Brandformance TV Approach for Pharma Marketing
When discussing the fastest-growing markets of the next decade, healthcare stands as a clear frontrunner. The global healthcare advertising market, valued at USD 40.11 billion in 2023, is projected to grow at a CAGR of 5.4%, reaching USD 64.21 billion by 2032, according to Market Data Forecast. This growth is no surprise, given the aging global population—by 2050, one in six people will be over 65, compared to the current one in 11, according to the UN report. The health challenges accompanying this demographic shift are daunting. American Heart Association forecasts that by 2050, hypertension in the U.S. will rise from 51.2% to 61%, diabetes from 16.3% to 26.8%, and obesity from 43.1% to 60%.
With demand soaring, competition in pharma advertising will intensify. So, what challenges await in targeting TV audiences, and how can advertisers thrive in this evolving landscape? Let’s explore.
Playing by customer rules. The challenges and opportunities in pharma ad
The fragmentation of TV viewership - spread across linear and streaming platforms - presents a dual-edged challenge for pharma TV advertisers. Audiences no longer fit into neat silos; they consume content on their terms, whether it's prime-time linear or on-demand streaming. This disjointed landscape risks diminishing reach and precision unless approached strategically.
Enter Brandformance TV, a hybrid approach that merges traditional TV's mass awareness with streaming's measurable, targeted efficiency. This model isn't optional for pharmaceutical marketers navigating strict compliance and niche patient demographics - it's essential.
Tailored messaging is no longer just a best practice; it's the cornerstone of impactful campaigns. HIPAA-compliant targeting, precision audience duplication across channels, and data-backed insights are critical to reaching the right patients while avoiding ad waste. The real opportunity lies in leveraging these tools to maximize reach, ensure frequency balance, and create resonance with both patients and caregivers. Pharma advertisers can navigate complexity and turn fragmentation into a competitive advantage by bridging performance and brand impact.
Unifying Ecosystem. Integrating Linear and Streaming
For consumers, TV is TV—whether it’s live sports on linear or binge-worthy series on streaming. This blurred distinction demands a holistic approach from pharma marketers who aim to optimize reach and minimize waste.
Allocating budgets exclusively to one channel limits impact; the reality is that most audiences engage with both. Marketers can capture the full spectrum of patient demographics by strategically investing across linear and streaming. Simulmedia’s advanced audience deduplication technology ensures that impressions aren’t wasted, achieving higher unique reach while maintaining optimal frequency.
Live events, like sports or shows, remain a cornerstone of linear TV, making it critical for maintaining mass awareness. Meanwhile, streaming’s precision targeting and data-driven insights allow pharma brands to engage niche audiences effectively. The key is treating these platforms as a unified ecosystem, aligning investment and messaging across channels to amplify brand resonance and performance. This approach turns fragmented viewership into an opportunity for smarter, more impactful campaigns.
Growing business, not metrics. Using Data-Driven Precision
The shift from broad demographic targeting to precise, data-driven methods reshapes pharma advertising. Advertisers can refine their understanding of patient audiences without compromising privacy using HIPAA-compliant tools like anonymized data and clean rooms. Advanced modeling helps pinpoint where and when to engage viewers most effectively. By integrating insights from both linear and streaming platforms, marketers can adjust campaigns in real-time, creating more tailored and impactful outreach strategies. Jason Wittmer, Account Executive at Simulmedia, has more on how pharma marketers can target audiences on TV.
Tailoring Strategies. Navigating Ads During Drug Lifecycle
Pharma advertising requires a dynamic approach, evolving alongside a drug’s lifecycle. Let’s look closer at every stage's most important points (from a tv ad perspective).
Launch phase
The priority in the launch phase is establishing widespread awareness. This is achieved by combining Linear TV's mass reach with emotionally resonant messaging that captures the attention of patients, caregivers, and decision-makers in CTV.
Growth phase
As the drug grows, the focus shifts to leveraging data insights. This includes optimizing performance and refining targeting strategies driven by measurable KPIs like healthcare provider (HCP) visits and new prescriptions.
Maintenance phase
In the maintenance phase, the challenge is to sustain market share in a highly competitive landscape. This requires balancing ongoing brand awareness campaigns with retention efforts designed to reinforce loyalty and fend off competitors.
The key to success lies in flexibility—adapting strategies as the drug progresses through its lifecycle, ensuring every campaign aligns with current goals. Whether launching a product or maintaining its relevance, understanding the lifecycle is critical to delivering impactful, audience-specific messaging.
Managing Compliance and the FDA’s Clear, Conspicuous, and Neutral Ruling
The FDA’s "Clear, Conspicuous, and Neutral" ruling introduces a pivotal shift in pharmaceutical advertising. By mandating both audio and visual disclosures of potential risks, this policy redefines how brands communicate with audiences.
For advertisers, it means rethinking traditional 60-second spots, with many now extending to 90 seconds to accommodate these compliance requirements. However, longer ads come with higher costs, making it imperative to balance compliance with creativity.
Maintaining viewer engagement while presenting critical information demands innovative storytelling and strategic pacing. Pharma advertisers must craft transparent and compelling campaigns, delivering compliance without sacrificing the emotional resonance that drives brand connection. This shift underscores the importance of collaboration between creative teams and compliance experts to ensure that ads meet regulatory standards while still effectively capturing audience attention. In an era of heightened scrutiny, compliance is no longer just a box to check - it’s a creative challenge to embrace.
Find out how Simulmedia helps brands navigate these regulatory changes effectively.
Democratizing Pharma Advertising. Providing Accessibility for All
Connected TV has revolutionized access to TV advertising, enabling smaller pharma brands and regional businesses to compete effectively.
Unlike traditional TV’s high entry costs, some CTV services offer the possibility of budget-friendly campaigns that can be tailored to specific regions, patient demographics, or health conditions. Geo-targeting allows advertisers to focus on precise locations - be it urban neighborhoods or rural areas—where their message will resonate most.
Platforms like Simulmedia’s Skybeam further enhance accessibility by providing measurable solutions that deliver impactful campaigns on a scale previously reserved for large pharma brands. This shift empowers companies of all sizes to leverage TV advertising, making it a viable option for even the most niche markets while maintaining precision and cost-efficiency.
Measuring Success. Implementing The Full-Funnel Approach
The Brandformance approach bridges brand awareness and direct response by aligning top-of-funnel visibility with bottom-of-funnel conversions.
Simulmedia excels at tracking metrics like unique reach, script lift, and precise attribution, offering a clear picture of campaign performance. Through case studies, we showcase how actionable insights from full-funnel measurement optimize strategies, delivering immediate impact while fostering long-term loyalty. By connecting data across linear and streaming channels, we help pharma brands understand how each ad drives patient engagement and outcomes. This holistic strategy boosts ROI and ensures every campaign builds sustainable, measurable success in a competitive market.
The growing market offers immense opportunities but also fierce competition. Securing your share of success demands leveraging the latest advancements and refining best practices. Capturing a customer's attention once isn’t enough—you need to be present at every touchpoint, understanding their needs, addressing their pain points, and being part of their key life moments. In today’s multi-screen world, this means reaching them across every platform without causing ad fatigue—a delicate balance that poses a significant challenge. At Simulmedia, we know how to navigate this complexity, delivering impactful, strategic campaigns that resonate without overwhelming.