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Live From the Home Office
STATE OF PHARMA AND HEALTHCARE
PA RT 3 o f 5
INDUSTRIES IN FLUX
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April WeeksEVP, Media Services & Operations
Lindsey FreedNational Programmatic Solutions Director
OUR EXPERTS
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WHAT WE’LL COVERTODAY
+ COVID-19 Impact
+ Consumer Attitudes Towards Advertising
+ Advertising Opportunities & Best Practices
+ Open Q+A
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COVID-19 IMPACT
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COVID-19
Low Exposure for Pharma Brands
COVID-19 could hurt as many as 45% of American companies although pharmaceuticals are categorized as low exposure impact
Source: Moody’s
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AREAS OF IMPACT FOR PHARMA COMPANIES
Resources
Travel Restrictions
Technology Usage
Source: Yale Insights, GlobalData
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IMPACT TO HEALTH/HEALTHCARE
Plan to delay medical or dental procedures
Patients/caregivers worry about disruption to medication regimen
Healthcare patients/caregivers are very concerned about COVID-19
Source: Medisafe Survey
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8%11% 11%
17%19% 19% 18%
30%
73%70% 71%
53%
December January February March
Has tried Intends to try Hasn't tried
SHIFT TO TELEMEDICINEHealth clients to shift messaging
US Adults' Experience with Telemedicine (% of respondents)
Source: CivicScience, March 2020
In March
47%Adults Tried / Intend to Try
Compared to December
27%Adults Tried / Intend to Try
EXPERIENCEINCREASED
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THE CORONAVIRUS IMPACT:CONSUMER FOCUS ON PERSONAL HEALTH & WELLNESS
Source: Yelp, USA Today
Increase in interest for home fitness equipment
Boost in online ordersfor fitness equipment
after gyms started closing
Brands Respond Well
Brands are creating community and connection virtuallyto support good health and wellness
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CONSUMER
ATTITUDES
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THE CORONAVIRUS IMPACT:CONSUMER ATTITUDES TOWARDS ADVERTISING
Consumers believe it is ok for pharma brands to advertise
during the pandemic
Consumers feel health and pharma ads should appear near
COVID-19 content
Pharma and Healthcare Advertising
Has not dropped significantlyBrands are using this time to educate and promote awareness messages
Source: Full Media, IAS, MediaPost
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ADVERTISING OPPORTUNITIES
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$2.01
$2.47
$3.01
$3.62
$4.23
2016 2017 2018 2019 2020
HEALTHCARE AND PHARMA SPEND HISTORYHealthcare & Pharma Industry Digital Ad Spending, US
billions, % of total digital ad spending
Source: eMarketer
22.4% 22.0%20.1% 17.0%
Slower Growth Due to:
+ FDA advertising regulations
+ Data privacy compliance laws
17%Increase YOY
2019-2020
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PHARMA VS. HEALTHCARE REGULATIONS
PHARMA
+ Audiences cannot be directly targeted based on known medical conditions
+ Use de-identified or modeled data to stay HIPAA-compliant
+ Exchanges each have their own regulations
HEALTHCARE
+ Regulations evolving – not consistent across US
+ Known condition targeting is not permitted
+ Targeting patients vs. healthcare professionals = different targeting strategies
VARIANCES BY CATEGORY
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CHANGING MEDIA HABITS AND STRATEGY DURING THE COVID-19 PANDEMIC
Connected TV inventory increased
Traffic to trusted digital publishers increase across desktop and mobile
REACHINGYOUR AUDIENCE
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• Native
• Custom Site Lists
• Email Ads / LiveIntent
• Contextual: Custom keywords
• Custom Search Retargeting
• Data Partners:
- MD+
- Health Professionals
- Diagnosis
- Health Insurance
- B2B
- Conditions/Prescriptions- Look-a-like Modeled
- Geo behavioral
• Brand Safety: Pre-bid to avoid serving ads on questionable content, like negative COVID-19 news
BUYING STRATEGY /BEST PRACTICES
These are opportunities and best practices that Centro utilizes for Pharma through Basis:
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Type in your questions for our Q&A
Thank You!
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PART 1: April 9TH // Advertising Through Crisis
PART 2: April 16TH // State of QSR
PART 3: April 23RD // State of Pharma and Health
PART 4: April 30TH // State of CPG
PART 5: May 7TH // State of Education
INDUSTRIES IN FLUX:A WEBINAR MINISERIES FROM THE HOME OFFICE