Healthcare industry sees 61% increase in
impressions from digital audio advertisements, finding them 120%
more effective than digital display
BOSTON, May 5, 2022
/PRNewswire/ -- At today's Veeva Commercial Summit, Veeva
Systems (NYSE: VEEV) released new findings about the
diversification of digital media used in direct-to-consumer and
healthcare professional (HCP) advertising in the U.S.
The Veeva Crossix 2022 Trends in Health Advertising
Report examines marketing campaigns across more than 230 life
sciences brands and finds a notable increase in the use of digital
audio and video channels, with marketers creating more targeted,
meaningful brand conversations.
The report aggregates media measurement and health data
across $6 billion in
2021 advertising investments. It looks at year-over-year
changes in consumer media behavior and the mix of digital channels
used to reach both patients and HCPs, including:
- Diversifying digital tactics: Pharma marketers are
diversifying their media mix, relying on newer tactics to drive
impact. In 2021, digital audio impressions grew 61% and streaming
video impressions increased 18%.
- Cutting through the noise: Last year, 50% more campaigns
included podcasts and other emerging digital audio channels —
particularly in categories like women's health and preventative
medicine. The rate of new patient starts from these digital audio
tactics grew 11%, proving to be 120% more effective than digital
display ads.
- Reaching HCPs where they are: Niche, HCP-focused sites
were 55% more likely to drive new patient starts last year than
programmatic ad placements. However, audience-based targeting still
played an important role, with programmatic media generating the
majority of HCP reach.
Detailed analyses of select brand campaigns also show the
growing impact of precision targeting and multichannel strategies.
For example, oncology brands that air media on streaming services
increased targeting effectiveness 49% compared to their linear TV
buys. One pharma brand also found that, for its highest priority
HCPs, orchestrated messaging across both digital ads and personal
sales engagement helped drive 80% of subsequent new patient starts
within this group.
"In a world of digital choice, healthcare marketers are leaning
on data to uncover new strategies for optimizing their media
spend," said Sarah Caldwell, general
manager of Veeva Crossix Analytics. "The most data-driven brands
are successfully boosting their reach and conversions with a more
diverse, targeted mix of patient and HCP touchpoints."
Additional Information
Watch the Veeva Crossix keynote
at Veeva Commercial Summit: veeva.com/CrossixKeynote
For more on Veeva Crossix,
visit: veeva.com/VeevaCrossix
Connect with Veeva on LinkedIn:
linkedin.com/company/veeva-systems
Follow @veevasystems on Twitter: twitter.com/veevasystems
About Veeva Systems
Veeva is the global leader in
cloud software for the life sciences industry. Committed to
innovation, product excellence, and customer success, Veeva serves
more than 1,000 customers, ranging from the world's largest
pharmaceutical companies to emerging biotechs. As a Public Benefit
Corporation, Veeva is committed to balancing the interests of all
stakeholders, including customers, employees, shareholders, and the
industries it serves. For more information, visit veeva.com.
Contact:
Deivis Mercado
Veeva Systems
925-226-8821
deivis.mercado@veeva.com
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SOURCE Veeva Systems