channel poised to benefit from this shift is programmatic digital out-of-home (prDOOH). By leveraging prDOOH, brands can engage consumers in pivotal moments that are contextually relevant for decision making — think doctors’ offices, pharmacies or retail environments — and adapt campaigns to shifting consumer behaviors.
Regardless of what happens with pharma TV ad legislation, OOH is a smart bet for pharma brands looking to level up their omnichannel strategies to meet the needs of the ever-evolving consumer. Here’s why:
Privacy in plain sight
Advertising in the pharma space, of course, comes with many regulations, such as including important safety information in the ads. Unlike the privacy concerns swirling around digital and social, prDOOH complies with regulatory requirements by leveraging a one-way communication format that doesn’t include clickable call-to-actions, thus bypassing the typical issue digital ads face when linking to additional information. Further, prDOOH adheres to HIPAA regulations by focusing on physical locations, such as pharmacies or waiting rooms, rather than targeting individuals directly, ensuring patient privacy remains protected.
The trust consumers place in OOH stems from its authenticity. Unlike traditional digital ads, which can feel invasive or overly personalized, OOH campaigns communicate in public spaces, fostering credibility and minimizing the risk of data misuse. This positions prDOOH as a vital tool for pharma brands committed to safeguarding consumer privacy and maintaining regulatory integrity.
Meeting consumers where life happens: the contextual advantage
Reaching consumers at the right time continues to be paramount. And for pharma brands, one of the most effective moments is when consumers are in a health-conscious mindset: at the point-of-care. Pharmacies, doctor’s offices and waiting rooms are prime locations for pharma brands to reach consumers with messages for specific drugs and treatments.
The versatility of OOH allows brands to tailor their messaging to suit the unique environment. For example, ads in a pharmacy can focus on over-the-counter medications, while screens in waiting rooms can provide information about treatments for chronic conditions. This level of specificity ensures the message resonates with consumers when they’re most receptive.
Contextually relevant ads not only engage consumers immediately, but drive meaningful action. In fact, after viewing a DOOH ad, 48% of patients asked their physician about the brand or product shown.
Flexibility enables adaptability
One of the most significant advantages of prDOOH is the flexibility it provides advertisers — enabling them to not only tailor their creative to specific screen and venue types, but also adapt their campaigns in real time.
The adaptability of prDOOH also enables brands to respond swiftly to external factors, such as seasonal trends or emerging health crises. For instance, a campaign promoting allergy medication can focus on high-pollen regions during spring, while a flu vaccine campaign can target pharmacies during the winter months. Advertisers can also test different messaging strategies or visual formats across various locations and refine their campaigns based on real-time performance data. This ability to pivot ensures that brands remain relevant and aligned with consumer needs.
All things considered, prDOOH is a smart choice when trying to reach health care providers and health-conscious consumers. With granular audience targeting, real-time optimization and creative flexibility, DOOH offers unparalleled scalability for health care and pharma brands.
Thinking outside of the (TV screen) box is not just about potential regulations — it’s about meeting consumers where they are, out in the world.
David Weinfeld is cofounder and chief executive officer of Screenverse.
